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Sales Script Template
Purpose

The purpose of this tool is to facilitate the development of a sales script.


Scope

There are 6 key stages to a sales presentation:


   1.   Mental/Physical Preparation – getting familiar with the prospect/customer
        including reading previous call notes, identifying implicit needs etc.


   2.   Introduction – opening pleasantries and stating the purpose of the call.


   3.   Problem/Needs Identification – provide a description of the problem your product/
        service can solve, or consultatively asking the client to communicate their challenges,
        priorities, and/or key strategic initiatives.


   4.   Solution Presentation – relating the features and advantages of your solution to the
        prospect/customer’s situation to identify potential benefits.


   5.   Objections/Responses – answering questions and alleviating concerns the
        prospect/customer has with moving forward with your solution.


   6.   Close – asking for the sale and closing the business. Recap next steps.


Use this template to create a standardized sales presentation for new recruits.
1. Mental/Physical Preparation

Review Notes in CRM System
Take 5 minutes to read the previous notes left in your customer relationship management
(CRM) system. Look for any problems or challenges that you can leverage to create new
sales opportunities.


Do a Quick Scan of Corporate Website
Pull up the prospect/customer’s corporate website to find additional information that you
can use to support your sales presentation. Sections like ‘press releases’ or ‘investor
relations’ can provide lots of useful info. Demonstrate your knowledge by asking an
informed question.


Select a Sales Goal
Determine your goal for the discussion; it may be to retain their business, sell an additional
product, upgrade their services etc.


2. Introduction

State the Purpose for your Call

Provide a compelling reason for calling, based on your value proposition.


“Good Afternoon Mr. Customer; this is [insert your name] calling from company ABC.
We provide a service specifically designed to help executives like you save time. I’d like
to steal 3 minutes of your time to demonstrate how we can make you more effective. Do
you have a few minutes now?”



3. Problem/Needs Identification

Outline the problems your product was designed to solve.
“Our service was specifically designed to save you time with XYZ problem. Do you find
that you spend a lot of time dealing with this? Could you tell me more about the impact
this problem is having on your organization? What are the opportunities and risks that we
need to consider while crafting a feasible solution?”


4. Solution Presentation

Identify Customer Benefits

Communicate the features and advantages of your solution and relate the
prospect/customer’s needs to explore potential benefits and where value can be
created.


5. Objections/Responses

Determine Concerns & Alleviate

•   Either proactively ask what concerns the prospect/customer has with your solution, or
    work reactively to answer their questions. Look for buying signals, such as questions
    related to the delivery of the product or price.

•   Use an Objection/Response tool to quickly soften, confirm, and respond.




6. Close

Ask for the Sale

•   Once sufficient momentum has been built to effectively close the sale, ask for the
    business and resist the impulse to keep talking until the client has had a chance to
    think and respond.

•   Examples of closes include:

       o   Trial Close – “do you see how product can help you?”
o   Direct Close - “are you ready to move forward?”

o   Assumptive Close - “our setup process is very simple…”

o   Choice Close – “would you like to start with product A or B?”

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Sales Script Template Guide for 6 Stages

  • 1. Sales Script Template Purpose The purpose of this tool is to facilitate the development of a sales script. Scope There are 6 key stages to a sales presentation: 1. Mental/Physical Preparation – getting familiar with the prospect/customer including reading previous call notes, identifying implicit needs etc. 2. Introduction – opening pleasantries and stating the purpose of the call. 3. Problem/Needs Identification – provide a description of the problem your product/ service can solve, or consultatively asking the client to communicate their challenges, priorities, and/or key strategic initiatives. 4. Solution Presentation – relating the features and advantages of your solution to the prospect/customer’s situation to identify potential benefits. 5. Objections/Responses – answering questions and alleviating concerns the prospect/customer has with moving forward with your solution. 6. Close – asking for the sale and closing the business. Recap next steps. Use this template to create a standardized sales presentation for new recruits.
  • 2. 1. Mental/Physical Preparation Review Notes in CRM System Take 5 minutes to read the previous notes left in your customer relationship management (CRM) system. Look for any problems or challenges that you can leverage to create new sales opportunities. Do a Quick Scan of Corporate Website Pull up the prospect/customer’s corporate website to find additional information that you can use to support your sales presentation. Sections like ‘press releases’ or ‘investor relations’ can provide lots of useful info. Demonstrate your knowledge by asking an informed question. Select a Sales Goal Determine your goal for the discussion; it may be to retain their business, sell an additional product, upgrade their services etc. 2. Introduction State the Purpose for your Call Provide a compelling reason for calling, based on your value proposition. “Good Afternoon Mr. Customer; this is [insert your name] calling from company ABC. We provide a service specifically designed to help executives like you save time. I’d like to steal 3 minutes of your time to demonstrate how we can make you more effective. Do you have a few minutes now?” 3. Problem/Needs Identification Outline the problems your product was designed to solve.
  • 3. “Our service was specifically designed to save you time with XYZ problem. Do you find that you spend a lot of time dealing with this? Could you tell me more about the impact this problem is having on your organization? What are the opportunities and risks that we need to consider while crafting a feasible solution?” 4. Solution Presentation Identify Customer Benefits Communicate the features and advantages of your solution and relate the prospect/customer’s needs to explore potential benefits and where value can be created. 5. Objections/Responses Determine Concerns & Alleviate • Either proactively ask what concerns the prospect/customer has with your solution, or work reactively to answer their questions. Look for buying signals, such as questions related to the delivery of the product or price. • Use an Objection/Response tool to quickly soften, confirm, and respond. 6. Close Ask for the Sale • Once sufficient momentum has been built to effectively close the sale, ask for the business and resist the impulse to keep talking until the client has had a chance to think and respond. • Examples of closes include: o Trial Close – “do you see how product can help you?”
  • 4. o Direct Close - “are you ready to move forward?” o Assumptive Close - “our setup process is very simple…” o Choice Close – “would you like to start with product A or B?”