How to Write Sales Scripts for B2B SaaS Teams

The sales process is a series of conversations with people. Scripts are helpful to keep your sales team on message and speaking to the right concerns at the right stage in the sales process. The larger the opportunity, the more latitude a sales rep will typically have in crafting a message specific to the prospect. In these cases, scripts can be replaced by processes and a form to create a custom script.

The impact: Scripts ensure the team is communicating a consistent message.

The goal: Create scripts, particularly for Lead Generation calls and demos. We also recommend scripts for:

• Company description
• Proposal delivery
• Reference site visit overview
• Contract delivery

Background

Generally, scripts can be a bit of a turn off. Often, people using scripts become glued to them and sound like robots. If that is a concern, it might be more helpful to create conversation guides and deliver them to your sales reps as such.

At every step of the sales process, a sales rep needs to tie his point to WHY it is important to the prospect. Don't rely on prospects to make this connection; make it clear and obvious.

As we've stated, sales is a rigorous process that rewards the prepared. It is worth the investment to research a person and a company before any conversations or meetings. Tailor your conversations and your questions to that person and company and to their relevant position on your persona list.

Finally, incorporate key language you created in your sales deck to use throughout your scripts and sales process. Think of the key language like taglines, or motifs, that will stick in a prospect's mind and tie to your company.

Specific Notes re the Demo: Never show a feature that is not guaranteed to work. Moreover, never show product functionality that is not attached to an aspect of your value proposition. It will just be noise that distracts a prospect from the value they can receive from your product.

Steps

1. Use the templates provided to put together components of scripts. Use your discretion to guide whether you leave the components in the form of a conversation guide fully fleshed out in a written script.
2. You have already generated many of the components of these scripts. Reference your personas, value propositions, and sales deck to find the information you need.
3. Personalization: As we mentioned above, the bigger the sale, the more personalized the scripts need to be. Opportunities for personalization include addressing pain points specific to the prospect, customer success stories specifically related to the prospect. Even talking points related to value propositions that would be particularly appreciated by specific people within the prospective company (i.e. Dan, we don't want you missing your daughter's birthday ever again to address this issue) should be added.
4. Codification: As your sales team becomes more practiced in producing demo scripts, you can reduce your involvement. Regardless, it is a good idea to create an accountability system. It is a deal-killer for a Sales Rep to lead a demo unprepared, and so you want to create a system that requires preparation. To that end, requiring Reps to upload a demo script to the CRM prior to a demo is a good check on the system.