The use of sales scripts is one of the most heavily debated topics in the world of sales.
Many sales professionals rely on sales scripts.
They claim that having a high-quality script makes the sales process simpler and produces better results. Others claim that scripts can make a sales pitch sound too robotic and only work for certain kinds of prospects.
To help you decide if you should use a script, this post will share the many purposes of a sales script. You can then weigh up the advantages of having a script and decide if it would be useful for your next presentation.
This post may also give you some new ideas for using sales scripts in your presentations.
What is a sales script?
A sales script is a prescribed set of talking points that are used by salespeople when speaking to prospects. Sales scripts can vary greatly in terms of what they contain.
The simplest scripts only contain bullet points describing the areas that a salesperson hopes to touch on during a presentation. More complex scripts are often used in telemarketing and can include the exact phrases that the salesperson should use during the conversation.
What are the purposes of using a sales script?
There are several reasons why sales scripts are often used when presenting, including:
A sales script gives you a place to start
It is crucial to get the first few sentences of a sales presentation right. Having a script available guarantees you get off to a strong start, delivering an introduction that is well-worded and engaging for your prospect.
Helps you incorporate successful sales strategies
Having a sales script makes it easier to remember tried-and-tested sales strategies that been successful in the past. Because you are preparing a script in advance of meeting the prospect, you can finely tune each strategy you use, making them even more effective.
Every word you say will be in the script for a reason, increasing the likelihood of success.
Can help you stay on track
Inexperienced salespeople often have trouble controlling conversations and directing prospects towards a sale. Having a script available makes it easier to constantly move the prospect in the right direction.
The salesperson won’t become sidetracked on an irrelevant point and won’t forget to include critical information. Having a script also ensures consistency within the sales pitch — which makes tracking results far easier.
Makes you sound more confident
Having a confident persona is important when presenting.
Unfortunately, it can be difficult to sound confident if you are making up a significant proportion of your presentation on the fly. There will probably be using a few “umms” and “ahhs” involved as you try to remember what to say next.
The certainty that having a script provides can help you convey confidence, which results in a far more compelling presentation.
Easier to remember pain points
Pain points are a specific problem that prospects are currently experiencing. Skilled salespeople will always mention a prospect’s pain points before highlighting how their product or service addresses them.
Because pain points can vary greatly between prospects, it can be challenging to remember which specific points to target during a presentation. Sales scripts can help you remember the right pain points for the industry, business, or consumer you are selling to.
Makes it easier to overcome objections
A sales script can be designed to include rebuttals for objections that prospects often have. This makes it much easier to deal with objections quickly and effectively, leading to more sales. A well-crafted script can even address potential objections before a prospect has a chance to mention them.
Makes the sales process less stressful
Giving a sales presentation can be very stressful. Having a script ensures you are entering into the presentation with a well-researched script to fall back on. This makes the presentation much less stressful, helping you come across as more relaxed, well-informed, and well-prepared.
Helping you remember detailed information
If your presentation is quite technical, there will probably be several important facts figures that you need to remember. Having a script makes it much simpler to keep track of this information and ensures that it is used at some point in the presentation.
To improve productivity
Most salespeople work in fast-paced environments where they need to make many presentations each day. Having a script makes it easier to consistently and efficiently deliver those presentations and leads to a boost in productivity.