Sales scenarios and scripts: useless robotization or a powerful tool for profit growth?

[ashammi228]

Content
The sales manager is the face of the company
Are scripts and scenarios the same thing?
Okay, I agree! Who writes?
Writing Algorithm: 11 Steps
Several Jedi techniques
The most important
Conclusion
Increasing the company's profit is a goal that both the sales telegram db search department and the marketing team work tirelessly to achieve. All means are used: from basic ones, such as office IP telephony , to the latest automation technologies. When all metrics are normal, website traffic and the number of requests increase, the company's profit should also grow. If this does not happen, it's time to delve deeper into the sales process.

A simple analysis of the data clarifies the picture: the conversion from a call to a sale is at an alarmingly low level. You listen to your managers’ conversations and understand what’s going on… No, they don’t switch to “you” from the second minute of the conversation and, in general, they conduct the dialogue well. But “not bad” does not mean “excellent”.

The sales manager is the face of the company
How to ensure that each employee conducts negotiations professionally, regardless of their mood, desire or unwillingness? So that even newcomers give the impression of a highly qualified specialist with extensive work experience? How to increase the conversion from a call to a sale and process the leads attracted to the site with such difficulty as efficiently as possible? The solution to all these problems can be the implementation of sales scripts.

You have probably heard about this powerful conversion increase tool many times. But you were stopped by the belief that sales scripts only robotize the work of managers, making their conversations unnatural. Perhaps you believe that all situations cannot be standardized, and, in general, it is almost impossible to implement scripts in a working department - it is expensive, time-consuming, and extremely difficult to make managers use them. Your doubts are completely in vain!

We explain what sales scripts are, what a sales scenario is, how they differ, who writes them, and how to make them really work. We give an 11-step algorithm if you decide to create a script yourself, and also share several working techniques.

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Are scripts and scenarios the same thing?
Contrary to popular belief, no.

A sales script is a specific conversation sequence consisting of blocks: greeting, introduction, problem statement, answers to questions, agreement on the next step, etc. The goal of each stage is to transfer the client to the next step. Scripts are speech modules (they are also called chants) inside the blocks themselves.



Both scenarios and scripts are developed for a specific task: sales, reaching out to a decision-maker (DM), setting up a meeting, retaining a client, etc. The goal of implementation is to optimize the negotiation process and increase the efficiency of each employee.


Pavel Ryskov, Leading Methodology for Sales of Complex Products, FRII

It is not enough to know the difference between scenarios and scripts, you need to understand in which cases to use what. For simple products that are sold through large contact centers, it is more convenient to use scripts. For example, for banking products, telecom operators, etc. Since there are few options for conducting a conversation, specific phrases are used without improvisation. If you sell complex IT products with wide functionality, then you need to explain to the client what it is, how to use it. The offer to "buy a platform that can do a lot of things" will not work. In addition, the decision in such transactions can be made by several people, which creates a huge number of options for conducting a conversation and cannot be put into a script. Here it is better to use scenarios, each block of which has a separate goal of the conversation and the success of the sale consists of achieving these intermediate goals.

Does your company need such an upgrade? Definitely yes, if:

you have a low conversion rate from calls to sales;
all managers have different results;
training new employees takes too much time;
we need to scale up as quickly as possible (take 5 more people and train them quickly);
You have a large flow of incoming requests and you want to be sure that all of them will be handled perfectly.
Even if you answered no to some of these questions, why pass up an additional opportunity to grow your sales?

Okay, I agree! Who writes?
Managers
Who writes scripts and scenarios? It is impossible to write a successful script without practical experience in sales. Therefore, the most logical solution would be to entrust this matter to the sellers themselves. These should be specialists with extensive experience behind them, real "sales sharks" with their super-effective techniques and speech modules that have been worked out over the years. Having received your own version of the script from each, analyze them, eliminate errors and create a single template.

The advantage of this method is that managers have experience in sales and know the specifics of your business very well. The disadvantage is that even the most experienced managers do not have all the modern techniques and knowledge in the field of sales technologies and human psychology.

Special companies
Entrusting this work to professionals is an effective solution, but it requires money and time. Qualified specialists will fully understand the specifics of your business and create high-quality scripts taking into account all modern techniques and methods.

Head of Sales Department
If you don't talk to clients on the phone, don't hold meetings, or don't have similar experience behind you, you shouldn't even try to write a script yourself. Of course, you can always analyze the conversations of your best sellers. Understand what works and what doesn't, and write a script for the perfect conversation. But without personal experience, on dry theory, your script will "fail" every now and then.

If you have the necessary work experience, know the specifics of the business and are ready to spend your personal time and effort, we offer specific steps for developing scripts.