The ability to be good at sales script writing can have an immediate impact on sales results. You could just write out the first thing that comes to your mind or you could use some logic and structure to make things easier and more effective.
1. Use an outline format
One option is to script out word-for-word everything that you want to say on a cold call. Although, there is some downside to doing that.
First, it can be difficult and intimidating to memorize a full page of text and that can have a very negative impact on your cold calling activity and results. Making cold calls has plenty of challenges and it does not make sense to create another challenge by using a script that is cumbersome.
In addition, you never know how a cold call is going to go and a word-for-word sales script does not provide a lot of flexibility and allow you to adjust to all of the different directions that the prospect can go or take the call.
An option that can work better is to use more of an outline format when performing sales script writing. This involves shifting from writing everything out word-for-word in continuous paragraphs and move to using more of an outline of bullet points of statements and questions that can be delivered.
2. Break down the call
Taking the building of the call outline one step further is to actually breakdown the cold call to list out the different compartments of the ideal conversation. By breaking the call down, you can break up your outline into different sections so that you can have more clarity as to where you are on a call and what you need to do.
Here are some good sections to include when working on sales script writing:
Introduction: Every call will have an introduction of some sort. There could actually be two introductions scripted – one for the gatekeeper and one for the target prospect.
Value statement: A good way to start out a call and a sales script is to deliver some sort of value statement.
Disqualify statement: Throwing a soft disqualify statement at the prospect to decrease their guard can be a great thing to add when sales script writing.
Qualifying questions: Taking time to qualify to prospect will have very positive impact on the overall sales call.
Common pain points: One extra step to add to the sales script is to share some common pain points that other prospects are experiencing.
Building interest points: At some point on the call, you will need to find a way to build interest on the prospect's side. Believe it or not, there are some ways to script some points to help with this.
Closing language: At the end of the day, it is all about closing and there should be some sort of closing language at the end of the script to help with this.
3. Don’t make it too long
After laying all of that out there, it is important to point out not to make the script too long. You really only have between 2 to 5 minutes to work with so the script needs to powerful, yet tight and not too much information.