Sales Script Elements are individual component or building blocks that make up a sales script.
This guide will outline:
1. What the Element is; and
2. What its purpose is; and
3. What the structure of it is.
The Elements are:
3. Case Studies;
6. Future Pacing;
11. Problem Definitions;
12. Product Name;
13. Solution Presentations;
16. Trial Closes;
17. Urgency; and
18. Value Translations.
A Bonus is an additional product(s), service(s) or solution(s) you will offer to prospects on top of the standard offer they will already receive.
The purpose of a bonus is to increase the overall cart value, compared to what a prospect will pay for the standard offer they will already receive and to show how the bonus increases value they already receive.
Bonuses are usually structured as follows:
1. What the addition product(s), service(s) or solution(s) is;
2. What the addition product(s), service(s) or solution(s) does; and
3. What that ultimate means for the customer.
Bullets are simply dot points.
The purpose of bullets is to summarize a feature of the offer and to generate curiosity for a prospect.
Bullets are usually structured as follows:
1. What the feature is;
2. What benefit it gives the prospect; and
3. What the benefit means for the prospect.
A Case Study is a description of what someone did, generally using a product, service or solution.
The purpose case studies are to show prospects what a typical customer’s journey looks like, especially a similar or identical situation and generally if it was successful. Case studies are usually presented in a before, during and after format.
Case Studies are usually structured as follows:
1. Introduction of the past customer;
2. Where the customer was before using the solution; and
3. What results they got after using the solution.
A call-to-action is asking a prospect to do something or act.
The purpose of a call-to-action is to get prospects to act on a sales script and purchase.
Calls-to-action are usually structured as a single sentence instruction.
A close is a statement that brings your sales script to an end and why a prospect should act.
The purpose of a close is to logically convince prospects to purchase and follow a call-to-action or strengthen your sales script argument.
Closes are usually structured as a logical argument as to why the prospect should swap money for the solution.
Pacing is a Neuro Linguistical Programming technique that echoes another person’s view of world. A future pace (or future pacing) is a way of echoing another person’s view of world in the future. These can be used throughout sales scripts or in headlines.
The purpose of future pacing is to get prospects to imagine what the future could be like when they have a solution.
Future pacing usually structured as getting the prospect to imagine what their life could be like if they used the solution.
A guarantee is a promise that certain promises will be met.
The purpose a guarantee is to reverse the risk of purchase for prospects.
Guarantees are usually structured as a single sentence that tells them their risk is mitigated.
A headline is sentence that baits a prospects curiosity and interrupts their current pattern of behaviour or thinking. Headlines can be made up of:
2. Headlines; and
3. Sub headlines
The purpose a pre-headline is to call-out cold prospects. The purpose of cold headline are to get cold prospects attention. The purpose of warm headlines are to get warm prospects attention. The purpose of hot headlines are to get hot prospects attention. The purpose of boiling headlines are to get hot customers to buy again. The purpose of a sub headline is to further explain the headline.
Pre-headlines are usually structured as a single sentence that identifies the geographic/demographic/psychographic/behaviour of a prospect or the problem they have or the result they want and makes a promise.
Headlines are usually structured as a single sentence that describes the problem they face, wanted result, the timeframe for the wanted result, the hurdle to that wanted result, a prospects fear if it doesn’t happen, what solution doesn’t work, and your solution.
Sub headlines are usually structured as a single sentence that builds on the headline.
An offer is presenting something to someone to accept or reject as desired. In contract law an Offer is (amongst other things):
1. A promise of providing;
2. A product, service or solution by the vendor to a prospect;
3. With certain Terms and Conditions;
a. When it is delivered;
b. How it is delivered;
c. Etc.; and
4. For what price (valuable consideration).
The purpose of an offer is to make a bid to obtain a contract or other business. This is usually don’t via a pitch, pitching or solution presentation.
Offers are usually structured as follows:
1. What the prospect gets;
2. Where the prospect gets it;
3. When the prospect gets it:
4. Why you are offering it;
5. How the prospect gets it; and
6. How much the prospect gets it for.
A post-script is an additional remark at the end of a letter introduced by “PS”.
The purpose of a post-script is to summarize and recap the offer for prospects.
Post-scripts are usually structured as a single sentence summarising the most important parts of the sales script.
A problem definition clearly describes the problem to frozen, cold, warm or hot prospects. You can agitate the problem for prospect by showing what will happen if they don’t solve the problem.
The purpose of a problem definition is to qualify prospects.
Problem definitions are usually structured as follows:
1. Before problem;
2. During problem; and
3. After problem.
A product name is of course the name of your product, service or solution.
The purpose of listing the product name in a sales script is to introduce the product, service or solution.
Product Name is structured as simply the Product Name.
Solution presentations presents the solution’s value propositions (not just the Product Name or bullets) to the prospect.
The purpose of a solution presentation is to segue into an offer.
Solution presentation are usually structured as follows:
1. Bridges the problem;
2. Demonstrates the main benefit;
3. Describes how the solution works; and
4. Outlines the main outputs.
A story is an account of a past event. A Success Story is a description of someone’s success, generally using a product, service or solution. Use a Success Story when you want prospects to know what a typical customers journey looks like, that turns out positive.
The purpose of stories are to change a single belief prospects hold. Use this if prospects are problem unaware, problem aware or solution aware.
Stories are usually structured as follows:
4. Plan; and
A Testimonial is a positive statement made by someone, generally a customer about the result, generally of using a product, service or solution, not the journey of using the product — that is the purpose of a case study. Use a Testimonial when you want prospects to know how well your product, service or solution is.
The purpose of a testimonial is show recommendations of past customers to prospects.
Testimonials are usually structured as a single sentence quote.
A trial close is a way to measure where you are at in the sales process.
The purpose of a trial close is a way for you to see if a prospect is ready to buy, before asking them to buy.
Trial closes are usually structured as a single sentence question.
Urgency is something that is important that requires swift action. It is usually based on:
2. Quantity; or
The purpose of urgency in sales scripts is to force a close and call-to-action.
Urgency is usually structured as a description of when an offer ends.
A value translation is a description of the equivalent value of an offer.
The purpose of a value translation is to translate the value of your offer into a currency that prospects can better understand, such as:
· Attention; and
Value translations are usually structured as follows:
1. Describing what it cost to create the offer; and
2. How the offer how saves a certain currency.
So, that is the summary of:
1. What each element is; and
2. What its purpose is; and
3. What the structure of it is.
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