Effective sales scripting process

From: alexhormozi

This article outlines a sales presentation given at the War Room Mastermind, a $30,000-a-yearprogramfor200-300peoplerunbyRyanDice,PerryBelcher,andRolandFraser<aclass="yt-timestamp"data-t="00:00:00">[00:00:00]</a>.Thepresentation,condensedintoa30-minutevideo,isdesignedtohelpbuildafirst[[effectiv{e}_{u}s{e}_o{f}_{s}cript{s}_i{n}_{s}ales|salesscript]]orscalea[[sale{s}_{t}ea{m}_{s}calin{g}_{s}trategies|salesteam]]toonboardnewpeopleandachievehighsalespercentages<aclass="yt-timestamp"data-t="00:00:22">[00:00:22]</a>.Thespeaker,fromacquisition.com,managesaportfolioofsixcompaniesdoing$85 million a year [00:01:01].

The methods discussed have been successfully used to scale numerous sales teams, with one referenced company growing from 14 to almost 30 sales representatives using this process [00:00:41]. The approach focuses on improving closing percentages and enabling more team members to close at or above the lead salesperson’s rate [00:00:54].

The content of this article is broken down into three key frameworks:

1. Closer Framework: How to ask questions that lead prospects to say yes [00:02:24].
2. Conviction Framework: How belief can outperform seasoned sales reps by controlling tone [00:02:31].
3. Scaling Framework: How to duplicate the sales process across teams in any niche within seven days [00:02:43].

The speaker notes that his personal journey into phone sales started because other marketing methods like webinars and VSLs (Video Sales Letters) weren’t working for him [00:01:21]. By simply getting people’s phone numbers and calling old webinar leads, he managed to do $100,000 in sales in a single day, finding it “so much easier” [00:01:34]. This experience led to consulting with sales teams, and owning and training four high ticket sales performance teams [00:01:45].

Closer Framework

The Closer Framework is a question-based sales script that is simpler than often portrayed [00:03:02]. It works for B2C, B2B, low-ticket ($500),and[[hig{h}_{t}icke{t}_{s}ale{s}_{s}trategies|high-ticket]]($100,000) sales [00:03:17]. The acronym CLOSER stands for:

• C - Clarify why they are there [00:03:30]
  • Ask questions like: “What made you come in today?” [00:04:46], “What made you reach out?” [00:04:47], “What’s your goal right now?” [00:04:48], “Why is that important to you?” [00:04:49], “Why that number specifically?” [00:04:50], “What does it resonate for you?” [00:04:51].
• L - Label them with a problem [00:03:42]
  • This is crucial because you can’t offer a solution if they don’t admit a problem [00:03:44].
  • Example: If they say, “I just wanted to find out more information,” respond with, “I’m assuming you’re not hopping on sales calls all day just running for information, is there a problem you’re trying to solve?” [00:03:52].
  • Confirm the problem: “So what I’m hearing is XYZ. Does that sound about right?” [00:04:57]. This is a vital milestone [00:05:03].
• O - Overview what they’ve tried so far [00:04:07]
  • Gather intel by asking: “What have you tried so far to accomplish that?” [00:05:34].
  • This is the “pain cycle”: “How long did you do that for?” [00:05:41], “How long ago had that worked for you?” [00:05:43], “What else have you tried?” [00:05:44]. Continue until they feel they’ve tried everything [00:05:47].
• S - Sell the vacation (solution) [00:04:11]
  • The sales pitch should be under three minutes [00:06:12].
  • Focus on what they will experience, not how they will experience it [00:06:26].
  • Typically sell three core benefits/things, regardless of industry [00:06:33] (e.g., for mortgage leads: exclusive, timely, qualified [00:06:41]; for fitness: fitness, nutrition, accountability [00:07:00]).
  • Have 30-second memorized anecdotal stories for each commitment point [00:07:15].
  • Example: For fitness, instead of talking about workouts, connect it to something they look forward to like a favorite TV show, implying they won’t need motivation if they look forward to it [00:08:08].
  • This framework emphasizes selling the “Maui” (the final destination/desired outcome), not the “plane flight” (the process, modules, details) [00:09:42]. Everyone gets to Maui, but the variables are the speed and quality of the journey [00:10:17].
• E - Explain away concerns [00:04:14]
  • Price: If a client says “I can’t afford it,” it means they don’t understand the value [00:11:12]. If Ferraris were $5,000, people would find the money [00:11:05]. Salespeople should believe that if someone can’t afford the program, it’s their fault for not conveying value [00:11:17].
  • Decision Maker:
    1. Circumvent: Ask, “What if they say no?” If they respond, “I’ll probably do it anyway,” then proceed [00:11:47].
    2. Divert: If they say they wouldn’t do it, ask, “What do you think their biggest objection would be?” This allows you to address the underlying obstacle even if the decision-maker isn’t present [00:12:01].
    3. Past Agreements: Use previous agreements to project into the present. Example: “Does your business partner know you’re struggling on sales? Does he approve of that? Then why would he be against something that solves a problem he already doesn’t approve of?” [00:12:16].
    4. Forgiveness over Permission: Sometimes it’s better to ask for forgiveness than permission [00:12:41].
  • Stalls: Teach prospects how to make decisions on the call [00:12:57]. Consider variables: “Can the product meet your needs?” [00:13:09], “Do you want to work with us?” [00:13:20], “Do you have access to funds or know someone who does?” [00:13:33].
• R - Reinforce the decision [00:04:27]
  • This transitions into onboarding, leading to higher customer lifetime value (LTV), lower churn, and fewer refunds [00:04:31].
  • Send personalized videos from the CEO or other leadership to welcome them and thank them for trusting the business [00:14:30]. This matters as customers often decide if they like the business in the first 48 hours after the sale [00:14:44].

Conviction Framework

The Conviction Framework explains how anyone who believes in the product can outperform a seasoned sales representative by simply controlling their tone [00:15:13].

This framework is based on the concept of a “hidden dialogue,” where two dialogues are always occurring [00:15:57].

• Words convey logic [00:16:06].
• Tone speaks to the emotional brain, which makes decisions [00:16:12]. Therefore, “how you say what you say is what you say” [00:16:19].

While seasoned sales reps can consciously control their tone (e.g., raising voice for a question, lowering for importance), there’s a “trick” for others: conviction will correct your tone [00:17:39]. If a salesperson truly believes in what they sell, they will say it the right way [00:17:53].

• Impact of Lost Conviction: A salesperson might start strong, crushing it, but then tank if they lose belief due to negative customer feedback or reviews [00:17:58]. Their tone will be off because they feel ethically compromised [00:18:12].

• Practical Actions to Hack Conviction:

  1. Read testimonials aloud daily: Reading fresh testimonials in front of the sales team helps them feel they’re making an impact, especially when they face daily rejections [00:20:01].
  2. Fix product issues: Continuously improve the product and take ownership of any lack of success instead of blaming the customer [00:20:24]. This aligns with Sales and Product Development.
  3. Involve customer support: If sales dip, bring the head of customer support to a sales meeting to describe how they amaze customers. This reminds the sales team of the excellent post-sale experience, boosting their conviction [00:20:41].

Scaling Framework: The 6 Cs

To easily duplicate the sales process across salespeople in any niche, implement these six “Cs” [00:21:26]. This framework has helped scale teams to multi-figure revenue and even build a 3,000-person affiliate base that added $35 million in sales [00:22:40].

1. Closer Sequence: Ensure your sales script is a question-based framework that follows the CLOSER steps [00:23:14]. This structure helps sales reps navigate calls easily [00:23:18].
2. Consistent Daily Training: This is the most important element after conviction [00:23:38].
   • Teams should train 60 minutes a day, five days a week [00:23:47].
   • Talking (25 mins): Have them read the script aloud, focusing on questions and correct tonality. If they make a mistake, they start over [00:24:06].
   • Overcoming Obstacles (5 mins): Drill common objections (e.g., “I need to think about it,” “I don’t have the money,” “I need to talk to my partner”) so they can respond without thinking [00:24:16]. The only things sales people should memorize are 30-second anecdotal stories and obstacle overcomes [00:24:32].
   • Listening (30 mins): Listen to a 30-minute call recording daily. Analyze: “What went right in this call?” [00:24:44], “What went wrong?” [00:24:48], “What do you do next time?” [00:24:50]. This is like game tape review for sports teams [00:24:54]. This is part of sales training and frameworks.
3. Call Recordings: Crucial for studying “game film” and providing training [00:25:20]. Gong.io is highly recommended for its AI capabilities that track metrics like talk time, questions asked, and who is speaking [00:25:41].
4. Communication Cycles: Feedback should be focused on one thing at a time to be effective, similar to improving a golf swing by focusing on one small adjustment [00:25:55].
   • Weekly Team Meetings: For collective feedback [00:26:47].
   • Daily Wrap-up: A short, uplifting session to pump up the team and acknowledge their hard work [00:26:52].
   • One-on-ones: Weekly for new team members, bi-weekly for more experienced ones [00:27:16]. This improves sales techniques.
5. Cuts: Underperforming salespeople who cannot close deals within the first 1-2 weeks (unless it’s a very complex product) should be cut quickly [00:27:26]. It’s more effective to take a good performer (a “six”) to a high performer (a “nine”) than to try and bring a struggling person (a “two”) to average (a “five”) [00:27:56].
6. Competition and Career Path:
   • Competition: Salespeople are competitive [00:28:25]. Six-week cycles for competitions work best, as they are long enough for accomplishment but short enough to maintain urgency [00:28:34]. Group goals around 10-15% conversion rates are effective [00:28:43]. Mini-teams (e.g., 4-person teams) foster camaraderie while maintaining competitiveness, allowing for adjusted drafts where strong performers can help weaker ones [00:29:07].
   • Career Path: Create minor milestones (e.g., 50, 100, 150 deals closed) with small increases in commission (e.g., $500to$525 per deal) [00:29:22]. A clear roadmap of progress helps relieve anxiety and keeps salespeople focused in a repetitive position [00:29:37]. Include management roles for further advancement [00:29:55].

As an additional point on efficiency, separate outbound and inbound sales teams, and also separate setters and closers within those teams [00:30:07]. Different lead types (outbound vs. inbound) require different approaches, and separating them leads to higher conversion rates if there’s enough lead flow [00:30:21].