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What's the best way to create a sales script for prospecting?

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A sales script is a guide that helps you communicate effectively with your prospects and move them through your sales process. It can help you overcome objections, qualify leads, and set appointments. But how do you create a sales script that works for your business and your audience? Here are some steps to follow.

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1 Identify your goal

Before you write anything, you need to know what you want to achieve with your sales script. Do you want to generate interest, book a meeting, or close a deal? Your goal will determine the tone, structure, and content of your script. Write down your goal in one sentence and keep it in mind as you craft your message.

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Eddie Sand

I help small independent businesses struggling to get steady sales from their current marketing efforts.
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One thing I found useful before coming up with the outcome of having a sales script is having a mission and purpose statement. The way to do that is answer the following questions: - What drives you and your company forward? - What guides your decisions? - Why does your company exists beyond profits? When you have a clear mission and purpose then you will have the right tone and content to draft a compelling sales script.

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2 Research your prospects

To create a sales script that resonates with your prospects, you need to understand their pain points, challenges, goals, and motivations. You can use various sources of information, such as your CRM, social media, industry reports, and customer feedback, to learn more about your target market. Use this data to tailor your script to their specific needs and interests.

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Eddie Sand

I help small independent businesses struggling to get steady sales from their current marketing efforts.
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Remember that many of your prospects will have done their own research on you and your company. So why they accepted to talk with you is to feel confident about choosing you as their solution. And this is why the most critical thing to remember is to Know Your Stuff.

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3 Write a catchy opening

The opening of your sales script is crucial to capture your prospect's attention and make a good impression. You want to avoid sounding like a generic salesperson who is just reading from a script. Instead, you want to create curiosity, rapport, and value. You can do this by using a personalized greeting, stating your name and company, mentioning a referral or a common connection, or asking an open-ended question.

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Eddie Sand

I help small independent businesses struggling to get steady sales from their current marketing efforts.
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The opening is crucial and in my experience it has been a way to set the tone of the sales conversation. This is an opportunity to let your prospect know that you are there to listen to them and give them an expectation of the time it will take. This way, the prospect feels at ease because they're not going to be pushed around to be sold.

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4 Deliver your value proposition

Once you have your prospect's attention, you need to explain how your product or service can help them solve their problem or achieve their goal. Your value proposition should be clear, concise, and relevant to your prospect. You can use a simple formula like this: "We help [target market] to [benefit] by [solution]." You can also add some social proof, such as testimonials, case studies, or statistics, to back up your claim.

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Eddie Sand

I help small independent businesses struggling to get steady sales from their current marketing efforts.
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Also personalized your value proposition. That means that you will need to have taken notes about what they have shared with you on the call and bridge their challenge with the industry insights and your solution. By the way, industry insights is the valuable information you have given them through out the call. Remember telling them you're the right solution is not what they want to hear, but when you show them that you are the go-to expert in the industry then they see you as their solution. So make the call about them and give them your expertise in the industry that will help them solve their challenge.

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5 Handle objections and questions

No matter how good your sales script is, you will likely face some objections and questions from your prospects. These can be related to the price, the features, the timing, or the competition. You need to anticipate these common concerns and prepare some responses that address them. You can use the LAER method to listen, acknowledge, explore, and resolve the objection or question.

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Eddie Sand

I help small independent businesses struggling to get steady sales from their current marketing efforts.
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You don't need to handle objections right after delivering your pitch. One practical and useful framework for any presentation is to make it conversational. For example, there are 3 things to consider: 1) Make sure you personalized your solution based on what you have learned in the conversation. 2) Within you presentation keep asking if it’s clear and if they have questions. This will give you a chance to remove any objections even before they think to ask. 3) Learn to leave the sales conversation. This will give the prospect a feeling that you're not needy which makes you a true professional.

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6 Close with a call to action

The last step of your sales script is to ask your prospect to take the next step in your sales process. This can be scheduling a demo, signing up for a trial, or placing an order. You want to make your call to action clear, specific, and urgent. You can use a trial close, such as "Would you be interested in..." or "How does that sound to you?" to test the waters and then confirm the details and follow up.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What's the best way to create a sales script for prospecting?

1

2

3

4

5

6

7

1 Identify your goal

2 Research your prospects

3 Write a catchy opening

4 Deliver your value proposition

5 Handle objections and questions

6 Close with a call to action

7 Here’s what else to consider

Sales

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What's the best way to create a sales script for prospecting?

1

2

3

4

5

6

7

1 Identify your goal

2 Research your prospects

3 Write a catchy opening

4 Deliver your value proposition

5 Handle objections and questions

6 Close with a call to action

7 Here’s what else to consider

Sales

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