Why winging it is costing you more than you think.
What’s Your Line?
A sales script isn’t a replacement for your passion and expertise.
A good script is a tool that will help you close more consistently, and train others how to sell the same way you do.
Just like a surgeon doesn’t improvise their incision, you shouldn’t be improvising the sentences that determine whether a client signs on, upgrades, or walks away.
Here are five key moments where a well-rehearsed line will serve you better than whatever comes to mind in the heat of the moment.
1. Closing the Sale
The most expensive silence in business is the one right after you’ve made your pitch. According to Salesforce, 48% of sales conversations end without any attempt to close.
Without a closing line, you might just trail off, waiting for the prospect to decide… and that awkward pause often ends with “I’ll think about it.” No decision is made.
A simple closing line helps guide them to make a decision:
“Based on what you’ve shared, I think X is the right fit. How does that fit with what you had in mind?”
2. Handling “I’ll think about it”
When a prospect says they need to think about it, your reflex might be to end the conversation there and put them on your follow up list.
But the Law of Diminishing Intent tells us that as soon as someone puts off a decision, it becomes decreasingly likely over time that any action will be taken.
Asking just one more question can keep them in the conversation long enough to get a definite yes or no answer:
“I hear you – can I just ask what’s making you hesitate? I want to make sure you have everything you need to make a firm decision.”
3. Upselling
You’ve made the sale, and both you and your new customer are motivated to get to work. You don’t want to sour the moment with a pushy upsell. But this is your chance to make sure they have taken advantage of everything you offer. Keep it simple and customer-focused:
“A lot of clients who go with [X] also add [Y] – it tends to save them [time/money/hassle] down the line. Would that be useful for you?”
4. Downselling
When a prospect decides not to move forward with the purchase – let’s say they balk at the price – the instinct is often to discount. Instead, have a smaller entry-point offer ready:
“If that feels like too big a commitment right now, we could start with [smaller option] and build from there.”
With a different onramp, you might get the sale and the beginning of a great relationship. Having a downsell option in your back pocket can help your reluctant buyer solve a real problem quickly.
5. Asking for a Referral
Many business owners never ask (or ask so vaguely that nothing comes of it). The best moment is right after a client has expressed satisfaction.
“I’m so glad it’s working well. If you know anyone else who’s dealing with [specific problem], I’d love an introduction.”
Whether you use these scripts or your own, having a well-rehearsed line ready for these 5 key sales moments means you can focus more on your prospect and less on planning what you’ll say next.
This Week’s Takeaway
Most business owners are great at what they do. They’re mastered their trade, their craft, or their area of expertise. Unfortunately, that doesn’t mean they’re great at selling it.
By preparing in advance how to handle key moments in your sales process, you’ll feel less reactive and more in control.
Upcoming Event:
How Many Dollars Are in Your Database?
Join ActionCLUB on Friday, May 15th from 10-1 for the next in-person session where we’ll be discussing tactical, actionable insights and tools for reengaging your existing clients and contacts to generate more referrals and repeat business.
Details
- Friday May 15th, 10am-1pm
- Located at Idea Mississauga, Square One
- Interactive session: “How Many Dollars Are in Your Database?”
- Featuring table discussions & a networking lunch with local entrepreneurs
Supercommunicators: By Charles Duhigg
This book offers a useful lens on why some conversations seem effortless while others stall out. It breaks communication down into three layers: practical, emotional, and social, and suggests that most disconnects happen when we’re not aligned on which one we’re actually having. It’s a helpful framework for navigating everyday interactions, especially in business settings where what’s being said often isn’t the whole story.
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