Write A Winning Script

Sept. 18, 2008 - PRLog -- ActionCOACH, the world’s number one business coaching firm, is focused on sales. Part of its overall sales strategy involves teaching business owners how to write scripts that staff can use for selling over the phone. The bonus is that once they are comfortable with using the script, it can work just as well in face-to-face sales!

ActionCOACH Marketing Director Jodie Shaw, said that before writing the script, there were three main points to consider.

“First, you need to know your target market,” she said. “You must be clear about whom you will be talking to, and then write your script to that audience. Next, look at what products you will be selling. If they are complex or expensive, you might need to adjust the normal sales process. Finally, give the customer a reason to buy NOW.”

Shaw said that the script itself could be a framework, rather than a word-for-word guide that might sound artificial – the personality of the sales person should be allowed to shine through.

“Start with the greeting,” Shaw maintained. “Getting this right sets the tone for what is to come. Then give the reason for your call and ask if it is OK to continue.”

“The body of the script is devoted to getting information, making suggestions and checking back with the customer. The best way to get information is to ask open-ended questions that give you facts, rather than asking closed yes-no questions. For example, you might ask questions about usage, print quality and ease of operation if the customer was interested in buying a printer. The sales person might then suggest a particular model, explaining how this model met the customer’s requirements and asking if there were other needs to consider.”

Shaw said that dealing with objections was an important part of the sales process.

“Questions need to uncover the basis of the objections and indicate the way towards a solution,” Shaw said. “Finally, make sure the close elicits a customer response, such as asking if payment will be by check or credit card.”

“The time taken in developing the script and making sure the details are right is repaid by the creation of an effective sales tool, with added bonuses of implementing a uniformly high standard of phone service and allowing any new team member to reach that standard quickly and easily.”

“If small-to-medium businesses need help with devising a script, the easiest solution is to call in a Business Coach,” Shaw said. A survey carried out by ActionCOACH showed that one in eight businesses would consider turning to a Business Coach for help with running some aspect of their business.

ActionCOACH is the world’s number one business coaching firm, with more than 1,000 offices in 26 countries. To learn more about business coaching and ActionCOACH, go to actioncoach.com