Below is a very simple script that can be used to sell anything.
What I mean is — you can take the basic script below and tack on any additional things you need to customize it to your business. But this is a skeleton, a stripped-down structure…that every sale contains.
Sometimes it’s helpful to just understand the concept of how a sale is sequenced…which is why I’ve created this post.
This is the coat rack close structure. It works to gain the attention of a prospect for a soft close. This 123 structure is only one part of a much larger sales script, and hore hats and coats are needed to finish. So you have to put whatever hat or coat on this structure to make it work.
This creates the engagement opportunity to preform more complex sales scripts that are needed to close the deal on whatever product or service you sell.
There are basic 3 steps to a sale. Perform these steps in order.
Before reading the script at the end, understand what each step of the sale is:
First, you must qualify your prospect.
This means finding out what their wants and needs are to see if you can even help them in the first place.
It also means determining if they are the decision maker for this household or company you are targeting.
If those two things match up, then the prospect is ‘qualified’ to be a customer — aka it’s worth it to actually present your product or service to them and try to win their business.
You qualify by asking questions like this:
-Do you have (problem?)
-Are you the decision maker for (purchasing a solution to this problem?)
Once you have determined that your prospect has a problem that you can solve and that they have the authority to take action to purchase your solution, you can present them with your solution.
When presenting, be sure to talk about your solution’s features and benefits.
Don’t just mention the features.
For instance, if you sell computer systems, a feature might be more RAM. The benefit would be what the feature does for the prospect — faster workflow so their team can be more productive and boost the bottom line.
Once you have shown the prospect your presentation with the most important features and benefits you offer, it’s time to close the deal.
Closing is simply asking for the business. People overthink the close — but it’s just a question you need to ask confidently and calmly. You really only need one good close.
“John, do you have this problem? (yes) Do you want to solve this problem? (yes). What features or benefits do you want to have in the solution of this problem? (blah blah) What things do you not want in your solution to this problem? (blah blah).”
— If your solution is obviously a good fit to help them, then it’s time to show them in your presentation so they understand why.—
“John, based on what you told me. I think we can help. Let me share with you what our solution can do for you. It has (feature), which allows you to enjoy (benefit). [repeat until you have gone through all important features and benefits]. John, does this solution look like something that would solve your problem? (yes). And would you want to get this solution if you could? (yes). John, assuming the price is right, are you prepared to get this today? (yes). Great. Here’s the price [show them the price].”
“How did you want to take care of this today?”
That’s a sale in a nutshell.
This would likely not work in the sale of any commodity or with a complex, enterprise client with multiple silos of an organization required to work out a solution.
I also wouldn’t say this is the only script you’ll ever need, even if this does fit a potential sales person’s needs, but definitely a good base.
I’m a bit pessimistic toward the “one call close” or “one message close” style of sales. I think it is way overhyped and sets the wrong expectations for salespeople. It causes people to lack creative follow up when they are off on timing and miss out on tons of opportunities.
Look to Tom Hopkins, Brian Tracy, Zig Ziglar, Jordan Belfort, Eric Worre, and Jeffery Gitomer for more complex strategies. Then look to contemporary SaaS strategies that are at the forefront of sales now. Selling SaaS has a long sales cycle, and demands a more rigorous approach. So you gotta find a coat rack and decorate rate with the right things to sell the right product.
Salespeople are misled when they think one script works for everything, its actually the entire method of how you swap and move around with many scripts that become the universal one and only method. Being able to change on the fly basses on your prospects reactions is how to close more sales. So its a subjective method, different for each salesperson and product slightly.
You should be researching the prospects in your market. There are not that many personality archetypes in one given market, at any given time. Learn to push all their buttons and you can win every sale even if you show up with your cowboy hat.
Now learn your customers objection patterns to close more often.
This has your salespeople becoming unique based on the many personality types out there. Some people can’t close on certain personalities or archetypes.
If you can figure out the key to who can close who? That’s when you can close every call, cause you will talk to only people who can be closed by your personality and methods. That’s why you need a diverse team based on a mixture of personality traits so that you can capture everything in your sales funnels and squeeze everything out of your pipeline.
The best sales managers know their team and put them in the right place. Its like deploying the troops in the right area. Like why send hydralisks in to take out siege tanks when you can defiler swarm the group then do an overlord zergling drop. The tanks have to enter tank mode and move out of the swarm to attack. By then the zerlings have adrenal rush and full upgrades so they smoke the group quick.