Sales for Introverts (Part 4) – What To Say In Your Sales Conversations (Sales Scripts for Introverts)
In part 1 of this series we spoke about why selling is a good thing, assuming you have a good product that helps people. In part 2 we discussed why people buy. Then in part 3 we looked at why your sales conversations – when done right – are a win-win situation that benefit the client as much as yourself. Even if they don’t sign up to work with you, they should come out of the conversation in a better position than they entered it.
Selling is a collaborative effort
On that note, I wanted to begin this discussion on what to say during your sales conversations by setting the frame that the conversation is a collaborative effort.
It is something that you and the prospect do together – not something that you do to them.
A good sales conversation will have you both on the same side of the table, working in sync to find the best solution for the client.
Sometimes the best solution will not be your product/service.
When to not make offers…
I believe you should only make offers to help people whom you are sure you can help.
That means that if during this conversation you realise the person in front of you is not a good fit for your product or service, or that there’s a more appropriate solution, you should not make them an offer to work together.
It might be that the client needs something more advanced than what you offer, or that they need something less advanced. While you could do it, it’s not what you want to do.
Sometimes you just won’t click, and if you’re doing something that is going to be an ongoing relationship (coaching, etc.), making an offer will inevitably lead to problems.
On the other side, if you’re more hands off, e.g. selling a product they will use themselves (software, etc.) it doesn’t matter about the personality clash – as long as what you’re selling is the right solution for what they need.
This is assuming you’re running your own business/selling your own product. If you’re a salesman with targets, managers, etc. then this isn’t for you. Unfortunately, you are going to have to just maximise revenue by whatever means, and let someone else deal with the subsequent headaches.
Turning away the people who are not a perfect fit sounds great in principle, but how are you going to know whether someone is a good fit or not if you are new?
Truth is, you will only learn from experience, and you will start to get a feeling in your gut when something is not quite right. I can’t tell you exactly what to look for, because it is very individual. The only advice I can give is to follow your gut.
If it’s appropriate for the product/service you can devise a qualification checklist, which if they do not meet, will indicate this client is not a good fit for your product/service.
Even this will take some experience to get right.
If you’re just starting out, I suggest just moving forward with everyone unless their is a big, obvious red flag. You will gain experience and hone your sales conversations in future.
As long as your heart is in the right place, you’re doing your best to serve people, and always accepting feedback (internally and externally) to improve your client selection – you will be doing a good thing, and have nothing to feel ashamed of…
Even when something goes wrong.
Which it inevitably will, because nobody has a 100% success rate for long. If they do, they’re definitely not pushing the boundaries far enough.
The only way to learn is to do the best you can, and incrementally improve.
Now that is out of the way, let’s get into the nuts and bolts of what to say…
The first thing to cover is the topic of permission.
Remember that this is something you do with the prospect, not to them.
A great way to do that, is to always be getting their permission to move forwards, never forcing anything upon them.
At the beginning of the conversation, lay out how you are going to proceed and get their confirmation that is cool with them. It shows that you care about them, and that you’re in this together…
“Ok, so we’re gonna chat for a few minutes about where you’re at, where you want to be, and then what is standing in the way of that happening. This will allow me to be able to make the best recommendation I possibly can to help you [ACHIEVE GOAL]. Is that cool with you?”
“Great! Is it ok with you if I am totally honest and upfront about things?”
You’ve checked that they are bought into how the conversation is going to go, and then importantly you have their permission to call them out when you need to.
If they’re lying to themselves (and you) about something later in the conversation, you can simply point them back to this and then speak your mind without being combative and getting their barriers up.
“Remember when I asked if it’s cool that I’m totally honest and upfront about things?…
So… [CALL THEM OUT ON WHATEVER IS STOPPING THEM MOVING FORWARDS]”
The actual words you say are not so important. You want a general structure so you’re getting all the information you need from the conversation, but everyone has their own language.
Depending on where in the world you’re from, what you are selling, the level of intimacy the relationship requires, etc. the words are going to be different.
The important thing is the intent behind the words, and that is conveyed through your tonality.
The permission thing is really about putting yourself on the same side of the table as the prospect. Ensuring you’re never being combative, or opposing them (which gets their guard up).
This will carry through your tonality too.
Questions should be inquisitive, soft, and showing you care, throughout the majority of the conversation.
When you need to call them out, you do so with their permission first, and you still remain on their side of the table. Even then, you don’t tell them anything. Instead, ask if they can see the possibility that… [whatever the alternative is]
Still the same supportive, caring tonality.
The tonality is 95% nurturing, supportive, “I care about you”.
When you are describing the features of your product or service, you switch to “just the facts”.
They ask about your product/service, or you guide the conversation to asking if you can tell them about it…
OK cool. So my product/service is X, Y, Z. We will do A, B, C and if you D,E,F, then we will…
This is the only portion of the conversation where you do most of the talking.
When you ask someone a question, you will rarely get the real answer immediately. It’s like when you ask somebody how their day was…
“yeh, good thanks..”
They might have had a good day, might have had a bad day. They’re not actually going to think about it and give you a real answer. They just have a pre-programmed response they’re used to giving people.
This is the “I just want to lose some weight“, “I want to make more money” kind of answer you will get when you ask questions.
To get useful information, you’ve got to dig a bit deeper.
The simplest way to do that is to simply say,
“ok…tell me more about that”
Now they will actually engage their brain, and think about it. Yeh.. they wanna lose weight, but now they’re going to get into WHY, HOW MUCH, WHAT THAT WILL MEAN FOR THEM, the PAIN they’re facing now, etc.
That’s the information you really want.
You want to take any line of questioning as deep as you can. Think of yourself as a detective, trying to solve the case of (whatever problem your business solves). You keep digging until you get the information you need to solve the case.
Repeating back to them, mirroring language
Throughout the conversation you should periodically repeat back what they’ve told you, and start to adapt your language to theirs.
“Ok cool, so you want to lose about 15lbs and tone up your belly..?”
If they’ve said, “tone up my belly”, you say “tone up my belly”… not “lose stomach fat” or “slim your waist”. Mirror their language.
It shows you’re listening and understanding what they are saying.
Most people don’t do this, you will really stand out when you actually listen to people.
Example sales scripts for introverts
This is only an *example* of a sales script for introverts.
It will be different for selling different products/services. Even if it weren’t, people are not robots, so you are not going to perfectly follow a conversation script any more than you can in any other conversation.
It’s simply a guide, think of it as a set of check points to pass throughout the conversation. Keep the order the same, but converse naturally.
One of the biggest sales killers, for people who are GOOD at what they do, but struggle making sales, is that they’re nervous when selling. They lose frame, let the prospect dominate, and then never establish their value before awkwardly asking for money.
The whole point of this conversation is to see IF you are a good fit to work together, and then establish the VALUE doing so is going to provide the prospect.
* Anything with a star next to it, you will want to keep repeating to continue digging deeper / rephrasing in a different way, until you get the answer you’re looking for.
- Small talk
- Cool. Let’s get into it then. I’m gonna ask you a few questions to find out a bit more about your situation. To see what I can potentially do to help, if we will be a good fit to work together, and then IF we both agree it would be a good fit, we can talk details – is that cool?
- Great. Is it cool with you if I’m totally honest, and don’t hold anything back from you?
Where are you now?
- So I understand the background, tell me, why did you get in touch with me to begin with?
- Ok cool…tell me more about that?
- Cool, so you’re [What they said]… tell me more about that *
- How is that effecting your life/business/health/etc?
- Ok, tell me more about that… *
- What’s that costing you? (financially, emotionally, etc.)
- On a scale of 1-10, how happy are you with [subject] right now?
- Cool, so you’re a [number]. Where would you like to be?
Where do you want to be?
- Great! So you’re a [number] right now, and you’d like to get to a [number]… what would that look like?
- Tell me more… *
- Imagine I had a magic wand and I could make anything happen. What would be your dream outcome?
- Tell me more…*
- Imagine you achieve [their goal], what does your life look like? Describe it in detail…
- Great, so how important is it, on a scale of 1-10 to [go from where they are to where they want to be]?
What’s stopping you?
- Cool. What have you tried before to [achieve goal]?
- How did that go?
- What else have you tried? *
- What do you think was missing, that stopped you getting the results you wanted?
- What do you think you need to overcome or change, to achieve your goals?
- Anything else? *
- What’s stopping you/potentially stopping you from moving forwards on this?
- Why do you think I might be able to help you with this?
- If we were to work together, what outcome would you be happy with?
- What do you think you need from me, to achieve this outcome?
- Great! Is it cool if I tell you about my product/program/service?
Tell them the details of your product/program/service
- Do you think that would be a good fit for you?
- Cool, what else do you need to know, to move forwards? (they will say cost, but check if there is anything else… answer the anything else first)
- Cool, so if the investment is agreeable, are you good to move forwards?
At this point if they don’t answer yes, they’re unsure about something, or you haven’t established enough pain (motivation) for them to take action.
- Ok cool, what are you unsure about?
When they’re ready to move forwards…
- Great. The investment for [product/program/service] is [price].
Stay silent, let them respond.
They will either answer in the affirmative, and you move forwards, or they will raise some objections, and you circle back to handling those.
If they raise an objection…
- OK cool. You told me earlier [what they said]. Is that still the case? *
- Ok cool, do you want to move forwards? *
When they’re ready to move forwards take some form of payment. Whether a deposit or the full payment, or setting up payment – depending on how you process payments…
- Cool. I’ll just take a deposit/ Let’s set up your payment to secure your place.
If you’re taking payment on the phone
- Do you have a Visa or Mastercard?
Then move forwards, taking the rest of the payment details.
Notes on sales scripts for introverts
- Some questions will be covered if you let them talk around a topic, so don’t repeat redundant questions
- Sometimes you might have to ask the same thing a couple of different ways for them to ‘get’ what you’re looking for
- Some questions/topics are more/less appropriate for different people. E.G. If you’re selling business services it will be less about how the person feels, and more about business process. If you’re selling dating coaching, its ALL about how the person feels.
- Sometimes you will jump around the order somewhat, depending on the responses you get. This is only a guide and you MUST be flexible, listen, and engage in a normal conversation