Are you struggling to convert more leads into paying clients? You’re not alone. According to recent studies, the average business owner only converts 2% of all leads into paying customers.
That’s a lot of potential revenue going to waste!
As a business owner, you know that selling is essential to your success. But what if you could convert more of your leads into clients? It’s possible with a solid sales script. In this blog post, we’ll discuss the science of selling and how to create a script that will help you close more deals. So, whether you’re just starting or you’re looking for ways to improve your sales process, read on! We have some tips and tricks to share with you.
Model your sales script from this and create a consistent sales flow, and consistent conversation with prospects will lead to a consistent outcome, which is making the sale.
Rapport Building
In rapport building, what you aim for is to do some discoveries.
For example: “I’m calling you back because you filled out a request for an impact call with us. Does that ring a bell?”
When calling, it is important to refresh their memory as to why you’re contacting them. Many people will forget that they filled out an online form and give accurate information on the phone instead.
I would usually follow that up by asking: “What inspired you to book this call with me today?” or “ What’s going on in the business that you wanted to chat about sales?”
These are vital questions because it gets people to think about why they did schedule a meeting with you in the first place.
Drill Further In
From there, you can have a good conversation. One thing that I recommend when I train my salespeople, as well as the clients that hire me to help with their sales team, is to drill further into the question. Nobody likes to be put in a spot where they feel like they are being interrogated, so do away with asking too many questions with such a tone. Rather, drill into a question and go deep rather than going wide with the questions.
The questions you ask at the end of a conversation can be more powerful than if you just asked a lot of questions from a script.
“If you had no limitations, what would your practice look like twelve months from now?”
“What would be your goals in terms of your clients, old and new?”
There are two aspects to the sales process.
- One is you have to paint your prospects a picture of what the “promised land” looks like.
Tell them the benefits of your program. You have to paint this picture for people who don’t know about it yet, so that they will want you and only you as their coach because no one else can give them what we do.
- You also need to remind them of the pain that they’re in right now that they want to get out of.
As humans, we oftentimes will do more to get out of pain than we will to get pleasure. Try and create something that will help them picture pushing out of pain and pulling toward pleasure. It’s part of your job to get them to admit that there’s a problem now. That’s why in the problem-building piece I’d like to drill into what the problem is.
Take a look at this:
TJ: “So, what else could you do rather than calling the leads?”
Client: “Oh a lot! I suppose, one is, to help more patients. Or maybe file better, do my accounting.”
Once you understand what their problem is, now you can address it with your presentation. You can address how you’re going to help them solve that problem. Be mindful that you must customize the presentation piece to what the clients’ issues are. You would need to aim to address this in your presentation. It is wise to have your general format also.
TJ: “It sounds like we can help you out not only free up more of your staff time but also book more consultations for you. We do this in a two-step process. So first, when you’re going, we’re going to make sure we get as many people on that webinar as possible. And like you said, You’re only getting about a 10% show rate on those webinars. By the way. typically, we get about a 25% to 30% show rate. So immediately more people are gonna see your message.”
See how I’m relating it to information that I may have received earlier when I was asking those questions?
TJ: “You know, I’ve trained my agents to have real conversations with people. So it’s not like a robocall. Most people, when they answer a number from an area code, they don’t know who it is, they may be just expecting a sales call and not wanting to speak to our people. And that’s why we immediately do an icebreaker question.”
If you notice, at this point, I’m kind of giving them a little bit of information in terms of the process that we go through.
Address the Objections with a Story
As you’re developing your sales script, you want to think about what objections you typically receive. Aim to eliminate those objections right here in the sales script itself so that you don’t get those objections later. During the presentation, speak to the objections that you’ve had already. One effective method is to tell a story. Here’s an example:
“As a sales coach, I’ve worked with all sorts of clients. But there’s one client in particular who always intrigues me. Her webinars have an attendance rate of only around 10%. We worked with Dr. Minni Malhotra with Anchor Wellness in Houston, who was struggling to get all of the phone calls completed for her webinars.
At first, I thought it was because her topic wasn’t interesting enough. But after digging a little deeper, I realized that it was something else entirely. My client is great at creating content and delivering value to her audience. They just aren’t showing up for the live webinars.
Now, we are getting 30% of the people attending the webinar. If she has 53 people attending those webinars, then 14 book people are booking those calls and we’re getting more appointments.”
I’m just showing what the potential is, based on a story of a current client. It is critical when you are doing the sales presentation, to relate it to them with a story. I might choose a different story from a different client based on what the problem is with this particular prospect. You need to have several different stories lined. Based on who that prospect is, you have an appropriate story. This way, they can respond:
Client: “Oh yeah, that sounds just like me!”
This is the piece you are wanting to hear.
Pre-closing questions
Then you can always ask this critical question.
TJ:: “So, how does that all sound?”
This is what I would call a pre-closing question. It needs to be asked to get the temperature, so to speak. This will help me see how warm they are to make the sale or buy.
Now, if at this point, I still get objections, and they say, “Oh, I’m not quite sure about that,” then I can go back in and speak to what some of their concerns are.
TJ: “What would it mean to you if you could have more bookings of discovery calls and the clients that you want?”
“Why is that a problem? What would it mean to you if you had 20 bookings a month?”
Client: “Oh that would be great!”
TJ: “Great! It sounds like you would be a perfect fit. Like you said you want to book more appointments and help more people, right?”
Relate this back to the goal that they told you about earlier. That’s why you asked those questions. Get them to agree that they want to take the next step. That they do want to get out of the pain that they’re in and then you just go into what the next step is.
Ask For Sale
You have to think about where you are in the sales process, because if this isn’t closing a firm dollar amount sale, then you want to take them to the next step. Say, for example, the next step is the first appointment with labs that might be a $500 appointment.
TJ: “Well, great. It sounds like you’d be a perfect fit for our program. The next step is to schedule those labs so that we can understand exactly what’s going on. That lab test is just $500. We can take care of that now with a MasterCard or Visa, which would you prefer?”
And there you have it. That’s my script process for taking a prospect through the entire sales presentation and ultimately making them feel great about buying our program because we are solving their problem. We’re showing them the potential of where they want to go. And it is really that easy.
Many salespeople make the mistake of creating a sales script, but then not following it. The script doesn’t need to be followed exactly, word-for-word, but there is a process you should go through to make sure you hit all the points of the script.
The science of selling is all about understanding how people think and use that knowledge to close more sales. By building rapport, asking good questions, addressing objections with a story, and asking for the sale, you can increase your chances of converting leads into clients. If you want to learn more about these techniques or need help putting them into practice, contact us today. We’d be happy to schedule an impact call so we can help you take your business to the next level. Thanks for reading!
If you’re looking for more advice for your business, please contact us for an Impact Call to see if our approach would be appropriate for your situation.
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