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SALES
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SALES
SCRIPTS
THAT

$ELL

SECOND EDITION

Teri Gamble, Ph.D.

and Michael Gamble, Ph.D.

American Management Association

New York Atlanta Brussels Chicago Mexico City San Francisco
Shanghai Tokyo Toronto Washington, D.C.

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Special discounts on bulk quantities of AMACOM books are

available to corporations, professional associations, and other
organizations. For details, contact Special Sales Department,
AMACOM, a division of American Management Association,
1601 Broadway, New York, NY 10019.
Tel: 212-903-8316. Fax: 212-903-8083.
E-mail: specialsls@amanet.org
Website: www. amacombooks.org/go/specialsales
To view all AMACOM titles go to: www.amacombooks.org

This publication is designed to prvide accurate and authoritative

information in regard to the subject matter covered. It is sold with
the understanding that the publisher is not engaged in rendering
legal, accounting, or other professional service. If legal advice or
other expert assistance is required, the services of a competent
professional person should be sought.
The quote on page 163 is from DEATH OF A SALESMAN by Arthur
Miller. Copyright 1949, renewed 1977 by Arthur Miller. Used by
permission of Viking Penguin, a division of Penguin Books USA Inc.
Library of Congress Cataloging-in-Publication Data
Gamble, Teri Kwal.
Sales scripts that sell! / Teri Gamble and Michael Gamble.
2nd ed.
Includes bibliographical references and index.
ISBN-13 978-0-8144-7421-1
ISBN-10: 0-8144-7421-7
1. Selling. I. Gamble, Michael. II. Title.
HF5438.25.G355
658.85dc22

2007
2007020032

2007 Teri Gamble and Michael Gamble.

All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval
system, or transmitted in whole or in part, in any form or by
any means, electronic, mechanical, photocopying, recording,
or otherwise, without the prior written permission of AMACOM,
a division of American Management Association,
1601 Broadway, New York, NY 10019.
Printing number
10

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Contents

vii

Prologue
Act I
The Groundwork
Scene 1:
Scene 2:
Scene 3:
Scene 4:

Why and How to Use Sales Scripts That Sell

Globalizing Sales
Technology, MEdia, and Sales
Language Success Secrets

3
7
19
25

Act II
Action!
Scene 1: When Using Sensible Selling
Scripts to Prospect With
Scene 2: Controlling the Sale
Scripts That Help Control the Sale

37
43
69
75

Act III
Tackling Roadblocks
Scene 1: Countering Objections Positively
Scripts for Overcoming Objections
Scene 2: Handling Stalls
Scripts for Handling Stalls
v

81
85
121
125

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vi

Contents

Act IV
Wrapping It Up!
Scene 1: Closing Successfully
Scripts That Let You Close Successfully
Scene 2: Obtaining Referrals
Scripts That Get You Referrals

143
147
153
157

Epilogue
Index of Scripts
Casting Call for More Sales Scripts That Sell
About the Authors

161
165
179
181

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Prologue

Sales Scripts That Sell! is designed to give you a real selling advantage over
your competition. Whether you are a beginning or seasoned sales professional, this book provides you with the words and tips you need to powertalk your way to success. As an added benefit, it will help you increase
your market penetration and earn more money. No longer will you be deterred by rejection, turndowns, stalls, or maybes. Suddenly, at your fingertips
and on the tip of your tongue, you will have scripts you can use to prospect,
make appointments, control the sale, overcome objections, handle stalls,
close sales, and get referrals.
Besides helping you avoid costly sales blunders, Sales Scripts that Sell!
ensures that the language you use is on target, positive, and effective. Containing a multitude of solutions to the selling problems that salesforce
members face and hear each day, this book is simply the most practical, professional resource available to todays sales community.
When this manual is used properly, you will have access to effective
scripts that elicit new business, identify customer needs, overcome stalls and
barriers, and answer objections that get in the way of closing. And it does so
in an appealing and easy-to-learn format.
vii

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viii

P ro l o g u e

If you are a sales professional, you need these scripts simply because
you need answers, and when you need answers, you need them right away.
You do not need answers buried in a CD or DVD program or in the pages of
a purely motivational sales book, or hidden with your notes from the last
sales seminar you attended; you need them where you can find them. These
scripts put all those important answers at your fingertips and on the tip of
your tonguewhere they belong.
Of course, this work was not created in a vacuum. We would like to offer sincere thanks to the following people who served on our advisory panel
of professionals:
We also offer special thanks to our editors at AMACOM,including Christina
Parisi, Mike Sivilli, and Bernice Pettinato.
In addition, we owe a very special debt of gratitude to our kids: Matthew
Gamble, Ph.D., and Lindsay Michele, MBA, who through the years taught us
more about selling and persuasion than we could imagine.
Teri Kwal Gamble, Ph.D.
Michael W. Gamble, Ph.D.

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SALES
SCRIPTS
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$ELL

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ACT I

THE GROUNDWORK

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SCENE 1

Why and How to Use

Sales Scripts That Sell

Cast of Characters
The Sales Star ..................................... You
The Prospect ........................ Your Prospect

The Setting
All of the various places you sell, including the office, your prospects
office, in the field, in restaurants, at conventions, in the car, on the golf
course, at company functions.

The Time
Right now; the present.

STAGE DIRECTIONS
Throughout the book are stage directions for using many of the scripts.
They are designed to help you incorporate the scripts into your own selling presentations.
3

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T h e G ro u n d w o r k

Scenes from a Sale

John reaches for the phone; he decides to go for coffee instead.
Susan sits steadfastly in her car, parked in front of the office of a potential client; she sits and she sits. Alex completes a product presentation, only to find that the customer has suddenly become very
busy and has to excuse herself because she is late for another appointment; he stands speechless as she leaves. Danielle agonizes
for weeks negotiating a deal that never comes together.
John, Susan, Alex and Danielle represent just four of the thousands
of sales professionals who fail to consummate important sales transactions every day. Why are their real opportunities transformed into
missed opportunities instead? Why are their scenes from a sale all
too frequently disappointing and demoralizing? The answer: They
are enacting sales scenes that lead to failure rather than starring in
sales scenes that lead to success. This book can change that.

We have written this book for two key reasons: (1) to provide materials
that you can use to develop your selling abilities right now, and (2) to motivate you to do what you have to do if you are to produce enormous earnings for yourself and your firm. Experience shows us that after practicing
the scripts contained in this book, you will handle yourself more like a winner when working in sales.
This book is a complete training manual of winning scripts that will increase your determination to succeed and your ability to find business and
sell like magic. It will help you overcome show stopperswords that get
in the way of a sale. It will help you create pathways to success by demonstrating how to link buyer wants and seller needs.

Where is the Magic? You Ask?

The Magic Is in Your Words and Actions!
The Magic Is in You!

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Why and How to Use Sales Scripts That Sell

Why Use This Manual?

Our purpose is to provide you with powerful scripts you can use to increase
your ability to establish rapport, build trust, bolster your confidence, answer
objections, overcome sales resistance, and close transactions. No one can
deny that having the words that work (scripts that add persuasive power to
your sales message) at your fingertips and on the tip of your tongue will add
to your sales-success ratio. Working with these scripts will allow you to be
in control of the selling situation.You will learn the most effective ways of
handling client or customer stalls, hesitancies, and concerns. It is indisputable that having the right answers to the most commonly raised objections will help you portray unwavering confidence and make your life as a
salesperson less stressful and more rewarding.
Far too few salespeople believe they are as persuasive as they could be.
Far too few salespeople believe they can sell their product or service to anyone at any time and in any place. Now you can revise that perception because you will finally have the information you need to handle each and
every objection and stall that comes up during face-to-face and telephone
sales calls.

How to Use This Manual

This collection of the most powerful sales scripts available is organized by
category. The scripts are preceded by motivational introductions and warmup exercises and are contained in any easy-to-carry and easy-to-use book.
The format facilitates practice sessions for face-to-face calls and makes the
book easy to refer to during telephone sales calls.
Each script has a title that contains a key word or two from the script
itself. These titles make it easier for you to recall the various scripts as you
speak to customers or clients. In addition, many of the scripts contain stage
directions, which are suggestions for use and delivery. The stage directions,
which appear in italics, function as would a personal coach were he or she
able to stand in the wings during each selling encounter.
Note that some script material is enclosed in brackets and printed in
italics. This feature instructs you to substitute data that pertain only to you

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and your selling situation, such as [ your company] or the [product/service]

you sell, or the brackets may indicate an alternate choice of words, such as
[he/she], depending on your situation.
We suggest that as you work with the scripts, you also make notes. Underline or highlight key words and phrases that you particularly want to recall. As you interact with customers in your real-world laboratory, you will
find ways to customize the scripts to meet your particular product line,
locale, and clients. Add these notes to the book as well; they will also serve
as a reminder of those words that are really working for you.
The information contained in each scene helps you qualify your customer,
understand customer requirements, focus on your customers attention, isolate and answer your customers objections, ask your customer powerful
selling questions, and close the sale. It does all this by helping you remember those words that get the job done. If you can close your sales more
quickly, you will close more sales. If you close more sales, youll earn more
money. If you earn more money, so does your company. Answers to a multitude of objections, stalls, and questions are readily available right here. Racking your brain to come up with an answer is unnecessary. Instead of being
unnerved by your customer, you can now maintain selling control and deliver line after line of powertalk.
Before we start, however, we need to talk a little about how globalization
impacts selling, and about interacting with people from different cultures.

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SCENE 2

Globalizing Sales

Globalization impacts selling. With this fact at the forefront of your mind,
how do you respond to the following tried-and-true advice?
Ask questions.
Think positive.
Get face-to-face with prospect.
Keep in contact.
Help your customer feel comfortable.
Earn your clients trust.
While these kinds of practical suggestions summarize well-known and accepted sales tactics, considering the kinds of changes were experiencing in
todays world, are they still useful given a multicultural sales context? The
answer is,Yes, but. . . . Like all of us today, sales professionals live in a marketplace gone global, one that has been technologically revolutionized and
now links sales reps physically, electronically, and digitally to prospects
around the globe.
7

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The global, technologically advanced village is the new context for selling. But selling to prospects in the United States, East Asia, South America,
or Africa requires that you, the sales professional, use different sales styles.
So does selling to persons of different ages, genders, races, or ethnicities,
but more on that later. First, lets look at the role culture plays in your sales
future.

Understanding Cultures Role in Selling

Different sales strategies work with clients who adhere to culturally specific criteria. Every prospect brings a set of predetermined and culturally influenced or culturally specific goals to a sales situation. Thus, selling
cross-culturally requires that you become a multiculturalist, a person respectful of and engaged with others from distinctly different cultures.
When selling across cultures you must pay attention to diversity, the recognition and valuing of difference encompassing such factors as age, gender,
race, ethnicity, and religion. Enacting multiculturalism bridges cultural differences and problems that stand in the way of increased sales. So if you
want to be the best salesperson in the world, first you must acknowledge
the role culture plays.
Ask yourself these questions:
Do I feel prepared to sell in the global village?
Do I have the skills needed to sell to different cultures?
Do I have the understanding and sensitivity I need to interact in communities in which the persons I sell to may look, act, and think differently than I do?
Am I eager to embrace diversity?

Preparing to Sell Across Cultures

Assess your personal preparedness to sell effectively with persons of different cultures by labeling each of the following statements as true or false:

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Globalizing Sales

1. I enjoy calling on persons who are unlike me as much as persons

who are like me.
2. I am equally sensitive to the concerns of all groups in our multicultural society.
3. I can tell when clients from other cultures do not understand me or
are confused by what I say or do.
4. I do not fear making a sales call on persons from minority groups any
more than I fear calling on persons from the dominant culture.
5. Persons from other cultures have a right to be angry at members of
my culture.
6. Persons from other cultures who dont actively participate during a
sales call may act that way because of their cultures rules.
7. How I handle objections with persons from other cultures depends
on the situation and the cultures they are from.
8. My culture is not superior to others.
9. I am knowledgeable of how to behave with persons of different cultures.
10. I respect the communication rules of cultures other than my own.
The more statements you label as true, the more prepared you are to enter
the global sales arena.
Culture impacts selling. Every day, sales professionals find themselves
facing situations in which they need to interact with, communicate competently with, and influence persons culturally different from themselves.
Not all succeed.

Controlling the Cost of Cultural Ignorance

Even the most experienced sales representatives can find a sale blocked because of the reps unfamiliarity with the cultural arena or context. Because
of lack of knowledge, targets the salesperson wants as clients may perceive
the agent as insensitive, ignorant, or culturally confused. Cultural confusion
exacts a high price from the bottom line of sales professionals. The following examples demonstrate just how costly cultural ignorance can be:

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Showing the sole of a shoe means nothing to observers in the

United States or Europe. As a result, when calling on a Saudi client, American and European reps might think nothing about crossing their legs and
pointing their shoes toward their target while listening to him explain his
concerns. The client, however, could be horrified. In Muslim cultures, the
gesture is perceived as insulting. Similarly, while crossing your legs when
with a client in the United States indicates you are relaxed, in Korea it is
a social faux pas.
John, a sales executive with an American multinational corporation,
had difficulty establishing a relationship with his Taiwanese customer.
As Johns nervousness increased, his eye-blink rate increased. This only
made things worse. Taiwanese consider blinking while another person talks
impolite.
Japanese business people view the business card as the extension of
a person; in contrast, Americans see it as a business formality and convenience. Thus, an American sales rep is often too quick to put a Japanese
clients card away and as a result may unwittingly insult the customer.
American sales reps place a high value on eye-to-eye communication
and are likely to distrust persons who fail to make eye contact. Arabs are
similarly apt to maintain direct contact with those they interact with for prolonged periods. In contrast, the Japanese believe that sustained eye contact
conveys disrespect. Persons from Asian cultures tend to find extended eye
contact intrusive.
When an American sells to an American they benefit from stressing
personal achievement and individualism. When selling to persons of Asian
or Native American cultures, they might do better to stress how the product
or service offered will promote group cohesion and loyalty, placing more
emphasis on group rather than individual incentives.
In this age of increased cultural contact, enhancing cultural competence
is essential.

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11

Using Culture to Guide Sales Scripts

Ethnocentrism,the tendency to see ones own culture as superior to all others,
is a key reason sales efforts fail. Ethnocentric sales reps lack cultural flexibility
and are particularly unprepared to meet the sales challenges posed by selling
across cultures. By interpreting the behavior of customers solely on the basis
of their own frame of reference, instead of creating new opportunities for understanding, ethnocentric sales reps create openings for misunderstandings.
Culture is the lens through which sales reps and clients need to view
the world. Among the lessons culture teaches are how to begin and terminate a sales call, when to speak or remain silent, how to act when pleased or
disappointed, where to focus your eyes when speaking or listening, how
much to gesture, and how close to stand to a client.
Becoming familiar with cultural dialecticstask versus relationship, individualism versus collectivism, high context versus low context, high
power distance versus low power distance, and masculine versus feminine
culturecan provide guidance as well as help turn prospects from cultures
different from yours into loyal customers. Not turning customers off starts
with reducing the strangeness of strangers.
Task Versus Relationship: How Much Zig-Zag
Time Is Desirable?
Task-focused sales reps expect to close deals quickly and in rapid succession.
Their sole motivation for getting together with clients is to accomplish sales.
Once a sale is made, they rapidly move on to the next prospect. Their pace
is quick. From their perspective, time is money and a scarce commodity. A
significant number of reps from the United States or Canada are focused in
this way; they expect to get right to the point of the sales meeting and right
to work. Characteristically, they also tend to put business before pleasure.
So what happens when a rep from a task-oriented country such as the Untied States has a prospect from a more relationship-oriented culture such as
Mexico? For one thing, when working with relationship-oriented prospects,
task-oriented reps need to be ready to extend their sales trips. Rather than
getting right to work, they will likely need to spend time promoting good

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relations and the benefits of working together. Instead of coming directly to

the point, the sales meetings they have will benefit from having more of a zigzag feel. That is, they need to zig from relationship building and zag into
the work itself.
Individualism Versus Collectivism: When Should You Group-Up?
The cultural dimension of individualism versus collectivism reveals how
people define themselves in relationship to others. When it comes to decision making, some cultures are more individually oriented, while others are
more group oriented. Individualistic cultures such as those of Great Britain,
the United States,Canada,France,and Germany stress individual goals,whereas
collectivistic cultures represented by many Arab, African, Asian, and Latin
American countries give precedence to group goals and the reaching of a
consensus. Pressuring for an individual of those cultures to make a buying
decision by using a hard close could be a costly error. While the I may be
most important in individualistic cultures, the we is the dominant force in
collectivist ones.
When selling to persons who share an individualist orientation, use
those I statements and refer to individual outcomes. When selling to persons from a collectivist culture, instead of placing emphasis on developing
the prospects sense of self, place it on helping the individual fit into the
group.You might, for example, emphasize the family when speaking to persons from Latin American cultures, or the community when speaking to
members of African cultures.
High Context Versus Low Context: Its in the Interpretation?
Cultures vary in their preference for high-context or low-context communication. Cultures with high-context communication systems are tradition
bound; their cultural traditions shape both the behavior and lifestyle of
members, contributing to their appearing to be overly polite and indirect in
relating to others. Thus, Asians and East Indians may try to soften negative
responses to a sales message. Rather than say no explicitly, they may instead
ask a question. Similarly, yes may mean I hear you, rather than I agree.
In contrast, cultures with low-context communication systems generally
encourage their members to exhibit a more direct communication style.

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13

Business people from the United States are known for holding no-holdsbarred sales meetings.
When making that first sales call, keep in mind that while members of
low-context cultures are likely to find it normal to be asked questions designed to help gather background information such as where they live or
went to school, persons from high-context cultures are much less likely to
feel comfortable when asked such questions. Persons from high-context cultures believe that most messages can be understood without significant
amounts of direct verbal interaction. The Japanese have traditionally valued
silence, believing that a person of few words is thoughtful, trustworthy, and
respectable. In contrast, instead of adapting to this orientation, salespersons
from low-context cultures too often feel that they have to explain everything directly, which sometimes makes it difficult for the prospect to preserve a sense of harmony or to save face. Such sales reps may be judged
ineffective because their prospects believe they lack skills needed to interpret contextual cues.
High Power Distance Versus Low Power Distance:
Whos Equal or Unequal?
How important are power differences to your customers? While some societies perceive the parties to a social interaction as equals, others see them
as unequal. Individuals from high power distance cultures such as Saudi Arabia, India, and Malaysia, view power as a fact of life and are likely to make use
of its referent nature. In such cultures, subordinates are usually quick to defer to superiors. When interacting with decision makers from cultures with
large power distances, you should use formal titles unless asked not to. Acting overly familiar could alienate your buyer. In contrast, customers from
low power distance cultures such as Sweden, Israel, and the United States,
place more value on expert power. In such cultures, subordinates are known
to contradict their bosses.
Masculine Versus Feminine Culture:
How Do You Speak to Values?
Cultures also differ in their attitudes toward gender roles. People from Japan,
Italy, Germany, Mexico, and Great Britain have been socialized to try to be

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dominant and competitive; they value male aggressiveness, strength, and

building wealth, including the gathering of material symbols of success. They
are likely to respond to financial approaches and also eager to confront conflicts head on. People from Sweden, Norway, the Netherlands, Thailand, and
Chile have what is considered more feminine values. They value relationships, tenderness, and a high quality of life. They are more apt to compromise
and negotiate to resolve disagreements.

Its All Sales Communication

Communicationthe glue that cements sales relationshipscan come
undone by carelessness including using idioms that do not translate well,
words with multiple meanings, or inappropriate nonverbal cues.
You May Be Using the Same Words but Are You
Speaking the Same Language?
You know what you mean by the words you are using, but the meaning for
the customer will be clear only if its known. It is extremely easy for people
from different cultures to misunderstand one another. Would your customer
understand you if you referred to your product as the Bentley of the industry? What if you told them that they were comparing apples and oranges
or tried to soften the blow of a products price by noting that you would be
there to soften the damage or run interference?
Nonverbal Burble
Eye contact doesnt send the same message in every culture. In the United
States, for example, we believe making eye contact demonstrates respect. In
Asia, however, it may mean that the receiver does not understand you or is
revealing disrespect for you.
Some decision makers respond positively when a sales reps voice rises,
recognizing how the sales rep is using volume to provide emphasis and an
emotional quality to the sales pitch that would be missing without it. Decision makers from Asian cultures, however, could well be confused or offended by salespeople who speak loudly or become emotional because they
believe that such behavior is inappropriate. People from Asian cultures also

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15

believe that interruptions are rude. In contrast, people from European or

Middle Eastern cultures are quite comfortable being interrupted and find it
normal for a number of people to speak at the same time.
By mirroring (not mimicking) the behavior of the sales target, you can
adapt your sales presentation to the pattern preferred by the buyer.

Stereotypes and Sales

The United States is the most demographically diverse country in the world.
Approximately 32 million people (or about 12 percent) of the total U.S. population were born in another country. Because of our tendency to handle
unfamiliarity and uncertainty by placing individuals we dont know well
into distinct groups or categories, the stereotypes we hold may sabotage
sales calls.
Stereotypes are the mental images or pictures we carry around in our
heads; they function as positive or negative shortcuts to perception and guide
our reactions to others. For example, racial profiling, a generalization applied
to all members of a group regardless of individual differences, is just one way
that stereotyping can adversely affect sales professionals. For too many, stereotypes function as conclusions rather than starting points of understanding.
They will often mislead you into making false assumptions. For example, East
Indians raised in the United States and attending U.S. colleges are more likely
to embrace U.S. culture and make their buying decisions differently from East
Indians who never left India and remain steadfast in their dedication to their
home culture.The same holds true for members of other cultural groups. Making assumptions based on a prospects heritage is dangerous.
Like stereotyping, prejudice describes how we feel about a group of
people whom, more likely than not, we do not personally know. A negative
or positive prejudgment, prejudice arises either because we want to feel
more positively about the group to which we belong or because we feel others present a threat to us, real or imaginary. Because of the negative expectations that stereotypes and prejudices produce, we usually fail to make sales
calls on targets that are the objects of our prejudices.
Stereotyping and prejudice reduce tolerance for ambiguity, making sales
reps that rely on stereotypes or who harbor prejudices less successful in

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dealing with prospects from different cultures. To combat this intolerance,

sales professionals need to take the following three steps:
1. Refrain from formulating expectations based solely on your own
culture.
2. Refuse to isolate selling experiences to members of your own culture.
3. Eliminate any personal biases and prejudices developed over the
years by making a commitment to develop sales skills and abilities appropriate to life in a multicultural world.

Age Matters
Today, more people are over the age of 65 than are under the age of 18. Like
attitudes towards culture, attitudes towards age also affect the selling process.
Sales professionals can benefit from understanding how to sell to clients both
older and younger than themselves.
In general, potential customers who are older tend to be less receptive
to having strangers call them. For this reason, you will need to establish your
credibility rather quickly.You also need to be respectful without giving into
the ageism that could lead them to perceive you as patronizing.
Keep in mind that people who have distance between their ages have
lived through different historical periods and may be operating with different assumptions and experiences. Age influences both behavior and the
expectations of others. How we categorize someone, for example, as a member of a youth or senior citizen subculture, affects how we interact with that
person. We might meet an older woman and assume based on her grandmotherly appearance that she is nurturing, sheltering, and gentle. (There we
go stereotyping again!) Similarly, we might categorize a young person as aggressive, self-obsessed, and rude based merely on the clothing that she or he
is wearing. Because we carry our sense of age identity from sales encounter
to sales encounter, ageism may contribute to the feeling that we know more
than they do.
In countries that emphasize status differences, age is a benefit, as these
proverbs about youth reveal:

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17

The eggshell is still on your butt. (Hungarian)

There is blood on your head and it is not dried off yet. (Korean)
He who has no hair on his lip cant be trusted to do anything well. (Chinese)
Youth is an illness that time cures. (Spanish)

When it comes to persons from different cultures, the older the person, the
more likely they are to adhere to the traditional beliefs of their native culture.
Age prejudice, whether directed at the young or more aged, contributes
to sales people acting on mistaken assumptions. In fact when it comes to aging, our societys worshipping of youth and deep-seated fear of growing
older promotes the use of negative stereotypes that reveal themselves in
jokes and conversation. Aging in the United States appears to correlate with
decrease perceived value. Dont fall into this trap. Sales reps also need to recognize that some older clients are more skeptical and cautious than younger
people. They may take more time during conversations, requiring you to
provide them with information that assures them of the wisdom of a purchase. And unlike many younger people, they are more comfortable saying,
I dont know.
Do you feel equally adept at selling across age groups?

Gender Matters
Using inclusive language can facilitate selling. Altering your sales presentation to reflect how men and women, in general, prefer to be perceived and
treated enables you to practice adaptive selling. For example, from the salespersons perspective, not stereotyping women as weak and emotional and
men as strong and rational is a prerequisite for sales success. From the
clients perspective, female sales reps who use assertive speech patterns associated with masculinity are likely to be perceived as arrogant or rude,
while male sales reps who use emotional language associated with femininity are apt to be seen as wimpy.
Because of the way they have been socialized, men are likely to respond
to sales presentations that are direct and assertive, seek to solve problems,
or enhance their status. They like to be able to assert their ideas and voice

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their opinions. Men also offer minimal response cues. Women, in contrast,
are likely to respond to salespeople that create relationships with them
through talk, include them in their presentations, probe gently to develop a
fuller understanding of them, and dont criticize them but are emotionally
responsive towards them. Because they also tend to be more risk aversive
than men, it is wise to provide women with sufficient information to reduce
ambiguous feelings about making a purchase.
Do you feel equally adept at selling to men and women?

Wearing Down the Culture Barrier

Being able to attune yourself to the culture of your clients will help you be
more effective in selling across cultures. Sales borders exist in your mind
only. In reality, the world of selling is borderless!

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SCENE 3

Technology, MEdia, and Sales

In addition to recognizing cultures influence on sales, equally critical for

sales reps of the 21st century is the understanding of how to use technological innovations as sales tools. Like any tool, technology when used appropriately can pave the salespersons way, augment face-to-face selling, and
facilitate follow-up.

Face Up to the MEdia Revolution

We are convinced that the word media should now be spelled MEdia. Why?
Because Generation Me, that cohort born after 1970, is the generation thats
now leading the charge into the future. This generation expects others to be
as thrilled with them as they are with themselves. Members of Generation Me
grew up using computers as their primary means of interaction. They are also
natural media multitaskers. They chat on cellphones, surf the Internet, IM or
TM (instant message or text message), read e-mail on their BlackBerries, and
listen to podcasts, all while planning their days appointments. Generation
Mes members are used to focusing on themselves, and they want you to

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focus on them. They need their daily dose of what media expert Nicolas
Negroponte calls The Daily Me.
Generation Me members also use an array of technological tools to help
them express themselves, develop online communities, and personalize
their media environments and schedules. If youre selling to members of this
cohort, or if you are a member of this cohort yourself, keep in mind that
Generation Me members have huge goals, a yearning for self-fulfillment,
pride themselves on their individualism, but may be somewhat sketchy
when it comes to execution. The key to reaching Gen Me: They want my
media or I media, not mass media. Thus, you need to appeal to their individuality and help them feel good about themselves because they often
place themselves at the head of their priority list.Your task is to turn them
from passive receiver or consumer of sales information into active creator of
sales content. They feel entitled to be in the spotlight and the subject of
your attention. When youre as plugged into iPods, cell phones, and laptops
as Gen Me members are, when you love MySpace and YouTube and can
escape to Second Life, it just gets easier to shut out the rest of the world,
doesnt it? Its your job to break through and make them happy by soliciting
their input and handing them back control. They want their access to information to be immediate. They want their access to you always on.

E-Mail: Break Through

If you havent used e-mail as a sales tool, now is the time to begin! If you are
already using it, theres always room for improvement. But first a caution:
E-mail is not a replacement for the phone or face-to-face contact. It needs to
be perceived as a sales supplement that can add to the power of a sales call
or even create one.
If you find yourself repeatedly blocked by the gatekeeper, e-mail can
help you break through the barrier. Most often, however, it is not a way to
create new relationships, but a backup option for more personal contact.
Thus, e-mail is particularly useful in establishing continuing relationships
with customers and preventing customer defections. By using e-mail to maintain regular contact and keep clients warm, you decrease the chances of
their perceiving you as indifferent to them or their needs.

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In addition to enabling you to literally be omnipresent by keeping you

front and center in the minds of clients, e-mail also lets you communicate with
unlimited numbers of existing and potential customers, provides an easy way
for you to remind prospects and customers of the benefits that your product or
service offers, and serves as an effective means of priming your call for action.
Here are some guidelines to keep in mind when using e-mail:
Write a compelling subject line that concisely summarizes the e-mails
central idea or purpose. Keep your company name out of it.Your goal is to
create a must open mind-set in receivers. Making the subject line talk by including a verb and referencing a problem you may be able to help customers
solve increases the likelihood they open and read it.
Begin with a friendly salutation and be yourself. Introduce yourself
and your company in the first paragraph. The primary purpose of e-mailing
is to make friends or sustain a friendship. Prospects and customers respond
to friends; like you, they remember the old adage about not talking to
strangers. Become the un-stranger.
Frontload your e-mail. By revealing the main idea immediately and directly, you amplify the e-mails purpose. Busy receivers want to know immediately why theyre reading your message.
Write a brief, pressure-free message that is understandable and gets to
the point. Most e-mail recipients do not read the messages they receive in
their entirety. Instead, they read the first few sentences and make a decision
about whether to continue reading.Your message should make them want
to continue. Dont fill the message with abbreviations others might have difficulty understanding. Write out words and phrases. Even FYI or ASAP can
be misinterpreted.
The goal of your e-mail is to spark future phone or face-to-face dialogue. An e-mail message should not be a sales pitch. Instead it should be
clear, concise, and contain information or documents your customers need.
Write flawless messages. The e-mails you send reflect you and either
raise or lower your credibility. Show you care. Proofread. Fix run-on sentences,

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sentence fragments, sloppy punctuation, and typos. Use simple, direct, understandable language. Use readable fontsnot a mix of different ones.
To keep your message easy on the eye, break up the text with line
breaks and white space. Use headings and bullets to make it easy to scan.
Also, dont use all capital letters to make a point. What all caps suggest to
others is that the sender is angry. Thats not the message you want to send.
Keep the tone friendly.
Provide flawless service. Give all the information a prospect or customers need to contact you or buy from you should they desire to do so. Have
a single call to actionthe one thing you want the receiver to doclick to
open and view a catalog or express interest in your product or service.
Sign off positively.

Blogs: Reach Out

Posting information of concern to prospects or customers can be beneficial
to sales. A blog (short for weblog) is an interactive online journal, casually
written, that can help you share information, promote products, and respond to customer concerns. And since visitors to a blog typically leave public comments, it can also make you more approachable as well as provide
you with special insight into your clients.
You can use a blog to discuss new products, show customers how to
use new features of an existing product, or answer customer questions. If
you give your blog a great idea just occurred to me tone, the thinking is it
might well become addictive. Reaching out by providing interesting reports
on or opinions about products and services, or interviews and articles related to your product or service gives the reader of your blog something
they want.You also need to be sure to ask for reader comments or opinions.
Ask readers to describe their experiences or ask them to suggest something.
Show them youre open to their suggestions.
To be a good blogger, you need to keep a few things in mind:
Write about what you think will interest others.You need to keep the
reader in mind. If theres nothing in it for them, they wont come back.

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Write like you speak and share your personal experiences and opinions.
Keep all posts short and simple,jazzy,and snazzy.Spoon-feed rather than
misfeed readers.
Solicit reader input.
Before making a post, take the time you need to answer each of the following questions with a yes:
Does the post have a headline that clarifies your topic?
Does the lead paragraph of your post reveal who and what the post is
about as well as why the reader should care?
Is the angle youve adopted likely to interest readers?
Is your writing jargon-free?
Did you end with a question designed to evoke reader comments?
If you follow the guidelines provided, answer each of the preceding
questions affirmatively, always keep your readers in mind, and let your personality and values come through, your blog will bring you closer to your
customers. Remember, when blogging, it is important to post regularly, focus
on communication, and keep every message clear and concise.

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SCENE 4

Language Success Secrets

What Is Success?
If the scripts in this manual are to help you succeed, you need to take a moment to determine what success means to you. How do you know when you
have attained success and are successful? When you achieve the success you
desire, is it enough to sustain you forever, or do you keep on reaching, growing, climbing? Take a minute right now to reflect on these sentence starters:
For me, success is symbolized by . . .
I will believe I am successful when I . . .
Once I accomplish that, I will be able to . . .
Salespeople define success in different ways. For some, it means a
Maserati, a Jacuzzi, designer clothes, or a trip to the Super Bowl. For others
its a housekeeper, a new home, or a six-figure income. And for still others,
it is a vacation the whole family can enjoy without worrying about what has
to be sacrificed to pay for it. Whatever success means to you, it is important
that you picture it clearly, imprint it in your memory, and carry it wherever
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you go. For thats the fuel youre going to need to get betterthe fuel youre
going to use to sell like magic!
Success does not come easy; you know that. If you settle for less than
you are capable of, it might seem easy, but then youre selling yourself short.
And thats never what you want to do. Other people may treat you unfairly
from time to time. Thats unfortunate. When you treat yourself unfairly, however, it is far worse. And thats what happens when you dont develop the
confidence you need to believe in your own abilities and the skills you need
to deliver yourself from mediocrity.
How many answers can you list for the following sentence starter?
A successful salesperson is . . .

How many of your answers are descriptive of a salespersons attitude? How

many responses are descriptive of his or her skill? What attributes do you
need to develop or improve?
Success depends on motivation and skill for its longevity. Salespeople
who experience short-lived successes usually suffer from motivational malnutrition, attitude dystrophy, or knowledge apathy. Lets explore each and determine if you possess or have experienced any symptoms.
Motivational Malnutrition. A steady diet of motivation from both internal and external sources is necessary for a salespersons survival. Were
it not for motivation, sales plans would neither be made nor carried out.
Business development strategies would cease, and selling efforts would
shrink away.
Assess your personal motivation level by answering yes or no to these
questions:
1. Do you greet each day feeling you will accomplish something?
___ Yes ___ No

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2. Do you look forward to calling a stranger who might become a

prospect?
___ Yes ___ No
3. Do you receive encouragement from your family and your boss on a
regular basis?
___ Yes ___ No
4. Do you always find yourself happy about being in the sales profession?
___ Yes ___ No
5. Do you give yourself a pep talk after a disappointment, and try again?
___ Yes ___ No
6. Do you believe that if you keep at it, eventually you will get what you
want?
___ Yes ___ No

If you have more no answers than yes answers, consider these principles of
sales success:
Become a professional generator of excitement.
Extinguish your fears, and courage appears.
Leap before you look.
Make sales happen by making you happen.
Also keep in mind that as a professional salesperson,your job is to always have:
PEP
Positive Enthusiastic Persistence

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Attitudinal Dystrophy. We all enter sales with a strong belief in our

own ability to make things happen, and we are convinced that we will do just
that. But if care is not taken to nourish and nurture that feeling, we develop
a quite different perspective and end up convinced that selling devours those
who attempt to conquer it.
Consider these suggestions to overcome attitudinal dystrophy:
Maintain your belief in the importance of sales.
Remember that you are a professional persuader.
All corporations live and die through sales.
Sales is a continuing entrepreneurial challenge.

Knowledge Apathy. Salespeople enter the field knowing nothing about selling. Their thirst for knowledge is high. Along the way something happens.
From knowing nothing, they progress to knowing it all. This perception is
deadly. First, it maims.Then it debilitates. Finally, it kills. Why? Because the only
thing worth gaining every day is new knowledgenew ways of thinking, new
ways of packaging what you know, new ways of influencing others, and new
ways of developing. It is simple:

Give Up Knowing and You Give Up Growing

No salesperson knows all there is to know. Every salesperson has to

learn from experience, from him- or herself, or from someone else every single day in the business.

Creating Change to Achieve Success

Making things happen is what the proficient salesperson does. Making things
happen is your job. When you make enough things happen right, a smile is on
everyones face. A lack of smiles calls for change. But what can you change to
help yourself make things happen right and to make yourself more successful
at what you do than you are right now?

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You can change your environment.

You can change the people you work with.
You can change yourself.
Changing your environment is possible, but not totally within your control. Some environments are more conducive to success than others. It is as
if they were planned to promote success and breed production. But we
know that high producers work equally well in gorgeous settings as in lackluster surroundings. So something else must also be at play. The environment
is the icing, not the cake.
Changing the people you work with is also possible, but again not totally up to you. We all work better with certain types of people than with
others. But we do not live in vacuums where we control who enters our career bubble and who is barred at the door. We cannot pick buyers the way
we pick fruit at the store. If you are to achieve real success, you need to be
flexible, versatile, and open to possibilities.
Changing yourself, then, is the key to becoming more successful, and it is
the one thing within your control that will influence the way you think about
you, the way you act toward others, the way you communicate, and the results
you achieve.
Changing is not easy. Try this:
1. Fold your hands the way you normally do. Notice which thumb you
place on top.
2. Unfold your hands.
3. Fold them again, but this time, fold them so the opposite thumb ends
up on top.
4. Unfold them and fold them again.
Did you fold them the new way or the old way? If you are like most people
who try this exercise in our seminars, you folded them the old comfortable
way, the way you are used to. Why? Because old habits die hard and new
habits need time to replace them. Here are two things you can change immediately: your outlook and your demeanor.

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Optimism! Yes!
Some of us consider ourselves optimists. If we suffer a defeat, we view it as
a temporary setback brought about by circumstances, bad luck, or other
people. Salespeople who are optimists are resilient; they do not view defeat
as their own fault. Other people categorize themselves as pessimists. In contrast to optimists, pessimists lack resilience and believe that bad events are
their own fault, will last a long time, and will undermine whatever they do
in sales. Instead of believing they can control their own destiny, they believed that outside forces determine their fate.
In one study, swimmers were told that their times were slower than
they actually were. The optimists responded by swimming the next heat
faster, while swimmers who considered themselves pessimists swam the
next heat slower. Thus you can see that it is important to be an optimist, that
is, to establish what many people call a positive attitude. Trainer Jeffrey
Gitomer calls it the Yes! attitude. We score a touchdown, hit a home run,
score a goal and scream Yes! We need to do the same thing everytime we
make a sale! Yes!!
Lets Be Nice!
As kids we are told to be nice.Be nice to the dogs!Be nice to your Aunt!
Somehow when we get into business, we sometimes forget these admonitions. We might be nice to the president, but what about the doormen, assistants, cabbies, and waiters?
Think of someone you know who is nice to you. Now think of someone
who is not nice to you. Which person would you be more apt to refer business to? Recommend for a job? Approve a loan? Of course, the person who
is nice. In their wonderful book, The Power of Nice, Linda Kaplan Thaler and
Robin Koval suggest that we listen, admire, and praise othersconsistently.
We knew a fine salesperson and entrepreneur who did just that. He called
everyone by name. Always knew what their spouses and kids were doing.
He was the epitome of nice. We learned that this entrepreneur had learned
to be nice. He came into sales from the law enforcement business where his
job was to be anything but nice. He made it his business to change his approach to others.

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Using Powertalk Successfully

Effective salespeople around the world are powertalkers. In contrast to those
who announce their powerlessness through their speech, powertalkers communicate a sense of control and confidence and thus help to direct the buying action.
Besides being in full command of the words they use, powertalkers also
use fewer hesitations, fewer tentative phrases or qualifiers, and fewer unnecessary intensifiers. Thus, powertalkers make definite statements like Lets
write up the order, rather than weaker hedges like I think we should write
up the order. Powertalkers evoke more confidence and enhance perceptions
of their self-worth by not making statements filled with hesitations like I
wish you would, uh, give me an idea, um, of what youre looking for, er, in a
product. In like fashion, by eliminating powerless words from their message,
powertalkers actually strengthen the position they take. Hence powertalkers
say,Im not interested in debating the issue rather than use the weaker and
more submissive,Im not very interested in debating the issue. Powertalkers
have mastered the art of coming directly to the point. Their speech does not
contain disclaimers like I probably shouldnt mention this, but. . . .
Powertalkers are not confrontational. They are persuasive. They ask lots
of questions that offer options, such as Would you like to meet in the morning or would you prefer the afternoon, or Would you like delivery on Monday or Friday?
Our female readers should take note that, interestingly, in our culture,
women tend to use more tentative phrases or qualifiers in their speech than
men do. Such phrases as I guess,I think, and I wonder if commonly turn
up in the speech patterns of women but not in those of men. Similarly,
women tend to turn statements into questions more often than men do.
Women typically ask something like Dont you think it would be better to
try our product before reordering from our competitor? In contrast, men
typically come across with a more definitive statement, such as, Try our
product before reordering from our competitor.
Powertalk is talk that increases your credibility and your ability to influence others. It makes sense to use it. Changing the power balance in selling may be as simple as changing the words you use!

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Sales Nonverbal Investigators

We also suggest that you work to become a Sales Nonverbal Investigator
(SNVI). We know that the messages that clients send us are 60 to 90 percent
nonverbal; that is, most of what people say is expressed in other ways than
words. Nonverbal communication is worthy of a book on its own, so we provide just some highlights here.
Customers broadcast their emotions through their faces. Therefore, it is
important for the effective sales professional to watch (investigate) what is
happening in the clients face. Watching eye movements and facial expressions will help you make sales.
Research suggests that we should watch the movement in the customers eyes for clues to what he or she is thinking.
If the person looks up,he or she may be recalling something seen in the
past, such as the product, the color, size or shape of a design, and so on.
If the person looks to right or left, he or she may be recalling something heard, such as what the boss told him to do or what the spouse
told her to pick up on the way home.
If the person looks down, he or she may be experiencing emotion.
Trying to make a buying decision might be accompanied by a downward gaze.
When talking to clients face-to-face, be sure to watch the eye movements.
Try to determine how these movements relate to the information being expressed verbally.
To watch the clients facial expressions, mentally divide the face into
two segments:
The upper face: above the eyes
The lower face: from the eyes to the bottom of the chin
Work in front of a mirror or with a partner and try on the following emotions.
Note the clues in both parts of the face.

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Surprise
Upper face: Brows curved and high
Lower face: Eyes wide open; jaw drops
Happiness
Upper face: Remains calm
Lower Face: Lip corners up; mouth may part; wrinkles to sides of eyes
Anger
Upper Face: Eyebrows drawn together; vertical lines between brows
Lower face: Lips pressed together
Disgust
Upper face: Remains calm
Lower face: Nose wrinkled; corner of mouth raised (as if something
smells bad)
Sadness
Upper face: Inner corners of brows raised
Lower face: Corner of lips down
The best way to practice nonverbal investigations is to work with still
photos. Examine faces in magazines, newspapers, and on the web. Use a
form like the one shown here to make notes for analysis.

Nonverbal Investigation Form

1. Eye Movement:
Looking up?
Looking side to side?
Looking down?
2. Facial Expression
Upper face
Lower face
Conclusions about the emotions displayed in the photograph: ________

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Of course, nonverbal investigations can be a lifelong study. What we have

covered here is enough to get you started. Remember to conduct the investigation when working with your clients!
Our attitude, our ability to be nice to everyone around us, the way we communicate, and the way we read our prospects and customers can all be enhanced and changed. Change requires dedicated, conscious effort on your
part. To be sure, many of the words and phrases you find in the scripts in this
book will be uncomfortable at first, but once they become part of your powertalk, they will serve you and your company well. So, open the window and
let some new words, actions, and attitudes inside! Lets get started. We know
you will increase salesalmost like magic.

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ACT II

ACTION!

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SCENE 1

When Using Sensible Selling

The tide is going out. The shore is littered with empty shells and one or two
beached whales. Where are you? Riding the wave of the future, or stuck in
the sand? If you are stuck in the sand, it is time to take action to get unstuck.
If, however, you are riding the wave of the future, then you are actively working to increase your share of sales. Youre actively working to find those
prospects who can use what it is you have to sell.Youre actively working to
locate prospects to whom you can tell your exciting sales story.You are actively working to stay afloat. Where does your buoyancy come from? It
comes from people.
In sales, people are your business. If youre stuck in the sand, you cant
go out and find people; you have to hope they come and find you. And, as
you know all too well, thats not the way things work. Rescues are a rarity.
Only if youre willing to ride the wave and take the risk of being rejected do
you truly stand a chance of having some extraordinary things begin to happen to you during your sales career.
To succeed, you must be able to create demand in decision makers. You
need to put yourself in the position to create sales opportunities, not merely
in position to respond to them. Its time to get on the phone or get in your
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Action!

car. Its time to find, talk to, see, and sell to people. After all, before you can
sell something to someone, you have to have someone to sell to. Makes
sense, doesnt it? We call it sensible sellingand it works. Heres why
and how.
If You Dont Have a Prospect, Theres No Sale to Close.

Why Sensible Selling Works

Finding a first job in sales isnt terribly difficult, is it? Rumor has it that if you
pass the living, breathing, moving, talking, driving test, you can have your
choice of companies to work for. Thus, you are a marketable commodity.
Many sales managers are willing to take a chance on you. They either train
you formally, or they train you informally by allowing you to learn (not necessarily earn) by making expensive mistakes. Getting hired as a sales rep by
a company is not usually a taxing problem; however, being certain that at the
time youre hired by a company, you also remember to hire yourself is.
What does it mean to hire yourself? Picture this. Its Monday morning.
You arrive at the office for a regional sales meeting. Other reps are milling
around talking about how productive or frustrating their territories are. The
sales manager calls the meeting to order. New reps are introduced. Those
who landed new clients or made big sales are recognized for their superior
performances. All are urged to increase their efforts and produce more. Tips
and encouragement are passed out freely, as are sales rep excuses. Its the
excuses you have to watch out for. Why? Because sensible selling is noexcuse selling.
Excuse Selling
Next time you are in the company of a group of sales representatives, list,
but dont take to heart, the excuses they offer to explain why they havent
closed enough business this year. After identifying the excuses they useof
course, you never use those excuses, do you?indicate how the negative excuse could be turned into a positive plan for action.
Excuse selling provides salespeople with just what the meaning of the
words suggests. To excuse means to make apology for and to try to

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remove blame from. A salesperson who offers excuses for inactivity or a

lack of production is trying to hold himself or herself blameless for the lack
of results. Instead, the finger of blame points away from the salesperson and
is aimed atwell, you name it:
Market conditions
The sales manager
The dealer
The client
The advertising
Lack of support
The weather
That is, anything and everything but the salesperson is to blame. In fact, excuses commonly begin with,Im trying as hard as I can but. . . . Although
most people say they are trying, in truth they are not.
So what do salespeople who are stuck in the sand have to teach you?
The answer is the art of excusing. And what does the art of excusing lead
to? The answer is losing.
Help Enough of Your Prospects
Get What They Want, and Youll
Get What You Want, Too!

So, wipe excuse selling from your slate of appropriate strategies and in
its place substitute doing what produces results. For the truth is that excusing yourself for a lack of results may make you feel better in the short
term, but it wont turn you into an effective sales machine. It wont turn
you into salesperson of the year. Riding the sales wave and doing what advances your career will. For this reason, lets equate hiring yourself with noexcuse selling, and lets equate no-excuse selling with running your own
career advancement program (CAP).

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Action!

You Hire YOU!

You see, when you hire your YOU, you take responsibility for your performance.You chart your progress and you monitor your results. When you hire
YOU, you give up waiting, you give up complaining, you give up passivity.
When you hire YOU, you increase your chances of succeeding beyond your
wildest dreams.You no longer sit back and watch.YOU jump in and do!
Prospects Need to Believe
Theyll Be Better Off if They Buy from
YOU!

Now that you know the why, it is time to look at the how.

How Sensible Selling Works

First, consider all your work time as business development time. This perspective will prevent you from thinking of yourself as a passive recipient of
business and will cause you instead to see yourself as an active creator of
business.
Second, think of business development time as prime time. Consider
every business development minute as true opportunity time. Use the time
to develop leads, follow up on inquiries, build rapport with potential customers and referrals, and establish your credibility as a source with the people whose business you desire.
Third, keep yourself on track. Track your daily business development results on a form like the one provided here. Examine your results to determine
if your prospecting time is well spent and productive. Usually, it takes at least
ten prospecting calls to get a single appointment with a decision maker. How
many calls does it take you? If you are making lots of calls and landing few, if
any, appointments with decision makers, you may be turning prospects off
rather than on to you and your product or service.The scripts that follow will
help you prospect more efficiently, enabling you to double, triple or quadruple the sales call appointments you actually make. More appointments will
help you increase your sales, and increasing your sales increases your income.
You can do it! You can ride the wave to success.

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When Using Sensible Selling

Daily Business Development

Date: ________________
Time: from ________________ to ________________
Number of cold calls made to solicit new business: _____________
Number of cold calls made in response to inquiries: _____________
Number of cold calls made as a result of referrals: _____________
Number of calls made to existing accounts: _____________
Number of calls made to previous accounts: _____________
Number of appointments scheduled as a result of the above: _____________

If calling residences, be sure to check Do Not Call lists.

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SCRIPTS TO PROSPECT WITH

Cold Calls to New Customers

(Of course, if you are calling residences, you will follow your company guidelines to stay in compliance with the Do Not Call regulations.)

The Basic Script

Hello, [Mr./Ms. Prospect].
This is [your name] from [your company].
Im calling to introduce you to our [your product/service].
If there were a way I could help you meet your goals or objectives or
even surpass them, youd want to hear about it, wouldnt you?

Pause two seconds, but do not expect a verbal answer.

What Id like to do, [Mr./Ms. Prospect], is talk about that with you in
person. Can we meet on [day], or would [another day] be better?
Would [time] in the morning be good, or is another time in the afternoon better? Im looking forward to meeting you.

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Action!

The Better Way Script

Hello, [Mr./Ms. Prospect].
This is [your name] from [your company].

Say excitedly:
Im calling to offer you a better way of doing business. When we meet
Ill show you how our [your product/service] will get you the results
youd like to see. Now, can we meet on [day], or would [another day]
be better?

The Sold to Another Script

This statement carries a risk with it. Be aware that many companies want
exclusive supply or limited distribution.
Hello, [Mr./Ms. Prospect].
This is [your name] from [your company]. Id like you to know that last
week I sold [your product/service] to [another company]. Since both
[the other company] and you are in the same business, I thought you
might want to have the same competitive advantage they have. Having that same advantage is important to you, isnt it?
Im available to meet with you on [day] at [time], or would [another
day] at [another time] be better?

The What Do You Look For? Script

Hello, [Mr./Ms. Prospect].
This is [your name] from [your company]. Do you have a minute
to talk?

A positive response or silence gives you permission to continue.

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[Mr./Ms. Prospect], have you considered that you could benefit from
using [your product/service]? What do you look for in a [your
product/service]? If I can show you that our [your product/service]
meets or surpasses those requirements, that would interest you,
wouldnt it?

Always close for the appointment when you can.

Would you like to meet with me on [day] at [time], or would [another
day] at [another time] be better?

The Add to Your Business Script

Hello, [Mr./Ms. Prospect].
This is [your name] from [your company]. Have you ever thought
about how you could add to the business youve built by using [your
product/service]? Id like to show you just that.
Can we get together on [day] at [time], or would [another day/time]
be better?

The Leader Script

Hello, [Mr./Ms. Prospect].
This is [your name] from [your company]. How are you today?
My company is regarded as a leader in [your product/service], and
I thought youd be interested in learning how our [ your product/
service] can enhance the leadership image your company has
as well.

Say with a sense of authority:

Being perceived as a leader in your field is important to you, [Mr./Ms.
Prospect], isnt it?

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Action!

The next few scripts require you to insert a dollar figure [$x] that your product or service will save the buyer or user.

The Important Facts Script

Hello, [Mr./Ms. Prospect].
Im [your name] from [your company].
I have some important facts to share with you.

Go right on.
My companys [product/service] will save you [$x] a year. Id like to
show you how. [Mr./Ms. Prospect], you are interested in saving [$x]
next year, arent you? Its worth just [number] minutes of your time to
find out how, isnt it?
The calendar indicates that a good time for us to meet is [day] at
[time], or would [another day/time] be better?

The Increase the Bottom Line Script

Hello, [Mr./Ms. Prospect].
Im [your name] from [your company].
In just a few minutes I can show you how you can increase your bottom line by at least [number] percent.
Increasing your bottom line is something that youd like to do, isnt it?

The Give You Dollars Script

Good day, [Mr./Ms. Prospect].
Im pleased to be able to give you [$x].

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At this point, the prospect asks how you can do that, and you have the
opening you need to give the rest of your presentation.

The Make Life Easier Script

Good day, [Mr./Ms. Prospect].
Im [ your name] from [ your company].
Its a pleasure to be [speaking/meeting] with you. How important is it
to you to increase your bottom line?

Few prospects will say not very.

Good. Id like to introduce you to our [ your product/service]. It will
help you reach your goal and make your life a whole lot easier. You
are interested in reaching your goal?

The Companies Like Yours Script

Hello, [Mr./Ms. Prospect].
Im [your name] with [your company].
Youll be interested to know that our [ your product/service] is being
used by [number] companies like yours. Youll discover that you and
[prospects company] can benefit from using it too.
The calendar suggests we get together on [day] at [time], or is
[another day/time] more convenient for you?

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Action!

This next script is easy to remember and makes it hard for the prospect to
answer no.

The Higher Profits Script

This is a real interest arouser.
Hello, [Mr./Ms. Prospect].
Im [your name] with [your company].
Does the possibility of higher profits next year appeal to you? If we
get together, I can show you a number of ways you can increase
those profits.
Lets do it on [day] at [time], or is [another day/time] better?

The Economy Is Impacting All Business Today Script

Hello, this is [your name] with [your company]. Has the economy
impacted your business, making it absolutely necessary to do
more with less? I would like the opportunity to meet with you to
demonstrate how our [your product/service] can help you accomplish that goal.

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Calls to Referrals

The Weve Worked For Script

Say confidently:
Hello, [Mr./Ms. Referral]. [Name of referring source] suggested I call
you. Weve done quite a bit of work for [referring source]. [He/she] and
[referring company] found our work helpful and thought we might be
of service to you too.

The Client of Mine Script

Say assuredly:
[Mr./Ms. Referral], my special reason for calling on you today is at the
suggestion of [your referring source], who has been a client of mine
since [year]. [Your referring source] is really happy with the [ideas/
programs] weve implemented especially for [him/her].
In [his/her] opinion, these [ideas/programs] helped increase [his/her]
companys [profitability/production/morale]. [Referring source] felt
certain youd like to consider what we have to offer too. Was [he/
she] right?

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Action!

Calls to Former Clients

The In Charge Script

Hello, [Mr./Ms. Former Client]. This is [your name] with [your company]. I am now in charge of this territory for my company. I understand that at one time you used our products. Is that correct?
Why did you change suppliers?

Wait for response.

We have made a number of improvements in our [your product/
service] recently that I think would be of interest to you. When can
we get together so I can share them with you?

The Glad I Found You Script

Hello, [Mr./Ms. Former Client]. I am so glad I found you in today. I know
you are now using our competitors [product/service]. Is that correct?

Communicate that you are about to do the person a favor.

We have made some significant modifications in our product line that
you should be aware of. I would be glad to demonstrate them to you
so you are brought up-to-date on the latest technology in our industry. Can we get together this afternoon?

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Effective Discussion Openers

The Share an Idea Script

Work to create curiosity.
My special reason for wanting to meet with you is to share an idea
that our clients tell us [makes them more money/cuts costs/reduces
turnover].

The Increasing Script

Share your excitement with your prospect.
Does increasing [profits/morale/productivity] interest you?

The Important to Increase Script

How important is it to you to increase [profits/morale/productivity]?

The Employees Motivated Script

How important is it to you to keep your employees motivated and
productive?

The Help Save Script

Weve been helping companies like yours save time and money.
Would you like to know how?

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Action!

The Youll Appreciate Script

Say confidently:
Youre really going to appreciate what our [your product/service] can
do for you.

The Intrigue Script

Enthusiasm is the key here.
The next fifteen minutes are going to intrigue you. Youll be astonished at the benefits our [your product/service] offers, and our time
together will fly by. Lets begin to explore the possibilities.

The Like to Save Script

You like to save money, dont you? Then we need to talk as soon as
possible!

The Most People Script

Most people in a position like yours feel that they need to have a [your
product/service] like ours to accomplish their goals.

The Im Not Certain Script

Say forthrightly:
[Mr./Ms. Prospect]. Im not certain whether my ideas apply to your
situation. But let me get your answer to a question. If your answer
is yes, its unlikely what I have to offer will apply. But if your answer

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is no, then it will truly be beneficial for both of us to spend some

time with each other in an effort to discover how I can help.
Pause. My question is this: Are you totally satisfied with [the amount
of business your company is doing/the time it takes your employees
to complete their assignments/the profits generated by your unit/what
you are paying for . . .]?

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Action!

Getting By the Secretary

The Prospect Would Want to Know Script

Take command!
This is [your name]. May I speak with [Mr./Ms. Prospect]. Im calling
because Im sure [Mr./Ms. Prospect] would want to know how our
[ your product/service] can benefit [the company youre talking to].

The Youd Be Helping Script

Say politely but firmly:
This is [your name]. May I ask your name? The [your product/service]
we want to share has worked very well in companies like [the company youre talking to]. I really think youd be helping your company
if you let me demonstrate for [Mr./Ms. Prospect] the kinds of benefits
to be derived from using it.
The calendar indicates that a good time for us to meet is [day] at [time],
or would [another day/time] be better for you and [Mr./Ms. Prospect]?

The Materials Needed Script

Say with authority:
Im [your name] with [your company]. Is [Mr./Ms. Prospect] in? I have
the material [he/she] needs.

The First and Last Name Script

Be direct. Do not become unnerved.
This is [your name] from [ your company]. [First and last name of
prospect], please.

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The Companys Future Script

A sense of urgency is key here.
I am [your name] with [your company]. This call is about your companys future. Its important that I speak to [your prospect]. Please put
me through now.

The Appreciate Your Interest Script

Say with strength; be sure to communicate impatience, not anger.
This is [your name] with [your company]. Who am I speaking to?
I appreciate your interest in the reason for this call. Does your boss
want you to prevent [him/her] from finding out about an important
opportunity to increase profits? Im certain [he/she] would be grateful if youd connect us now.

The On the Line Script

Good morning. Would you please tell [your prospect] that [your name]
from [your company] is on the line.

The Special Reason Script

Say kindly but directly:
My name is [your name] from [your company]. The special reason
for my [call/visit] today is to meet [your prospect], state my business, and see if it will be beneficial for us to meet. Could we do that
now?

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Action!

The Just Suppose Script

Say inquisitively:
Just suppose I had an idea that would substantially increase your
companys [sales/profits/productivity]. Wouldnt your boss want to
know about it? Please connect us now.

The Working on an Idea Script

A confident air is important here.
We are working with a number of companies like yours on an idea
that our clients tell us significantly [improves profits/reduces turnover/
increases productivity]. My experience tells me that the [ position
of your prospect] can quickly determine whether your company
would want to consider the idea. Could I [speak with/ meet with]
[him/her] now?

The Has Boss Thanked You? Script

The compliment works.
This is [your name] with [your company]. Has your boss ever thanked
you for putting [him/her] in touch with someone? This will be such
an opportunity. Please connect us now.

The If There Were a Way? Script

This is [your name] with [ your company]. Please connect me to
[Mr./Ms. Prospect].

The secretary will ask you to explain what your call is about and you
answer:

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By all means. If there were a way to [increase profits/double productivity/boost morale/reduce turnover], [Mr./Ms. Prospect] would probably want to know about it, dont you think?

The Help Me Out Script

Appeals for assistance are hard to turn down.
This is [your name] with [your company]. Im hoping you can help
me out.
How do you suggest I go about setting up an appointment with [your
prospect]? I know I can count on you to let [your prospect] know how
important it is that we get together. Im relying on you to help me out.

The Boss Will Know Me Script

Is [Mr./Ms. Prospect] in? This is [your name] with [your company].
[He/she] will be familiar with my name.

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Action!

The following scripts are responses to a variety of sample prospect statements youll find throughout this chapter.

Im Too Busy to Talk to You Right Now.

Most prospects think they are too busy. Dont let that deter you.

The Invest Minutes Script

I appreciate how important time is to you. Youll be pleased to discover that our [your product/service] will save you time and money. If
you can invest just [number] minutes, I can help you save [$x]. Thats
a fair exchange, isnt it?

The Profit Margin Script

I understand your concern for time, but are you too busy to increase
your profit margin?

The Short Presentation Script

Other people in your [industry/business/field] have told me exactly the
same thing. And so I invested my time to shorten my presentation so
it takes no more than [number] minutes of your time. Lets share those
few minutes together. Youll find that your investment in those few
minutes was a very wise decision.

The Realize Value Script

You can turn the prospects excuse around and make it work in your favor.
Its because youre so busy that I want to see you. Its the busy [executive/manager/businessperson] like yourself who realizes the value
of what we have to offer. Lets talk.

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The Demonstrate Profits Script

You know, [Mr./Ms. Prospect], that others in your [industry/business/field] have answered exactly as you just did before I had the
chance to sit down with them and demonstrate how our [your product/service] would increase their profits. I wonder if we might meet.

Dont pause here.

Would [day] at [time] be good, or is [another day/time] better?

The Wise Decision Script

You know [Mr./Ms. Prospect], a lot of people have said that. But once
I had the opportunity to meet with them and share how our [your
product/service] would help them, they made the wise decision to
give us a try. My calendar indicates that [day] at [time] is clear. Or is
[another day/time] better?

The Your Best Customer Script

Say this with a sense of astonishment:
Would you say that to one of your highly valued customers? If you
spend just a few minutes with me, youll discover that I can help you
make as much money with our [your product/service] as you now
make from your best customers

The Another Interruption Script

Let your sense of humor show here. Humor can help you sell.
I understand. You probably think of me as just another interruption.
Therefore, youll be pleased to find out why this is not your run-of-themill sales call and why what I have to tell you will positively affect your

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Action!

companys bottom line. If you absolutely, positively cant talk right

now, when can we get together?

The Very Busy Script

This script requires a very serious tone to match a prospects tone.
Youre very busy, and Im very busy. Wasting your time would be
wasting my time. I dont talk to people unless Im convinced they can
use what I have to offer. So the time you spend with me will be time
well spent. The same things are important to us. Let me show you
how I know.

The Remind Me Script

This script is designed to arouse prospect curiosity.
You remind me of [another decision maker] at [a competitor]. Your
competition also thought [he/she] was too busy to talk to me. But after meeting with me for [number] minutes, [he/she] was glad to have
done so. Would you like to learn what [he/she] discovered during our
brief time together?

The Takes Longer to Read Script

Dont use this if youre less interesting than a piece of paper!
Id send you information in the mail, but it would take longer for you
to read it than for me to explain it. And Im so much more interesting
and effective than a piece of paper. If time is really of the essence to
you, lets talk face to face. That will save you time.

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The More Important Than Profits Script

This one is simple, direct, and effective.
What could be more important than learning how to increase your
profits?

The Motivated Employees Script

What could be more important than discovering how to make your
employees more productive and motivated?

The Eliminate Words Script

My goal is to eliminate those words from your vocabulary. My [your
product/service] will give you more time, not steal time from you.

The Lack of Time Script

This script isolates the time problem so you can deal with it effectively.
I understand. Is a lack of time your biggest problem right now?

The Same Complaint Script

Thats the same complaint that [a referral known to your prospect] had
at first. After investing a small amount of time with me, however,
[he/she] was pleased to have taken that time to learn more about
[your product/service]. I believe youll have the same reaction. The
calendar shows that next [day] at [time] is good, or would [another
day/time] be better for you?

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Action!

Youre Wasting Your Time.

The Appreciate Thoughtfulness Script

Thanking the prospect for showing concern is disarming.
I appreciate your thoughtfulness. I understand the value of time too.
And thats why I think its critical we get together for fifteen minutes.
What I have to share with you could significantly affect your companys profit and productivity. Could you free up fifteen minutes on
[day] or is [another day] better?

The Still Friends Script

This script reduces prospect fear of being captured by a zealous sales
representative.
Why dont we agree to spend fifteen minutes together? If after investing that small amount of time, you dont believe we have anything
further to share with each other, well end our discussionstill
friends. If, however, you do believe that I just may be able to help you
solve a problem youre facing, well continue sharing ideas.
We could schedule that fifteen-minute meeting next [day] at [time], or
on [another day] at [time]. Which is better for you?

The Im Impressed Script

This script simply turns the argument around.
Im impressed that as busy as you are, you are still concerned about
me. I appreciate that. My job is to save you time. Agreeing to invest
just ten minutes with me could save you time and money tomorrow.
That wont be a waste of my time, and it wont be a waste of your
time either.

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Im Not Interested.

The Just Those Words Script

Say assuredly:
Many of our loyal customers began our relationship with just those
words. It wasnt until I demonstrated how [your product/service] could
help increase the bottom line that they became really interested. Ill
share that same information with you now.

The Companys Interests Script

Be surprised.
How come? You are concerned about your companys interests,
arent you?

The What Interests You? Script

Use parallel structure for emphasis.
Does saving money interest you? Does improving productivity interest you? Does cutting down on problems interest you? If you answer
yes to any of these, then you need to learn how we can help.

The Doesnt Interest You Script

How is it possible that saving money and saving time doesnt interest
you? Wouldnt doing both make your business stronger?

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The Reaction Script

Say this understandingly:
Thats a reaction we all have at one time or another. We use it on
stockbrokers, realtors, insurance agents, and so on. But often when
we learn more about their products or services, and how they can
benefit us, we change our minds and we become interested, and
when the time is right, we buy.
I have a feeling that the same is true for us. Let me share how [your
product/service] can work for you.

The Not Today Script

First, speak understandingly; then sound confused.
If youre not interested today, I understand. If you think youll never be
interested, then Im confused. I thought you were in business to make
money and increase profits and productivity. That is true, isnt it?

The If I Communicated Script

Search for feedback.
If thats so, Im really sorry. I must have failed to get my message
across. If I was effective in communicating the many ways [your product/service] would positively affect your operation, you would be interested. What didnt I get across?

The Until I Demonstrate Script

Say matter-of-factly:
I understand. Until I demonstrate for you how [your product/service]
will help increase profits and improve performance, I wouldnt expect

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you to be interested. I just need fifteen minutes to explain how we can

deliver results.
We could get together [day] at [time], or is [another day] at [time]
better?

The Consider Your Company Script

May I ask you to consider your companys interests for a moment?

Pause.
I believe our [your product/service] will help increase [ profits/morale/
productivity]. Lets look at the evidence together.

The Never Hear That Script

Be astonished!
We hardly ever hear that. Could you explain how you could not be interested in increasing [profits/morale/productivity]? I thought that was
a key goal.

The Surprises Me Script

Isolate the problem.
It surprises me to hear that because our [your product/service]
would have [a benefit of your product/service]. Nonetheless, Im sure
you have a good reason for not having an interest. Will you share it
with me?

The Good Reason Script

Im sure you have a good reason for saying that. Please share it
with me.

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Action!

Send Me Literature, or
Send Me an E-Mail.

The Faster to Meet Script

Communicate concern.
I wish the literature told the whole story. Youll be able to evaluate our
[your product/service] a lot faster by meeting with me. It will take just
fifteen minutes for you to judge whether our [your product/service] will
be profitable for your firm. Shall we schedule that meeting on [day] or
would [another day] be more convenient?

The Interested or Not Interested Script

Say authoritatively:
Whenever someone asks me to send literature or send an e-mail instead of making an appointment, I find that one of two things occur.
Either the person is very interested in what I have to share and wants
to know as much about it as possible, or the person is not at all interested and is asking me to send literature or an e-mail as an easy
way to let me know that.
Just so I dont waste any of your time, because I tend to be real persistent, would you mind telling me which of these possibilities applies
to you?

If its the latter, say:

Im sure you have a good reason for feeling that this isnt of interest
to you. Would you please share that with me?

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The Fifteen Minutes Script

Literature frequently raises more questions than it answers. I know
your time is valuable. In just fifteen minutes I can demonstrate how
our [your product/service] will benefit you.
The calendar shows that [day] at [time] is good for us to get together,
or is [another day] at [time] better?

The Unfair to Both Script

Become the diplomat.
Doing that would be unfair to us both. The literature may raise key
questions that I could easily answer. Youll have a much clearer picture of the kinds of benefits our [your product/service] delivers if we
meet for just fifteen minutes. Which day is more convenient for you
[day] or [another day]?

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SCENE 2

Controlling the Sale

Sales Professionals Control Buyers, They Dont Just Visit With Them.
If Youre Visiting Your Buyers, You Are Taking a Selling Vacation.

Right now, you could probably name a number of things youd like to do differently when working with buyers. Some of these changes, if you actually
followed through on them, might well mean the difference between your
earning $30,000 per year and $300,000 per year! The point is that if you
change the way you work with buyers, if you take steps to control the sale,
you also take steps toward earning more money.

Controlling the Buyer: The Key to Your Success

As a prelude to taking charge of the buyer, its important to examine those
behaviors or forces that can prevent you from doing so. Some are psychological, such as your fears or insecurities, whereas others are habits, such as
failing to adequately plan for a sales call. What we do know for sure is that
if you believe what you conceive, personal achievement usually follows.
If you convey the message that your time is valuable and important, then
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prospects will believe that what you have to say and to sell are valuable, too.
Developing your ability and agility to work with buyers will also increase
your profitability. And thats sensible selling.
The Purpose of Qualifying Is to Get the Order.

To control the buyer, of course, you need to have a full understanding of

your product or service.Your company probably has invested a great deal of
time and money teaching you all about what it is you are selling. If youre an
automobile salesperson, for example, you probably learn about your models,
fuel efficiency, aerodynamic capabilities, antilock brakes, and so on. If you
sell stocks and bonds, you probably learn about financial planning, tax laws,
and economic indicators. In other words, companies arm you with the hard
data they believe you need to successfully sell their product or service. The
questions is, is that enough? The answer in a nutshell is no.
Prospects Pay for Value.

Most salespeople fail to skyrocket to success, not because of a lack of

product knowledge, but because of a lack of people knowledge. What propels successful sales representatives, in addition to product knowledge, is
the ability to understand and establish rapport with buyersall types of
buyersas well as the ability to understand, handle, and overcome those
personal fears and insecurities that keep them from asking tough qualifying
questions. Instead of taking action to orchestrate acceptance, unsuccessful
reps perpetuate the art of avoidance. What is it they avoid? Selling! They
find ways to avoid asking those questions that they fear could result in a no.
They go out of their way to avoid feeling uncomfortable, so they practice
the art of beating around the bush instead and ultimately are faced with answering the question what went wrong?
Mark Twain said,If a cat sits on a hot stove, he will never sit on a hot
stove again. But he will never sit on a cold one either. The fact is, the cat just
gets out of the business of sitting on stoves! Some salespeople are like that.
They choose to leave the selling field rather than profit from lessons learned;
they give in to failure rather than build for success. Salespeople who do not do

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what needs to be done to control the buyer become victims of circumstances,

when a few critical behaviors could have transformed them into victors of circumstances instead.The salesperson who does what needs to be done to control the buyer turns people into sources of opportunities rather than into
sources of frustrations. And thats sensible selling.

Self-Survey

Ask yourself if any of the following fears keep you from asking qualifying
questions to prospects. Place an X in the boxes that apply to you.
Fear of being rejected by the prospect
Fear of embarrassing the prospect or yourself
Fear of failing to elicit appropriate responses
Fear of succeeding and actually having to follow through with a close
When any or all of these fears get in the way of doing your job, you, rather
than the prospect, commit sales sabotage. You, rather than the prospect,
erect sales barriers that prevent a successful transaction from occurring, and
thus you short-circuit your sales performance.
Two key behaviors that directly contribute to sales short circuits by
keeping you from controlling the buyer are (1) procrastination and (2) disorganization.
When we procrastinate, we dont do what needs to be done in a timely
fashion. Why do we procrastinate? Usually because of fear, and any of the
fears identified in the preceding self-survey could be the personal procrastination culprit thats limiting your performance.
Disorganization, in like fashion, is also counterproductive to successful
selling. When we fail to have at our fingertips and on our lips those qualifying questions that elicit the information we need to use our time wisely and
become more productive, we are disorganized. When we fail to keep track
of previous discussions with prospects, or when we fail to locate data we
should have on file on our prospects, again disorganization is getting in our
way and might actually be destroying our ability to sell.

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Whats interesting is that procrastination and disorganization feed on

each other. They support each other. If we conquer one, we stand a better
chance of conquering the other, thereby releasing our productivity.
If You Cant Change the Price,
Change the Value That
Your Product or Service Has
For Your Prospect.

What the sensible salesperson does to control the buyer is to find out
what the buyer really needs. Only when armed with that information can
the salesperson give the buyer what he or she is hoping for. How do you
arm yourself with that information? You ask questions and listen carefully to
the answers. Its your job to find out whats on your prospects mind and to
uncover requirements and areas of dissatisfaction. If you do all the talking,
the only mind youll enter will be your own. But whats more important, you
wont be able to determine the seriousness of your potential buyer, his or
her desire to use your product or service, or his or her ability to purchase it.

Quality Qualifiers

How many of the following qualifying questions are part of your sales presentation? Score ten points for each X.
If I can demonstrate how [your product/service] can improve productivity, quality, or profit, this is probably something youd want to
have or use. Am I correct?
Have you considered how great it would be to increase your productivity or profit next year?
How long have you been thinking of [owning/using] [your product/
service]?
Who besides you will be making the decision?
How is the purchase decision made?

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How soon do you plan on making the decision?

What will I need to win your approval? To win the approval of others?
If you had carte blanche, describe your ideal [product/service].
What is not [owning/using] [ your product/service] costing you now?
What is keeping you from [owning/using] [your product/service] now?
The major benefits of [your product/service] are [benefits one, two,
three]. Which interests you most? Why is that? How might having that
advantage solve at least one problem youre facing? What sense of urgency do you feel about solving that problem?
If you scored 80100 percent, you understand the value of questions, and
consciously or unconsciously you use questions as sales tools. When you use
questions as sales tools, you help your prospects explain to themselves their
reasons for buying your product or service. Thats controlling the buyer. And
thats sensible selling.

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SCRIPTS THAT HELP CONTROL THE SALE

Establishing Needs and Wants

The Learn Needs Script

Say eagerly, with real enthusiasm:
Id love to learn more about your companys needs. Could you tell me
how you evaluated the [name of product/service] youre using now?

The Key Question Script

Be sincere; let them know you care.
I want to help you. Before I can do that, I need to ask you a key question. If you could invent a product or service to solve all of your companys problems, what would it do?

The Decide to Buy Script

How did you decide to buy your last product or service? What do you
like best about the product or service you are now using?

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The Major Benefits Are Script

Know the benefits.
The major benefits this [your product/service] delivers are [benefits
one, two, three]. Which interests you most? Why is that important to
you? What would that do for you?

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Qualifying the Buyer for Your

Product or Service

The Next Step Script

Lead prospects step by step by step.
[Mr./Ms. Prospect], if you believed that your company would profit by
using [your product/service] what would be your next step?

The How Long to Approval? Script

A trial close.
[Mr./Ms. Prospect], if you felt that using [your product/service] would
save your company time and money, how long would it take you to
get the purchase approval?

The Can You Approve? Script

Isolate the decision maker.
[Mr./Ms. Prospect], can I assume that if you like [your product/service]
and our prices, you can approve the purchase?

The Features and Benefits Script

What features and benefits are you most interested in?

The Other Products Script

What other products or services are you considering in this area?

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The Who Else? Script

Who else are you talking to?

The So Special Script

Do you fully understand what makes our [your product/service] so
special?

The Someone Else in Decision Script

Is someone else involved in making this decision with you?

The Prevents Script

Is there anything that prevents you from making a decision today?

The Trial Close Script

This will help you uncover any latent objections.
If our [ product/service] meets all of your criteria or requirements,
when can we [get started/install the system/make the delivery]?

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ACT III

TACKLING ROADBLOCKS

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SCENE 1

Countering Objections Positively

Buyers Say the Price Is Too High

Whether They Really Believe It or Not.

How many times during your sales career have you said, Wow, that was
easy! My customers bought without raising an objection. Not too often,
probably. In fact, the amount of success you experience as a salesperson relates directly to your ability to handle and overcome buyer blocks or objections. If you are ill-equipped to respond to buyer objections effectively, the
only sales youll make will be the easy ones, and those will be few and far
between. You certainly wont get rich selling to customers who need no
convincing.

Overcoming Buyers Block: Understanding Pays

Objections pop up regularly during seller-buyer interactions. Sometimes it appears to you as if the buyer pulled the objection out of thin air. Other times
you imagine the buyer working overtime in an effort to come up with a major sales block to throw your way. You can even see the buyer standing there,
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a half-smile on his or her face, looking at you confidently and thinking: Ive
got you now. That objection is more trouble than youre able to handle. Heartburn sets in.Your head throbs. And you think about changing professions. But
objections are sales blocks only if you let them get in the way of a sale. Handled effectively, and answered adroitly, objections can actually help you clinch
a sale.You see, if you respond to an objection appropriately, you will change
the way your prospect thinks and feels about you and your product or service. Never let them see you sweat. Thats sensible selling.
Now, how do you do that? Not by disagreeing with the prospect. Doing
that will only antagonize him or her. Not by agreeing with the prospect. Saying that will only convince him or her of the rightness of the expressed position. So what do you do? Your job is neither to agree nor disagree; it is to
understand.
No May Mean Tell Me More!

Prospects raise objections when they are unconvinced of their need for
your product or service, or when they want to state an opinion different
from yours. Within the objections they raise are clues to their real concerns.
And behind those real concerns lie their dominant desires or fears. Thus the
objections they raise help you expose and activate their hot buttonsthose
satisfactions theyre really looking for from you, your company, and your
product or service.
So when prospects raise objections or throw sales blocks straight at
you, your primary goal is to let them know you understand how they feel,
that if you were in their position you might well feel the same way. However,
it is at this point in the conversation that you need to deflect the blocks.You
need to explain to your buyers what buying or using your product or service will mean for them and their company. Thus much of your sales presentation time will be spent building a sales case around the buyer(s).Your
job is to encourage your buyers to think about themselves and their relationship to your product or service. If you succeed, a sale will result. Effective sales presentations are built around buyers, they are not merely given to
buyers. That means for every buyer you work with, you have to work hard
to uncover whats most important to them. Once you have that information,

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83

you also have access to your buyers personal hot button, his or her dominant desire or fear, and you can turn that hot button on again and again and
again as you lead your buyer to buy and build your presentation to a successful conclusion.
The Most Important Part of Any Sales System Is the Sales Representative.

Of course, while youre attempting to build your presentation, your buyers intentionally or unintentionally are also busy building those sales blocks.
Each sales block that buyers erect is an attempt at self-protection, or an effort
to ensure that they are not making a mistake. Buyers, like the rest of us, are
not usually risk takers. They do not want to overpay. They do not want to replace whats working. They do not want to experiment. Then what gets you
over each sales block your prospect creates? What makes it possible for you
to bypass those sales obstructions and convince your prospect to take action? Simply this: self-interest.Your ability to arouse and maintain buyer selfinterest seriously impedes the buyers ability to block a sale.
The key to sale making is in your hands. Turn your prospects interests
on, and you turn your prospects on to your product or service. Without turning on their interest, without activating their hot buttons, you will run head
first into buyer sales block after buyer sales block, sales detour after sales detour, and eventually run out of steam. If you arouse and sustain buyer interest, however, you may still meet those sales blocks, but youll have the fuel
you need to weaken or eliminate them.You see, you convince your buyer
with interest; you lose your buyer with disinterest. Either you succeed in selling your prospects on the benefits of your product or service, or your
prospects succeed in selling themselves that what you have to offer is not
for them. Either design your presentation with your prospects interests in
mind, or dont expect your prospects to be interested in your presentation.
If You Think Only as a Seller, You Wont Understand
the Person(s) You Are Selling To.

Each time you hit your prospects interests, you hit their hot buttons. Each
time you hit their hot buttons, you have a positive impact on their saleability.

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You enhance saleability with words, images, and end results. Prospects must
understand the advantages of your product or service, they must be able to visualize themselves using your product or service, and they must desire to enjoy the end result that your product or service will deliver to them. Sharing
this bundle of benefits builds buying pressure in prospects and prevents them
from building sales blocks for you.
So always hear out a prospects objection. Always let the prospect tell
you the whole story. Never interrupt. Never disagree. Only understand. Then
and only then can you show prospects how you will help and what you will
be able to do for them. Doing that takes patience. Doing that requires persistence. Doing that produces results. And thats sensible selling.

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SCRIPTS FOR OVERCOMING OBJECTIONS

The following scripts are responses to a variety of sample objections youll

find throughout this chapter.

The Price Is Far Too High.

The Comparing Script

Insist on specificity from your prospect.
What are you comparing our offering price to?

The Consider Value Script

The script begins with affirmation.
Price is an important consideration, isnt it? Would you consider value
equally important? Let me tell you about the value of our products.

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The Planning to Pay Script

What price were you planning on paying?

The Price Is Why Script

Use this script to turn the prospects position around.
The price is exactly why you should use our [your product/service].
Your taste and concern for value are impeccable.

The They Know Script

Say, matter-of-factly:
Our competitor may know what their products are worth.

The Easy to Swallow Script

This script reduces the pain of price.
We can translate the price into installment payments that are easy
to swallow.

The Eliminate Options Script

We can lower the price.

This next question arouses discontent.

What options would you like to eliminate from the package?

The Significant Money Script

The paraphrase is an effective tool.
What I hear you saying is that you need to be sure the product you order is cost effective. Using [your product/service] has saved companies like yours significant money. Let me show you why.

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The Recoup Script

Be sure you have computed your calculations correctly.
Your investment is about [$x] per monththats about [$x] per day
and [$x] an hour. We estimate youll recoup your investment in about
[number] months, and thats not even figuring in the extra benefits
youll receive from improved employee morale.

The Cheapest Script

May I ask you a question? Does your company offer the cheapest
prices for your [goods/services] in your market area?

About 90 percent of the time the answer is no or not always.

We agree, then, that price is not the only consideration in making a
purchase decision. The value of what you get counts too, doesnt it?
Lets talk about the values that [your product/service] brings with it.

The Were Not Cheap Script

Provide a definition of quality.
Were not cheap. Were good. Id hate to think we offered you a [your
product/service] with [number] percent more than anyone else can offer and didnt charge more for it.

The Quality Is Costly Script

I think youd agree that quality is more costly. Is quality important
to you?

The What Makes You? Script

What makes you say that? What is the reason?

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The Compared To Script

Compared to what?

The Comparing Us Script

Use this to uncover the competition.
What are you comparing us to?

The If You Dont Script

Define the significance of your product.
What might it cost your company if you dont use our [your product/
service]?

The Not High Enough Script

Our price is high. But its not high enough when you consider the
total package we provide.

The If It Cost Less? Script

If it cost less, would you use us?

If the answer is yes, continue in this way:

Good. Youd like to be able to use [your product/service]. Lets explore
together how that can become possible.

The Daily Cost Script

How much is too high?

Once you have an answer, reduce it to a daily cost. Say:

That computes to [$x] a day over the life of the product. [Number]
years of superior performance is worth [$x] a day, isnt it?

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The Why Hesitating? Script

You can refer to personal preferences effectively to build rapport.
Youre obviously a person who appreciates value. Why are you hesitating to buy what you need now? Would you seek the services of an
attorney who charged $5 an hour or a surgeon who charged a flat fee
of $100 per procedure?
Why would you want to scrimp on quality now? Your company deserves the best [product/service] available.

The Feel and Found Script

This is a common, well-established, workable sales sequence.
I know how you feel. At times I felt that way myself. Do you know
what I found?

The next few scripts isolate the problem.

The Only Money? Script

Is it only a matter of money?

The Only Thing? Script

Is that the only thing holding you back?

These next scripts are trial closes.

The Resolve the Cost Script

I appreciate your honesty. If we can resolved the cost to your satisfaction, then would you want to purchase it today?

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The More Than Fair Script

If I can demonstrate that the price is more than fair and our [product/service] is worth every cent we are asking, would you permit yourself to take advantage of what I am offering today?

The Convince Yourself Script

If you can convince yourself that the price is more than fair, would you
be in a position to proceed with a yes decision today?

The Tough to Overpay Script

Do you like our [product/service]?

If the prospect says yes, which is frequently the case, with qualifications
regarding the cost, then ask:
Wouldnt you concur that it is tough to overpay for what you really like?

The Quality Concerns You Every Day Script

This clears away the smokescreen and neutralizes the prospect.
Price concerns you today. Quality concerns you every day. Arent you
better off paying a little more than you expected rather than a lot less
than you need to ensure quality?
If you pay a little more now, over the life of [your product/service]
were talking cents. If, however, you pay less than you should and
what you end up with creates rather than alleviates problems, were
talking trouble with a capital T.
Not being willing to pay for quality could end up being very costly,
wouldnt you agree?

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The Price or Cost Script

Notice the difference in word use.
Is it the price or the cost that concerns you? You see, you pay the
price only oncewhen you purchase. Cost, however, is of concern
for as long as you [own/use] the [product/service]. You might find a
lower price out there; you wont find a lower cost.
Since you strike me as a cost-conscious decision maker, can you
think of any reason why your company shouldnt take advantage of
the lowest possible cost?

The We Win the War Script

Compliments the prospect sincerely.
Im glad to see price concerns you, because that is where we win the
war. Would you agree that a product or service is worth what it does
for you, not what you have to expend to own or use it?
Lets explore what benefits our [product/service] offers you.

The A Year From Now Script

You need to be personally convinced and professionally convincing to
use this.
A year from now price wont concern you if [your product/service]
lives up to your expectations. However, even if you pay less, youll
constantly be reminded of the cost of poor performance, inferior service, or lack of quality. It ends up being what you paid for.
Id rather have you convince yourself of the value were offering you
today, at a price that allows us to deliver you value, than to have to

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say Im sorry over and over because of poor performance or inferior

or lack of quality for years to come. That is sensible, isnt it?

The Cost per Day Script

Minimize price to its smallest component.
[Mr./Ms. Prospect], how many years do you figure you will [own/use]
[your product/service]?
Okay. Lets take [number] years, and if [your product/service] only
costs [$x] more, it is costing you [$x] per year for the best you can find
in the industry. Since there are 365 days in a year, you are talking
about [number of cents/dollars] per day for the finest product or service available. Now, thats a pretty fair offer, isnt it?

The High Quality Not Cheap Script

High quality products or services are not cheap, and cheap products
or services are not of high quality.
Our company had a choice. We could either design our [product/
service] to do as little as possible so we could sell it for a pittance,
or we could design it to do as much as possible so that over many
years your cost would be lower than otherwise.

The Invest in the Best Script

[Mr./Ms. Prospect], dont you agree it makes more sense to invest in
the best now than to pay for something that is ultimately inferior?

The Value Is in What It Will Do for You Script

Alleviates skepticism.
[Mr./Ms. Prospect], the value of our [product/service] is what it
will do for you, not what you have to pay for it. If it brings you big

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benefits and helps alleviate pressing problems, then it is a bargain,

isnt it?

The Headaches Script

We especially like this one!
If you think [your product/service] costs too much, how will you pay
for all the problems, headaches, and expenses that will result from not
using us?

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I Need to Check Out Your Competitors.

The Their Specifications Script

Come prepared!
Thats no problem. I have their specifications right here. What do you
need to know to make this decision?

The Why Concerned? Script

Probe for the real objection.
Why? What is it that concerns you?

The What Could Prevent? Script

Ask for feedback.
Is there anything that Ive shared with you that could prevent you from
giving us the opportunity to serve you?

The Compare Competitors Script

Diffuse the argument and generate trust with the prospect.
Thats good. What criteria will you be using when you do that? Please
share with me which competitors you are considering. I can help you
compare the features and benefits of their [products/services] with ours.

The They Did Your Homework Script

Give yourself a situational advantage. After all, you are the expert.
I understand that. Many of our current customers also used that strategy. In many ways they did your homework for you. Lets go over what
they found out and why they elected to go with us.

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The Lets Compare Script

Good. Whose [products/services] are you also considering? Lets
compare and contrast those features and benefits youre hoping to
find with what we have to offer.

The Strong Points Script

I understand. You need to consider the assets each will provide. Based
on what you now know about us, will you share with me what you believe are our strong points, and/or our weaknesses?

The Consultant/Expert Script

I would expect you to make comparisons. Most educated buyers do
that. In fact, lets examine the [products/services] most frequently recommended by [names of companies].

The I Compare Options Script

Propose a specific line of action.
You feel you need more information before deciding, dont you? Thats
understandable. I compare options daily for the clients I serve. Ill
gladly answer any questions you pose. That will save you time and effort. I know youll be more comfortable making a decision after we go
over your questions.

The Need To? Script

Communicate surprise.
Need to? When was the last time you bought something without
comparing choices?

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The Apples and Oranges Script

Set up the image.
Are we comparing apples and oranges? Is it really fair to compare us
to [ your competition]? Our firm is the diamond of our industry. Please
dont try to compare us to a cubic zirconia.

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We Have Decided Not to Buy the

Product/Service from You.

The Why? Script

May I ask why?

The What Changed? Script

What changed your mind?

The Still Time to Change Script

Who did you decide to go with?

Wait for an answer.

They are a good company, but, of course, we feel we are better because [ your companys benefit].
Im sure that there is still time to change your mind, isnt there?

The Where Did I Go Wrong? Script

Ask for feedback.
What caused you to make that decision? Obviously, I failed to get my
message across. Could you share with me where I went wrong?

The No Longer Concerned Script

Remind the prospect of worthy objectives. Create pain.
Are you no longer concerned with [improving productivity/enhancing
morale/increasing profits]?

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The Today or Ever? Script

Focus on buyer behavior.
Today or ever? Today I can reluctantly accept. Forever leaves
me very disturbed. It was my impression that helping your company
effectively prepare for the future was a top priority, and I am fully
committed to helping you accomplish that. What is keeping that
from happening?

The Must Be a Reason Script

[Mr./Ms. Prospect], I see you feel quite strongly about this, so there
must be a reason for your feeling as you do. Id appreciate it if youd
share that reason with me.

The Feedback Script

It is with your feedback that we can continually improve. What did you
prefer about [competition companys product/service]?
If we were to bid for your business again, where would you suggest
we focus improvement efforts?

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Times Are Tough.

The Get Through Script

Change the focus.
That makes this the perfect time to talk. Our [ your product/service]
is designed to help companies like yours get through the tough
times.

The Improve the Situation Script

A foundation builder.
Our [ your product/service] will improve your situation.

The Increase Profits Script

Tough times call for you to be able to increase profits. Using [ your
product/service] can help you do that.

The Minimize the Negative Script

We couldnt agree more that the economy is making times tough for
everyoneeven us!
In fact, we have designed the pricing of our [products/services] to
minimize the negative impact of these times and actually reduce your
cost basis.

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The Meet the Challenges Script

Make it hard to say no.
[Your product/service] can help you meet the challenges that tough
times present you with. Its important for you to emerge from todays
challenges stronger, isnt it?

The Difficult Decisions Script

Maximize the risk of inaction.
Difficult times mean youll have to make difficult decisions. Lets be
sure that this decision wont hurt productivity or profit.

The Weather the Storm Script

If times are tough, it doesnt make sense to limit your ability to weather
the storm. Why not limit your order instead of not placing one at all?
That also limits your risk.

The Withholding Medicine Script

Analogies can help; try this one.
You cant keep a patient healthy by withholding medicine thats
required. The same holds true for a business.
Its not healthy to cut back on those purchases that could enhance
your ability to make it through the rough period. Doing that could
make it impossible for you to be a force to be reckoned with when
good times return. Lets work through this tough period together.

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The Market Share Script

Create pain and provide a cure.
Not placing an order could adversely affect your market share. Instead of strengthening your position in the market, your inaction
could weaken it. Lets take action to secure your future instead.

The Lower Costs Script

Tough times make it even more important that you look at ways to
lower costs and increase profits. We can help you accomplish both.
Let me show you how.

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We Feel We Must Be Loyal to

Our Current Supplier.

The Respect Loyalty Script

Get things in proper perspective.
I respect your sense of loyalty to my competitor. I believe in loyalty as
well. I think that your first loyalty should be to the well-being of your
own company, dont you?

The If Ours Is Better Script

Boil it down.
If I can show you that our [product/service] is better for your company
than the one you are currently using, you would consider changing, or
at least sampling ours, wouldnt you?

The Worth the Change? Script

Make it hard to say no.
Would it be worth the change in loyalty for a [cost reduction/increase
in morale/increase in productivity]?

The Times Change Script

Encourage the prospect to take a fresh look.
Times change. You really have grown beyond your present situation.

The Make Exceptions? Script

Everyone makes exceptions now and then, so ask!

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Do you ever make exceptions? Just suppose we could [improve profits/boost productivity/reduce turnover], you would want to consider
us then, wouldnt you?

The You Deserve Better Script

I understand your sense of loyalty. However, you do deserve to have
a better [product/service].

The Worth the Trouble? Script

Promise something more.
Wouldnt it be worth the trouble of changing to [your company] to be
able to be recognized as a leader in the marketplace?

The There Has Been Progress Script

I certainly can understand wanting to stay with a solution you feel is
the best around.
Remember that not long ago manual typewriters were considered
state of the art; then came electric typewriters, then electronic typewriters, then PCs, now workstations.
I would like to have the opportunity to show you how we can take you
from a system that works sufficiently to one that brings you true cost
savings and productivity. Let me introduce you to our solution on
[day], or would [another day] be better?

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We Use Another Companys

Product/Service and Do Not
Need You at this Time.

The What Is Keeping You? Script

Word emphasis is critical here.

What is keeping you from selecting a better [ product/service]?

The Im Surprised Script

Gives you time to rethink the approach.
Im surprised to hear you say that. Please share your reasons with me.

The Not Totally Happy? Script

Helps overcome intransigence.
Is there anything about your present situation youre not totally happy
with? Just suppose our [ your product/service] could eliminate that
problem. It would be worth considering then, wouldnt it?

The Why They Switched Script

Stories sell.
Some of our best customers today used to use our competition yesterday. Let me tell you why they switched to us.

The Who Would? Script

Open a new door.
Perhaps you dont. Could you suggest someone in your organization
who would?

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The How Many Suppliers? Script

Help prospect break free of ties that bind.
How many of the suppliers that you did business with ten years ago
do you still do the same amount of business with today?

The What Do They Do? Script

Help the prospect assess the situation.
Would you share with me what you believe your present supplier does
best? Could you tell me what you feel they could improve on?

The Small Order Script

Minimize the risk.
I understand. But why not give us a try on a small [order/job]? Check
us out and see how we can benefit you.

The Opportunity Script

I admire your loyalty. Wouldnt you agree that you also owe loyalty to
your company to help increase profits and improve performance?
This might be such an opportunity.

The Admirable Script

Your loyalty to your vendor is admirable. But so is loyalty to your companys long-term future.
Wouldnt you agree that that kind of loyalty is as critical as loyalty
to a vendor? If I can show you how to enhance your companys
future picture, youd take a serious look at what we have to offer,
wouldnt you?

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The Doubly Hard Script

A credibility builder.
I appreciate your telling me that. Now I have to work doubly hard to
earn your business.

The They Told Me Script

Say proudly:
Thats just about what every one of my present customers told me the
first time I called. Why do you suppose that I count them among my
best customers now?

The Give Us a Chance Script

Use the paraphrase.
What I hear you saying is that the reason you arent using us is that
we arent currently working together. Why not give us a chance to
prove our worth to you?

The Road of Least Effort Script

The prospect must assess the cost of failure.
I understand. The road of least effort is the road of no action. But no
action can lead to no growth. I think if you give a little more consideration to how [ your product/service] compares with [ your competition], youll see what Im talking about. Lets compare those features
and benefits now.

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The If Nothing Else Script

Well, if for nothing else but to reaffirm that your decision and your relationship with your current supplier is the best for you, lets meet for
twenty minutes to give you a basis of comparison.

The Status Quo Script

I understand. Many of our present clients were also content with the
status quo. However, when they fully understood what we had to offer, that contentment disappeared. Youd agree that its important to
stay informed, wouldnt you?
Let me tell you why other companies took action and switched to us.

The Change Again Script

History can work for you today.
What did you use before using your present companys [product/
service]? What made you change to your new supplier? Let me show
you why it now makes good sense to change again.

The Change Is Necessary Script

Change is never comfortable, is it? But let me show you why
change is necessary if youre going to have an advantage over your
competition.

The Change Is Difficult Script

I understand. Change is difficult. But if we were always content to
maintain the status quo, we would not make the kind of progress
were capable of.

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The Smart Companies Script

Hard to disagree with this one.
Youd agree that smart companies are always on the lookout for ways
to improve and prosper, wouldnt you? Forward-looking companies
dont sit still. You dont believe in sitting still either, do you?
Let me share with you how our [products/services] can help you take
another leap forward and improve your market position.

The Alternative Source Script

I understand and I respect your loyalty. But it makes good business
sense to have an alternative source. Why not try us out with a small
order?

The Show You Script

Focus, focus.
I see. What would I need to show you in order to change your mind?

The Explore Possibilities Script

Watch emphasis.
I understand your present vendor is meeting your performance standards at this time. I feel, nonetheless, that it would be worth fifteen
minutes of our time to meet and explore the possibilities so that
should circumstances change, youd be prepared to take positive
action.

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The How Did You Decide? Script

How did you decide to use [their present supplier]?

The If There Were a Way? Script

[Mr./Ms. Prospect], if there were a way you could buy the same product, at a better price, and get better service, youd want to know how
to do that, wouldnt you?

The Not Asking for All Business Script

Stress is key here.
Im not asking for all of your business. Im simply asking that you give
me the opportunity to earn part of your business.
Since I know you feel obligated to [your competitor], doesnt it make
sense that Ill work harder and provide better service, just to earn that
opportunity? Could we start you with [order], or would [larger order]
be better?

The Add to Your Business Script

A really effective soft sell.
I understand and I appreciate your position. I dont want you to take
business away from [ your competitor] so you can give it to me. However, I have ideas that will add to the business you do. If I share those
ideas with you, will you agree to give me the extra business built by
the ideas? Thats fair, isnt it?

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The Just Like Theirs Script

Start with agreement.
I see. You feel our product is just like theirs. There are a number of
similarities between us and our competitor. And there are a number of
important differences, too.
Let me show you the differences that help us stand out and excel.
You are interested in excelling, too, arent you?

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We Dont Want to Risk Changing.

The Three Things That Please You Script

I appreciate that. Thats a real nice position for your present [supplier/
vendor] to be in. I wonder if youd share with me the three things that
please you most about him/her].

The prospects answer, in effect, describes the benefits you need to top
or acknowledge. Respond in this way:
Now, what are three things youd like to see improved?

The prospects answer reveals the gaps you can fill. Respond in this way:
Yes. I can see why improving [the three weaknesses mentioned] would
be important to you. Lots of problems develop when [the three weaknesses] are not addressed.

The Is Ours Better? Script

The question is, is our [product/service] so much better that you need
to consider it? That is the question, isnt it?

The What If We Deserved? Script

Be sure to smile when you ask.
What if you believed we also deserved that kind of loyalty? If that
were the case, could you see how our [product/service] would be one
youd want?

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The We Must Determine Script

What we must determine, then, is if our firm offers the benefits and
personal attention that will create long-term loyalty. Dont we?

The Second Supplier Script

Why not try us out by using us as a second supplier?

The Dont Chance Anything Script

Im not suggesting you chance anything. What you need is [superior
service/increased profit/improved productivity].
It will take fifteen minutes for you to decide if I have what you need.
The calendar shows that [day] at [time] is good, or would [another
day/time] be better for you?

The Most Important Script

Be inquisitive. Ask:
What can I do to become your most important supplier of [ your
product/service]?

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Your Company Is Too Large/Small.

The Volume Keeps Costs Down Script

Acknowledge the prospects position.
Yes, we are a large company, and youll benefit directly from our sales
volume, which lets us keep costs down. Keeping costs down is important to you, isnt it?

The Weve Grown It Script

Yes, our company is large, and weve grown it one service-oriented
person at a time. In fact, we pride ourselves on the personal attention
we give each of our customers.
Personal attention is important to you, isnt it?

The Attention to Your Needs Script

Yes, and thats a direct benefit to you. Our size permits us to pay
careful attention to your needs at the same time that it lets us give
you unparalleled personal service. Real personal service is tough to
find these days, isnt it?

The I Am Driven Script

I am measured by how satisfied my customer base is. That is how I am
paid, and how my performance is reviewed. So I, personally, as well as
our support staff, are driven to ensure that you are totally satisfied. We
have enough staff to make that support a reality.

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We Can Buy It for Less

Money Elsewhere.

The Price and Value Script

Isolate and substitute.
Is price your most important consideration? Most business people
consider value equally important. Would you agree with that assessment? Let me share why [your product/service] offers the best value.

The Their Worth Script

Exercise caution here.
If our competitors charge less, what does that tell you about the real
worth of what theyre selling?

The Imitations Versus Original Script

I see. You can buy many imitations for less than youd pay for an original. What you need to consider, however, is whether the results youll
achieve will also be poor imitations of what might otherwise have
been valuable benefits. That does concern you at least somewhat,
doesnt it?

The Attorney or Physician Script

Emphasis is critical to the persuasiveness in this one.
When you need an attorney or a physician, do you base your decision regarding your choice solely on how much they charge? Youd
also be concerned with reputation, level of expertise, and service,
wouldnt you?

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Shouldnt this decision be made in the same way? Lets consider the
quality of what were offering now.

The Invest in Quality Script

Work the numbers.
How much less? How long do you expect the [product/service] to
last? That means for only [$x] more per day, you could afford to have
the best [product/service]. Thats not too much to invest in order to
have quality too, is it?

The Low Price Versus Poor Quality Script

Be sure to emphasize contrasts.
Which is more important to youthat the [product/service] you select
be low in price or high in quality? What good is a low price if quality
is absent?

The What Are They Omitting? Script

Introspection is the key here. Encourage the prospect to question, too.
Yes. [Your competition] does offer a lower price. I wonder what theyre
omitting.

The Im Not Crazy Script

If I could get the same product for less, I would definitely buy it! Im
not crazy. However, I am not aware of any other company selling the
same product for any price.
They may claim to have similar features; let me take this opportunity
to compare.

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We Tried That Before and

It Didnt Work.

The Why Different? Script

Say with surprise in your voice:
Thats interesting. Have you any ideas why [the company you are talking to] is different from most of the others in the same field youre in?

The Bad Experience Script

Say sympathetically:
It sounds like youve had a bad experience with a similar [product/
service]. Would you share it with me?

The Progress Script

A lot of progress has been made in a very short time. Wouldnt it
make sense to base a purchase decision on todays offering and conditions, not yesterdays?

The Wrong? Script

What went wrong?

The Like Giving Up Eating Script

The ability to empathize is key here.
Im sorry to hear that. I know how disappointing it is to buy something
and then be sorry you did. But we cant give up buying because we

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had a bad experience. Thats like giving up eating in all restaurants

because the food in one was disappointing.
Let me share with you how the experience youll have working with us
will be different.

The What Caused? Script

Isolate the problem.
What exactly caused the problemthe product or the service? The
company? The support?

The Were Different From Script

I think we may be comparing apples and oranges. What we do is totally different from [what they tried]. Let me show you how were different and why were better.

The Disappointments Script

Stress common concerns.
I understand. Weve all experienced disappointments, havent we? I
hope that one bad experience hasnt turned you off so badly that
youre hesitant to make the most of a promising opportunity. Thats
what were offering right now. Let me explain.

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It Sounds Risky.

The Assessment Script

Say inquisitively:
May I ask what youre basing that assessment on?

The Compared Script

Compared to what?

The Riskier Script

Turn it around; use emphasis.
It may be riskier for you not to use our [ product/service]. What is the
value you place on improved [ productivity/performance/morale]?

The Ever Glad? Script

Ask curiously:
Were you ever glad you took a chance and won? This will be one of
those days, too. Use the opportunity.
I would like to show you how a decision to go with our company is
actually risk free.

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Your Company Is New on the Block;

You Have No Track Record.

The We Took the Best Script

We are new. We are innovative. We are customer-oriented. We stole
shamelessly from all the big companies. We applied lessons learned
and we have designed a new [ product/service] for you.
We have a lot to provea lot at stake, so believe me, we will be sure
that all our clients judge us as the best.
We cant afford to rest on our laurels or take any customer for granted.

The New Script

Ask for definition.
What do you consider new?

The Count on Us Script

Reversals work.
Thats the reason why you can count on us.

The Initial Advantage Script

Establish common bonds.
Every company was new at one time. Those who get on board early
save money. Why not be one of those who have the initial advantage?

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The You Were New Script

Puts prospect in your shoes.
Your company was new at one time, too. Isnt our [product/service] in
the same position you were in at that time?
Doesnt it make good sense to consider the benefits we have to offer?
Lets do that now.

The Ever Worked With New? Script

Has your company ever worked with a new company and profited
from it? Thats just the opportunity youre faced with now.

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SCENE 2

Handling Stalls

The Psychology of Stalling: Its Decision Time

When prospects come close to placing an order or making a buying decision, its normal for them to react somewhat fearfully, to look for reasons to
postpone making the actual decision, and to try to buy time so they can either seek confirmation from others or convince themselves via self-talk that
what they are considering doing is right. When these natural reactions occur, your task is to help them explore the possibilities, emphasize the benefits to them of what youre selling so that you fuel their desire and interest,
and give them the leeway they need to ponder the purchase safely. Never
give potential purchasers the impression that you find their doubts or concerns silly. Instead, let them feel youre working with them to discover the
solution thats best for them. What you do, in effect, is to work with them
to realize benefits and avoid consequences. If customers let their fear of
consequences overpower their desire for benefits, they will not take action.
So your job is clear: Without belittling their fears, you need to help them refocus their perspective. You need to replace their concern for consequences with an obsession for benefits. You accomplish this by focusing
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their concentration on outcomes of ownership that will reward rather than

punish them.
Try this: Once you know all the advantages your product offers, sit at
your desk with two blank sheets of paper in front of you. At the top of sheet
1 write Buyer Gains, and at the top of sheet 2 write Buyer Loses. Next, list
all the possible gains your product or service will bring its buyers on sheet
1, and on sheet 2 list all those things buyers will lose or forfeit if they fail to
purchase your product or service.
Planning Is Important,
But It Cant Replace Action.

Prospects turn into purchasers because they want something or because they want to avoid something. They stall when they arent sure if what
youre offering them will actually alleviate a problem they want solved, provide a sure-fire means to help them look good, or absolutely enable them to
avoid looking bad. Most people want to be alive, to feel secure, to be liked,
to feel important.You can use these wants to help people justify buying your
product or service. When they put up a stop sign, it may be because their
motivation to buy at this time is too low. Their doubts may be due to price,
what others will think, whether the product or service will do the job, or if
this is the best time to make the purchase. So your job becomes one of
demonstrating that the purchase is worth its price, that others will think
well of their decision, that now is the best time to purchase, because the
product or service will do the job or solve a problem. Though neither you
nor they may realize it, prospects look to you for justification, and you can
help. Predecisional anxiety (indecision) is painful, and your goal is to see
that its not prolonged. The longer it festers, the more difficult buying becomes. So take action to rescue your prospects from the grip of indecision
by taking away the hurt they imagine and substituting in its place one of
their key wants.
Try this: Divide a sheet of paper in half. Label the left half My Concerns. Label the right half Your Rewards. Ask the prospect to list those reasons that are preventing him or her from taking action. Then you list all the
benefits that taking action will precipitate.

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123

Remember, prospects value benefits. Benefits, not selling techniques,

overcome prospect indecision. If you have to interest your prospects in your
product, you havent really discovered what interests them. If you havent
discovered what interests them, you cant possibly know how your product
or service will satisfy their interests. Consequently, to stop stalls you need to
know what your prospects want and why they want it. Thats sensible selling. If your product cant answer what and why questions satisfactorily, if
your product cant provide enough justification for the prospects purchase,
then the stall will be transformed from an objection you can handle to the
overt rejection of your product or service.

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SCRIPTS FOR HANDLING STALLS

The following scripts are responses to a variety of sample stalls youll find
throughout this chapter.

We Want to Think It Over.

The Great Script

This is a fun response!

Great! What do we need to think about?

The Phone Call Script

This gives prospects a little breathing room.
Fine. Ill just make a phone call while you folks talk it over, and then Ill
be right back to answer any question you may have.

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The Have a Reason Script

Cut to the heart of the problem.
You must have a reason for saying that. Id like to know what it is.

The Small Decision Script

Put things in perspective.
This is a relatively small decision for you, isnt it? Why not just make
your decision now and get on to other things? I will then be able to
handle this project for you.

The More Time Script

Why do you need to invest even more time in making this decision?

The Holding Back Script

Use this when other techniques have not worked.
Would you please share with me what it is that is really holding you
back from making this decision?

The Time and Energy Script

Lets go ahead and get this started. Is it really worth any more of your
valuable time and energy?

The Lets Picture Script

This script carries the prospect from the thinking mode to the visual
mode.

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I see. I also can picture the problems youre currently facing with
[lean profits/employee turnover/low morale]. Right? Our [ your
product/service] can help solve that problem. Now lets picture this
together.
Four to six months go by. Your CEO is looking at roughs of the annual
report. [He/she] calls to congratulate you for the steps you took to get
[ profits/turnover/morale] under control. Now thats the kind of picture
youd like to appear in, isnt it?
Whether youre in that picture depends on the action youre about to
take. Lets develop the best picture possible together and turn possibility into reality.

The Persistent Problems Script

I understand how you feel. I also understand those persistent problems that brought us together in the first place[low profits/low
morale/poor service]. Keep those in your minds eye. Thats not the
kind of scene you want to keep replaying week after week, is it? If you
take action to solve those problems today, your associates will thank
you tomorrow.
Cant you see yourself being thanked by [your boss/your peers] for
having made it possible for them to achieve even greater success?
Why not start to turn that image into reality today?

The Think Together Script

Show concern with this one.
Lets think things through together. What exactly are you concerned
about?

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The Thinking Makes Sense Script

Show enthusiasm.
Thats good. Thinking about ways to improve productivity and profits
is necessary and makes lots of sense. We agree that taking action to
accomplish those goals is also important.
Lets talk about how [ your product/service] can help.

The Not Clearly Communicated Script

You can take the blame if it gets the order!
I hear you. Youre telling me that I havent clearly communicated the
advantages youll gain from using [your product/service]. If I had communicated clearly, you wouldnt still be thinking, youd be taking positive action.
What is it that requires clarification?

The Think Too Long Script

The prospect must understand the consequences of inaction.
Sometimes when we think too long, we pass up a real opportunity.
Lets be sure this is one opportunity you take advantage of. To make
sure procrastination doesnt cost you more, can we take positive action and authorize the paperwork now?

The Easier Work Script

Just think how much easier work will become if you buy [ your
product/service].

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The Best Decision Script

Get the prospect sharing with you.
Tell me about the best decision you ever made to use a [product/
service] offered you. How did you do it? How did you make up your
mind to buy or use [ product/service]?

After the prospect replies, you say:

Well, I believe you made a wise decision then, and I also believe youll
make an even wiser decision now.

The Main Concern Script

What is the main concern you have left?

The What Would It Take? Script

What would it take for you to order our [product/service] right now?
[More discounts/better delivery time/another color/options thrown
in]?

The Special Script

Do you fully understand what makes our [your product/service] so
special?

The Need to Do Script

A great closer!
What would I need to do to sell you our [your product/service] now?

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The You Would Not Waste Time Script

Become excited!
Thats super! I know you wouldnt waste your time thinking about it if
it did not interest you. So I assume you want to think it over so you
dont make a mistake as you make a yes or no decision.
What you want to do is make the right decision, isnt that so?
To make the right decision, you need all the facts. Why dont we think
together for a few moments. Lets start with these questions:
Do you like our [ product/service]?
Do you want to [own/use] our [product/service]?
Can you afford to purchase our [ product/service]?
When would you like to start enjoying the benefits of [ your
product/service]?
Now, is there anything else you need to think about?

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We Are Going to Wait

Until the Next Quarter.

The Firm Order Script

The assumptive close often works.
Then your order is firm. Great! Lets fill out the paperwork, and we will
ship on the first day of the next quarter.

The Delay Billing Script

Make a concession.
I have an even better idea. Why dont we ship today and delay the
billing until the first of the next quarter? That way you can start getting the benefit of our [product/service] right away.

The Why Delay? Script

Say with astonishment:
Why would you want to delay an important decision like this one?
Lets get things rolling today!

The Timing Is Important Script

I understand. Timing can be important. Why do you want to buy then
and not now?

The Put Off? Script

Why put off making this decision?

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The Hope to Gain? Script

Focus on the pain of indecision.
Lets see if I can help. What do you hope to gain by waiting? What
might you lose by waiting?

The Put Heads Together Script

How do you expect things to change by next quarter? Perhaps by
putting our heads together we can solve your problems today.

The Take Action Script

Compliment the prospect.
I perceive you as someone who is willing to take action when the situation calls for it. What additional information do you need to support
[hiring us/buying from us] today?

The Lose Competitive Edge Script

The image of loss is powerful.
I understand you need more time to think. But if during the time
youre thinking you lose your competitive edge in the marketplace,
that could be very, very costly to you.
Why not make the decision now and act to enhance your market
position instead?

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The Medical Attention Script

Encourages role taking.
When someone you really care about needs medical attention, what
do you do? You get that person to a doctor as soon as possible, dont
you? Put that decision off, and you take a very big risk.
Were in a similar situation here. Your company needs our [ your
product/service] at this time. Lets get moving now.

The Paperwork Now Script

A good close!
Your plan is to purchase next quarter? Lets fill out the paperwork
now, and well [ship/get started] the day you select.

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Business Is Really Slow Right Now.

The Prioritize Script

Put the pressure on.
I understand. You must prioritize your purchases right now. Let me
show you why our [product/service] must be at the top of your list
in order for you to compete successfully in the difficult times that
lie ahead.

The Testimony Script

Let the failure of others work for you, but be careful. This can be perceived as threatening.
Let me tell you a story about one of our customers who cut out our
[product/service] when the going got rough. [He/she] is no longer in
the business, whereas [his/her] competition prospered.

The Cut Back Script

Maybe you should cut back on the size of the order. Do you really
want to eliminate our [ product/service] completely?

The Starving Script

Seek a concession.
Cutting back is one thing. Starving is something else, isnt it?

The Increase Script

Would you like to increase profits?

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The Waiting Costs Script

Thats exactly why we should meet as soon as possible. Waiting any
longer could cost your company a lot of money.

The Not Your Intention Script

Im sure its not your intention to allow that to continue. Lets go over
how we can help improve your business situation.

The Turn Around Script

Thats why were here. Lets discuss how we can help you turn things
around.

The Positive Action Script

If business is slow, you need to take positive action now to increase
[productivity/performance/morale]. Lets talk about how we can help
you accomplish that.

The Competition Plan Script

Use role taking to change prospect thinking.
How do you think your competition responds when their business
slows? They dont damage their ability to grow.
Prioritizing purchases is important. Terminating purchases that
could positively affect your companys survival ability is dangerous.
Lets explore why its important for you to own [ your product/
service] now.

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The Proper Positioning Script

Promote interest in prospects goal.
That may be true. But if you cut back during the tough times, you may
not be positioned properly to react quickly enough to changes when
the times turn around. Is proper positioning important to you? Were
ready to help you establish a good market position.

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Were Not Ready to Buy.

The Your Thinking Script

Persistence will pay, so ask!
Whats your thinking regarding when you will be ready to make a decision to buy?

The Critical Factors Script

What were the critical factors you considered when deciding?

The Needs to Happen Script

Another great closer!
What needs to happen for you to be able to justify a buying decision
now?

The Appreciate Honesty Script

I understand and I appreciate your honesty.
What makes you say that?

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I Need to Share This With My Boss.

The Introduce the Boss Script

Take control.
Great! Why dont you just introduce [him/her] to me, and let me do the
work? Thats what Im paid to do.

The Small Item Script

Hard sell. Be careful.
Are you sure that you really want to bother your superior with such a
small item? Shouldnt we just get things started?

The Talk About Script

What do you need to talk to [him/her] about?

The Well Talk Script

Thats a great deal! When can we talk to [him/her]? Is [he/she] available right now?

The Is Boss Involved? Script

Who else is part of the decision-making process? Is your boss involved in all purchase decisions?

If the prospects answer is yes, continue in this way:

Lets set up a time for us to get together with [him/her].

If the prospects answer is no, continue in this way:

What makes this purchase decision different from others?

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The Boss Plus Script

Get the prospect working with you.
Who in addition to your boss will be making the decision with you?
Now that youre favorably impressed, can I count on you to accompany me so I can present these benefits to [your boss/anyone else involved in the purchase decision]?

The Prevents You Script

What prevents you from making the decision now?

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ACT IV

WRAPPING IT UP!

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SCENE 1

Closing Successfully

Take the C Out of Close and You Lose

Selling Is the Only Way to Reduce
the Cost of Doing Business.

Closing needs to be a natural part of the selling process. At any point in the
salesperson-prospect exchange, the prospect may signal that he or she
wants to own your product or service. Whenever that occurs, you need to
be ready to close. Waste that opportunity and you could sacrifice the sale.
The C in close stands for consummation; when you take the C away, youre
left with lose. Who loses? Both you and your customer do.You lose because
you had a customer who was ready to buy. You had a customer who was excited by what you had to offer, who perceived an end to a problem situation,
who understood the potential benefits and was able to envision what was
in it for him or her. But because you failed to consummate the dialogue between you and the prospect appropriately, you let all that slip away. Your
customer also loses because the natural conclusion, his or her expected result, was taken away, and he or she was taken from anticipation to indecision.
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Thus, when you had the opportunity to take a giant step forward, you took
two or more giant steps backwardyou did not seize the moment and
close. For all these reasons, its essential that you close every time the opportunity to do so is there.
Closing a Sale Is
a Far Better Feeling
Than Being Close to a Sale.

Trial closes let you determine how close youre getting to closing. They also
help you diagnose buyer desire and urgency. When you use a trial close, you
take your prospects buying temperature and you test your prospects buying potential.You also gain valuable information.
Which of these trial closes do you use regularly?
How long have you been considering owning [your product/service]?
How do you feel about [ your product/service]?
What do you think of [ your product/service]?
In your opinion, would you want to use the [one version] or the [another version] of [ your product/service]?
If you were to make a positive decision, would you feel better with the
[one version] or the [another version] of [ your product/service]?
On a scale of 1 to 10, with 10 being ready to purchase, where are you?
In order to attain your goals, would it be worth an investment of [cost
of your product/service]?
Each of the answers to the preceding questions lets you know what
your prospect thinks about your product or service. Only if you know what
your prospect is thinking can you plan your presentation sequence effectively. Your trial closing ability is directly related to your ability to gauge how
much your prospect wants your product or service at a specific point in
time. A trial close can flush out concerns or areas of weakness in your presentation. For example, if you find that your prospects commitment level is

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low, then you know you havent conveyed sufficient benefits for him or her
to want to own your product or service. The prospect isnt wanting
enough. When you control prospect want, you control the sale. If your
prospect isnt ready to buy, a hasty closing could actually push you further
apart. Even the best salesperson cant close a prospect who doesnt want
what he or she has to offer. And it is the prospects reactions to your trial
closes that let you know how close you are to succeeding, or the extent to
which your prospect can picture him- or herself owning and benefiting
from your offering.
Effective Closing Is the Mother of Effective Selling.
Behind Every Effective Sale Is an Effective Salesperson.

How do you know if your prospects are ready to buy? You look for buying signals and you test desire. When a prospect shows interest, thats a buying signal. As prospects consider what it would be like to own or use your
product or service, their ways of relating to you change. They may lean forward, strike a thinking pose, become more animated, relax, become friendlier, or ask you a series of questions about your product or service. When
this happens, their SQ (seriousness quotient) is up, and your TCQ (trial closing quotient) needs to rise accordingly.
If You Dont Know How to Close,
You Dont Know How to Sell.

Another way to close effectively is to gain precommitment up front. To

do this, establish buying criteria early in the sales cycle. To seek precommitment, you say,If I can demonstrate today that our [ product/service] will
meet all of the criteria, do we have a basis for doing business? Then later, after your demonstration, return to the list and say,We agreed that the following were your top criteria: quality, reliability, cost, and ease of use. And
we now agree that we have met your criteria. With your approval, we can
begin immediately!
Also, remember that questions sell. Use them to increase prospect involvement. Use them to probe prospect interests and wants. Use them to

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probe prospect thoughts and feelings. Use them to allay fears and objections
by getting to the roots of prospect concerns. Use them to trial close.Your
ability to close depends on your ability to question. A salesperson who sells
by questioning sells naturally. And thats sensible selling.
Help Your Customer Win.
Ask for the Sale!

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S C R I P T S T H AT L E T Y O U C L O S E S U C C E S S F U L LY

Closes You Can Always Use

The When Start? Script

[Mr./Ms. Prospect], now that you see the benefits of our [ your product/
service], when would you like [delivery/to get started]?

The Fit Your Thinking Script

Does our approach fit your thinking?

The Add Your Name Script

Be convincing.
Id like to add your name to our client list. Shall we move ahead?

The Win Business Script

Be sincere.
What do I need to do to win your business?

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The If Roles Reversed? Script

Put the prospect in your corner.
[Mr./Ms. Prospect], if our roles were reversed, what would you
do next?

The Appreciate Benefits Script

[Mr./Ms. Prospect], do you appreciate the many benefits of our [ your
product/service]?

The If You Proceed? Script

Soften the close with IF.
If you were to proceed with this purchase, when would you want to
start?

The Situation Script

Lets take advantage of the situation and make a decision on this
today.

The Problems Vanish Script

Youd like to have [ productivity/turnover/morale] problems vanish,
wouldnt you?

The When We Begin to Service Script

Make the assumption of a sale here.
When we begin to service your account, would you like me to come
and introduce it to your people?

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The Reserve a Place Script

Give the prospect breathing room.
Would you like me to reserve a place for you while we check on the
most favorable [financing/timing]?

The Consult Script

Do you need to consult with anyone else before you [ place an order/
hire us]?

The To Your Advantage Script

If you understood that it was to your advantage to [own/use] our
[ product/service] and the terms we worked out were favorable, would
you be in a position to proceed today?

The This Is What You Want Script

You like what our [product/service] will do for you, dont you? Then
this is what you want to do the job, isnt it?

The If I Could Demonstrate? Script

If I demonstrate that our [product/service] could save you and your
company a lot of money, are you in a position to act on it today?

The Can You See? Script

Can you see where this will [save you money/improve working conditions]? If you were going to start [saving/improving], when do you
think would be the best time to begin?

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The Im Going to Help Script

Say with confidence:
This is what you need, and I am going to help you get it.

The Most Important Thing Script

You told me [product availability/dependability of service/quality/next
day delivery] is the most important thing to you, is that correct?
If I show you I can provide it, youre prepared to [give me the order/
hire me and my company] todayright?

The Main Concern Script

What is the main concern you have left?

The Convince Yourself Script

Will you please share with me what I would have to do for you to convince yourself to purchase [ your product/service] today?

The Delivery Script

Makes the prospect feel powerful.
How soon would you require delivery?

The Do Nothing Script

What happens if you do nothing about the problems you have
identified?

The Our Commitment Script

Now that you understand our commitment to [quality/service/stateof-the-art equipment], can I place your order?

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The Only Thing Script

If, as you attempt to close, the prospect expresses a concern, try this.

Is this the only thing that stands in the way of your experiencing the
value of what we have to offer with our [ your product/service], or is
there something else you need to consider?

If the prospect specifies that this is the only concern, answer the objection in this way.
Have I clarified that point? I want you to know that it was a pleasure
to answer that because I understand how happy you are going to be
when you discover the value in [ your product/service].
When would you like to begin enjoying the benefits[day], or is
[another day] better?

The Remove Your Concerns Script

If the prospect identifies several objections that stand in the way, write
each down, answer them in turn, and as each is answered to the
prospects satisfaction, say:
Id now like to remove [the objection] as one of your concerns. Is that
all right?

Or you can be a bit softer and inquire:

May I now remove the question regarding our [the objection]?

Then add:
[Mr./Ms. Prospect], I wish everyone I interact with could identify their
concerns as easily as you just did. When that occurs, it makes my
job fun because it gives me the opportunity to share how good I feel
about our [ product/service] with them. I know youre going to enjoy
the benefits our [ product/service] delivers. Lets take care of the
paperwork now.

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SCENE 2

Obtaining Referrals

Dont Aim Only for a One-Time Run

When You Should Be Planning a Series.
After You Make the First Sale,
Court Your Client and
Youll Also Schedule the Next Sale!

In other words, dont plant annuals when you should be planting perennials. After you make the first sale, plant the seeds for the next sale.

Back to Business Building: The Magic Never Stops

If were going back to business building, we also have to reconsider how we
feel about prospecting. Be honest. Where would you position yourself on
the prospecting love-hate continuum?

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Prospecting
1
Love it

5
Hate it

Why does prospecting for new sources of business pose problems for
salespeople? Why do more sales professionals hate it than love it? For significant numbers of salespeople, prospecting for new business is a hated
experience, punctuated with so many painful rejections that the activity literally drives many out of the selling profession. In reality, however, if you
want to succeed in sales, prospecting is your umbilical cord. Its your connection to the never-ending body of prospective customers who, once they
have the opportunity to hear your story, actually purchase what youre offering. When you prospect, youre looking for qualified buyers who can use
your product or service. Although you may have a superb product or service, if you havent found enough prospects to listen to your story, you
wont succeed in bringing in new accounts or in replacing the percentage
of existing accounts that you lose due to normal attrition.
The Secret to Business Building Is People.
No Customer Can Be Worse Than NO Customer.

No matter where you placed yourself on the love-hate continuum, if you

want to stay in sales you have to prospect.You have to make looking for that
person who consciously or unconsciously is looking for you a daily activity.
The activity will test your endurance, resilience, and motivation to succeed.
And it will be just when you want to quit that youll really need to keep going. Just as exercise conditions your body, prospecting for new business
hones your sales acumen. And it must be scheduled into your selling day.
Give it up or slack off, and your career turns to flab. Work at it, conquer the
sting of rejection, and your career becomes a well-oiled machine. The shape
your career is in begins with prospecting. So does the shape of your bankbook. If you are willing to work to build business, youll end up building
your bank account, too. Referrals can help the shape-up process.
Referrals are an underused sales resource. Consider this:You readily rec-

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ommend restaurants that please you to others.You freely recommend movies

you enjoyed to friends and acquaintances. Why wouldnt a satisfied customer
be willing to recommend you to someone else who could also use your product or service? Its up to you to leverage the good work youve performed
into referrals. Its up to you to transform pleased clients into consistent lead
generators.

Lead the Way

In the space provided, identify your top ten customers.Your objective during the next week is to call and obtain at least three leads from each one on
your list.
1. _________________________________________________________
2. _________________________________________________________
3. _________________________________________________________
4. _________________________________________________________
5. _________________________________________________________
6. _________________________________________________________
7. _________________________________________________________
8. _________________________________________________________
9. _________________________________________________________
10. _________________________________________________________
Its not only satisfied clients that can serve you up referrals. Sources of
referrals are literally unlimited. So get into the world and become a referral
detective. Referral givers are resting all around you, ready to be awakened
by a simple question or request. They may be dining in the restaurant you
frequent, or chatting with you at a cocktail party, at the family reunion you
didnt want to attend, or on the plane youre taking to a convention. Talk
about business with people you meet every day, and people in business will
talk about youand your successes. And thats sensible selling.

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SCRIPTS THAT GET YOU REFERRALS

Asking for Referrals from Prospects

Who Did Not Purchase from You

The Although You Cant Use Script

Say courteously:
[Mr./Ms. Prospect], although you cant use our [your product/service],
Id really appreciate it if you would refer me to those associates or acquaintances who you believe could benefit from it.

The Who Needs a Good Buy? Script

[Mr./Ms. Prospect], although you cant use our [ your product/
service], who do you know that is looking for a good buy in [ your
product/service]?

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Asking Customers for Referrals

The Names of Three Script

Dont be shy. Expect a positive response.
You probably know a number of people who could use our [your
product/service]. What Id appreciate is the names of just three of
your business acquaintances whom I could call and say that you recommended that I meet with them.

The Who Would You Call? Script

Ask the customer to walk in your shoes.
I expect to have the opportunity to visit other people in the area.
Maybe you can help me out. If you were me, who would you call on?

The More Like You Script

Compliments work here.
[Mr./Ms. Customer], Id love to have more clients like you. Are there
any folks you know who you believe would also benefit from using our
[ your product/service]?

The Ill Write What You Said Script

This is a great source of the all-important testimonial letter.
[Mr./Ms. Customer], the reason you like our [ your product/service] is
because it [increases profits/builds morale/reduces costs]. Is that
right? Id sure like to have more satisfied clients like yourself.
How about this? If its okay with you, Ill jot down what youve just
shared with me and send it to you. If what Ive written meets with

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your approval, please ask your secretary to type it on your companys letterhead and then send it back to me. Would you help me
build my client base by letting others know how Ive helped you to
reach your goals?

The Need Five Script

Solicit aid from your customer.
[Mr./Ms. Customer], I have a problem and Im hoping you can help me
out. I need to find five people who value what you value, who are
open to new opportunities, and who might profit from using my [ your
product/service] as you have. Whom do you suggest I contact?

The Promise Me (Self-Referral) Script

Say appealingly:
[Mr./Ms. Customer], when you think of any other way we may help you
or any other service we can provide, promise youll call me right away.

The Any Associates Script

[Mr./Ms. Customer], are there any of your associates who would appreciate receiving the same benefits you do from [ your product/
service]?

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EPILOGUE

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Epilogue

You are a salesperson.Youre in good company. Everybody sells. Some better

than others:

. . . Willy was a salesman. And for a salesman there is no rock bottom

to the life. He doesnt put a bolt to a nut, he dont tell you the law or
give you medicine. Hes a man way out there in the blue, riding on a
smile and a shoeshine. And when they start not smiling backthats
an earthquake.
Arthur Miller, Death of a Salesman (1949)

As Linda, Willys wife, noted, Willy, the salesman, was a human being, and a
terrible thing is happening to him. So attention must be paid.
This book provides such attention to you, the sales professional. If used
properly, it will contribute to sales longevity, not sales demise. It will raise
the sales curtain, cue the sales star, and set the stage for sales success.
So remember: You now have all the words, phrases, sentences, and para163

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Epilogue

graphs you need to influence decision makers and buyers, your co-stars, positively. The practical uses of this resource book will serve you well as you
move daily from sales scene to sales scene. With all the scripts in these pages
to choose from, your sales activities should repeatedly end in success rather
than tragedy. No longer will you be at a loss for words.Youll be able to direct yourself and your career more firmly. You are in the enviable position of
having the confidence to share center stage with the prospects you serve.
You are in the enviable position of having the confidence to look for sales
circumstances that challenge you. And if the circumstances arent readily
available to you right now, you have the know-how to make them available.
Whats more important, however, is that you can now approach each of
these actions, not just by making you and your product look good, but by
helping your clients understand how good you and your product will make
them look. Every prospect wants to be a star, too. Every prospect wants to
feel important. Treat your clients like superstars and youll see magic results.
Sales Scripts That Sell! is your action plan for performance. With it you
are ready to sell at a moments notice, and thats what a successful career in
sales requires. This manual gives you the self-discipline of constant preparation, the responses to rejection, and the inner resources to reach the top.
With it, the sales show can go on and on. And so can the magic it produces.
Here is your cue book for success.Yes, the show must go on, and yes,
you are on call.You need to run toward every opportunity to make a sale.
Sales Scripts That Sell! Puts this sales know-how at your fingertips. It will
also allow you to have fun releasing your sales potential. The magic is now
in you. Be sure to pass it on.

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INDEX OF SCRIPTS

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Index of Scripts

SCRIPTS TO PROSPECT WITH

The Add to Your Business Script

45

The Another Interruption Script

59

The Appreciate Thoughtfulness Script

The Appreciate Your Interest Script
The Basic Script

55

43

The Better Way Script

44

The Boss Will Know Me Script

The Client of Mine Script

57

49

The Companies Like Yours Script

The Companys Future Script

47

55

The Companys Interests Script

63

The Consider Your Company Script

The Demonstrate Profits Script

59

The Doesnt Interest You Script

63

167

65

62

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168

Index of Scripts

The Economy Is Impacting All Business Today Script

The Eliminate Words Script

61

The Employees Motivated Script

The Faster to Meet Script

51

66

The Fifteen Minutes Script

67

The First and Last Name Script

54

The Give You Dollars Script

46

The Glad I Found You Script

50

The Good Reason Script

65

The Has Boss Thanked You? Script

The Help Me Out Script
The Help Save Script

56

57

51

The Higher Profits Script

48

The If I Communicated Script

64

The If There Were A Way? Script

The Im Impressed Script

62

The Im Not Certain Script

52

The Important Facts Script

46

The Important to Increase Script

The In Charge Script

56

51

50

The Increase the Bottom Line Script

The Increasing Script

46

51

The Interested or Not Interested Script

The Intrigue Script

52

The Invest Minutes Script

The Just Suppose Script

58
56

The Just Those Words Script

The Lack of Time Script
The Leader Script

45

61

63

66

48

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169

Index of Scripts

The Like to Save Script

52

The Make Life Easier Script

47

The Materials Needed Script

54

The More Important Than Profits Script

The Most People Script

52

The Motivated Employees Script

The Never Hear That Script
The Not Today Script

61

65

64

The On the Line Script

55

The Profit Margin Script

58

The Prospect Would Want to Know Script

The Reaction Script

64

The Realize Value Script

The Remind Me Script

58
60

The Same Complaint Script

The Share an Idea Script

61

51

The Short Presentation Script

The Sold to Another Script

The Still Friends Script

58

44

The Special Reason Script

55

62

The Surprises Me Script

65

The Takes Longer to Read Script

The Unfair to Both Script

60

67

The Until I Demonstrate Script

The Very Busy Script

61

64

60

The Weve Worked For Script

49

The What Do You Look For? Script

The What Interests You? Script
The Wise Decision Script

59

63

44

54

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170

Index of Scripts

The Working on an Idea Script

56

The Youd Be Helping Script

54

The Youll Appreciate Script

52

The Your Best Customer Script

59

SCRIPTS THAT HELP CONTROL THE SALE

The Can You Approve? Script

The Decide to Buy Script

77

75

The Features and Benefits Script

77

The How Long to Approval? Script

The Key Question Script

75

The Learn Needs Script

75

The Major Benefits Are Script

The Next Step Script

76

77

The Other Products Script

The Prevents Script

77

77

78

The Someone Else in Decision Script

The So Special Script

78

The Trial Close Script

78

The Who Else? Script

78

78

SCRIPTS FOR OVERCOMING OBJECTIONS

The A Year From Now Script

91

The Add to Your Business Script

The Admirable Script

105

The Alternative Source Script

108

The Apples and Oranges Script

The Assessment Script

109

96

118

The Attention to Your Needs Script

The Attorney or Physician Script

113
114

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171

Index of Scripts

The Bad Experience Script

116

The Change Again Script

107

The Change Is Difficult Script

107

The Change Is Necessary Script

The Cheapest Script

107

87

The Compare Competitors Script

The Compared Script

94

118

The Compared To Script

The Comparing Script

88
85

The Comparing Us Script

88

The Consider Value Script

85

The Consultant/Expert Script

95

The Convince Yourself Script

90

The Cost per Day Script

92

The Count on Us Script

119

The Daily Cost Script

88

The Difficult Decisions Script

100

The Disappointments Script

117

The Dont Chance Anything Script

The Doubly Hard Script

106

The Easy to Swallow Script

86

The Eliminate Options Script

The Ever Glad? Script

112

86

118

The Ever Worked With New? Script

The Explore Possibilities Script
The Feedback Script

108

98

The Feel and Found Script

The Get Through Script

89
99

The Give Us a Chance Script

106

120

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172

Index of Scripts

The Headaches Script

93

The High Quality Not Cheap Script

92

The How Did You Decide? Script

109

The How Many Suppliers? Script

105

The I Am Driven Script

113

The I Compare Options Script

95

The If It Cost Less? Script

88

The If Nothing Else Script

107

The If Ours Is Better Script

102

The If There Were a Way? Script

The If You Dont Script

109

88

The Im Not Crazy Script

115

The Im Surprised Script

104

The Imitations Versus Original Script

The Improve the Situation Script
The Increase Profits Script

99

99

The Initial Advantage Script

119

The Invest in Quality Script

115

The Invest in the Best Script

92

The Is Ours Better? Script

111

The Just Like Theirs Script

110

The Lets Compare Script

114

95

The Like Giving Up Eating Script

116

The Low Price Versus Poor Quality Script

The Lower Costs Script

101

The Make Exceptions? Script

The Market Share Script

102

101

The Meet the Challenges Script

The Minimize the Negative Script

100
99

115

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173

Index of Scripts

The More Than Fair Script

90

The Most Important Script

112

The Must Be a Reason Script

The Need To? Script
The New Script

98

95

119

The No Longer Concerned Script

97

The Not Asking for All Business Script

The Not High Enough Script

88

The Not Totally Happy? Script

The Only Money? Script

104

89

The Only Thing? Script

89

The Opportunity Script

105

The Planning to Pay Script

86

The Price and Value Script

114

The Price Is Why Script

86

The Price or Cost Script

91

The Progress Script

109

116

The Quality Concerns You Every Day Script

The Quality Is Costly Script
The Recoup Script

87

87

The Resolve the Cost Script

89

The Respect Loyalty Script

102

The Riskier Script

118

The Road of Least Effort Script

The Second Supplier Script
The Show You Script

112

108

The Significant Money Script

The Small Order Script

106

86

105

The Smart Companies Script

108

90

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174

Index of Scripts

The Status Quo Script

107

The Still Time to Change Script

The Strong Points Script

97

95

The Their Specifications Script

The Their Worth Script

94

114

The There Has Been Progress Script

103

The They Did Your Homework Script

The They Know Script

94

86

The They Told Me Script

106

The Three Things That Please You Script

The Times Change Script

102

The Today or Ever? Script

98

The Tough to Overpay Script

111

90

The Value Is in What It Will Do for You Script

The Volume Keeps Costs Down Script
The We Must Determine Script
The We Took the Best Script

112

119

The We Win the War Script

91

The Weather the Storm Script

100

The Were Different From Script

117

The Were Not Cheap Script

87

The Weve Grown It Script

113

The What Are They Omitting? Script

The What Caused? Script
The What Changed? Script

113

115

117
97

The What Could Prevent? Script

The What Do They Do? Script

94
105

The What If We Deserved? Script

111

The What Is Keeping You? Script

104

92

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175

Index of Scripts

The What Makes You? Script

87

The Where Did I Go Wrong? Script

The Who Would? Script
The Why? Script

97

104

97

The Why Concerned? Script

94

The Why Different? Script

116

The Why Hesitating? Script

89

The Why They Switched Script

104

The Withholding Medicine Script

100

The Worth the Change? Script

102

The Worth the Trouble? Script

103

The Wrong? Script

116

The You Deserve Better Script

The You Were New Script

103

120

SCRIPTS FOR HANDLING STALLS

The Appreciate Honesty Script

The Best Decision Script
The Boss Plus Script

129

139

The Competition Plan Script

The Critical Factors Script
The Cut Back Script

135
137

134

The Delay Billing Script

131

The Easier Work Script

128

The Firm Order Script

131

The Great Script

137

125

The Have a Reason Script

The Holding Back Script
The Hope to Gain? Script

126
126
132

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176

Index of Scripts

The Increase Script

134

The Introduce the Boss Script

The Is Boss Involved? Script
The Lets Picture Script

138
138

126

The Lose Competitive Edge Script

The Main Concern Script

129

The Medical Attention Script

The More Time Script

132

133

126

The Need to Do Script

129

The Needs to Happen Script

137

The Not Clearly Communicated Script

The Not Your Intention Script
The Paperwork Now Script

135
133

The Persistent Problems Script

The Phone Call Script

125

The Positive Action Script

The Prevents You Script
The Prioritize Script

135
139

134

The Proper Positioning Script

The Put Heads Together Script
The Put Off? Script

136
132

131

The Small Decision Script

The Small Item Script
The Special Script

127

126

138

129

The Starving Script

134

The Take Action Script

132

The Talk About Script

138

The Testimony Script

134

The Thinking Makes Sense Script

128

128

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177

Index of Scripts

The Think Together Script

127

The Think Too Long Script

128

The Time and Energy Script

126

The Timing Is Important Script

The Turn Around Script

135

The Waiting Costs Script

The Well Talk Script

131

135

138

The What Would It Take? Script

The Why Delay? Script

129

131

The You Would Not Waste Time Script

The Your Thinking Script

130

137

SCRIPTS THAT LET YOU CLOSE SUCCESSFULLY

The Add Your Name Script

147

The Appreciate Benefits Script

The Can You See? Script
The Consult Script

148

149

149

The Convince Yourself Script

The Delivery Script

150

150

The Do Nothing Script

150

The Fit Your Thinking Script

147

The If I Could Demonstrate? Script

The If Roles Reversed? Script
The If You Proceed? Script

148

148

The Im Going to Help Script

The Main Concern Script

150

150

The Most Important Thing Script

The Only Thing Script

149

150

The Our Commitment Script

150

150

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178

Index of Scripts

The Problems Vanish Script

148

The Remove Your Concerns Script

The Reserve a Place Script
The Situation Script

150

149

148

The This Is What You Want Script

The To Your Advantage Script
The When Start? Script

149

149

147

The When We Begin to Service Script

The Win Business Script

148

147

SCRIPTS THAT GET YOU REFERRALS

The Although You Cant Use Script

The Any Associates Script

157

159

The Ill Write What You Said Script

The More Like You Script
The Names of Three Script
The Need Five Script

158

158
158

159

The Promise Me (Self-Referral) Script

The Who Needs a Good Buy? Script
The Who Would You Call? Script

159
157

158

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Casting Call for More

Sales Scripts That Sell

When the scripts contained in this book either trigger new ideas for you
to use in specific selling situations, or prompt you to create personal script
variations you want to try out, heres a place to jot them down. Scripts
evolve to fit the sales scenethey are not static. We encourage you to
grow and treat scripts as part of your daily sales life. Lets face it, attitude
is important, but when you step up to the plate, you have to have the
words that work.
Wed like to hear your ideas for additional scripts or variations on the
ones in this book.You can send them to:
gamble@carroll.com
or
Drs. Teri and Michael Gamble
c/o AMACOM Books
1601 Broadway
New York, New York 10019

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About the Authors

Teri Gamble and Michael Gamble both have their Ph.D. degrees in Communication from New York University. They are award-winning educators,
sales motivators, and trainers, as well as professional speakers. Teri and Mike
own their own companyInteract Training Systemsand are the authors of
books and articles on sales and communication. One of their books, Communication Works, is in its ninth edition. They have taught sales and communication in both corporate training and graduate communication programs. Among
the topics they are available to speak to groups on are The New MEdia Generation, Listen Up!, Understanding Nonverbal Cues and Other Hidden
Messages, Harnessing Your Interpersonal Skills, Using Culture as a Guide
to Effective Communication, and Gender & Communication.
Teri and Mike have two favorite salespeople: Lindsay, who has her MBA in Marketing and works in real estate recruiting and marketing; and Matthew, a Cell
Biologist. They share their home with two toy poodlesCharlie and Lucy.

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