What are some examples of sales scripts

Successful sales pitch: this is how the customer buys in the end

"The market is bad."

"The customer has no need."

"The price is too high."

This is how salespeople usually justify (also to themselves) that customers give them did not place an order. They rarely say: I couldn't get the customer excited about myself and my product. Are there Emotions are the key to sales success.

Why do some sellers sell more than others?

Why do some seem to be able to effortlessly, even in difficult times, to achieve one degree after another, while their colleagues are usually left empty-handed after customer appointments - even though they offer customers the same products and services.

EXTRA: 7 secrets of success from top sellers

The answer is a simple one:

The difference is on Example of the two fictitious salespeople Hinz and Kunz illustrated who both have an appointment with the managing director of a medium-sized company.

Sales talk with sales person Hinz - or: How not to do it

Salesman Hinz enters the office of Mr. Maier, the potential customer. After both of them have greeted each other and exchanged their business cards, Hinz first makes small talk - as always. About the traffic jam on the autobahn, the weather, the current financial crisis. Two or three minutes pass like this.

Then Hinz starts. He explains everything he knows to Managing Director Maier in an epic manner Features and advantages of its offer. After a twelve-minute monologue, he comes to the end and asks Maier:

"Would that be something for your company?"

Maier answers:


And half apologetically he adds: "At the moment the economic development is so unmanageable that we have to keep our powder dry."

Then he gets up and signals to Hinz: The conversation is over. And back in the car, Hinz asks himself disappointed: Why did Maier say “No” so quickly? The conversation started so well, didn't you?

Sales pitch salesperson Kunz - or: How to do it right!

Salesman Kunz behaves differently. Before the conversation, he first puts himself in a Top mood - by means of one or two mental exercises in the car in the visitor parking lot. Because he knows: How well I get to the customer, largely depends on my charisma. When I'm in a good mood, a smile automatically comes into my voice and my eyes shine. In addition, my facial expressions and gestures signal openness. That's right now Start phase of the conversation important.

1. Every beginning is easy

So prepared, Kunz enters Maier's office. After the greeting and the exchange of business cards, salesman Kunz looks at his counterpart in a friendly manner and does not initially say anything. As a result, Managing Director Maier immediately senses:

This salesperson is different from most of his colleagues.

That creates a for him positive expectations. And he has confidence. So he courteously asks Kunz about his arrival and offers him something to drink. A casual chat ensues.

2. Targeted questions steer the conversation

After a while, Kunz inquires about the more casually Customer expectations:

"Mr. Maier, please tell me: What do you expect from our conversation? Would you like a general overview of our products or are you interested in a special solution? "

Maier then replies:

“Well, we face the problem that our production costs are too high. I'm looking for a solution for that. "

Salesperson Kunz takes up this information immediately: “What do you expect from the solution?” By doing this, Kunz wants to create something in common. At the same time he would like to explore with the question:

  • What is important to the customer?
  • What criteria do they use to make the purchase decision?

For Managing Director Maier, the price is important - of course. But it is even more important to him that the Solution is easy to use and works properly. Kunz then asks immediately:

"How would you show that the solution is easy to handle and which subsequent problems would you like to rule out?"

Because that's how he learns what the central purchase decision criteria of the customer are. By asking questions, he also gives the customer the feeling: This salesperson is really interested in me and my problems.

EXTRA: 7 questioning techniques that will take you further

Then Kunz has the feeling: I have all the information I need. But to be absolutely sure he summarizes the customer requirements again.

"So, if I understand you correctly, you attach particular importance to ..."

3. Show solutions to problems and benefit arguments

Only after the customer has confirmed this, Kunz starts with the Presentation of his proposed solution - in a customer-oriented language.

So he doesn't say “We can ...” or “Our product has ...”, but

"With this product you will win ..." or "With this solution you will achieve ..."

4. Prevent objections in the final phase

And after having a Benefit argument called, he asks whether this meets the customer's expectations. For example, he asks:

"How interesting is that for you?" Or "Does this solution correspond to your ideal ideas?"

So Kunz bows possible objections in the final phase in front. He only continues if he gets an “okay” to his questions.

Insider tip # 1: Magic words

When presenting his proposed solution, Kunz also uses Expressions that create images in the head of the person you're talking to - for example

  • "As clear as a mountain stream",
  • "Sparkling like champagne" or
  • "As soft as nubuck leather".

He therefore also appeals to the customer emotionallybecause he knows: with him Purchase decision the stomach plays an important role.

That is why salesman uses Kunz for the presentation lots of magic words - In other words, words that make customers dream, because they arouse positive associations in them and thus induce them to agree. For example, Kunz does not soberly say "The product will help you achieve your goals", but rather:

"With this innovative solution, your company is making a quantum leap".

He is looking for regular eye contact with the customer and addresses him by name. And he watches carefully how Maier reacts to his questions and statements. If the managing director looks bored, Kunz changes his strategy. Because he knows: what matters is how my arguments are received by the other.

Insider tip # 2: Sell without a word

Salesman Kunz also makes the conversation frequent breaks. He is pursuing several goals: On the one hand, he wants Gaining time to think ahead. On the other hand, he would like to give his counterpart time that digest information received. He also makes targeted use of breaks to avoid the Calling attention to certain statements.

He takes pauses in tension before a highlight such as "With this solution you can reduce your throughput time by ten percent." He now uses these solutions at all locations. "

Insider tip # 3: Change your posture

After Kunz has explained the benefits arguments relevant to Managing Director Maier, he gradually moves on to the conclusion. He gives up his comfortable sitting position and takes one upright sitting posture a. He looks at his counterpart and takes hold of them three most important benefit arguments for the customer together again.

"Mr. Maier, you see: With this solution you save ... you achieve ... and you use ..."

The changed posture and language signals to the customer: Now one begins new phase of conversation. At the same time, direct eye contact shows him openness, honesty and strength. Then Kunz goes on the offensive: “How do we best continue now? Do you want to test the solution first in one of your branches or do you want to achieve the greatest possible cost savings? not "whether" the customer wants to buy, but only still "what", "when", "how much".

EXTRA: body language & voice in the price talk

He pays attention to short sentences that are clear and binding for action, that is motivate them to make a purchase decision. And once the customer has made a decision, he congratulates him - for example with the words:

“Mr. Maier, I congratulate you. You have made an excellent decision. "

Accordingly, Kunz and Maier are in a good mood ... and look forward to the next time.

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Ingo Vogel, Esslingen, is a rhetoric and sales trainer. He is considered the expert in emotional selling. In September, Gabal Verlag published his latest book Top Emotional Selling: The 7 Secrets of Top Sellers.