Writing Effective Outbound Sales Scripts

Writing Effective Outbound Sales ScriptsThe world of sales is defined by the person-to-person interactions that drive customer spending and help companies increase their revenue streams, as representatives highlight the key points of their pitch in the few moments that they are given to convince a potential buyer.

A sales management team needs to help salespeople cater their outbound sales scripts to the customer that they are selling to, but they also need to convince their representatives that reciting lines is a small part of securing business.

Managers first need to learn about the product and who the audience is, and through this decide what the value proposition is for the customer. There needs to be a reason that the potential buyer is willing to talk to the salesperson and this needs to be the core focus of what the rep portrays to the client, according to Barrett Riddleberger, the chief executive officer (CEO) of Resolution Systems, Inc., a sales training and consulting firm.

When it comes to sales calls and prospecting, it is not always about what words are used in the pitch. Many representatives approach the art of calling like a sport, Inc.com reported.

“A lot of people look at cold calling and are only concerned with what are you going to say to the person when you get in front of them or get them on the phone,” said the executive. “The words you say are very important, but they are not everything. It’s not isolated in that moment – it’s also all the pre-work you do for the call.”

It is important to look at who is the ideal customer in each vertical that the company sells to, and then write several specific scripts for each category. Representatives should identify which verticals have the most opportunity and what the trends are, according to Riddleberger.

“Representatives need to understand how those companies in those verticals use your products and services,” noted the executive. “Find out what their business issues are and then you can use that to make a direct connection to your product, and that should be the context by which you should approach them.”

Correspondence should continue with customers after a sale is made, as representatives can learn why the client made the purchase out of an effort to shape their sales pitch for the next customer, according to Riddleberger.

The purpose of cold calling is to get launched into the account or to get moved in front of a decision maker, not to close a sale on the first round of correspondence. A second part of cold calling is to prequalify and representatives need to realize that being too aggressive will likely not pay off, said the executive.

“The most overlooked step to the whole process is once you’ve developed a script you have to practice, as it has to be delivered smooth, effortlessly and confidently,” said Riddleberger. “You need to be able to deliver it in the midst of a conversation to someone who is cold and shut-off and someone who is open and receptive – that takes a lot of practice and training.”

Salespeople may claim that they do not like to use scripts, but this is more of a defense against sounded scripted when making an individual call.

“Salespeople love scripts, they just don’t like to sound scripted and they work with words for a living – they like good phraseology,” noted the executive. “They just don’t practice often enough so they come across as very scripted during the sales call.”