Are you scaring leads away with the wrong messaging? It happens more often than sales agents think. Ineffective messaging is a leading cause of low sales numbers. Certain sales realities cannot be sugarcoated. If you can’t close sales consistently, you’ll lose revenue.
Fortunately, bad messaging is also one of the easiest issues to fix. However, you can’t simply flip the script to change around a few words to get the results you want. Formulating the right messaging is actually a highly technical process that requires sales agents to create a process for A/B testing different messaging styles. Success comes down to carefully planning and timing your words from the moment you make contact. Let’s cover how to make it happen!
The Hard Truth on Sales Messaging: Your Call Center Is Probably Using Generic Scripts If You’re Not Doing This One Thing
The reality of sales messaging is that there’s no universal script for your sales team to follow to start closing more sales. Each audience is different. That’s why A/B testing is the only way to maximize your closing potential. Sales teams and call centers that aren’t using the right technology to tighten their messaging are losing time on cold leads and unverified leads. More on that in just a minute! First, take a look at some tips for creating effective messaging when making sales calls for direct-to-consumer and business-to-business pitches.
Tips for Refining Your Sales Messaging
While it’s going to take a strong analysis to find the ideal script to increase closings, there are some essential tactics that may be appropriate for your sales team. The core point to stress here is that even prepackaged messaging ideas will need to be tailored to fit your branding strategy. Here’s a look at some fresh phrases to say to sales leads to get them to covert!
Stating Why You’ve Called
Example: “I’m calling because you signed up to learn more about how to get a free roofing estimate in your city.”
Far too many sales agents dive right into long sales pitches that sound like tangents without stating the “why” behind the call. This is where you can lean back into the way the lead was acquired to build credibility. If you’re calling because the lead signed up for an email list, make sure this fact is being stated in the first line of the conversation. This creates a scenario where the sales agent is “getting back to the lead” instead of trying to take up their time. It will also trigger instant recognition of the need that the lead possesses.
State What the Product or Service Can Do
Example: “My product will help you to keep your personal information safe. In fact, we have already helped 10,000 customers to avoid digital theft.”
Don’t say you want to talk about a product or service. Say you are calling because your product or service can fix a specific problem for a lead. Once you’ve stated with authority that you can solve a problem, move into some examples of how you’ve already helped existing customers to solve the same problem. Using statistics, figures, and specific values is highly recommended here.
Build Rapport
Example: “I noticed that you’re located in St. Louis. I was just in town visiting some family in the area. We had an incredible time at the St. Louis Zoo. What a beautiful place!”
While you won’t be opening with this type of line, it’s perfectly fine to interject a rapport-building phrase into the conversation once you’ve already stated your reason for the call. Customers often need help getting over the hurdle of believing that salespeople are untrustworthy or pushy. By building rapport, you can help prospects to bring their shields down low enough to be receptive to your pitch.
Read Their Mind
“When I talk to other homeowners, they often tell me that they worry they’re overpaying for home insurance. Is this something that you’re also dealing with?”
This tactic is what’s known as positioning. You’re basically helping to qualify the prospect in real time by confirming their pain point both out loud and in their mind! This tactic also helps to build trust by showing the prospect that you understand their struggle. Once their mind is primed to be receptive to what you’ll say next, you can move on with offering the solution.
Start Using Stronger Sales Messaging to Help Leads Convert
Is your sales team stumbling due to weak sales messaging? Powerful sales scripts are closer than you think! What you may be surprised to learn is that your poor messaging may actually go all the way down to your leads.
Unvalidated leads make it impossible to craft effective, targeted sales scripts because you don’t have any way of confirming the customer profiles of the leads that you’re working with. In addition to being uninformed about lead temperature, your sales team may even be pitching to prospects who haven’t given consent to be contacted. You need a process for qualifying leads from start to finish. Wondering where to start? Download our e-book called “No More Cold Calls: A Foolproof Plan to Build a List of 100% Qualified Sales Leads” today to start fixing this problem! You’re so close to having a sales team that knows exactly what to say to help leads convert!
