SMART Sales System - Module 4: Sales Scripts

Creating Your Scripts
Chapter 10 – Chapter 15

Module 1: Introduction to SMART (Chapters 1 - 2)
Module 2: Consultative Selling (Chapters 3)
Module 3: Building Your Consultative Sales Message (Chapters 4 - 9)
Module 4: Creating Sales Scripts, Emails, Voicemails, and Objection Responses (Chapters 10 - 15)
Module 5: Managing the Sales Process (Chapter 16)
Module 6: Cold Calling (Chapter 17)
Module 7: Email Prospecting (Chapter 18)
Module 8: Voicemail Strategy (Chapter 19)
Module 9: Getting into New Accounts (Chapter 20)
Module 10: Dealing with Objections (Chapter 21)
Module 11: Getting Around Gatekeepers (Chapter 22)
Module 12: Qualifying the Prospect (Chapter 23)
Module 13: Closing (Chapter 24)
Module 14: Networking (Chapter 25)
Module 15: Prospecting on LinkedIn (Chapter 26)
Module 16: Improving Mental Strength (Chapter 27)

Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

VALUE POINTS
• Increase the revenue generated through their
website
• improve website conversion rates
• Increase website traffic
TARGET BUYER
Small businesses
PRODUCT
Web design services
FEATURES
• Design and build websites
• Graphic design
• Copywriting
PAIN POINTS
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• There is a need to increase website traffic
PAIN QUESTIONS
• How important is it to get more revenue out of your
website traffic?
• How important is it for you to improve your website
conversion rates?
• Do you need to increase website traffic and visitors?
CURRENT STATE
• Do you currently have a website?
• Are you currently working with a web design agency?
• What CMS platform is your website built on?
• Do you have internal web design resources?
• When does your current agreement expire?
• How many different websites do you currently have?
• When was the last time you refreshed your website?
• How much traffic are you currently getting to your website?
• When was the last time you considered redoing your website?
DIFFERENTIATION
• We only work with
accountants
• We use AI to develop the
optimum website layout
• We guarantee results
COMPANY FACTS
• Won design awards 5 years
• In business for 30 years
• Woman owned business
NAME DROP
NAME DROP
• We worked with an accounting firm and they needed to
generate more leads online.
• To solve this we helped them to redesign their website.
• This helped to them to convert more traffic into leads.
• This ultimately helped them to increase the amount of
revenue they were generating through their website.

VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Building Blocks

Cold Call Script – Value Intro
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

Hello, [Contact’s Name]. This is [Your Name] with [Your Company].
Have I caught you in the middle of anything?
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

Great. The reason for my call is that we help small businesses to:
• Increase the revenue generated through their website
But I am not sure if we can help you in the same way.
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

• How important is it to get more revenue out of your website traffic?
• How important is it for you to improve your website conversion rates?
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

A lot of businesses that we work with are having issues with:
Are you concerned about any of those?
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

I am with [Company] and we provide web design services
• Graphic design
• Copywriting
Some ways we differ from other options out there are:
• We only work with accountants
• We use AI to develop the optimum website layout
A little more about us:
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

• We worked with an accounting firm and they needed to generate more leads online.
• This ultimately helped them to increase the amount of revenue they were generating
through their website.
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

But I have called you out of the blue and I am not sure if this is the best time to discuss this.
Are you available for a brief 15 to 20-minute meeting where I can share some examples of
how we have helped other small businesses to:
Are you available on Tuesday or Thursday morning? Or are you available to continue
talking about this now?
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

Cold Call Script – Pain Intro
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE
PAIN POINTS
VALUE
POINTS

Cold Call Script – Name Drop Intro
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE
NAME DROP
VALUE
POINTS

VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Email Templates

VALUE
POINTS
Subject Line: Increase the revenue generated through your website
Hello [Contact First Name],
The reason for the email is that we help small businesses to:
I don't know if you want to improve those areas and that is why I am reaching out.
Are you available for a brief 15 to 20-minute call where I can share some examples of how we have helped
other small businesses to generate more leads through their website?
Best Regards,

PAIN POINTS
Subject Line: Website visitors are not converting to customers
The reason for the email is that we help small businesses with the challenges of:
I don't know if you are concerned about any of those areas and that is why I am reaching out.
Best Regards,

NAME DROP
Subject Line: BG Accounting increased leads by 500%
The reason for the email is that we worked with an accounting firm and helped them to do a complete
refresh of their website.
This helped to improve how they told the story of what they do and the services they provide to website
visitors.
After only 6 months, they increased the number of leads that they were generating through their website by
over 500% and increase their overall revenue by 20%.
Best Regards,

PAIN
QUESTIONS
Subject Line: Get more revenue out of your website traffic?
I am trying to determine if we can help you in the same way that have helped our other clients. These are
some of the questions that I would ask you to figure that out:
Do any of those connect with a challenge or interest that you have?
If so, let’s put a few minutes on the calendar to have a brief conversation.
Best Regards,

PRODUCT
Subject Line: Website design services
The reason for the email is that we provide website design services and that includes:
• Graphic design
• Copywriting
Best Regards,

VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Voicemail Messages

VALUE
POINTS
Hello [Prospect Name], this is [Your Name] and I am with [Your Company].
The reason for my call is that we help small businesses to:
(Share 1 to 3 benefits)
I don’t know if you want to improve those areas and that is why I am reaching out.
I will try you again next week. If you would like to reach me in the meantime, my number is [Your Number].
Again, this is [Your Name] calling from [Your Company], [Your Number Again].
Thank you and I look forward to talking with you soon.

PAIN POINTS
The reason for my call is that we help small businesses with the challenges of:
(Share 1 to 3 pain points)
I don’t know if you are concerned about those areas and that is why I am reaching out.

NAME DROP
The reason for my call is that we worked with an accounting firm and helped them to do a complete refresh of their
website.
This helped him to improve how they told the story of what they do and the services they provide to website visitors.
After only 6 months, they increased the number of leads that they were generating through their website by over 500%
and increase their overall revenue by 20%.
I don't know if we can help you in the same way and that is why I am reaching out.

PRODUCT
The reason for my call is that we provide website design services and that includes:
• Graphic design
• Copywriting
I don't know if you are a good fit with what we provide and that is why I am reaching out.

VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Objection Responses

The reason for my call is that we help small businesses to:
What is this in regards to?
Is this a sales call?
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

I understand. If I could ask you real quick:
I am not interested.
We are not making any changes.
We do not have budget right now.
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE
I am not interested.
We are not making any changes.
We do not have budget right now.

I can certainly do that. So that I know what to send you, could ask you real quick:
Can you send me your information.
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

We already use someone right now.
We already use someone for that.
We have already purchased something for that.
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
INTRO
CLOSE

VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Meeting Scripts

• How is your day going so far?
• [Ask a question regarding the weather, sports, recent current event, etc.]
• How long have you been working here?
• What did you do before this?
• Where are you from?
• What do you like most about what you do?
• I know why I wanted to meet with you. Is there anything that motivated you to want
to meet with me?
• [Share agenda for meeting] Does that match up with your expectations for this
meeting?
• Is there anything in particular that you are hoping to get out of this meeting?
• Do you have a hard stop for this meeting?
VALUE
POINTS
PAIN POINTS
CURRENT
STATE
PRODUCT
PAIN
QUESTIONS
QUALIFY
INTRO
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

PAIN
QUESTIONS
QUALIFY
INTRO
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP
Great. The reason for my call is that we help small businesses to:
But I am not sure if we can help you in the same way.

PAIN
QUESTIONS
QUALIFY
INTRO
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

PAIN
QUESTIONS
QUALIFY
INTRO
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP
I am with [Company] and we provide web design services
• Graphic design
• Copywriting
A little more about us:

PAIN
QUESTIONS
QUALIFY
INTRO
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP
• We worked with an accounting firm and they needed to generate more leads online.
• This ultimately helped them to increase the amount of revenue they were generating
through their website.

Need vs. Want
• What motivated you to look at us (brought you to us)?
• Do you mind if I ask why you took time out of your schedule to meet with us?
• What improvements could you see if you make this purchase?
• What will happen if you do not purchase something?
• Is there a date when this purchase needs to be made?
• What happens if the purchase is not made by that date?
• What is the time frame that the project needs to work along?
PAIN
QUESTIONS
QUALIFY
INTRO
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

Funding Availability
• What is the range that you need your budget to stay within?
• Is there a budget approved for this project?
• Have the funds been allocated to this purchase?
• What budget (department) will this purchase be made under?
• Are there other purchases that this funding may end up being used for?
• How does the project fit with other initiatives from a priority standpoint?
PAIN
QUESTIONS
QUALIFY
INTRO
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

Decision Authority
• What is the decision-making process?
• What parties will be involved in making the decision?
• What are the key factors that a decision will be based on?
• What functional areas (departments) will be impacted by the purchase?
• Is there a committee that this type of purchase has to go through?
• Who is the ultimate decision maker?
• Who is the person that will need to sign the agreement/contract?
PAIN
QUESTIONS
QUALIFY
INTRO
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

Level of Competition
• What other options are you considering?
• How far along are you in discussions with them?
• How do you feel about your other options?
• What do you like about them? What do you not like about them?
• How do they compare with what we have to offer?
• Is there a reason why you would choose us over them?
• If you had to make a decision today, which way would you lean?
PAIN
QUESTIONS
QUALIFY
INTRO
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

Trial Closing
• What do you think about what you have seen so far?
• How do you think this fits with what you are needing?
• How would that feature help you?
• Is this something you could see your organization using?
• Are we heading in the right direction?
• Is this what you were expecting to see?
Soft Closing
• What would you like to do next?
• What direction do you want to go from here?
• Do you want to continue talking about this?
• When would you like to talk again?
• What does the path forward look like?
Hard Closing
• Are you ready to move forward to the next step in the process?
• What would you need to be able to make a commitment to move forward?
• If you had everything that you are asking for, are you prepared to move forward?
• When are you going to make your final decision?
• (If delaying the decision for a period of time) OK, but do you mind if I ask if there will be
a change or something different at that time that will make that a better time to look at
moving forward?
• Is there anything that is preventing you from being able to move forward with this
purchase?
PAIN
QUESTIONS
QUALIFY
INTRO
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

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SMART
Sales
System
S
M
A
R
T
ales
essaging
nd
esponse
actics

Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

Get your copy here
https://www.amazon.com/dp/0578615762

SMART Sales System - Module 4: Sales Scripts

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