The Benefits of Crafting a Well-Written Prospecting Script

The most daunting part of making a sales call is preparing for the unknown. Will I reach decision-makers?  What kind of questions will the decision–maker ask? Am I prepared with the best responses? Enter the sales script! Think a script is only useful for newbie salespeople? Think again! With the new year comes an opportunity to dust off old material and think of our messaging in a new way. This also allows for an opportunity to showcase new technology, services or offerings you’ve recently added. Taking the time to craft a script that is timely and relevant can mean the difference between a closed deal (great intro, effective probing questions and a convincingly delivered Value Proposition) and a lost opportunity (due to a poor introduction and lack of engagement questions that lead to a summary dismissal). 

Consider these benefits of taking the time to craft a new prospecting script:    

Confidence can win sales  

Confidence is key when it comes to opening and closing a sale. You obviously want your prospect to believe that your company provides the best products and services available, but sometimes this can be difficult to present without a well-written guide of where to take the call. You can always veer away from the scripted content, but a script can serve as a great starting point for the conversation. It offers a good handful of key “must ask” questions you don’t want to forget to ask, as well as features and benefits, particularly as it relates to the answers you received to your probing questions. Confidence can be found when you know exactly where you want to take the conversation. 

During a sales call, you should expect to hear objections from the prospect, and this could greatly affect your confidence. You never want to be caught off guard, so using a well-written sales script is a great way to prevent that from happening. According to Dave Schoenbeck, a professional small business coach, “When your salespeople are trained to know what objections potential customers might make, they can have perfectly-matched responses ready.” Ultimately, preparation results in confidence, and confidence results in closed deals. 

Build trust and rapport with your prospect

It is safe to say that, when it comes to closing deals, building trust and rapport with your prospect is the most important element. Your prospect will be more likely to pursue the conversation and then buy if they are talking to someone they like and trust. A great way to build trust with your prospect is to show them that you know what you are talking about and that you are not trying to take advantage of them.  

Even as a breakroom service professional, you may sometimes trip on your words during a call, making you seem less knowledgeable than you actually are. Imagine you’re trying to gauge prospect interest on a new remote monitoring technology and suddenly blank on which features you want to showcase. Or the Micromarket technology provider you use added a new benefit but you forgot to cover it… Or, maybe you want to name-drop some clients near the prospect’s location…so list them out before the call!  

In your personal life, think about the people you want to buy from – would you be more likely to buy from someone who you have built a friendly relationship with or with someone who is cold and ‘all business’? According to Sales Scripter, “Having and building rapport makes the prospect more responsive during the sales cycle and it definitely impacts your results.”  

Well-written scripts –> trust & rapport –> closed deals 

Scripts often receive a lot of criticism – some say that using scripts make calls sound too rehearsed, too robotic and not at all personal. But this doesn’t have to be the case. Ever try acting? All script-based. Soon after the script guideline is delivered a number of times, the call becomes very natural. Use vocal variety and mixed tones and the prospect will never know what you have in front of you. Still be the authentic you. 

Clear and concise takes the guesswork out

People ramble (especially when they are nervous) and, while being a good rapport-builder is needed in all situations – meaning – being a well-rounded individual that can talk about any topic is a useful skill, but listening skills are paramount. But when it’s your turn to talk – it’s all about sharing clear and concise messages so that you are easily understood by your prospects. Despite your prospect hopefully wanting to hear what you have to say, they want to make a deal (or not) and then move on with their day. Everyone is trying to fit 10 hours of work into an 8–hour day. Without a script, you or your salespeople may get off track and shift away from what your message and objective really is.  

According to Copper, a company that focuses on Customer Relationship Management, “Without a sales script, your calls could end up sounding like a poorly-told story. You want to be able to get to the point quickly and do it in a way that engages the listener, not bores them to death. A script helps keep your sales on track.”  

Here at MarketReach, we use scripts during the qualification and lead generation processes. With years of experience calling on behalf of breakroom service providers, our campaign managers craft scripts using a conversational approach that get the job done. Our scripts lay the groundwork for a great conversation and our lead generators do the rest. According to one of our call team members, Robert, “every lead generator will arrange the words in their own fashion and to their own extent.” So, just because you have a script in front of you, doesn’t mean you have to sacrifice your personal calling style.   

Are you looking to try out a new script and need more sales appointments to close? MarketReach is here to help by providing you with high-quality leads that have the potential to convert into your next customers. Contact us today!  

By: Mallory McBride