Should I Use A Sales Script?

By Don Kyle

How often have you been in a position where someone is trying to convince you that his or her products or services are the best thing since sliced bread and that you MUST take advantage of the opportunity?  How convinced were you in these situations and how often have you actually purchased?

First of all, keep in mind that people in business are always in sales positions.  After all, without sales, you have no business.  Over my career, I have observed that many people make the mistake of not being prepared in these sales situations.  In fact, most are not.

Being prepared does not simply mean remembering and reciting a script.  Most scripts I have seen do not address the key points necessary for an effective, convincing presentation.  Several key points I would recommend for an effective sales presentation include the following.

1. Put the prospect at ease,
2. Present the benefits of your product or service, with total product (service) knowledge,
3. Address and overcome common objections prior to being raised,
4. Have passion for what you are offering,
5. Perform the presentation in a manner that matches your persona, and most importantly
6. Ask for the sale.
   

I have seen a great presentation on paper become a disaster when actually presented, due to a lack of passion and belief in your product or service.  I believe this one aspect, along with product (service) knowledge, can make or break your presentation.

Furthermore, conducting your presentation in a manner that is not natural to you can cause the prospect to feel he or she is just another sales target.  Therefore, it is critical to practice your presentation until it becomes a part of you.

Finally, you must ask for the sale.  I was recently a party to a sales interaction where it appeared to go very well.  In the end, however, the presenter did not ask for the sale.  No conclusion was reached and no follow-up steps were discussed — it was simply a business discussion between people.  So ask for the sale or at least agree to follow-up!

Please feel free to contact me with any questions about growing your business.

Don Kyle is the CEO and Founder of Small Bizz MBA, a company which assists businesses with their marketing, branding and advertising needs.  (404) 580-6331, dkyle@smallbizzmba.com