Listen, Understand, Sell: The Key Elements of a Successful Sales Script

May 15, 2023

Welcome to this blog post on how to structure a converting sales script, we will be discussing the importance of understanding the structure of a successful sales script and how it can help you increase your chances of closing a sale. We will also be breaking down each stage of the sales script structure and providing examples of how to implement it in your sales calls and conversations.

To have a sales script work best for you, it's first crucial that you understand that there is in fact a proven structure to a converting sales script. Understanding the sales structure and then implementing that structure in all your sales calls conversations will serve you better than trying to learn or follow a script word for word. When you try to follow a sales script word for word, it will mean that you are trying to fit the sales prospect’s responses and their needs into the little boxes of your script. Not only will this result in you not hearing the prospect's real needs, or understanding the true pain points of the prospect's needs in the sales dynamic, but it can also result in you sounding like a robot.

When it comes to successfully selling there are crucial elements to the dynamic which are never missed by performing salespeople and are always missed by underperforming salespeople. These elements are:

  1. Sales is about listening. NOT talking.
  2. Identifying the prospect's true need is the quickest and surest path to successfully selling anything.

Let me explain this further to you. When you structure the sales call and sales script correctly, the questions within the scripts will prompt the prospect to talk… as performing salespeople, we want the prospect to talk at a minimum twice as much as we do in the sales conversation. The more the prospect is talking, the clearer we will become on the prospect’s needs. The clearer you are on the prospect’s needs, the more effectively you will be able to communicate to the prospect, the benefits of doing business with you, and how you can better understand and solve the prospect's problem. When you can understand and solve the prospect's problem, then my friend you will have a successful sale.

When you underpromise and overachieve in a sales dynamic, my friend - then you will earn client testimonials and reviews. It is far easier to underpromise and overachieve in a sales dynamic when you have crystal clear clarity on your client’s true pain points and what needs to happen to solve their problem. The result is for you, happy clients, and a healthy flow of commissions to your bank account. Enough client testimonials, reviews, and real sales results, often times will then negate the need for cold calling altogether, as your activity in the local marketplace and sales reputation alone will earn you consistent incoming sales opportunities.

Now let’s break out the proven structure of a converting sales script.

The perfect structure of a converting sales script is as follows:

Stage 1: Introduction and Opening

Stage 2: Open Questions to identify need This is where you ask open-ended questions to understand the prospect's needs and pain points.

Stage 3: Communication of benefits that can solve the prospect's needs Once you understand the prospect's needs, you can communicate the benefits of your product or service and how it can solve their problem.

Stage 4: Handling Objections During this stage, you'll address any objections the prospect may have and provide solutions to overcome them.

Stage 5: Closed questions to lead the conversation to a closing sale This is where you ask closed-ended questions to move the conversation toward a closing sale.

Stage 6: Close This is where you ask for the sale and close the deal.

Included in this blog post, you will find a link to the Get Listings Bootcamp, which includes a 7-day free trial.

Within the Bootcamp you will find detailed lessons on sales script techniques and the Sales Script E-Book. This e-book is a valuable addition to the Bootcamp as it provides a comprehensive guide to creating and using effective sales scripts to convert leads into signed, sellable listings. You'll find a variety of sample scripts for different scenarios, as well as tips and strategies for customizing and delivering your scripts to maximize their effectiveness. Click the link included in this blog post to access your 7-day free trial of the Get Listings Bootcamp!

So in conclusion for today’s post: By understanding and implementing the structure of a converting sales script, you'll be able to increase your chances of closing a sale. Remember, sales is about listening and understanding the prospect's needs. By focusing on their needs and communicating the benefits of your product or service, you'll be able to close more deals and earn more commissions.