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My particular experience is in Hi-Tech BtoB sales of minimum 6 figures. The people I manage or train need to engage with a fairly senior executives of Global 1000 companies. If you get to talk to one of these folks you need to grab their interest within the first 30 seconds or less. A script, at least bulleted, is a good mnemonic to keep you on track. I’m sure you have a compelling value proposition. Notwithstanding, it will not be a value to everyone. I am opposed to the “Spray and Prey” approach. That is where you launch into a pitch on what it is you do or the features of your product or service. Since time is a sales reps only productive resource it is essential that they not waste it on bad or going-nowhere sales opportunities. Probe for a pain that you can solve (salve). If you can’t find one get out and move on to the next suspect. My experience is that nearly nobody reads literature until they believe it has some value (which most glossy collateral does not). So, close for the meeting. Try to be a resource that can provide value. Try a line like: You know whenever I talk to a (title) in a company like yours they always tell me they are trying to achieve solution 1, solution 2, or solution 3. Is that true in your case as well? You just might give the impression that you know what keeps this guy awake at night. You might give the impression of someone worthwhile talking to. Howeve, if you can’t find a problem you can solve, move on.
I used scripts in real estate sales, loan sales, and foreclosure assistance. They do work very well but you have to rehearsh them so they don`t sound like scripts. Once you believe what your saying your potential customer will also.