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  • Kalani Thomas

The Best Script I've Ever Used

I’ve already written about the Pros and Cons of a sales script, but I want to give you the best script I’ve ever used.

This script has been developed and used over the last 4 years, as a result of every customer I have worked with, making it better and better each time. Like any script, you need to practice.

The techniques for that are all listed in the link to my previous blog post.

Before I get into the actual script, I want you to understand the use case for this script. I believe most industries have established the best practice of setting sales meetings, and abandoning the one call close. If you are still trying to get money from someone in one call, this is probably not for you. This script is used when you know the name of the person you are calling, and they are on the line when the script starts. If you need to find this person, or they need to come to the phone, use the best practices in this blog to get them to the phone before you start your script.

Every script needs an opening line.

“Hi, (Prospect first name), this is (your first name) with (company name), hope you’re having a good day.”

This gets the basics out, who are you? I like to wrap up the opener with a statement wishing that person a good day, and not asking them if they are. I do this because this is the first chance for them to talk back to you, and the only information they have is that you are a salesperson. Asking, How are you today?, creates an issue with them being in control. They answer, “I’m good, but I’m also not interested.”

At this point, they aren’t interested, but only not interested in talking to a sales person. In order for this to work, I need to distract them with a continued sentence that flows IMMEDIATELY from the last one.

“…Hope you’re having a good day. Have you ever heard of (company name) before now?”

Teams I work with all over the country use this line to get one of 2 responses from a prospect.

“Yes I do.” Or; “No I don’t”

The beauty of this line, is their answer doesn’t matter. If they say they do, you respond…

“…great, so as you know, our company (description of your company that a 5 year old could understand).”

If they say they “don’t know your company”, your response is simply…

“…no problem, so our company (description of your company that a 5 year old could understand).”

Let’s stop here, why a 5 year old? Everyone has a business that does buzzword plus or minus buzzword, which is great when you are speaking to an educated person. A lot of people I know call into a small business and ask questions about, who handles your SEO? Or, I’m looking for the person that handles your inventory management system. These calls are often going to someone that is not the decision maker, like a gatekeeper. If you are getting a gatekeeper on the line, using acronyms that the department you will get transferred to would understand, but not this person, you cause frustration for yourself in improper connections and repeating your efforts.

Instead of “who handles your SEO?”, ask, “who put together your website for you?”

Instead of your inventory management system, “the person who buys all the stuff your company sells people”

My business for example, we work with sales teams and companies all over the country to establish a better sales experiences for their prospect and salespeople alike. If I’m talking to a new person, like a 5 year old, I tell them I help people make more money by learning to talk and listen to people better. This is vague, but if I’m asking a gatekeeper for help, I don’t ask for the head of sales, and pitch them; I ask for “the person that is responsible for making sure everyone that works their is making the company as much money as possible.”

Now that they have a description of your company, you should check that it makes sense. A good question you can ask is, “does that make sense?”

Let’s put it all together so far.

“Hi, (Prospect first name), this is (your first name) with (company name), hope you’re having a good day.”

“Have you ever heard of (company name) before now?”

If yes; “Great, so as you know (description of your company). Does that make sense?” If no; “No problem, so our company (description of your company). Does that make sense?”

Again, we are eliminating the pathways of independent thought, they are only left with one of my two options, yes or no. Not interested or something else has to be thought of independently, and they have to ignore my answers and substitute their own for something that at this point is “a little rude”.

If they say no, “No problem, let me clear that up a bit more. (more detailed description, slightly longer. No more than 3 sentences).”

If they say, “yes, it makes sense.” You respond…

“…Great, so at this point I was just hoping for a time in the next few days where I can get you back on the line (or drop by if you’re in outside sales) and spend just 15 minutes going over exactly what we do, and if there is any need for us to ever talk in the future.”

There is a lot going on here, so let me break it down. We are deferring the sales call for another day or time. This is done because as soon as you get into a sales call that is unscheduled and there is no start and stop time set for, you will run into this problem. “Something just came up, we have to continue another day”. Often times, this is the last time you will talk to them, because interested or not, you have just given them enough information to say no, but not enough to say yes. Can someone try to do this on a scheduled call as well?

Of course they can, but if it is scheduled you’re armed with being able to say, “we just have a few more minutes, you dedicated this time to me and I’m sure they won’t mind waiting for us to wrap up.” Is it a little aggressive? Yes, but it fills the pipeline. Want something less aggressive, “I’m sure after taking all this time with me already, you’re gonna want to hear the best parts, so can I call you back in a few minutes when you wrap up with that?”

Now, the 15 minute ask. I have set appointments for years. In fact, at one point in my career I was the only person in a call center of 400 people that was making it into the top 10% each month by setting appointments and not trying for a one call close. I’ve set meetings at daycares and at corporate offices, all of them have one thing in common. They only want to talk to a new salesperson for a few minutes at the most. 15 minutes gives you 5 minutes to talk about your company, 5 minutes to talk about theirs, and 5 minutes to decide if there is a fit. If there is, schedule a longer meeting where the fit can be explored.

“…any need for us to ever talk in the future.” I’m not asking you to buy from me at this point.

They shouldn’t be interested in buying anything, there has been no presentation. If you are deciding anything at this point, it’s if you even need someone in that industry to help you solve a problem or have a financial gain. There is no decision other than that. If you do talk, it’s not even sure they will go with you. I’ve said this before, but 60% of the people that talk to you will never buy from you or a competitor.

Once you have this person agreeing to take the 15 minutes, then and only then do you do any qualifying of the lead. I think of it like a drive-thru at a fast food place. They make you take your order and pay before they give you the food. Make them understand who you are and agree to a meeting, then when you have them trapped, you can ask whatever you want before handing them their food (recapping the call) and letting them drive off.