You may have heard us talk about our SWIIFT℠ Intro before, and if you haven’t, it’s an acronym we use for our sales scripts that means — So, What’s In It For Them? The idea behind the SWIIFT℠ Intro is to focus on the buyer and add value to your sales script so your prospects will stop typing their emails and start listening to you.
Once you grab their attention, you can hit them with one of the most powerful parts of the SWIIFT℠ Intro — and that’s a lever. A lever is a piece of information you have on the company, contact, industry, or history that says,
“Hey, this isn’t a cold call. I’m important and you practically already know me. Tune in!”
So, where do you start when creating the ultimate phone sales script? First things first, write an outline for what you plan to say.
Start With A Sales Script Outline
Planning out what you’re going to say is just as important as actually saying it. You’ll want to make sure you hit all the right points with your sales pitch. Keep in mind your goal is to grab their attention and plan a follow-up interaction.
When creating the outline, think about who you’re calling and how you can get them interested in what you have to say. Planning out the people you’re going to reach out to along with the times will also allow you to be as productive as possible when you finally make the sales pitch.
Personalize every outline you make depending on the person or their role and change it up a bit according to what works.
Next, Figure Out The Best Levers For Your Sales Script
As we mentioned before, levers are the most effective way to grab their attention, and you’re going to want to use them to your advantage once you make your sales call.
There are plenty of different options to use for levers — such as buying history, shared experience, shared external contact, or even events.
Here are some sales script examples that use levers:
- (external name) Looks like we both know John 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
The best lever, however, is a name — preferably one in their company (e.g. their boss or an executive):
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 about this lever statement is that the “why” is completely up to the contact’s imagination. It immediately generates Bob to pay attention and ask himself something like, “What’s going on?!”
It’s also important to notice that we didn’t launch into a background story when we used the name-drop technique. This is something you should avoid:
I talked to Larry and he said that he isn’t the right contact and that I should call you.
This just screams sales pitch! But, it’s what we hear most often. Don’t get into a long explanation of why he wasn’t the right contact because more than likely — the prospect doesn’t care. Instead, just call the person like you promised you would!
Use Your Script & Make The Sales Call
Once you’ve figured out which lever to use, you’re one step closer to having an effective sales script that will ultimately grab your buyer’s attention. Your final step is to make the call! With this guide and the right levers, you’ll be sure to reach your goal.
And remember — don’t leave out the SWIIFT℠ question at the end of your intro. This is what will get prospects to stop thinking about how to get you off the phone and start thinking of the quick and easy answer to your question. That’s what will get them talking!