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Closing a deal is the central objective of every sales rep. So before you start contacting leads, make sure you have a sales call script. Not just any script – you need one that caters to your industry and is formatted for the type of call.

First and foremost, a sales script is only as effective as the seller. You can present your team with a sales script guaranteed to close every deal, but if they don’t know how to utilize the content and comfortably speak to callers, then it’s useless.

According to author John Asher, there are six closing sales principles every elite salesperson should know, for instance:

1. Many callers will never close themselves, even when they are ready to buy.
2. After you make your sales pitch, remain silent while the buyer considers your proposal. Allow them to respond first before you interrupt their thoughts.
3. Once the deal is closed, congratulate the buyer on their decision and shift the conversation to something more casual like the weather or sports.

John Asher’s The Neuroscience of Selling: Proven Sales Secrets to Win Over the Buyer’s Heart and Mind contains all six closing sales principles. This is a great book, filled with psychological tips for salespeople.

What is a sales call script and how can it help close deals?

Sales call scripts are step-by-step instructions (from introducing yourself to closing the deal) that reps refer to when speaking to a buyer over the phone. Scripts provide you with a guided outline and help steer the conversation toward closing a deal.

As you become more comfortable making sales calls, modify the script, highlight the lines that work and remove the ones that don’t. Eventually, you’ll be able to go off-script and start using your personalized sales pitch that closes every deal!

To create an effective sales call script that closes every deal, start by follow these step-by-step instructions:

1. Clearly Introduce Yourself

Begin the conversation by stating your name and business. Speak clearly and confidently so they know exactly who you are and which company you represent. For example:

• When calling an inbound lead: “Hello [lead’s name], this is [your name] from [your company]. We got your quote request. How are you doing today?” pause.
• When you are calling a new prospect and you have a high position:
  “Hello [prospect’s name], this is [your name], [job title; Director, Head of… or Chief…] at [your company].” pause.
• When you are calling a new prospect but you do not have a high position:“Hi [prospect’s name], this is [your name] from [your company].” pause.

Pausing after your introduction is a necessary but difficult tactic. Even experienced sales reps struggle with pausing before they drive straight into their pitch. While the pause may be awkward, it’s important to let your prospect think about who you are.

It’s also important to let them consider why you sound so comfortable speaking with them. They may have forgotten about the demo or free trial they signed up for and need time to recall why you’re contacting them.

2. Create a Personal Connection

People like talking to people, not telemarketing robots. If you go straight into your sales pitch, you risk losing their attention and can miss the opportunity to close the deal. You need to establish an emotional connection with your lead before making your pitch.

A great way to build good rapport with leads is by asking questions. This encourages your lead to participate in the conversation, shows them you are interested in their company, and establishes a good rapport. Here are some useful open-ended questions:

• “So, you’ve been at [their company] for [X years]. That’s amazing! What’s it like working in that industry?”
• “I see you attended the [event name]. How was your experience there?” 
• “I see you’ve got a new partner based in the UK. How do you feel about that market?” 

Your goal is to make your prospect feel comfortable and get them talking early in the conversation. This quickly creates a personal connection and allows you to learn more about them. Go into the conversation with the mindset that you and your prospect are good friends rather than putting pressure on yourself to instantly make a sale. 

3. Maintain a Comfortable Conversation

At some point, they’ll ask you about the purpose of your call. Don’t jump straight into your sales pitch! Remember, you and your prospect have built a personal connection, so it’s okay to chuckle and say something like, “I was having such a great time chatting with you, I completely forgot why I called!”

This usually lightens the mood and makes them feel comfortable speaking openly with you. However, if your prospect is in a hurry, get straight to the point. They’ll appreciate that you respect their time. Did you know subtle things, like the tone of your voice, can greatly impact a buyer’s decision? Learn how the these 7 psychological techniques can improve your sales calls!

4. Discover Customer Pain Points

After introducing yourself and establishing a connection with your prospect, it’s time to discover their customer pain points. Before explaining your company’s products or services, let your prospect know you fully understand their business and challenges. For example, you can say something like:

• “I work with sales managers in customer service with five to ten members on their team. They’re usually looking to increase their conversion rates and productivity. Is this something you can relate to?”
• Since you’ve done the research, you know their answer will be “yes.”
• Respond with, “Tell me more so I can better understand your business.”
• Or: “How do you use [particular tool or system]?”

Now they’ll explain their customer needs and pain points, which you’ll later incorporate into your sales pitch. After they explain their tool/system, respond with a well-placed compliment, like: “It sounds like you know a lot about the industry. That’s great!” 

5. Making Your Sales Pitch

Now, it’s finally time to make your sales pitch. You’ve discovered their pain points and are going to use them in your positioning statement. A positioning statement expresses how a certain product, service or company fills a specific customer need in a way that shows how their competitors fall short.

If you need help with your sales pitch, follow these simple steps:

1. Start by repeating your lead’s pain points, “So, what I’m hearing is…”
2. List the benefits of your product/service that specifically target their needs.
3. Explain clearly and concisely how your product/service works.
4. If they seem hesitant, try offering them a free demo or trial period.
5. Close the conversation by scheduling a follow-up call or email.

If they seem interested in your product or services, guide them through the purchasing and set up process.