Sales Training. Sales script for sales process, including script for closing sales.

By Harvey Cook, ActionCOACH, Lower Hutt, NZ  

The ideal when selling is to get the prospect, customer, or client to talk about their need and take the focus away from price and onto their dominant buying motive - their need, want, or problem. – Use your ears not your tongue!

A good sales trainer will teach sales people to follow a sales script or a good sales process. Good sales training must teach how to deflect the focus from price to value for money.

Too many business owners think that price is the most important issue for a prospect. Sometimes it is – but many times it’s not.
But people ask about the price because they don’t know what else to ask. Just giving them the price may not solve their ‘problem’. After all we don’t do all our shopping at the discount shops where it’s the cheapest – and neither do your prospects. They want someone who can identify their problem and solve it! And that’s the most important thing for them.

If you just focus on price, and your competitor is cheaper – you lose! And is your competitor offering better service or higher quality than you – or just a lower price?
Your prospects want value and you have to show them why they should use your product or service.

Here is a sales script from sales and customer service training that is useful in the everyday sales process. It includes script to use in closing sales and can be modified for use in any sales environment like retail sales, service sales or wholesale sales.

Example Sales Script
Greet them warmly, introduce yourself and try and get their name. Use their name often during this procedure below.
“Thank you for calling/coming in”.
“Just so that I can help you best – is it okay to ask you a few questions?”

Response
“Great – In order that I may help you, what’s most important to you in having .............. [the product or service].................?”
Then listen and acknowledge their response eg
“Yes” – “sure” – “I understand” – “of course” - etc.

If they say ”price”........ Respond with ................
“Yes, we all want the most for the least particularly these days don’t we? ..... Aside from price what is most important for you in having ...........”
“Why are those things important to you?”

Then listen and acknowledge their response e.g.
“Yes” – “sure” – “I understand” – “of course” - etc. This is to get the prospect to re-enforce why they want what you offer – selling themselves.
“When do you want this installed/fixed/built, etc.” – “by?”

Response
“Do you mind if I ask – why you want it by then?”
Response
“So based on what you just said, you want to [repeat what they said in their words] – Is that right?”
Response
“And you want it by ----------- because you want to .............. Is that correct?”
Response
“Great, well what we need to do is ............................... so you can ................... Does that make sense?”
Response
“Let me get that for you/order that for you/book that in for you”.

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