How to Build a Client Prospecting Script: 3 Key Information and 3 Mistakes to Avoid + Practical Exercise

 

Imagine the following scene: a salesperson on your team is in an elevator and suddenly someone he knows comes in who is part of your company’s Ideal Customer Profile (IPC) and therefore has enormous potential for bring good results. The seller has 40 seconds for the elevator to reach the ground floor. What will he say?

This situation illustrates the importance of having a well-defined sales prospecting script.

Raul Candeloro, VendaMais director and specialist in high performance in sales, defines this prospecting guide as follows:

“The script is a series of words organized in a clever and planned way for the salesperson to make the best possible impact on the first contact with the prospect. It consists of one or two paragraphs, which the prospect takes a maximum of 30 seconds to read or listen to and understand how your company/product (or service) can help them.”

This roadmap is very helpful in making the first approach more efficient and targeted. After all, a good customer prospecting script can bring many benefits.

3 benefits of putting together a customer prospecting script:

  1. Make the prospect identify with the company and create an interest in them to learn more about your product or service;
  2. Help the sales professional to qualify the prospect , as the approach can indicate the customer’s level of interest and alignment with the company;
  3. Start the conversation smartly and focused, making the approach more efficient and professional (unlike a salesperson trying to swindle a potential customer).

However, despite all these advantages, the two surveys on prospecting carried out by VendaMais, which included the participation of more than 1,500 sales managers, made it clear that this is a neglected practice in most companies.

Use of prospecting script by companies:

  • 75.2% of respondents to the first survey said that their salespeople do not have a good prospecting script, something standardized that facilitates the first contact, opens doors and arouses the interest of potential customers.
  • In the second, this index dropped a little:  69% of respondents said their salespeople do not have a good prospecting script.

Take your company from these statistics by learning how to put together an effective sales prospecting script. That way, you’ll improve your approach to prospects – increasing your chances of conversion!

The three fundamental factors of the client prospecting script:

The main objective of the prospecting script is to quickly and clearly and objectively define what your company can offer the prospect.

Thus, a really efficient prospecting script has three fundamental pieces of information, in this order:

1. The type of customer your company helps

Use your ideal customer profile information. See tips on how to do this here:

What do you do to find the ideal client before he finds you?

2. The problems and needs your company helps solve

Name the main features of your product or service, make the prospect understand the core objective of what you have to offer.

3. The benefits achieved by your customers

Here, it is worth mentioning:

  • Customer earnings indicators ;
  • The functions most praised by customers;
  • Review information;
  • Satisfaction survey data etc.

For example:

My company serves medium and large clients, with more than 200 employees. Our system helps professionals manage their finances in an automated way. Our customers report a 10% improvement in productivity, in addition to saving about four hours a week , due to automated tasks .

“This is the perfect prospecting script. If it’s a potential prospect, he or she immediately identifies and will seek to ask more questions. If he doesn’t identify himself, he also disqualifies himself, but it may also happen that he wants to ask more questions to get more information. Anyway, with this script, you start the conversation much more intelligently.”

It is worth noting that this model is not only suitable for prospecting done in person, but also for actions via telephone or e-mail.

Errors to avoid when submitting the prospect script

1. Inappropriate body language

When talking to potential customers, it is important to convey security and credibility, and this can be seen from the posture, appearance and even the tone of voice.

Also, it’s important to be careful with gestures and how you interact with the prospect. So, there’s no point in having a killer script if it’s not executed correctly.

2. Generic information

The more specific the information in your screenplay, the more credibility you will convey. Therefore, use keywords that are important to your business, and that help capture the prospect’s attention.

Also, whenever possible, include data and percentages related to the results generated by your product or service.

3. Lack of preparation for the next steps

Preparing to start the approach efficiently is important. However, it is also crucial to plan for the next steps.

That is, knowing what to do after the potential customer has shown interest, or after identifying that he or she can become your customer.

Practical exercise: how to assemble your prospecting script

Complete the requested information according to the guidelines given in the previous paragraphs.

1. Profile of the customers my company serves:

2. Problems/needs that my company helps to solve:

3. Benefits achieved by my customers:

4. Prospecting script:

Dynamic to test the prospect speech

The prospect speech is nothing more than how the salesperson presents his prospect script and proceeds to the next steps in the process, according to the prospect’s response.

Check out a practical exercise that will help your team develop and test the prospect speech.

With this dynamic, it will be possible to:

  • Evaluate the performance of sellers or prospecting team;
  • Identifying needs for improvement in the approach of professionals;
  • Enable the team to apply the   prospecting script more efficiently.

To perform the exercise, follow these steps:

  1. Divide professionals into teams of no more than five members.
  2. Distribute among them the content presented at the beginning of this article, which teaches how to create a prospect script (if you prefer, download the text by going to bit.ly/script-prospection).
  3. Each team must develop a roadmap for prospecting, taking into account the script’s crucial factors: customers the company serves; problems that the company solves; benefits generated by the products or services.
  4. Professionals should also list some possible responses (positive and negative) from prospects, indicating, in addition, what should be done in each situation.
  5. Allow 15 minutes for them to discuss amongst themselves and create their speeches.
  6. Each team will make its presentation, with one member taking the role of the salesperson, while another will represent the customer. Professionals must demonstrate the prospecting script in practice; in addition, they should explain what should be done when the customer responds negatively and how to react if he shows interest.
  7. After all the presentations, ask the teams what they see as the strengths and weaknesses of the speeches presented by their peers – and why.
  8. List the strengths and weaknesses indicated by the professionals on a chart.
  9. At the end, together, you will develop the ideal prospection speech, taking into account the factors indicated by the sellers.

What to evaluate

Pay attention to the factors listed below, as they indicate which areas your professionals excel in and which they need more training in:

  • Knowledge in relation to the public and the company’s products/services.
  • Understanding the benefits generated by the products/services (not only the technical characteristics, but also the values ​​generated for customers).
  • The posture and positioning of professionals when developing the prospecting speech.