Sales scripts - initial assessment of the sales department

    The phrase "sales scripts" has recently become tightly used and has become used everywhere. Without claiming to be the ultimate truth, we still try to dot the i and clarify at least the basic things.

    So what is a sales script? The etymology of the term speaks for itself - it is an algorithm for making a sale. For clarity, let us recall the conveyor in its original form, when operations were not yet carried out by robots, but by people - each person performs a certain strictly regulated operation. What did the conveyor give from the point of view, expressed in Marxist terminology, of productive forces? Labor has become more technological and, accordingly, less “creative”, subject to subjective factors.

    In essence, the same idea is “sewn up” in sales scripts - to technologicalize the sales process, which breaks down into certain stages with this approach, in each of which it is necessary to perform a certain (speech) operation, starting from the greeting, ending with the final result, be it the fact of the sale , appointment, lead. The goal is to optimize the sales process, eliminate the influence of the human factor, increase efficiency, optimize labor costs (training in scripts allows you to hire less experienced and qualified personnel, and also not be afraid of salespeople rotation - the result, as a rule, does not suffer).

    Simply put, a sales script is a sales process, divided into certain stages, each corresponding to a specific prescribed speech pattern. Each stage begins after a certain verbal reaction of the client. All possible customer reactions are typologized, so following the script is not difficult, force majeure is almost completely left out of the brackets.

    So, if you decide to systematize the work of sales managers and implement scripts, you should start by assessing the current quality of the department.

    The requirements for sales managers can be divided into three main groups: general communication and presentation skills, knowledge of the conversation structure, and the ability to present goods for sale. Let's consider them in more detail:

    Empathy in working with a client

    • The manager must ensure conflict-free interaction throughout the conversation, establishing a respectful tone of voice from the very first phrases.
    • The client should feel a sincere desire to solve his problem.
    • A competent salesperson's speech will show the cultural level of your company.
    • In response to customer responses, it is necessary to adapt to them, changing the volume of the voice, etc. Customers are not always in a good mood, but the manager should remain friendly and not interrupt.

    Structure / stages of negotiations

    • The manager must be able to properly present the goods, know the main stages of negotiations.
    • It is important to clearly convey to the client the purpose of the conversation and be well-versed in arguments about the benefits of the product.
    • The client must be aware that you can solve his problem.


    • Go to the sales unit, preferably by delicately translating the topic of conversation from abstract to business.
    • The customer must be fully informed about your product / service.
    • The manager should be prepared to work out typical objections, as well as actively listen to the client.
    • If the sale did not take place, the manager should thank the client and tell where to find information about the company.

    Scripts enable your managers to conduct sales and respond to emerging situations equally effectively. Having worked through the stages of the conversation, even beginners have a low risk of losing customers. Plus, constantly gaining practical experience, they will become real specialists much faster. Of course, this is a very generalized structure, but it reflects the basic steps that are used, including Professional sales consultants, albeit in a much expanded form.

    Indeed, a professional sales team is an increase in trust in your company, a positive impact on your image, an increase in the number of customers and, consequently, sales.

    Together with Dmitry Dole, Commercial Director of Mokselle

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