What you’ll learn in this episode:
As an entrepreneur you are in the business of sales, and as a result you cannot have a thriving business that generates money unless you are running sales calls consistently and effect.
At the end of the year, a lot of people start to look at their goals and assessing their revenue and sales as one of the key indicators of how their year went. Because selling and making sales is such a focal point, we wanted to pull together a special sales series to dial in what makes an effective sales conversation and what goes into a sales call that converts.
Today’s episode is the second in our special sales series and we break down how to run a sales call that converts, showing you all the key components of our script, why they matter and how to put them all together in a way that’s not only effective, but that feels good to both you and your potential client. By the end of this episode, you will have everything you need to start having sales conversations that actually convert.
Here’s a glance at this episode:
- Why a powerful sales framework can be the different between loving and hating sales
- What to say that will have your clients listening and invested in your conversation
- How to position your offer as the missing link to the client getting everything they want
- What is really possible for your client as a result of your conversation (both positive and negative)
- How and when to ask for the sale (the answer: always and often)
Mentioned in this episode:
Work/Connect with me:
Hello everyone, and welcome to this week’s episode of the It’s Your Offer Podcast. I’m Jess Miller and I’m excited to be here with you for the second call in our special sales series. So if you’re an entrepreneur and you’re listening to this, you are in the business of sales and you cannot have a thriving business that generates money unless you are running sales calls consistently and effect.
At the end of the year, a lot of people start to look at their goals, look at their revenue, and sales becomes one of these focal points that people are really focusing on. So we wanted to dial this up with a sales series and really look into what makes an effective sales conversation and what. Goes into a sales call that converts in my business.
The things that I focus on mostly with my client are creating an incredible offer, a hell yes, offer that people want, and then being able to position it and sell it so that it’s a hell yes for their potential client. When you do that, your business thrives. You make money, you start impacting other people.
And frankly, you have a whole lot more fun because things are happening in your business in a way that creates ease and consistency and sustainability for your business. So if you haven’t heard the first call in the series, I would go back to the call last week and I would listen to it. Absolutely great call.
And then this week we’re gonna talk about sales scripts that convert. So not every sales call is created equal. There’s actually a formula that invites people into a discussion with you into a back and forth that feels amazing. Part of the framework of that call is built in story. It’s built in the framework of creating narrative between two people and how when you enter into a story with someone, it feels good on all ends.
One of the biggest issues that we have as sales individuals is that most people are doing it wrong. And if that’s you, it’s not your fault because frankly, we’ve been taught. Really antiquated and old sales tactics. But today I’m going to walk you through a framework that brings you into the current century, brings you into a back and forth that feels amazing to your clients, and most importantly, it gets your potential client one step closer to what they want, which is solving their problem.
So if you’re a business owner, I want you to stop what you’re doing. I want you to get a notebook and sit down and listen to this. I’m going to walk you through this in rapid. And we’re going to talk about the pieces of a sales script that converts that I use with my clients that I teach in my paid programs, and that most importantly, you can start using immediately to go out and change the way that you are running your sales calls right now after this call.
You could literally be on the way to making more money more easily than you ever have before, and sales could be really fun for you, and it could be really fun for your potential clients. So here we go. We’re going to jump right into this. So when I get on a sales call, one of the first things that I do is I ask people why.
They’re there. Why did you book this call? What is going on with you in your business that prompted you to not only book this call, but to book it with me? That’s the first question I ask. The reason that I’m asking this is twofold. First of all, I want to understand from their perspective, why me? What is it about me that resonated with them?
What do they think I could do to help them? When I understand more about how the person views me, I am able and views how I could help them. Actually, most importantly, I am able to then, Tailor the conversation with that perspective in mind. So that’s the first reason I’m asking them. The second reason, which is equally if not more important, is I want to know what they think their problem is.
What is the problem that prompted them to schedule this call? Because you’ve heard me say it on this podcast a million times, and I’m going to say it again. You are in the business of solving problems. A sales call is a way for you to figure. What the problem is, and then to help position your offer as the solution to that problem.
In order to do that effectively, you need to know what the problem is that the person believes that they are experiencing. This gives you insight into what is actually going on with this person, but more importantly, It gives you valuable information on how to steer and position your information, your offer, everything you’re going to say to this person in a way that is meaningful and relatable to them.
So the first thing you want to know is why are they here? Why you? What is the problem that they’re experiencing that prompted them to be on this call? Because here’s the bottom line with this, with sales calls, people are there because they want to solve this problem. They want to say yes to you. Your job is to figure out what is going on and how you can help them, and if you’re the right person to do that.
So that first question, why are you here? What is going on with you? Why? It’s really important. So that’s the first thing. Tease out that problem through that question. The second piece is I listen to what they tell me and I filter it through my business and my offer. So the thing I’m asking myself, and the second part is, am I somebody that can actually help this person?
Is this an ideal client of mine? Are we aligned in the sense that I actually have something that can solve their problem? Do I want to work with this person like you? You’re filtering all of those things through the lens of your business and the solutions that you have to their problem. Then once I’ve decided, let’s just pretend in that moment I’ve decided that yes, I can help them.
Then I talk about how my offer, what it is that I do in my. Can actually solve their problem. In other words, I position my offer as the solution to the problem that they told me about, and this is very important. Not every problem, not any problem. The problem the person actually told you that they have.
You want to connect the dot from that problem to your offer, and you want to talk about your business and what it is you can do to help. Through the lens of the problem that they told you that they. Don’t go off the deep end. I’ve seen people do this a gazillion times where they start talking about their business, giving people all these features and all this information that has absolutely no direct connection to the problem that someone actually just told them about the problem that they care about related to their business that they want to solve.
When you tease out the problem and then you position your offer as a solution to that, You make your offer and your business infinitely more valuable to this person Because if we go back to what I said right in the beginning, What they care about is solving their problem, and when you can make that connection between, here’s your problem and I know what it is, and I hear you, and I see you, and I have this thing that can help you, it is infinitely more valuable to them, infinitely more powerful.
Never assume that they can put the pieces together either, but that framework and that order of teasing out the problem and then positioning your solution is extremely powerful. The next piece after I do that is to help people understand that if they were to buy into that solution, if they were to take my offer, here’s the easy step of how it would work.
So what people, what happens in someone’s brain when they figure out that they have a problem and they start to see a solution to it, they start to wonder like, how does that all work? How do I make that happen? And. Really connecting the dots for those people, kind of bridging people over from one side to the other is really important in a step-by-step plan.
So you can say something like, we’ll get you on a call. We’ll figure out what is, what are the three top priorities you have, and then we’ll, schedule you for a call with our team. Like whatever it is that those three steps are, that people will take in order to start working with you.
You want to tee that up so that you’re connect. Where they are kind of lost, where your client is right now, lost to where they want to be. And so for me and my business, it would be we’ll send you a quick contract. It’s a few pages, you sign it, you get a calendar lead, you get on our calendar, and then we walk through the pieces and we get you started right away to creating an offer that sells itself.
Simple, step by step. The next piece after you’ve shown people that road is you want to help them understand what is the upside and the downside to working with you. You want to agitate that problem a little bit. You want to help them see, hey, if you work together, if you take the solution, this is what is possible for you.
Here’s the upside of that. Some people talk about the stakes, right? Here are the positive stakes. And then also to let them know if you do nothing or if things just continue as they are. Here’s what that looks like for you. So here’s the downside or the negative stakes, some people call it to not making any changes.
Here’s what your life will look like if we were together positive. Here’s what your life will look like if we don’t work together. Negative. And when you paint this picture, it allows people to understand and see. Here’s the difference between getting my problem solved or not. Do I want to stay in where I am and continue struggling?
Or do I want to solve my problem and actually go out and get this problem solved by buying your offer, buying your program, buying whatever it is.
I one of the really important things about painting the stakes for people, painting the upside of working with you and making changes to their business as well as painting. The downside of if they don’t do anything or don’t make any changes is that many times when people are evaluating whether or not to buy your product, they are thinking about acquiring this solution versus.
Nothing. So it’s almost like they’re thinking about, the downside is buying something and maybe not getting the results they wanted or it not being what they expected. And then not doing that is having the money and not, making a bad decision. But when you paint the stakes for people on a sales call, what you’re showing them is there is really a lot at stake.
More than they even imagine. So from a positive perspective, what is possible for them? Many times people don’t really spend the time to think about, if I buy this thing, here’s what that upside looks like. Here are the positive stakes of that. And it’s true with the reverse a lot of times what people will weigh.
Either I buy this thing or the downside is, you know, I buy it and it’s not what I expect. So they’re weighing, either taking this opportunity or not. And so the negative stake would be, for example, that they bought this product from you or this offer and it didn’t work or it wasn’t what they expect.
But when you help people really understand what is at stake from a negative perspective, it is often much bigger. And much deeper than they would otherwise have known. And so while they think maybe spending the $500 for your product or offer and not getting what they want is the downside. Often that’s actually not really the downside.
The downside is often all the other things that will come into play. If they don’t change their life or get out of pain or solve the problem that they’re having, that actually brought them to that call. And so as a person, On the call as the person running that sales call, as the expert in the room, it is really important for you to paint that full picture for people to really help them understand both what is at stake from a positive and a negative perspective so that they can ultimately make the best decision and the most, knowledgeable decision as possible.
So painting those stakes is really, I. And then the next piece of it is after you have really shown people that you understand the problem that they’re solving, you position your offer as the solution to their problem. You help them bridge that gap to get from where they are to where they want to go. By an easy step by step plan, here’s how you get started.
You help them see what is the upside and the downside of. Buying your offer or not doing anything. The next piece of the puzzle, which is one of the most important pieces that often we underestimate, is that we need to call the person to action. We need to essentially ask for the sale. I know this seems so obvious, but I cannot tell you how many times in either a sales conversation, a promotional post, an email, you name it, where.
Don’t call people to take a specific action when people come onto a sales call. They are looking for you to tell them what to do. They are looking for you to give them an opinion of what you think is the next best step. So many times people do not tell their potential clients or customers what it is that they should do next.
Book the call. Come and chat with me at three o’clock on Tuesday. Buy the seat, grab the offer. Whatever it is, we leave people. We don’t call them to take the next. People want to take the next step. I know this sounds so crazy because many times we are so afraid of the no. We are so afraid of rejection, which is why we don’t call people to action.
We think people are going to say no to us. But the truth is they want to say yes. They want to solve their problem. That is actually why they’re on the call. The crucial pieces, you have to give them permission and lead them to where they ultimately want to go anyway. And calling somebody to action is the key.
It really is the key. Here’s a side note that I just want to say about sales, and consults. , there is a certain percentage of people out in the marketplace place right now that really no matter what you put in front of them, as long as they have the problem, right it’s somewhat relatable to this person.
If you put something in front of them, they are going to buy it as long as you ask them to do so. If you did nothing else when you were going out there and running sales calls, or talking about conversations about your business and your offer to people, if you did nothing else, But ask for the sale.
You are going to create paying customers. And the reason for that is there is a certain percentage of people that are just ready to buy. They’re going to buy something as long as you put it in front of them and ask them for the sale. So if you don’t call people to action, You are not only, missing out on so many potential clients, but you are especially missing out on that percentage of people that are ready to buy right now that are just not buying from you because you’re not asking.
So calling people to action and telling them what to do next and making it easy, giving them permission to do the thing that they want to do anything is so important on every single sales conversation or sales call that you have. You want to make it super easy and clear for people to do that. So if you’re having a conversation with someone, you want to be clear in asking them for the sale, Hey, this sounds like it would be a great fit for you.
We have an opening in our schedule to fit someone in there next Tuesday at 2:00 PM Can I put your name in that? Super clear. If you have a landing page or a sales page, or you’re putting a social media post out there, go click the link in the bio. Buy a seat here, whatever it is, make it clear. Call the person to action.
Do them the biggest favor you could ever do, and give them permission to get what they want to solve their problem, to make the sale and get out of pain and move into. Call the person to action, really ask for the sale. So in a recap for this sales script, it is super important that all of the pieces that I talked about today are part of your discussion with your client.
When you do this, you are entering into a dialogue with them in a narrative format. That feels good to everyone. It helps your client understand that you see them, you get them, and you can help them. It helps them understand how what you do and what you’re selling is actually going to solve their problem.
It paints the picture for them about how easy it is. To get from where they are to where they want to go. It helps them understand what is possible for them on the upside, and what is also possible for them on the downside if they make no changes or just stay on the trajectory that they are right now, which is resulting in a lot of struggle for them, which is where they don’t need to be.
And then also it allows you to open the door for them and allow them to walk right through. When you call them to action or you ask for the sale. So if you are a business owner, I want you to stop what you’re doing right now and make sure that you walk through these particular pieces. And I’m going to go through them right now as a recap.
So when we think about sales scripts that convert, these are the pieces. So number one, you want to always start with. The problem, you want to always start with asking someone, and this is what I do. So you always asking someone what brought you? Why did you set up this call? Why did you want to reach out and speak to me specifically?
Essentially, what is going on with you? You want to understand what is their problem in the words of one of my mentors, Donald Miller. The problem is the hook. The problem is the hook. People’s brain are conditioned on the very primitive level to solve problems, to keep them out of harm’s way.
they are constantly scanning for the problem. When you speak to them in those terms, they are hooked. They are listening because their brain is conditioned to keep them safe. And in order to keep them safe, they need to spot the problem and solve it. So the first piece is what brings you here. Why did you set up this call?
Why did you want to reach out to me? What’s going on there? Tease out that problem. Second is listening and filtering through your filter as an expert, what they’re telling you so that you understand their problem. And then first, Asking yourself, is this somebody that I can really help? Is this something that I can solve?
Is this person an ideal client that I want to work with? So the first piece is, can you help them? Do you have a solution to the problem that they’re telling you about? Then second is, If the answer is yes, then you want to always position your offer and your product or service as the solution to the problem.
When you tease out the problem first, when people understand what you are, when they understand that you understand what they’re saying, and then you position that solution that offer to that problem. Your problem, your product, your not your problem. Your product, service or offer is always more valuable because in the client’s mind, they’ve connected what it is that you’re selling them with, what the problem is that they have stated.
And one of the crucial pieces like pro tip here that is so important is when you’re talking to somebody in a sales call, Whatever they tell you the problem is for them. Whatever problem you are hearing, you want to always tailor your conversation and your product or your offer. To that problem, not 17, different other problems, not all the other things that your offer or your product or service could do.
Like all these other solutions, you want to tie it really closely to the problem the client is telling you. That they have, you want to connect those dots. So you want to always position your product, your offer as a solution. Then you want to help them understand how easy it is for them to get that solution.
Really how to get from where they are and bridging that gap to where they want to go. So it’s as easy as 1, 2, 3 steps. And I really like the power of threes. It’s easy to say three bullets on a slide, all those things. That number of threes. There’s a very psychological basis about how people remember a series of three things.
So I like three steps. It’s simple, it’s easy. You can put it on a website, it looks nice, or you can have it in a conversation. It’s also really easy for you to remember. So you want to help them understand how do they get from where they are to where they want to go and solve their problem with your business or your service.
So you map out that three steps. And then you help them understand what is possible for them. What is the upside and what is the downside, right? What is at stake if they. If they take your offer, if they solve their problem, like what is behind that decision? And then conversely, if they don’t do anything different or they don’t take your offer and things just stay the same, what’s at stake for them from a negative perspective?
Like really what does that opportunity cost? I like using that word because a lot of times people think if they make the wrong choice, right? And as I mentioned earlier, if they buy the thing and it’s not what they want, or maybe they make the wrong choice, like that’s the down. But actually the downside is so much bigger than that, right?
If you really play this out for people and take some time in your business to think about if your client doesn’t get their problem solved, if they don’t buy your offer, what’s really at stake for them in a negative way, right? Really think about that because that is what you want to be painting. The picture for people and often what they think is the downside is not the downside.
So again, as an expert, you are helping them see like, this is how it’s going to play out for you both in a positive way and a negative way, and you really want to make that clear for them. And then last, but absolutely not least, You want to call your customer to action. You want to give them the next step. You want to make it easy for them to do what they really want to do, which is buy your product and solve their problem.
Always, always, always ask for the sale. Do not get caught up in the kind of mind drama that we create where we are afraid of rejection. That is why people don’t call people to action because they’re afraid of someone saying No. Well, here is. Ugly, but liberating Truth about people saying no. Most of the people you talk to are going to say no.
And why is that not a problem? Because you’re not looking for everybody to say yes. You’re just looking for your ideal clients to say yes. And if you really look at your business, you don’t need everybody to say yes. You just need the right people and the right number of people in order to have the business and the impact that you want, and that.
And really your job is to go out there and find those people. And the way you find them is by telling them what they’re, we are doing, helping to understand their problems, positioning your offer as a solution, helping to make it easy for them to buy it, painting those stakes, positive and negative, and then asking for the sale, helping them really see and move toward what they want.
So if you go and take this flow, and it is important that you move people through this sales script in a. That converts them in the order that I’ve mentioned. You’ll start seeing your sales calls convert almost immediately. It is so powerful from a psychological perspective to help people move through this thought process in this way.
So I want you to go out there and I want you to try this. Right now, what is that call or conversation you have on your calendar where you can put this into play right now? Where is the networking event, where you’re going to go and talk to people where you could actually use this step by step? Process this script to help people understand what you do and the problem that you solve and how you help them.
I promise you, it will revolutionize your business. You will not only have more enjoyable conversations, people will be thanking you for talking to them, but you will start generating sales in a way that feels easy and fun and that you can do consistently. And I cannot wait to hear all of the success stories from all of you as you do it.