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Sales-script-template

The document provides a sales script template designed to help sales teams effectively communicate with prospects. It emphasizes the importance of personalization, rapport-building, and adapting pitches to different audience segments while also offering strategies for handling objections and conducting discovery. Key elements include a structured introduction, engaging questions, and a clear call to action for follow-up demonstrations.

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TS Lim
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© © All Rights Reserved
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Download as PDF, TXT or read online on Scribd
2 views

Sales-script-template

The document provides a sales script template designed to help sales teams effectively communicate with prospects. It emphasizes the importance of personalization, rapport-building, and adapting pitches to different audience segments while also offering strategies for handling objections and conducting discovery. Key elements include a structured introduction, engaging questions, and a clear call to action for follow-up demonstrations.

Uploaded by

TS Lim
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Sales script template

Sales script

If the option’s there, providing your sales team with a sales script is a great opportunity to
a) take learnings from top performers and roll them out across the rest, and b) regain a
level of control over how your reps are positioning your product.

Tip #1: sales scripts shouldn’t be positioned to your reps as something to recite. After all,
there’s nothing more phony than someone on the other end of the phone who’s clearly
reading something word-for-word. Instead, this should be used as a prompt to guide the
direction of the call.

Tip #2: pitches should be tailored to segments and/or personas. E.g. People in the C-suite
usually want to get to the point quickly and so the RRR method is usually best: relevance,
request, and reward. Relevance is why they should care (reference customers, competitors,
personal details about them/their work), request is time for a demo/learn more, and reward
is what the aforementioned relevance achieved - time, money, deeper insight, etc.

Introduction
No-brainer, we know, but start by getting the sales rep to introduce themselves, your
company and your product. This should be very brief - if they go in too hard, too soon,
people will just hang up.

Hi, this is [insert name] from [company name], I’m just calling about our [product
name].

E.g. Hi, this is Bryony from Product Marketing Alliance, I’m just calling about our
membership plans.

Build a rapport
Getting the prospect to feel comfortable and actually like the sales rep is half the battle to
setting up the rest of the call, so follow-up with a light-hearted and personalized question
Sales script template

- a bit of LinkedIn searching should give your salespeople something to work with.

● I saw you got promoted recently, congrats! How are you finding your new role?
● I saw you moved jobs recently, how are you settling in with the new company?
● I noticed you used to work at [company name], I did too! Was [ex-colleague
name] still there when you were?
● I checked out your recent post/article on [insert topic] and it was a really
interesting read, so thanks for that. What led to you writing that, if you don’t mind
me asking?

Tip: there’s a lot of psychology around getting people to say ‘yes’ early on, so if you can,
ask questions you know the answer will be yes to, too.

Get stuck in
Time’s of the essence - for both you and your prospect - so once you’ve established that
relationship, get your salespeople to casually move onto what they really called for.

So I mentioned at the start I work for [company name] and our [product name] help
people in the [market category] field achieve X, Y, and Z. I put together a demo on how
[people with similar job titles] can increase [relevant KPI], and I was wondering if you
had some time to walk through that together?

E.g. So I mentioned at the start I work for PMA and our membership plans help people in
the product marketing field up-skill themselves and improve their product’s success and
career prospects. I put together a demo on how Senior Product Marketing Managers can
increase their leadership skills, and I was wondering if you had some time to walk
through that together?

● Prospect says ‘yes’ = move to discovery


● Prospect says ‘no’ = objection handling

Objection handling
Sales script template

Don’t let objections go to waste and give your reps ways to turn them into opportunities.
For example:

Prospect: “I don’t have time right now”


You: “Would you like to book some time in for later in the week?”

---

Prospect: “I don’t think this is for me, thanks.”


You: “If you have time, it’d be great to understand what other challenges you might be
facing/looking for support with,” OR, “Do you think something like this might be beneficial
to some of your colleagues?”

Discovery
This phase is all about your reps understanding whether or not the prospect’s actually a
match for your product - i.e. is your price point feasible for them? Are they speaking to the
right person within the organization? And it’s also the time to nudge the person on the
other end of the phone into realizing they have a problem that can be solved.

Before you get going, ask for permission and get them to consistently say ‘yes’ and invite
you in with something like:

“So before we get stuck in, I’d love to ask a couple of questions so I can tailor the demo
to you and your needs. Do you have a minute or two now to go through some quick
questions?”

Discovery questions:

Use the BANT framework to pull out the information your sales reps need, i.e.:

● Budget: “What’s your budget?”


● Authority: “Who’s responsible for purchase decisions at your organization?”
Sales script template

● Need: “What challenges are you currently facing? And how do you currently go
about bridging that gap?”
● Timeframe: “How soon are you looking to find and implement a solution?”

And make sure you have objection handling scenarios prepared for each.

Tip: share the prospect’s pain while you’re going through your discovery questions, and
reiterate their answer in your response to a) enforce what they’re telling you, and b) show
you’re intently listening and understanding their problems, wants and needs.

E.g. “I understand, and I speak to a lot of people who say [briefly repeat the points the
prospect just mentioned].”

OR

“That makes sense, it’s usually the case that [insert job title]s have the final say for these
kinds of purchases.”

Remember: even if the prospect doesn’t convert, these sorts of questions will provide you
with lots of qualitative research to analyze.

Show the demo

Invite for a follow-up


Once you’ve piqued the prospect’s interest, keep the momentum going and proactively
move them to the next stage of the funnel.

If you’re interested, I could get one of our product specialists to show you around our
solution so you can see how it works?

Prospect responds with a yes


Sales script template

Great, do you have 15 minutes tomorrow or the day after? I can get that booked in for you
right away.

Note: how we’re driving urgency - you want to get them booked in while you’re initial call
is still fresh and if you think in days or weeks, they will too.

Prospect responds with a no

Not a problem, do you think this is something you might be interested in, in the future at
all? Or are there any other areas around [insert goals] you’re currently struggling with?

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