After 12+ years in sales and after closing $38M in sales…
Here’s a sales script I’ve perfected for B2B service-based businesses:
- Set the agenda - Every time, never miss this.
It gives you an opportunity to set a strong structure to the call and most importantly ask “Is there anything I have missed that you are keen to focus on” This whole call is about THEM NOT you. By asking good questions (throughout) you get the chance to tailor the call accordingly.
- A quick introduction - (5 minutes maximum)
During the intro, there are 2 questions you need to ask every time.
- Please explain a little more about your role in the business.
- What are you looking to get out of the call today?
- Your value proposition
Why did you reach out in the first place? & how can you help them achieve something better than they already have? Do your research, there will be trends, and insights you can capture from Google or LinkedIn to put you in a good starting position.
- DISCO - (Discovery)
Ask open-ended questions that require more than just a yes or no answer. This helps get the prospect talking, which creates a bond and gives you more information about their challenges, which you can use to personalise your pitch.
- "Who exactly is your target audience — are you aiming for smaller businesses or enterprise level?"
- "What solutions have you already tried? Why didn't they work?"
- "How do you think improving <area your tool/service focuses on> would help your business?"
- "Who is part of the decision-making process, and what holds them back?"
- A short presentation on your offer.
You want to keep this within 7 minutes, the last thing you want to do is turn someone off and bore them via PowerPoint.
- Slide 1 - Background of you/the business 👋🏻
- Slide 2 - What makes you different 👀
- Slide 3 - Typical clients you work with and why 💻
- Slide 4 - Recognition/client testimonials 🏆
- Slide 5 - Expected results 💰
- Slide 6 - Recap/summary ✔️
- Return on investment
This part of the call is extremely important. Let’s hope you have blown them away with your personality, credibility & Offer. However, before you get the sale, you must clearly detail the potential ROI associated with your offer.
Be bold, be confident, but be realistic. A good rule of thumb in sales is under promise and overdeliver, NOT the other way around. When it comes to the fulfilment you want to blow their socks off with the quality of your work. If you end up overpromising the customer will churn, trust me I have seen it repeatedly.
In simple terms, the cost is x amount and we anticipate you making Y
- CTA - Asking for the business
You are asking the buyer to confirm that they’re ready to take the next step. What that is and how you formulate it depends on the potential opportunity.
2 things to consider when getting to this stage.
- People buy from people, meaning if you have built a good relationship they are far more likely to buy
- Time kills deals, meaning that the longer you leave it with the follow-up/decision-making process the less chance it has coming in.
The 65-35 rule - Leveraging emotional buy-in to DRIVE THE SALE!
Over the last 12 years, I have pretty much seen it all.
However, there is one thing that NEVER goes away, PEOPLE BUY FROM PEOPLE!
During my software sales career, I started to test and then teach a method I call the 65-35 rule. More details are below.
First 65% of the call.
Simply put, it means you spend the FIRST 65% of the call working on softer parts of the process
👉 Rapport building
👉 Empathy & Understanding
👉 Personal pains - All about THEM?
👉 Selfish goals - what do they need?
And the LAST 35% on business-focused goals and closing the deal.
Why this way around?
Pretty simple, it’s NON-threatening and at the same time will allow you to build a relationship with your potential buyer.
Having someone take a real interest in you and your needs before pitching anything at all will make your prospect relax.
Using the points above during the first 65% of the call will set things up perfectly as the conversation progresses.
Last 35% of the call - Only effective if you do the first 65% correctly.
You have now got into a position where your prospect likes you, trusts you and can feel you are not just interested in taking their money. Good job 🚀
You have now earned the right to position the final 35% how you like.
Be brave, probe deep, ask difficult questions and most importantly, once you have demonstrated your value ask for the business.
You will automatically qualify yourself to ask questions like.
👉 If you choose to NOT move forward, what are your alternatives?
👉 Is there any reason you would want to choose another provider?
The reason you can ask these questions without coming across as forward or pushy is that you have taken the time to build a solid personal relationship with them.
One thing will NEVER change in sales PEOPLE BUY FROM PEOPLE.