If you want to bring the sales benefits of your product or service to life, there are two powerful techniques you can use. You want to get your prospects to remember the benefits of your products and services. And you want to help your prospects to re-live a positive experience. In this short video, I will explain this technique step by step and share several sales scripts you can use.
Sell with Confidence,
John Kurth
Sales Script Writing Expert
Sales scripts are one of the most powerful ways to persuade and influence your prospects. Sales scripts can help transform you into a Master of Persuasion and Influence, only if you know the secrets.
Secret 3: Probing Questions and Probing Statements
Many salespeople agree that asking questions is a key component of discovering the prospect’s needs and making the sale. It is the level of detail and the types of questions asked that separates the average salesperson from a Sales Pro.
Sales Pros write out all the possible questions they would want to ask a prospect and then objectively choose the most effective probing questions and probing statements to use in their sales presentation. The probing questions and probing statements are then scripted for maximum impact. A Sales Pro decides what is the best order to ask those new questions.
Probing questions are fairly self-explanatory and Probing Statements encourage a prospect to reveal other important information that will help the salesperson to close the sale.
Here are two examples of probing statements:
1. “Tell me more about that.” or
2. “Describe to me your investment style.”
A Fundamental Principle of Selling is That People Buy Benefits
Secret #4: Benefit Bridges
A fundamental principle of selling is that people buy benefits. Sales-people, who have been selling for a while, sometimes fall into a trap and feel that the benefits of their product or service are so obvious and self-evident that the prospect will automatically “get it.”
Part of selling is education. Use Benefit Bridges to help the prospects understand how the product or service will help them. The structure of Benefit Bridge looks like this:
[Benefit] [Benefit Bridge] [Explanation of how the benefit helps the client]
Here’s how the Benefit Bridge works in action using the above format:
[Benefit] ”What that means to you is…” [Explain how the benefit helps the client]
John Kurth
Sales Script Writing Expert
Click here to read Seven Secrets of Persuasion and Influence Secrets Part 1 & 2
You can use sales scripts to increase your sales results. Develop benefit sales scripts to share the value of what you offer with your prospective client.
What is the benefit-of-the-benefit?
The Benefit-of-the-Benefit is the real reason why prospects buy products or services, so the most powerful way to sell them is to find out what is needed or wanted and then provide it. Your probing questions will help discover what is most important to your prospect.
A Strong Motivator for Prospects
The Benefit-of-the-Benefit is a very strong motivator for prospects. When you connect your product or service to the prospect’s most important need, you will rarely have Buyers’ Remorse. Customers who have purchased a product or service that helps solve their Benefit-of-the-Benefit needs are those who will willingly give you referrals; in addition, these happy customers will often give you testimonials, as well.
The Benefit-of-the-Benefit in Action
Imagine this situation: A financial services sales professional is talking to a young couple with a newborn daughter and shows how this family could save $200 a month, or $2,400 a year. The sales presentation, demonstrating the Benefit-of-the-Benefit for the couple, would sound like this:
Sales Professional: “Mr. and Mrs. Prospect, I can save you $200 dollars a month or $2,400 year! How would you invest the money?”
Prospects: “We would invest the money, so we could send our daughter to college.” [This is the Benefit-of-the-Benefit.]
Sales Professional: “Imagine having enough money to send your daughter to the college of her choice. How would that feel?”
Prospects: “That would feel wonderful!”
In this example, the financial services professional found the family’s most important reason for buying; furthermore, he connected his product or service to fulfilling that need and has helped to satisfy the Benefit-of-the-Benefit for the family.
Discover and Link the Benefit-of-the-Benefit
Discovering the Benefit-of-the-Benefit should be a key outcome from your probing questions. Linking the Benefit-of-the-Benefit to your product or service in your sales script will help you make more sales, since these customers will be a rich source of referrals and testimonials.
Be sure to read my next Blog Post
“Sales Scripts: Seven Secrets of Persuasion and Influence”
Sell with Confidence,
John Kurth
Sales Script Writing Expert
I spent the first half of today at the Santa Cruz Beach Boardwalk and I saw a sign that was a great example of a critical mindset to sales script writing success. The sign was very simple. Very few people that read the sign today were aware of how the words were impacting them on a subconscious level.
Understanding the way the sign was created is a key to sales greatness
The sign read …
Caricatures: it only takes 2 minutes
Six simple words.
Sales script writing is about thinking.
It is about anticipating what your prospect’s concerns are.
In an environment like the Santa Cruz Beach Boardwalk your mind is over stimulated. There are lots of people. Lots of noises. Lots to see.
One of the non stated objections of someone at the Boardwalk considering getting a caricature is “I don’t have the time”.
Whoever created the sign knows one of the objections is “I don’t have the time”.
The sign is an attempt to overcome the objection before it comes up in the presentation.
The critical mindset to sales script writing success is to anticipate your prospects wants, needs, desires, and objections and address all of these things in your presentation. This is how you think strategically about sales presentation.
If you adopt this mindset you will increase your sales results for life!
How can you apply this way of thinking to your sales presentation?
What objections can you address in the body of your sales presentation?
Success,
Eric Lofholm
Master Sales Trainer and Sales Script Writing Expert
Would you like to write a sales script that communicates the benefits of taking action? Another powerful strategy is to communicate the consequences of not taking action.
Benefits of Action vs. Consequences of Not Taking Action:
Sales Professionals create a sense of URGENCY in the prospects to get them to buy the product or service TODAY. People are hard-wired to seek pleasure and to avoid pain, so these two motivating forces are at the heart of the sales scripts we will be discussing today.
Benefits of Taking Action:
The Sales Professional focuses the prospect’s attention on the many benefits the prospect will receive when the service or product is bought NOW. A Sales Professional selling a membership to a Fitness Center would focus on the benefits of joining the gym TODAY.
In this example, the benefits that the prospect will realize by purchasing the membership and getting started now are:
o Start improving your level of health,
o Feel and look better,
o More energy,
o Increased self-esteem,
o More strength and stamina.
Consequences of NOT Taking Action:
The Consequence of Not Taking Action is one of the most powerful ways to motivate a prospect to buy. The Sales Professional uses the consequences of not taking action to help the prospects become aware of the painful consequences if they do nothing or wait.
The cost of doing nothing is far greater than the cost of solving the problem (pain) with your product or service. Think of a salesperson selling life insurance to a husband who has a wife and two young children. The Life Insurance Sales Professional helps the husband realize that if he were to die suddenly, the wife would have to sell their home, and the children would not be able to attend college which makes clear to the prospect how doing nothing is far more painful than purchasing the life insurance policy.
You, also, can use the Consequences of Not Taking Action in your industry.
Use the Benefits of Taking Action and the Consequences of Not Taking Action to close more sales!
Be sure to read my next Blog Post.
Benefit Sales Scripts, Part 5: The Benefit of the Benefit
Sell with Confidence,
John Kurth
Sales Script Writing Expert
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