Sales Scripting: Get a ‘Yes’ in 7 Easy Steps.
A 2014 guest post of mine titled “Getting to a Yes With Sales Scripting in 7 Easy Steps” made top story in Entrepreneur. Due to its success and the interest it generated, I wanted to provide my readers with a new and expanded version.
Salespeople often get a bad rap; many believe that for a salesperson to be successful, they must be manipulative and pressure clients into signing that dotted line.
However, this isn’t the case. The word “sales” was originally derived from the Scandinavian phrase “to serve”; a good sales person does exactly that. A salesperson that is truly good at their job doesn’t need to be conniving or manipulative – they simply need to understand the features of what they’re selling, ask questions to determine how these features translate into benefits for any particular client, and make these benefits known. Hard-selling isn’t necessary; once the benefits are explained, all that is left to do is ask the client to take that next step.
Many businesses feel as though the only way to obtain a competitive edge over their competition is through price. This conclusion, while seemingly obvious, in actuality couldn’t be further from the truth.
It’s a fact of life that most businesses have competitors that offer a very similar product or service. After all, most new business owners learned their functional skill from a boss before eventually deciding to go into business themselves. As in many cases, this new business owner replicates what they know and have learned with their past employer, and therefore can easily fall into the trap of believing that price is the only defining selling point.
Sure price can be a factor, but remember each business owner has unique qualities and therefore price is just one factor on which they can compete.
So why do most businesses only have price to compete on?
The ability to tell a captivating story is not a skill reserved solely for authors; in the business world, story-telling has a wide array of uses. An effective marketing, sales and coaching tool, cleverly-crafted tales provide an ingenious way to imbed ideas and suggest a different perspective.
So why do stories resonate so strongly with us? Simply put, it comes down to science. Studies have shown that stories actually work to release the ‘love hormone’ oxytocin; in turn, this creates that all-important human bond and activates the ‘know, like and trust’ factor.
The Art of Business Coaching
It’s common for entrepreneurs and business owners to have a pre conceived notion about the enterprise they’re entering. Human nature and evolution has shaped our brains to work this way.
The truth is reality doesn’t always function according to plan.
What you think will happen and what actually happens is often different.
Like the old saying goes, “there is a difference between talking the talk; and walking the walk”.