When your reps make a phone call, they have roughly 10 seconds to capture their prospect’s attention. They can’t just wing it every time, and that’s where creating the perfect sales script comes in.
Sales scripts are not just for telemarketers and robots – they are for the experienced, as well as the recently inaugurated sales reps. A sales script is an elevator pitch, a set of qualifying criteria, and a value proposition that will provide your reps with the guidance they need to stay on track without restricting their creativity.
A well-tested script serves as a safety net and road map for your reps and is a sales management best practice. As a Sales Manager, it is critical that you test for the optimal script so your team can maximize conversion.
Here are a few tips on how to test, tweak and perfect your sales script.
What should I test?
Let’s be clear – this is not just a one-time test that will unlock the key to writing the perfect sales script. There are several elements within a script that require individual analysis.
Start with something simple.
Say you previously had your sales reps leave long, drawn-out voicemails introducing themselves and the company before requesting a 5-minute conversation at the end. When you went to look at your data, you found that the connect-to-call rate was not where you’d like it to be. By chance, you came upon on a blog post last week that suggested that a quick, 20-second, clear path to value conversation can lead to higher conversion rates. Write a new script for your reps and have them implement it in their sales calls for the week. Create a campaign to analyze the results.
Perhaps you’re not looking for analysis on whether your pitch should be value-based, but rather, the effectiveness of how well your reps are conveying a new pricing strategy for a brand new target segment. Use this as an opportunity to see if your script is valuable to this new segment and incentivizes them to engage.
How can I measure my results?
Without sales activities report and tracking and the impact they have on pertinent ratios, your tests will prove fruitless. First make sure to look at your sales activities. What was the total number of calls your sales reps made this week?
Say you were testing the results of calling a niche segment, such as CEOs of small SaaS businesses. How many attempts did your reps make to call each one of them? Are there enough calls to the targeted people for the test to be significant?
From there, measure how many connects resulted in a meeting with the CEO. You may find that you had a 5% connect to meeting with a CEO and your benchmark rate is 15%. Now you can make a data-driven decision to allow you inbound marketing team to further nurture those leads while your sales reps can focus their efforts on prospects that have more time to spend on their phone.
Use these data-driven results to focus the efforts of your sales reps to generate higher connect rates and act as a tool to keep them regularly engaged and motivated.
How do you test your sales scripts?