I remember this one guy who tried selling me a cellphone. Since I was in the process of canvassing my options, this sales guy tried personally selling to me. What made him different from your typical sales person was that he first tried to find out my needs, and what he could do to help fulfill those needs, instead of jumping right in and showcasing what their phone had to offer.
Some of the really good sales people seem to be magicians since they are able to sell the same product or service to different types of customers who have different buying behavior and tendencies. Like that guy who sold me the cellphone, sales seems to be like magic for salespeople who can seemingly convince anyone to buy into their offer. Luckily for us, like with all magic tricks, there is a secret to sales.
Secret #1: Believe it or not, most sales people follow a script
Finding out that sales is kind of scripted may appear as a shock especially for people who are new to sales. In fact, when I was just starting learning about sales, I found myself asking, “How can there be a script if sales people are able to sell without necessarily using the same spiel over and over again?” One time, I asked my father, “How come salesmen from banks are able to convince people to open an account, when there are other banks out there?” There didn’t seem that much difference to me since banks more or less offered the same set of services. Through time, I discovered that the answer to that question was a matter of experience.
As I was starting out in Leadfunnel, we had to deal with multiple clients of varying backgrounds and industries. As such, we had certain scripts as a guide, especially for conversations that we knew were going to happen on a frequent basis. For instance, we had a script for client calling, and a different guide for closing deals. This really helped me out a lot since I was still fairly new to sales at the time. I didn’t know in the beginning how to go about, talking with our clients. Having a sales script helped guide me on what to say.
Since people have different ways of thinking and doing things, not everyone will have the same aptitude for selling. As such, there arises a need for a benchmark, a sort of guideline for sales people to follow so that everyone is on the same page. This reason is why a sales script is needed so that sales people in organizations can produce desirable results.
Secret #2: Even with a script, sales needs a bit of improv
After knowing that a lot of those sales pitches by sales people are scripted, you might be wondering, “How are these sales people able to engage customers with a seemingly overused pitch?” I encountered a real estate agent in a mall, who was selling using the same opening statement, “Ma’am, sir, property for investment.” I noticed how people just walked by him as he uttered those words. However, when he saw a potential customer, he tweaked his statement a bit, and asked for the situation of that customer. He was able to engage the person in a lengthy conversation.
The reason for this is that while there are scripts that these sales people use, they tend to improvise and tweak the script a bit so that it doesn’t sound too mechanical like a robot. After all, scripts aren’t the be-all and end-all of sales. These merely serve as a guide so that sales people have a direction in all their conversations with customers.
In fact, I had to tweak some of the scripts that we used in the company. I had to make conversations a bit more personal while still aligning myself with how our company operates.
Therefore, an organization must be able to design their sales scripts in such a way that their sales people get guided and at the same time, allow for a certain bit of flexibility and creativity, similar to that real estate agent I observed in the mall.
Secret #3: The main purpose of a script is for repeatability
In order for an organization to continually grow, the sales processes need be emulated and practiced by all employees. However, with varying experiences and knowledge of an organization’s sales processes, not everyone is on the same wavelength. Some sales people are better in selling as compared to their colleagues.
In our company, given that I am relatively new compared to my colleagues, I am still in the process of fully grasping how we do business with our customers. There are good days and bad days for me when it came to closing deals.
The answer therefore to the problem of differing expertise lies in a way in which balance can be achieved even with different aptitudes and experiences with selling. This is where the organization’s sales scripts come in. These scripts help make the various sales processes of the organization repeatable. That way, regardless of experience and knowledge, everyone has a fighting chance to sell. In my experience, I was able to close deals using the sales scripts Leadfunnel had, which I simply tweaked a bit.
With these, you have learned some of Sales’ biggest secrets! Hopefully, your organization can find value in creating and improving your sales scripts.
Curious? Want to know more? You can reach Jason at 0917-569-3371.
The difficulty of sales is what makes it challenging yet exciting all at the same time!