7. How to Write Your Small Business's Sales Script

We're bringing you the final part of our marketing guiding statement series, and we're tackling one of the most important elements of marketing: your sales script.

But don't worry, we're not here to turn you into a pushy salesman. Instead, we want to show you how to create a sales script that feels like a natural conversation and helps you build a relationship with your customers.

In this episode, we're going to share some awesome tips on creating a sales script. And, because we want to make it super easy for you, we'll even walk you through an example, so you can see how it all fits together. We know that the idea of a sales script can feel uncomfortable, but trust us, having a script can actually make you feel more confident and in control when it comes to sales. 

Thanks for sticking with us throughout this marketing guiding statement series. We hope that you've found these episodes valuable in building a stronger marketing strategy for your small business. And don't forget to tune in for our upcoming episodes, where we'll be sharing more insights and tips to support your business's success.

Specifically, this episode highlights the following themes:

• The six key elements of story-based selling
• The role of empathy in creating an effective sales script 
• How to create a sales script that doesn't feel pushy or salesy

Other Mentioned Links & Resources

Learn how to write your Marketing Guiding Statements:
https://www.treefrogmarketing.com/marketingguidingstatements

Learn more about Treefrog services:
https://www.treefrogmarketing.com

Receive $10 off your first three orders from DoorDash:
https://treefrogmarketing.com/doordash

Join the Priority Pursuit Podcast Facebook Community: https://www.facebook.com/groups/179106264013426

Follow Treefrog on Instagram
https://www.instagram.com/treefroggers

Follow or DM Victoria on Instagram:
https://www.instagram.com/victorialrayburn

Chapters

• 0:00 Introduction
• 1:51 Why do small businesses need sales scripts?
• 4:05 How do you engage customers with a sales script?
• 7:00 Six elements that make up a great story based sales
• 7:50 First element: start with a problem
• 8:22 Second element: provide a solution
• 8:50 Third element: step-by-step plan
• 10:16 Fourth element: make the stakes clear
• 10:45 Fifth element: present a positive outcome
• 11:51 Sixth element: call the customer to action
• 12:36 Sales script flow

Transcript

Kelly Rice  0:00  
As a small business owner, you want to build relationships, not just make sales. But we clearly know that sales drive the ability to have a business to help people. So we have to get comfortable with asking for sales. But we can do it using a story based formula that will help both parties feel a lot more comfortable.

Victoria Rayburn  0:24  
Hey, there, you're listening to the Priority Pursuit podcast, a podcast dedicated to helping small business owners to find, maintain and pursue both their personal and business priorities so they can build lives and businesses they love.

Kelly Rice  0:35  
We're your host, Kelly rice, and Victoria Rayburn. And today, we are excited for the final portion, Part seven of the marketing guiding statement series. In this episode, we're breaking down the dreaded sales script.

Victoria Rayburn  0:49  
It's gonna be a great time promise.

Kelly Rice  0:51  
But over the last several episodes, we've been talking about the importance of developing your marketing guiding statements before your marketing strategy. This is because without clear messaging, you won't be able to connect with your ideal customers hold their attention or get them to do business with you. Right, because when you jump right into posting social media, or developing your website or doing all the things, marketing before you develop your marketing campaign statements, you end up wasting a lot of time and money on things that just don't work. And this is especially true during a sales call. This is why today we're covering the final area you need in your marketing guidance statements, the sales script,

Victoria Rayburn  1:28  
Guys, if you know, we're feeling a little overwhelmed by all this content, and you know, we hope you're still loving it, we promise it's 100% worth it. But also, you know, we'll discuss this again at the end. But if you do want that written guide to go with this the written download version, please go to treefrogmarketing.com/marketingguidingstatements, that way you can have everything in writing as well. But anyway, we know that for many small business owners, just the word word sales, makes you sweat and uncomfortable. Because no one wants to feel like they are a pushy salesman, or come across as someone who is only interested in making a sale and not building a relationship with customers. And those are the exact reasons why you need to develop a sales script that you can follow to help you become more comfortable in sales like situations. So today, Kelly is going to walk us through the strategy behind the perfect sales script that doesn't make you sound like a robot or feel uncomfortable, or honestly like making even make people feel like they're being sold to it's just a conversation. All right, Kelly, we you know, save like arguably whether you want to call it the best for last or the worst for last? I don't know. But Kelly, why do small businesses need sales scripts?

Kelly Rice  2:47  
Well, first of all, most of us small business owners we got into business because we had a passion or a talent for something and because maybe we saw a need that we could help with. So for example, Treefrog was founded because I was tired of watching really good people throw away their hard earned money on marketing efforts that weren't working. I have another business owner friend who started a heating company heating and cooling company, because he was tired of hearing about all the people that have been taken advantage of in his industry. And then even another one who added a handyman service to his construction company, because he wanted to make sure that his customers were always taken care of he didn't trust anyone else to take care of his customers. And the list goes on and on and on. So it just proves that small business owners want what's best for their customers. However, this compassion also can become a really big issue for us small businesses when it comes to sales. This is because no one wants to feel like they are a pushy salesman or come across as someone who is only interested in making a sale. This is why having a sales script will help us ask for a sale in a way that Big Smoke makes both like me and my customer feel comfortable. And it can do the same thing for your small business as well.

Victoria Rayburn  4:03  
Oh, me. I'm so excited about this topic, especially. But Kelly, how do you engage customers with a sales script?

Kelly Rice  4:11  
Well, again, like we've been saying, for the last six other episodes, we put the story frame framework to work, right because we the best way to be able to reach people and help them feel comfortable in their brains to calm down and have a conversation is to use a story framework. So a sales script is exactly what it sounds like. It's a script for making sales. And while there are a lot of the in your face or the icky type of feeling sales script templates out there, using a story based framework will allow you to create a sales pitch that doesn't feel salesy or sleazy or uncomfortable one because it makes your customer the hero of the story and again, that's exactly what we want to do because we want to come in as a guide. And to as a guide, we want to give our customers a solution to the to the problem them, that there, that's frustrating them. And then three, having a sales script won't make it feel like you're actually making a sales pitch at all. So, but just a heads up, writing your sales script or trying to figure it out is actually going to be one of the longest marketing guidance statements that you'll have to create, but you can use it in person, but you can also use it on your website, you'll just have to add a few little modifications because you'll see at the end, when we talk about the call to action, if it's on your website, you won't specifically say, Hey, I have time on my calendar next week do you want to meet, you're gonna have to change that call to action a little bit. So if you're ready, we're gonna run down the six elements that make up a great story based sales pitch. 

Victoria Rayburn  5:43  
Let's do it. The Priority Pursuit podcast is brought to you by Treefrog marketing, a marketing agency for small businesses that takes the guesswork out of marketing to learn more about our services, which include messaging and strategy development, website development, SEO management, content marketing, Google and social media advertising, social media management, sales, funnel development, consulting and more, visit treefrogmarketing.com. Again, visit treefrogmarketing.com To learn more about our services and to schedule a free consultation.

Kelly Rice  6:20  
Do you ever get caught up in a project and realize you've should have eaten lunch about three hours ago? Or do you ever have a crazy week that makes cooking or even going out to dinner the last thing that you want to do DoorDash is a meal delivery service that connects consumers with their favorite local restaurants. In other words, DoorDash is a delivery service that can bring you food from almost any restaurant near you whether it'd be a national chain, or a mom and pop shop. If you'd like to save $10 on each of your first three DoorDash orders, that's $30 total, visit treefrogmarketing.com, forward slash DoorDash. Again, to receive $10 off of your first three DoorDash orders, visit treefrogmarketing.com Ford slash DoorDash. Okay, so first, I know it's comes as no surprise to you, but we are going to state the problem, we always are going to start with a problem. And then we're going to position your product or service as the solution. Three, we're going to give customers a step by step plan, right because as a guide, we have to empathize with them, and then tell them what they need to do in order to solve their problem. For we're going to make the stakes clear, if they don't do the thing, they're still going to remain in this place or this thing could happen to them. Fifth, we're going to present a positive outcome and six, we're going to call the customer to action. So in order to give you an understanding of what I mean, and this one's really long, I'm going to kind of switch it up a little bit this time. And I'm still going to use Treefrog's sales script as an example. But I'm going to kind of break it up piece by piece first, because I think it will make more sense that way. So first, we start with the problem. And I know it surprises you. But we're going to talk about the same problem that we've talked about in the one liner and the story pitch and all of these types of things. Because we want the same message to be repeatable throughout our marketing messages. So Treefrog's problem reads, most small business owners and leaders aren't sure where to start when it comes to marketing their businesses, nor do they have time to learn all things marketing, or implement a marketing strategy themselves. As a result, their employees finances and Business Growth suffer. Problem. All right, next is the story. Just like in the story pitch, sorry, we're providing a solution. So it's problem solution, and then we're letting the customers know what to expect. So Treefrog solution reads, This is why we built Treefrog. We are a marketing agency for small businesses and with our guidance in the use of scientifically developed marketing systems, our clients save time, increase profits, and feel confident in their marketing efforts. So in the third section, this is where you the guide gives gets to give the customers a plan of action. So problem solution. Now we get to be empathetic, and we need to say hey, this is all you need to do in order to solve your problem. So Treefrog's plan reads, If you're ready to be certain about your marketing strategy, all you need to do is schedule a 30 minute consultation we'll we'll discuss your marketing challenges and your business goals. Then we'll outline a marketing strategy and plan of action that allows you to reach your goals without overspending. From there we'll implement the strategy while giving you regular data driven updates. By counting on our team to oversee your marketing strategy. You can free up your schedule to focus on the other important areas of your business and personal life. Now, you literally could stop there and jump down to your Call to Action section because some people that conversation is enough. It's enough to help them lower that sales shush threshold not feel like they're being sold to, you know, you stated a problem. You're making the customer, the hero, you're coming in as a guide and they're like, Yes, I really want a solution. to this and all I have to do is the things that you talked about in your plan, tell me what I need to do next. So that's where you can jump into your call to action plan at the bottom. But sometimes people need a little bit more, or you just don't quite feel like they're ready to do the thing that you want them to do yet. So that's when you would introduce them to the fourth section, which is the stakes. And this is where you simply remind people why they're looking for a solution in the first place. So Treefrog stakes read. But without an effective marketing strategy. Small Business Leaders haphazardly try to market their businesses between other responsibilities. This wastes time, it wastes money, and prevents growth. So with the steaks, we're trying to show our ideal customer where they currently are, or their soon will be, but the fifth section, we're going to give our ideal clients a chance to see what it would look like on the other side of where they currently are. So Treefrog positive outcome reads Treefrog clients, on the other hand, say it feels amazing to finally be able to breathe, knowing their marketing is always helping them generate new business. And because they don't have to personally implement their strategy Treefrog clients are able to devote their full focus to other important aspects of their businesses, and life outside the office. So, so far, we've been able to create a storyline sales pitch that helps everyone in the conversation feel more comfortable and not feel like they're being sold to. And that's a goal. As a small business owner, you want to build relationships, not just make sales. But we clearly know that sales drive the ability to have a business to help people. So we have to get comfortable with asking for sales. But we can do it using a story based formula that will help both parties feel a lot more comfortable. So okay, now we've made it to the final section of the sales script is the call to action. And because we've already set the stage for the conversation, you now get to comfortably ask your ideal customer to take the next step with you. So Treefrog call to action is, if I'm talking to someone, it's I have time on my schedule next week, if you'd like to schedule a 30 minute consultation to talk about building a marketing strategy that save time increases profits, and it allows you to feel comfortable in your marketing. Do you have time next week? Is there a day or time that works best for you? So because we used story as a basis of our sales script, no one feels awkward, and we've let the customer know what they need to do in next in order to solve their problem. So I know breaking it up like that makes it a little harder to get the flow of it. So I'm going to ask Victoria to pretend that she and I met at a networking event. And she's already expressed interest in, like getting help with her marketing systems because I was smart. And I use my one liner to answer her question of what do you do? So, okay, again, remember, Victoria, if you're in you've are we've already had the conversation and you're already bought into, hey, I need to solve my problem. All right. Are you ready to be my guinea pig?

Victoria Rayburn  13:13  
I'm ready. Let's do it.

Kelly Rice  13:15  
So gosh, Victoria, you are not alone in the struggle. In fact, most small business owners and leaders aren't sure where to start when it comes to marketing their businesses, nor do they have time to learn all things marketing, or implement a strategy themselves. As a result, their employees finances and Business Growth suffer. I mean, have you experienced this? Yes, yeah. This is why we built Treefrog. And we are a, we're a marketing agency for small businesses. And with our guidance in the use of scientifically developed marketing systems, our clients save time, increase profits, and feel confident in their marketing efforts. And I've heard you say that you really have, you're just spending way too much time doing things. You want to be able to increase profits, but you really don't have the bandwidth to do that. And you're really just not even sure if your marketing efforts are working. So does that sound familiar?

Victoria Rayburn  14:08  
Yes, I'm so tired. I have no idea what to do. So sick of thinking about my marketing.

Kelly Rice  14:13  
Yeah, well, if you're ready to be certain about your marketing, all you need to do is schedule a 30 minute consultation, where we'll discuss your marketing challenges and your business goals. Then we'll outline a marketing strategy and a plan of action that allows you to reach your goals without overspending. From there we'll implement the strategy and will also give you regular data driven updates. So by counting on our team to oversee your marketing strategy, you can free up your schedule to focus on the other important areas of your business and personal life. But I think we know this from being on the other side of this without a marketing strategy. Small Business Leaders haphazardly try to market their businesses between other responsibilities and this waste time waste money and prevents business growth. So how many times have you Got your marketing plan, and you're like, I have no idea what I'm doing right all the time. Right. But Treefrog clients, on the other hand, they say it feels amazing to finally be able to breathe knowing that their marketing is always helping them generate new business. And because they don't have to personally implement their strategy Treefrog clients are able to devote their full focus to the other important aspects of their business and life outside of the office. So I actually have time on my schedule next week, if you'd like to schedule a 30 minute consultation, to talk about building a marketing strategy that saves time, it increases profits, and allows you to feel confident in your marketing. Do you have time next week? Or is there a day or time that works best for you?

Victoria Rayburn  15:42  
Oh, my goodness, yes, I'll come whenever works best for you count me in.

Kelly Rice  15:46  
And that's what that's what we want. So Victoria asking you, did you feel like it was a sales pitch? No, not at all. Yeah.

Victoria Rayburn  15:56  
And yeah, that's the entire point of developing a sales script, it will help you ask for sale in a way that makes both you and your ideal customer feel more comfortable and not like you're being sold to right.

Kelly Rice  16:10  
Again, that is the whole goal. So there's no reason that anybody should break out into a cold sweat when you have to do a sales call or you're doing a sales call, and you're like, I have no idea what to do. And then you just word vomit everything that you do all the time. This will help you have a structure that will help you feel comfortable, that will help your person that you're talking to feel comfortable. And then again, with just a few modifications, you can use this on your website, as well to help close that deal for your customers.

Victoria Rayburn  16:40  
Well, guys, as we wrap up this episode, I hope you are feeling so much better about sales and so much less scared of the next sales pitch you have to make. But again, guys, this is the final episode of our marketing guiding statements series. If you have listened to other episodes of this series, then you may have already downloaded the first step to effective marketing for small businesses, writing your marketing guiding statements mini course, this is a mini course that includes the seven Priority Pursuit episodes that we've walked through all about marketing, guiding statements, and a download with written instructions and examples for writing your own marketing guiding statements. And you can access these resources at treefrogmarketing.com/marketing guiding statements. However, if you've been listening to these episodes, and meaning to write your own marketing guiding statements, but just cannot seem to have find the time we get it, the fact of the matter is you are only one person and you can only handle so much. So whether you don't have time to write your marketing guiding statements, or you need someone with fresh eyes like sometimes guys, like you're just too close to your own small business to actually be able to write your own marketing guiding statements, we get it. Whatever the case, our team at Treefrog would be more than happy to help by writing your marketing guiding statements for you. If you're ready to have clear messaging and a marketing strategy that actually works, there are a few things we would love for you to do. So first, schedule a 15 minute consultation to discuss your business challenges and marketing goals. This is going to help you decide if working with us is right for you. Then, if you do want to partner with us, you can count on our team to write your marketing guiding statements for your ideal client, and with your business goals in mind. And then last but not least, you're going to have your marketing guiding statements done and you will be able to breathe knowing your messaging is effective, and has the clarity and power to help your small business grow. If you'd like to work with our team to write your marketing guiding statements or just learn more about the service, please visit treefrogmarketing and.com/messaging But a while the marketing guiding statements series might be over. We have a lot more marketing content coming your way. And we cannot wait to chat with you again next week about another priority driven topic. Thanks for tuning in guys.