Best Sales Script To Get A Buyer’s Attention

best sales scripts to get buyer's attention

You may have heard us talk about our SWIIFTSM Intro before.  The idea is to focus on the buyer and add value so they stop typing their emails and start listening to you.  When you have it, there is something even more powerful than the SWIIFTSM “ear perk,” and that’s a lever.  Usually a name, a lever is a piece of information you have on the company, contact, industry, or history that says,

“Hey man, this isn’t a cold call.  I’m important and you practically already know me.  Tune in!”

The best lever is a name – preferably one in their company (e.g. their boss!  An executive!)  But in lieu of this, use some buying history, shared experience, shared external contact, or even events.  Here are some examples:

(external name) Looks like we both know John Healy pretty well

(company history) We’ve been providing your security licenses for the past few years

(internal name) I work closely with Kathleen in marketing

(experience) I see we both attended the AA-ISP conference this year

But here is the all-time favorite and most powerful (name):

Bob!  Lauren with Factor 8.
I talked to Larry Reeves yesterday.  He asked me to give you a call and I promised him that I would.
Tell me something, are you guys expanding your sales force this year?

What’s different and powerful about this lever statement is that we leave the “why” to the contact’s imagination.  And it’s probably generating something like, “Oh, snap!  What’s going on!?” NOW Bob is paying attention, right?  Also notice that I didn’t launch into some big history like,

 I talked to Larry and he said that he isn’t the right contact and that I should call you.

Yeah, that just screams sales pitch!  But it’s what I hear most often.  Listen, if Larry gives you the brush off and Bob’s name, just spin it into the above.  OK Larry, I’ll call him.  Boom! You promised him that you would.  So don’t fret the wrong names on your list.  They can be powerful levers!

CLICK TO TWEET: “Get your contacts to STOP thinking about how to get you off the phone and START talking to you.

And don’t leave out the SWIIFTSM question at the end of your intro.  This is what gets them to STOP thinking about how to get you off the phone and START thinking of the quick and easy answer to your question.  And guess what?

Now they’re talking!

Like this?  Share it with a friend and learn more with our free team training tool SWIIFTSM IN A BOX.

Expert Advice for Annual Sales Management Strategy Planning

I had the great pleasure of appearing with an all-star cast of Inside Sales experts giving advice to Inside Sales leaders for 2018 sales management strategy planning.  Check out the video hosted by Ambition and featuring Jared Houghton, Trish Bertuzzi, Steve Richard, and myself.  Tips to find:

  1. Account Based Revenue / Marketing Strategies
  2. Cohesive People Strategies
  3. Interviewing / Hiring Tips
  4. Onboarding and Ramp Reduction Tips
  5. Everybody Doesn’t Get a Trophy
  6. Developing Managers
  7. Leaders as Sellers Too!
  8. And more!

Check it out here and share with a friend.

Also: 8 Signs That Your Rep Onboarding Program Is Broken

Highlights: 10 Key Takeaways from Our Experts

1. Start With Where: What Channels Should Drive Revenue?

2. War For Talent: Recognize the Need for New Hire Training.

3. Stop Selling Pens: Make Candidates Reach a Gatekeeper.

4. Use Call Recordings: Let New Hires Hear Voice of the Customer.

5. Network Hiring: Use LinkedIn Connections As Candidate References.

6. Selling is Driving: You Don’t Learn By Riding Shotgun.

7. Be Human: Personalize Your Communication.

8. Measuring Reps: Focus on Activity::Outcome Ratio.

9. Create Snipers: Balance Research and Calls.

10. Focus Coaching: Prioritize B-Players + New Hires.

 

Three Inside Sales Lessons From A Six-Year Old

Last week my son made his first sales call. For an inside sales thought leader, you have got to believe this was big in my house! My brave six year old D.J. read the school script to relatives & friends and got pledges for the APEX fundraiser (yes, that link is shameless promotion for my son).

3 Inside Sales lessons learned from a 6 year old

Watching a little human do this for the first time made ME nervous – and OH. SO. PROUD. It reminded me of a few truths we could all keep in mind when preparing new hires to take to the phones for their first time:

Don’t assume anyone can do this

ANY human will get nervous asking people for money over the phone. Let’s all keep this in mind when we ask for more dials and results. His brother BAILED after one call (and he’s the extrovert in the family!!).

Set up small wins early and celebrate BIG

The small wins he got (and we celebrated big time) energized him to make more calls. He was pulling aunties out of the woodwork! Thanks Mary Beth Burke and Amy Bailey! When we set up small wins early and celebrate BIG, they’ll be hooked.

Do a better job teaching rejection in new hire training

When he got his first “no” he totally rolled with it and still wanted to make another call. Why? Because we set it up ahead of time that it would likely happen, why, and what to say. Special shout out to Uncle Shawn who agreed up front to say no to a six year old so we could teach this lesson (THAT wasn’t easy!). More “NO” in role plays and more help in why they happen and the how to handle them.

Remember that just like a first grader, our new hires watch us to determine how to act. It’s good to show some nerves, to celebrate small wins, and to get right back up like a “no” doesn’t sting a little. I know that the next time I’m in class I’ll be a little less tough on the 23 year old making his first calls.

By the way, my proudest moment was when he DITCHED THE SCRIPT and felt confident enough to use his own words. I can’t believe I didn’t record it! (no, that’s not him in the picture, but it’s so cute, right!?)

Just Say No To Scripts

Sales leaders, lend me your attention on this please.  I know it’s logical to write a script.  You’ve built great messaging and you’ve hired young talent.  We don’t want them to F it up on the calls, right?  And yet I bet you would like to be getting better call results than you are now.  Your script could be the reason why.  Here is why I think scripts suck:

  1. You wrote it for your voice / personality.  No matter how much I practice, I won’t feel confident saying your words.
  2. Confidence is KING in sales (see point one).
  3. You are a big shot.  I am not.  A good friend is CEO of a sales enablement company and makes cold calls (you’re a stud, Chris).  So he gives his scrip to his SDR team and they fail.  Why?  Chris is a CEO.  His title and his swagger on the phone catch attention.  He can get away with saying stuff that mere mortals can’t. (This is also why Challenger selling is hard for new reps, BTW.)

So what’s the better solution?

phone sales scripts

Messaging suggestions + training / coaching

Of course you want to give them talking points!  Even steps to follow (e.g. 1. name, 2. reason for call, 3. value, 4. question).  Even a few sample scripts are helpful.  But then they MUST write their own script in their own words and practice it.  That’s where the training and coaching comes in.  We practice the scripts in class, steal good stuff from our friends, then go get on the phones and try them.  Next step?  Listen to those calls and coach (as a group!).  Did it work?  Did it sound natural?  Is there a better word or nuance for delivery that could help?

Doing it this way (dare I say the RIGHT way) will cost you about a half day / script (e.g. intro, closing, overcoming objections).  The ROI will be tremendous.  You should see your close % / win % increase at least 30% by helping reps find confidence in their own words.

Let’s do it you guys.  Let’s quit scripts together!  It’s like quitting smoking (Who? Me?) Pick a date and vow to rip them up.  Schedule your group training / coaching to happen a few days before and I promise you’ll be glad you did.

Need some help?  We’d be happy to oblige!  When we trained intros to Chris’ team of SDR’s their appointment close percentage TRIPLED during class and then leveled out to double over the next two months.  Check out our SDR training.

How To Scale An Inside Sales Team The Right Way

On Oct 11, New Voice Media, Salesforce, and Factor 8 attack the systems, process, and people challenges of scaling an inside sales team. Inside Sales is out-pacing field sales by a 10-15x ratio these days, so scalability is a common challenge to inside sales leaders. Don’t miss the webinar. Register here.

My job is to talk about the people angle – although a good half of my people suggestions are process suggestions! Allow me to highlight a few common pitfalls and a few additional resources to help you.

Pitfall #1: When you have a massive growth number, it will live or die in Rep ramp time (time to quota / paying for self / goal, however you define it). You’ll be creating projections to hit a 1.5x 3x or even 5x number and you’ll be doing it with headcount. That means your success hinges on the ability for your headcount to:

  • Be hired on time
  • Be trained on time
  • Hit goal on time

Tip: Really dig into your new hire training program, and start six months before your first hiring wave. Watch for signs of a broken onboarding program and take steps eight ways to whip your program into shape (*need link, did this get published on our blog or just salespop? I also want to put the link in the attachments of the webinar, so please send it to me when you have it!). Tip: hire a sales-focuces training leader NOW. Most new hire training programs need a LOT of work, and the good ones can cut your ramp time in HALF.

Pitfall #2: We don’t change our hiring process. Even if you on-boarded an awesome team that is with you today, don’t be fooled that you don’t need a few tweaks before pressure-testing your process for scale. We usually see it break in two ways:

  • The pool isn’t as deep any longer. We have a hiring crisis in our industry folks. Many companies stole great talent when they were new on the scene, but now they’re competing for headcount like everyone else. So even if the number of candidates / posting are similar you may find the depth of talent more shallow.
  • The hiring process wasn’t built for volume and is probably too dependent on your managers (but the slew of new hires on the floor will need them more too!). At launch these managers had all kinds of time to hire. If you triple your model (then double it for the shallow talent pool), how many hours / day will they be in interviews? Ouch.

Tip: Pull hiring out of HR – even if you need to re-appropriate a sales headcount. You need someone doing passive recruiting on the front end, AND who can really handle a phone screen for sales thereby freeing up your managers’ time. Final benefit? You can tie their compensation to the RIGHT hires and align your goals instead of fighting recruiting’s goal of straight-up bodies. I’ve seen way too many new hire classes filled with “live bodies” by recruiting only to have to re-hire that wave a month later. Sales leaders, make no mistake that this is how your hiring goals are perceived in a culture of scale.

Also check your hiring process. It should look like your pipeline with your managers involved only toward the final stages. Oh, and let them hire their own team, OK? (Managers, you can send your cash directly to the Factor 8 HQ for that tip).

Pitfall #3: Develop your Managers now. I’m watching a friend’s floor triple in size right now. They’re crazy-successful and swimming in leads. They need headcount to maximize the revenue. What they’re missing is strong leadership, definitions of what good looks like, and consistency among the management team. And folks, it’s being held together with duct tape and rainbows right now. These managers are soo (say it like a teenage girl) green. Everyone runs different reports, we all manage to a different sales process, there are seven disparate call methodologies, no one can forecast because pipelines are atrocious, teams are mixed and matched constantly (because managers are leaving the chaos!) and no two are managed the same. I’d say they’re all marching to a different drummer, but no one remembered to hire the drummer.

Tip: Hire a drummer. He is a series of documented processes (management cadence, performance improvement, sales handoffs, sales process to name a few) and then TEACH your managers how to execute against them. You and I both know these guys were reps five minutes ago. They need training. They need help being better bosses (or you’ll quickly wind up back at #1 hiring even more bodies). Reps join companies and quit bosses right? New managers are going to FLAIL in a rapid-growth environment, and your reps will be confused, frustrated, and complain about a lack of development – the number one reason reps leave. Check out this video for management training you need.

So, register for the webinar. It’ll be live on October 11th at 12:00pm EST. If you can’t make the live presentation, that’s okay. You’ll get the replay if you’ve registered.

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His stet corpora nostrum in, eu vel soleat ancillae assueverit, eos at everti inermis. Cu assueverit ullamcorper nec. Cu admodum sententiae vis, pri delenit placerat iudicabit id. Duo ne liber primis, eu vel meis idque. Eum quis homero perfecto at, no vel quot probo. Mundi congue ei vel, ne vitae admodum noluisse ius, aeterno quaestio argumentum ut vel.

His stet corpora nostrum in, eu vel soleat ancillae assueverit, eos at everti inermis. Cu assueverit ullamcorper nec. Cu admodum sententiae vis, pri delenit placerat iudicabit id. Duo ne liber primis, eu vel meis idque. Eum quis homero perfecto at, no vel quot probo. Mundi congue ei vel, ne vitae admodum noluisse ius, aeterno quaestio argumentum ut vel.

His stet corpora nostrum in, eu vel soleat ancillae assueverit, eos at everti inermis. Cu assueverit ullamcorper nec. Cu admodum sententiae vis, pri delenit placerat iudicabit id. Duo ne liber primis, eu vel meis idque. Eum quis homero perfecto at, no vel quot probo. Mundi congue ei vel, ne vitae admodum noluisse ius, aeterno quaestio argumentum ut vel.

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His stet corpora nostrum in


eu vel soleat ancillae assueverit, eos at everti inermis. Cu assueverit ullamcorper nec. Cu admodum sententiae vis, pri delenit placerat iudicabit id. Duo ne liber primis, eu vel meis idque. Eum quis homero perfecto at, no vel quot probo. Mundi congue ei vel, ne vitae admodum noluisse ius, aeterno quaestio argumentum ut vel.His stet corpora nostrum in, eu vel soleat ancillae assueverit, eos at everti inermis. Cu assueverit ullamcorper nec. Cu admodum sententiae vis, pri delenit placerat iudicabit id.

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