Always Be Testing Your Sales Scripts

In sales...

"Without data, you're just another person with an opinion."

When we were coaching a client recently about the importance of A/B testing sales scripts (scripts for sales emails, calls, voicemails and social selling efforts), it reminded me of the days when I was  selling at one of my favorite former employers. 

During  many of our sales meetings, we would all argue about which sales scripts would perform the best. SDRs would argue with the VP of sales, VP of sales would argue with sales directors and and then we would all spend hours arguing about the symantics and content of different sales scripts.......and the best part is, we would debate which sales scripts are better than others WITHOUT ANY DATA!  

WITHOUT ANY DATA! ARE YOU KIDDING ME? How stupid of us and what a waste of time.

First off, It's not about if you have the best sales script or if I have the best sales script, the key to success is to leverage data to figure out what the highest performing sales scripts are based on real-time tangible data and using the highest performers.......and then constantly testing and optimizing those to maximize sales conversions. Who gives a damn about who is right or who wrote the top performing script......You win as a team when you identify the best scripts based on real-time data and then continuously optimize it further to maximize sales. 

If you are planning to launch a new outbound sales campaign for emailing, calling, social selling, etc, try creating multiple variations so you can effectively test each message and optimize effectively. 

When you start planning your sales email optimization tests, you really have two main variables to evaluate most: the subject line and the body of the message. 

The subject line is critical because if your audience reads it and is not interested in opening your message, your email will never get read and your left in the DUST. 

The body of the message is critical because if your audience reads the body of your message and they don't see any value in responding, you will never lock down that time to discuss the opportunity further.  

When you decide to execute a sales script A/B test, make sure you isolate the test and only make variations to either the subject line or the body of the message. Do not test both at the same time.  This will help you determine what changes you made that resulted in an increase or decrease in performance. 

To maximize your sales results at every stage of the funnel, always be testing your sales scripts and use data to write kick-ass sales content. Whenever we plan to launch any new sales campaign, we always create a minimum of two version for each touch.

Best of luck with you sales optimization efforts and if you have any other sales optimization strategies to share, we'd love to hear about them in the comments section below! 

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If you enjoyed this post, please like it, share it, tweet it, poke it, comment or whatever else you do with these things that you enjoy reading. Additionally, I'd love to hear in the comments section about any sales script testing strategies you've leveraged to crush your quota. 

About the author: 

Brandon Bornancin is the Founder & CEO of Seamless Contacts. He’s obsessed with helping clients 10x revenues with sales automation strategies and the world's best sales automation software. The company is on a mission to generate 100 billion in new revenue for clients, employees and the economy by maximizing sales growth for every organization large and small. He can be reached at 614.440.1298 or [email protected]