Sales script structure

Stages of dialogue according to a sales script

• Introduction: At the beginning of the conversation, the manager introduces themselves and establishes contact with the client.

Example: “Good afternoon, my name is Ivan, I’m a representative of company XXX. Please tell me what questions or needs you have?”

• Need identification: Here the manager asks questions to understand exactly what the client is looking for or what problem they want to solve.

Example: “Good afternoon! Please tell me what tasks or goals you would like to achieve with our services or products?”

• Presentation: At this stage, you need to present information about the product or service, emphasizing the benefits and correspondence to the client’s needs.

Example: “Our product has XXX characteristics that can solve your problem in the following way…”

• Handling objections/transitioning to closing: Here the manager responds to client objections and convinces them of the offer’s benefits.

Example: “I understand your concerns about the price, but let’s look at all the ways to save…”

• Deal/rejection: In the end, the client makes a decision. If the client agrees, the salesperson closes the deal. Otherwise, they record the reason for rejection and end the conversation.

Example: “Excellent, let’s process the order and move on to delivery methods.”

Expected results of dialogue script performance

A professional sales script is an effective tool that leads to successful results, improving customer interaction and increasing conversion. Let’s look at these results in more detail:

Completed order form

In an online store, managers consult clients about products. During the conversation, employees ask important questions about customers’ needs and provide product information. As a result, thanks to a ready-made script, the manager will always know what to answer, won’t get lost if the client asks something the manager doesn’t know, and will feel confident.

Example: “Considering your preferences, our new smartphone with a 50 MP camera could be an excellent choice. Let’s fill out the order form right now so you can receive it in the coming days, okay?”

Additional information and contacts

Imagine you have a company working in the insurance field, and managers use scripts to consult potential clients. During the conversation, you not only close a deal but also collect additional client data. This information will be useful for future sales and personalized offers.

Example: “Thank you for your choice! So that we can offer you the best insurance plans and additional services, ensuring maximum protection for you, I’ll ask you a few additional questions, okay?

Sending additional information and integration with mailings

Your company provides educational courses. In this case, a script is suitable for competent student consultation and course sales. After a successful deal, the manager can send students additional materials, recommendations, and class schedules through oki-toki notification templates. This helps maintain customer interaction and strengthen their interest in courses.

Example: “Congratulations on registering for our course! You will now receive a complete learning plan and additional materials that will help you successfully complete the program.”

Automatic retargeting with CRM

A company is involved in software development and sales, and managers use dialogue scripts to attract clients. After talking with a client who isn’t ready to make an immediate purchase, you add their contact to the CRM system. Then, using data from this script, CRM automatically launches retargeting actions, for example, sends personalized offers via email or calls to continue communication.

Example: “I understand your decision, and we’ll save your information for the future. In the near future, you’ll receive an email with our current special offers.”

All these results can be achieved with a sales script, making it an important tool for various businesses and industries. By using structured approaches, data analysis, and integration with modern technologies, companies can improve their sales and strengthen relationships with clients.

Adapting the script to company tasks

Understanding that there is no universal sales script and adapting it to specific companies and situations is a key moment in creating a successful dialogue script. Let’s look in more detail at how you can create and improve a script to make it maximally effective for your company.

Creating a script

• Research your product or service:

Before you start creating a customer dialogue script, study in detail what you’re selling. Understanding all the characteristics, benefits, features, and specifics of your product will help you formulate convincing sales arguments.

Example: If you sell electronic gadgets, make sure all technical details are written in the dialogue script so you can answer customer questions.

• Study your target audience:

Understanding your audience is an important step. Determine who your potential clients are and what their needs and interests might be. This will help you better adapt your script.

Example: If you sell programming courses, your dialogue script will differ when communicating with “advanced” users and beginners.

• Create the script structure:

Define the main stages of your script, as described earlier: introduction, need identification, presentation, handling objections, and closing. These stages will ensure logical sequence in your dialogue with the client.

Example: Start with a polite greeting, then move on to questions about the client’s needs.

Improving the script

• Testing and optimization:

Create a preliminary version of the script and test it. Carefully monitor the results, listening to dialogues using evaluation sheets from oki-toki. Use this information for gradual improvement of dialogue management.

Example: Test different script versions and study which one leads to higher conversion.

• Personalization:

Make your script more personal. Use client names, consider their previous experience with your company to make the conversation more individual.

Example: If a client has already made purchases from you, you can start the conversation by thanking them for previous deals.

• Training salespeople:

Train your managers to use the script. Conduct training sessions, simulate real situations, and test managers in practice.

Example: Role-play various scenarios with managers and discuss how they can be improved.

• Iterative improvement:

Creating a script is a continuous process. Constantly collect data on its effectiveness and make improvements in response to market changes and customer needs.

Example: Regularly analyze sales data and customer feedback to learn where changes can be made.

In the end, creating and improving a script strategy is a continuous process that requires attention to detail and adaptation to changing market conditions. With oki-toki, every company can develop its unique sales script that best corresponds to its goals and customer audience.
Ready-made scripts for call centers can be found in a separate article on the blog.