Charles Gaudet

Charles Gaudet

Sales Script – Part 1: Why You Need One, and How to Use It

We’re going to do something a little different with the next few posts: I’m giving you a sales script template for you to use as a FRAMEWORK…

Providing you with raw material to adapt and make your own. You must make it your own in order to benefit from it – but this framework will help you masterfully craft your sales presentation quickly.

Whether you’re selling a new client, investor, or JV partner, sales is one of the most important skills any business owner can have in their toolbox.

The problem?

Most people don’t have a clue how to sell.

Those who do “sell” are doing so on a wing and a prayer.

Following a sales script word-for-word and reading directly from the document may be tempting… But the best sales people aren’t “scripted.” They merely have a sales conversation that flows within a guideline

Similarly, you can think about it like this:

Soldiers are given precise instructions and training for accomplishing a mission. They’re told exactly where the drop off point is, how to enter the enemy camp, and how to remove the problem.

However, the military knows this strategy is an “ideal situation.” Most likely, it will need to be adjusted based on circumstances on the field.

Your sales script follows similar principles.

Scripts are for an “ideal situation,” but you WILL be presented with questions and objections that aren’t in your script. Prepare your sales team to listen and react.

And speaking of questions, here’s an important tip:

KEEP ALL QUESTIONS AND OBJECTIONS IN A RUNNING DOCUMENT. USE IT AS A SALES AND TRAINING DEVELOPMENT TOOL. PREPARE YOUR SALES TEAM TO ANSWER AND ADDRESS THEM AS PRESENTED.

Everyone starts with the sales script, and uses it until they’re comfortable enough to move away from it…

Sort of like training wheels.

And it doesn’t matter how experienced you are… 

Scripts will help you test, tweak, and improve your “pitch” until you’re happy with your conversion numbers.

It’ll help you:

  • Set a stronger upfront contract
  • Ask better questions
  • Present your credibility statement with more authority
  • Create a stronger offer presentation and close

If you don’t have a script, it’s more difficult to see where to improve. 

Again, use this framework and make it your own!  

The sales script is broken down into CRITICAL sections. Each section MUST be part of your framework. You can certainly rework the questioning, just don’t skip over a section. 

A couple more points worth noting… This script assumes that:

  • You prequalified your prospect ahead of time
  • They are a warm lead
  • They are prepared to purchase during this call

^ If any of those assumptions are false, it only means you may need to expand your line of questioning. Instead of a 55-minute “Strategy Session,” you may want to test:

  • 15-minute prequalification call
  • 30-minute strategy session
  • 30-55 minute sales presentation & closing call

In Part 2 (and Part 3), we’ll dig into the meat of the sales script, giving you a step-by-step process for how to structure your own sales calls. Again, make this stuff your own – but the script is a great place to start.

Until next time! 

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