Our Seller asks: We’ve been tweaking the script we use to try and get appointments. We’ve had someone else write one for us, but can you please review it to see if it can be improved.

Answer:

It’s always tricky trying to adjust a script without seeing and hearing how it is actually being used. But here are some of my suggestions.

(1) Ask questions softly, so you don’t create a negative defensive answer.

Example:

Instead of asking… “What aren’t you happy with in your current provider?”

Try… “If there was something about the service you get from your current provider that you could improve, what would that be?”

(2) Don’t sound patronising or condescending.

Repeating the clients major needs/comments (as they have told you during the conversation) is OK. But make sure it doesn’t sound condescending or simple-minded (and therefore salesy).

(3) Don’t blow your own horn too loudly.

I don’t like the line in your script that says… “With (our company) we can offer you world class service by addressing all your concerns.”

It sounds self-important and too salesy.

Try… “Based on what you’ve told me (about clients needs/concerns) we would approach your situation by offering/doing/trialling etc etc (insert your suggested services)”

(4) Don’t ask your prospect to agree to what they don’t understand.

Your script is structured to ask the client if they agree with how your services can help them. It includes questions you should ask like:

• Do you think our service would help to improve your process in dealing with IT concerns?
• Can you tell me what would be your greatest benefit in using (our company)?

The client shouldn’t be expected to know this. It is really putting them on the spot – and sounds very salesy.

In fact you – as the seller – should be clearly explaining to them how you can assist, and how they would benefit, removing any doubts they may have about the value you can provide.

(5) Don’t assume the sale until you know how the decision will be made.

Your script suggests using the ‘assumptive close’ method, whereby you proceed to ask for their commitment on the assumption they will want to go ahead.

I suggest that before you assume the sale, ask about the decsion making process, such as:

• Are you under a contract with your current provider?
• What’s involved in changing your provider?
• How soon would you like the changeover to take place?
• How do we move forward to make that happen?

I say this because you need to know how to close the sale for this client before you can actually ask for their commitment.