Complete Book of Phone Scripts _3


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Introduction ... 3

The Six Reasons for Using Scripts: ... 5

Practice Perfection ... 10

Improve On Each Call ... 10

Cold Calling Scripts: Initial Resistance Scripts ... 11

The Top 3 reflex responses you get when qualifying: ... 11

Reflex Response #1: “I’m not interested” ... 12

Response #1: ... 12

Response #2: ... 13

Response #3: ... 13

Response #4: ... 13

Reflex Response #2: “Just send the information” ... 13

Response #1: ... 14

Response #2: ... 14

Response #3: ... 14

Response #4: ... 14

Reflex Response #3: “We’re already taken care of.” ... 15

Next in Line Script: ... 15

How to Handle the Negative Prospect ... 16

How to Handle the Price Question: ... 19

How to eliminate screening – forever! ... 20

Always use Instructional Statements. ... 22

Scripts to Deal With Assistants... 23

The Definition of a Qualified Lead ... 25

The Six Things that need to be on your Qualifying Checklist: ... 25

Breaking It Down: ... 26

1) Buying Motives (Needs and Wants) ... 26

Sample Questions to reveal buying motives: ... 27

2) Why won’t they buy? (Potential Objections) ... 27

Sample Questions to reveal potential objections: ... 28

3) Who’s the Decision Maker? ... 28

Sample Questions to find the decision maker: ... 29

4) What is involved in the decision process? ... 29

Sample Questions to uncover the decision process: ... 29

5) What is your competition? ... 30

Sample Questions to discover your competition: ... 30

6) What’s the budget? ... 30

Sample Questions to uncover budget: ... 31

Identifying and Dealing with Red Flags ... 33

The Power of Assumptive Questions ... 35

Here are some examples: ... 36

How To Use Layering Questions ... 37


How to handle the initial resistance ... 46

Avoid the biggest mistake 80% of your so called competition is making ... 53

Sample Opening #1: ... 54

Sample Opening #2: ... 54

Sample Opening #3: ... 55

Instant Closing Scripts ... 55

Sample Instant Close Script #1: ... 57

Sample Instant Close Script #2: ... 57

The Five-Step Method of Handling Objections ... 58

Step Two: Question and Isolate the Objection B-4 Answering it ... 60

Step Three: Answer the Objection (using a scripted response!) ... 61

Step Four: Confirm Your Answer: ... 61

Step Five: Ask For the Deal! ... 61

The Power of Trial Closes ... 62

Examples of Trial Closes: ... 62


"I need to show this to my (partner, boss, etc.)" ... 65

The Price is Too High ... 67

The Price is Too High—Again! ... 69

"I already have a broker or supplier," ... 71

'I already have a broker or supplier #2,' ... 71

"I want to think about it," ... 72

"I want to think about it #2," ... 73

I Want to Think About It--#3 ... 74

"I want to think about it, #4" ... 75

"I want to talk to my accountant," ... 76

"Want to talk to their financial advisor," ... 77

Financial or accountant advisor ... 78

We Just Don’t Have the Budget Now ... 79

"I can't afford it," ... 81

"I just don't have the money now," ... 82

"We don’t have the budget," ... 83

"Price is too high," ... 83

"Price is too high," ... 84

"Price is too high - again," ... 86

"Question the objection that your prospect just gave you." ... 86

I Can Get a Better Deal Elsewhere ... 88

The Drop Close: ... 90

"Multiple choice close." ... 91

"Taking the prospect all the way through the close." ... 92

Ben Franklin close. ... 92

"Just going to pass on this now" ... 94

"I don't know you, and I don't feel comfortable doing business over the phone"... 96

"Don't like the lack of control of the investment you are offering" ... 96


"Don't do business over the phone," ... 99

"Too busy now," ... 100

"I don't like high pressure salespeople, and I feel like you are pushing me into this,"101 "Assumptive close." ... 102

"Close by asking for the order rather than going on." ... 103

"That's a nice feature isn't it," ... 104

"Sitting on the fence," ... 104

"New client account" ... 105

“I can get cheaper," ... 106

"The Take away," ... 108

"Take away #2" ... 109

"Won't commit, and insists on putting you off," ... 109

"Now time to call them back," ... 110

"Assuming the deal" ... 111

The Most Important Script You’ll Ever Use ... 111


Congratulations on your purchase of “The Complete Book of Phone Scripts. Using carefully worded scripts will separate you from 80% of your


the first question as to whether or not you should even use scripts.

If you think about it, every true professional follows a script or format. For example, take your favorite actor or actress. They don't get in front of the camera or on stage and begin adlibbing their lines. Rather, each line they deliver has been

carefully scripted and rehearsed, so that when they deliver those lines we are really moved by what they say. The key here is that rather than stumble around wondering what they are going to say next, they are able to concentrate on the timing, delivery, pacing, volume, enthusiasm, and inflection of their voice, and that is why they are able to move us and infect us

with their feeling.

I am sure you have felt this transfer of emotion after seeing a good movie. All of us have either felt happy or sad, or charged with energy, etc., after

seeing a well-acted movie. Did you stop to realize that you were just watching an actor deliver a set of scripted lines? You have to remember that well over 70% (some will even claim over 90%!) of any sale is simply a transfer of conviction and enthusiasm, and the best way to do this is to be able to concentrate on your delivery of information, rather than on what you are going to say about it next. Some of the main


The Six Reasons for Using Scripts:

1. Very simply, the more closely you follow a script the more professional you will sound. How many times have you heard the salesperson next to you ramble on and on, making things up as they go along because they are not using a script? Have you ever noticed how each call they make sounds

different and a little worse than the one before it? Sometimes you wonder if the prospect is still on the other end of the phone! The more you ramble on, the less control you have of the conversation, the less qualifying you are doing, and the more you begin to sound like the other 80% of the salespeople!

If you enjoy splitting up 20% of the money then you can go on winging it, but if you truly want to be a top professional and earn your share of 80% of the money, then you have to begin sounding like a

professional. And that will only happen by following a script or format. If you are not already doing so, or if you used to but stopped, then you need to begin using a script or format today.

2. Another very practical and important reason for following a script is that it will ensure that you ask all the right qualifying questions. How many times have you gotten off the phone after winging


that you didn't have important information like:

What they do for a living? Where the money is going to come from to buy your product or service? Who they have bought from before, or worse, have they ever have bought your product or service over the phone before? If they are in the market to purchase your product or service now, or if they have to wait 2 to 6 months? These and many other important

qualifying questions are often times never asked because when you are not following a script or

format, you are too busy trying to think up what you are going to say next, and so you forget to ask what is really important.

But the real problem comes when you call these unqualified prospects back because that is when you pay the price for not getting this information in the first place. Have you ever called back a prospect only to be blown off the phone with any combination of the following: "I'm not interested!" Or, "I'm not in the market now, but maybe six months down the line you can call again!" Or, "Oh, I could never afford this now, I only took the information because you said you would send it!" Frustrating isn't it? If these are common responses you get when you call your prospects back, then it is time you start sticking to a script so that when you are through with the


the important points and not left out things that come back and haunt you later.

3. Scripts also allow you to remain in control of the conversation because you won't be wondering what you are going to say next. Rather than stalling and stumbling, you will sound confident and directed, and isn't this will be the attitude you will project over the phone? Prospects will respect you more if you sound like you know what you are talking about, and this will build their confidence in you which will help you when you call back to close the sale.

4. The most important benefit you will gain from following scripts, though, is that you will be free to listen to their responses. Again, rather than wondering what you are going to say next, you will be able to carefully listen to what a prospect is telling you, and how they are saying it. You will find that if you listen carefully enough, a prospect will always tell you what you will need to do or say to make the sale.

This is a very important point. So many times while qualifying, if you are following a script or

outline and asking the right qualifying questions and listening to your prospects responses, you will be


close them, or what they stay away from and the reasons they won't buy. Either way, wouldn't it be great to know in advance exactly what it is going to take to close your prospect when you call them back? You will only be able to hear this if you are carefully listening rather than trying to think about what you are going to tell them next.

5. Following scripts gives you confidence. You will find that cold calling will actually get easier if you follow scripts, because you will hear the exact same objections so many times that you won't be

thrown off like you may have been in the beginning. As you make hundreds and hundreds of calls, you will find that there is very little creativity in the world of objections. Almost 90% of initial objections are the same. Things like, "I'm not interested," or "I don't have any money," or "We don't need that right now," you probably hear these things hundreds of times a month don't you? By following a script and each time using rebuttals that work, you will be able to handle these objections with confidence and

overcome the initial obstacles that frequently stump 80% of the salespeople who are currently winging it by trying to come up with a different rebuttal to the same old objections every time.


6. Lastly, by following a script or outline each time you make a call, you will be able to practice perfection. Most people say that practice makes

perfect, but that isn't so. Practice makes permanent. Only practice of perfection makes perfect! If you are not following scripts each time you call, then you are continuing to practice bad habits and most likely you are not improving at all. In fact, you are probably sounding worse and worse and wondering what is wrong!

If, however, you are following scripts then each time you speak with a potential client you have an opportunity to improve. With each objection you get, you will become stronger and grow more confident because you will be practicing perfection. Scripts also allow you to perfect the delivery of your voice: the timing, inflection, pausing, enthusiasm, tone, etc.. You must realize that the way you open a

conversation, the way you qualify, the way you close, the way you ask for the order, even the way you

respond to objections is basically the same each time so doesn't it make sense to learn and practice the

most effective techniques available? Of course it does! It is the improvement of these techniques that will elevate you to the top 20% of the salespersons at your company, and by using scripts or outlines, and


Practice Perfection

A big thing that following scripts allows you to do is practice perfection. Remember, practice doesn’t make perfect – it only makes permanent. If you keep practicing poor qualifying and closing skills, you’ll continue to get poor results.

Using scripts allows you to practice perfection,

because you will have scripted in advance proven and effective questions, responses, rebuttals and pitches that actually work.

So always use a script and begin practicing perfection on each and every call!

Improve On Each Call

Every call is an opportunity for you to improve: Here are 5 things to ask yourself and to do after each call:


b. What do you need to change with your scripts?

c. How are you going to change it? d. Script it out then:

e. Practice perfection on the next call

Follow this advice on each call and you’ll find that it’s one of the best techniques you can use to insure you’ll improve on each and every call.

Cold Calling Scripts: Initial Resistance Scripts

Start by being prepared for the reflex responses and objections you get everyday. Let’s face it; your

prospects are prepared with common objections that blow off 80% of your competition who are cold

calling them.

The Top 20% are prepared for this initial resistance and easily get past them by practicing perfection using proven, scripted rebuttals each time they get them. You can, too!

The Top 3 reflex responses you get when qualifying:


b. Just send your information.

c. We’re already taken care of.

Use the Scripted Responses below each time you get one of these common reflex responses. Play with them, adjust them to your product or service, but most of all, get in the habit of using them!

Reflex Response #1: “I’m not interested”

(Note: This objection is a reflex response and is used to blow off most of the calls your prospects get. Your goal here is to earn the right to present your product or service, so your rebuttals here are designed to

sidestep this common reflex response and get on with your pitch – rather than answer it.)

Response #1:

“That’s fine and many of my best clients told me the same thing as well. But as they learned more about this and saw the benefits, they were glad they took a few minutes. One thing they liked….” (continue on with your pitch)


Response #2:

“I didn’t expect you to be interested, you don’t know enough about it yet. But I do know you’re interested in (provide a benefit here – saving $, increasing

production, return, etc..)” and continue with your pitch.

Response #3:

“I know that _______, heck if you were interested you’d have called me! But seriously, I know you get a lot of calls, and every now and then it makes sense to listen to the right call, and this is it.” (Now

(continue on with your presentation)

Response #4:

“________ you probably get a lot of these calls, don’t you? You know, I get them, too, and believe me, I don’t like getting them any more than you do. But every now and then I listen because sometimes I there’s some information out there that will benefit me. And this is that kind of call for you. Let me ask you a quick question (make it a good one to uncover their need!)


(Note: This is a blow off and you’re not in the brochure business! Use trial closes here to assess their level of interest):

Response #1:

“I be happy to, and if you like what you see, would you be ready to place an order?"

Response #2:

“Before I do, I want to make sure you'd be ready to act on it if you like it. Let me ask you...(qualifying questions on budget, decision-making process, etc."

Response #3:

“Sure, and after you review it, how soon are you going to make a decision on it?"

Response #4:


Reflex Response #3: “We’re already taken care of.” (Note: They may well be, but THINGS CHANGE! Your goal here is to get them to think of you when they do.)

Next in Line Script:

“I’m glad you’re taken care of right now. _______, let me ask you something. If you ever found it

necessary to get another (quote, point of view, find another vendor, information, etc.), could I be the first one in line to talk to you about some of your needs?

“Great. I’ll go ahead and send you some of my contact information; do me a favor and keep it with your (similar) records so you’ll have it handy if you need some help with (your product or service).”

Get all their contact information, then:

“Great. Just out of curiosity, _______ , what might have to happen to your for you to even consider looking at someone different?”


Another Great Way to handle the “We’re taken care of” is by using this script:

“That's great _________, that tells me you

understand the value of (or appreciate the benefits of) a solid solution for this. In fact you're exactly the kind of company we work with. You see, I'm not suggesting you stop using what’s working for you, but rather I'm here to help you get even better. You see the companies that use us as well have found that they can increase their (pitch your benefits here) by X%.

"And to see if this will work for you as well, let me just ask you a couple of quick questions...(now

qualify for interest, control, and budget).

How to Handle the Negative Prospect

Invariably while cold calling you will run up against a prospect who just doesn't want to listen to anything you have to say. At this point it is

important to learn a few techniques that just might get them to open up. If you run into a prospect that just doesn't believe in what your product can do you should respond:


“_______, I know you get a lot of these calls and

heck I don’t like making them any more than you like getting them. But the truth is, this is the one call this month that is worth you taking 5 minutes to

participate in. Let me ask you…(ask a good, benefits filled qualifying question here).

"_______, just imagine for a moment that what I was saying did work out, and you were already a client enjoying the steady monthly income, what would you be thinking now?"


"Just suppose for a moment that my product was able to reduce the time and money you now spend in this area just like it does for my other clients. Wouldn’t you be happy you took 5 minutes now to discuss this?”


"Let's say for a minute you were to move ahead with this, and that it continues to work for you as well as it works for my other clients, what are some of the



"________, why do you think that some of the (top business people, top financial advisors, your top business competitors), are recommending or

participating in this very same program or product right now?"


"In addition to the monthly income and great tax benefits of this investment, what are some other features you would look forward to?"


"Besides the tremendous dependability and service reputation our product has, what other reasons can you think of for moving ahead with this?"

These are great techniques to get your prospect thinking positively and actually thinking of reasons why he should buy! Again, as with any technique, have these scripted or formatted so they are available to you and so that you can deliver them confidently and professionally. This way you will also be able to listen and gather more information rather than


How to Handle the Price Question:

When your prospect asks you about the price of your product or service, what's important is not that you tell them (which is fine), but rather what happens next. Ask yourself, “What do you say after you give them the price?" 80% of your competition either:

1) Remain silent, waiting for them to ask another question

2) Keep pitching their product or service. 3) Move onto another qualifying question.

Guess what? All these responses are wrong. If you do any of these, you're missing a golden opportunity to find out where your prospect stands in regards to budget. The right question? Ask them how they feel or where they stand in regards to the price you just gave them. Use any of these:

1) How does that price sound to you? 2) Is that within your budget?

3) Which of those price points appeal to you the most?


Whenever your prospect asks about the price, and you give it, you deserve and must qualify on it. The top 20% automatically do and move that much closer to getting the information they need to close the sale.

How to eliminate screening – forever!

Most sales reps hate cold calling because they have to deal with the gatekeeper and often get screened out. Moreover, many inside reps make it worse on

themselves because they try to manipulate or lie their way through to the decision maker. This never works and only alerts the gatekeeper to screen you out.

There is a better way…

Here are the Top Three Techniques to eliminate screening:

A. Please use Please

B. Give your full name and company name.

C. Use instructional statements.

Let’s start at the beginning with The Single Most Powerful Technique to Eliminate Screening: Use please, please.


Here’s how you do it. Start your call with:

“Hi, could you please connect me with_________, please?”

Remember, it’s a gatekeeper’s job to SCREEN YOU OUT! So when they ask:

“Can I tell him who’s calling?”

You respond with:

“Yes, please, please tell him _______ _______ with the ABC Company is holding please.” (Use please three times!)

Now, please, don’t be fooled by how simple this is. It will change your life as a cold caller and you can demonstrate the incredible effectiveness of this

technique by committing to using it today while cold calling. You will be amazed by the results!

Part of this technique includes giving your complete name and company name – even if it doesn’t mean anything to them! Remember:


• 80% of your competition is trying to dodge or trick the gatekeeper.

• This only encourages more screening! • Always give both your name and your

company name.

Always use Instructional Statements.

• Just giving your name or company name invites further screening!

• A primary function of a receptionist or secretary is to take instruction.

• Always end with an instructional statement: Examples of Instructional Statements:

Receptionist: “Can I tell him who’s calling?”

You: “Yes, please, please tell him Mike Brooks with the ABC Company is holding please.”


“Yes, please tell him it’s about (the problem your prospect is having or your solution), please. I’ll hold while you put me through.”

Practice Perfection! Begin using the above

techniques on each cold or follow up call. You’ll be amazed by the effectiveness and your increased


Scripts to Deal With Assistants.

A. An assistant is not a receptionist – you must know this difference!

B. 80% of your competition is trying to get around assistants, but the Top 20% are treating them with respect and getting information!

One of the best ways of working with assistants is to use the “Perhaps you can help me” technique. Start by first acknowledging assistants:

“I’m glad I reached you,” Or,


C. Your goal is to get information that will help you be more prepared for the decision maker.

D. Specific techniques you can use with assistants:

Assistant: “________ isn’t here right now, could I take a message?”

You: “Yes, please. But maybe you can help me first. Do you work pretty closely with ________?

If Yes:

“Oh, that’s great. I don’t want to waste any of his/her time, perhaps you know if…….”

Start your qualifying questions now. Find out information like:

• Who they are using now.

• How the decision process works.

• What they (the decision maker) likes/dislikes. • When they are making a decision on this.


• What’s important to them.

• When the best time to reach them is.

From now on, when you reach an office manager or an assistant, be glad you did and make sure and be prepared to get the additional that can often mean the difference between making the sale or not.

The Definition of a Qualified Lead

Ask most sales reps (and managers) what the true definition of a qualified lead is and they won’t be able to tell you.

Ask the Top 20% what makes up a qualified lead and they’ll tell you they need to know Six Things before they send out information or go into the close. And they use a Qualifying Checklist to make sure they get this information.


• Why they won’t buy? • Who makes the decision?

• What is involved in the decision process? • What is your competition?

• What is the budget?

The Top 20% find out and know this information about each of their prospects.

If you want to know how qualified any of your current leads are, or where you need improvement, just ask yourself which of these things is missing from your leads now.

Breaking It Down:

Here’s what each of these qualifiers mean, and here are specific questions you can use to find them out:

1) Buying Motives (Needs and Wants)

What is this client looking for?


What do you need to say to get them to buy? What is important to them?

Why did they buy last time?

What would they like to change this time? If they could get what they want, what would that look like?

Sample Questions to reveal buying motives:

“_________, what are you hoping to accomplish with this?”

“What is most important to you when choosing a vendor/company for this?”

“If you could get everything you want from this (service/product/solution), what would that be?”

“Why did you get the (service/product/solution) you got last time?”

“What would it take for you to choose our company for this?”

2) Why won’t they buy? (Potential Objections)


What are they trying to avoid? Why didn’t they buy last time?

Why are they looking at different companies? What are some of their potential objections? Why won’t they buy?

Sample Questions to reveal potential objections: “Who do you usually get this

(service/product/solution), from?

“Are you going to get a quote from them as well?”

“Why are you considering using a different (vendor/company/provider) this time?

“What other solutions are you looking at?”

“I see you looked at our company before, what kept you from going with us?”

3) Who’s the Decision Maker?

Who is decision maker? How many of them?

Who do they consult with on this? How much influence do they have?


Sample Questions to find the decision maker: “________, who will you be making this decision with?” (Assumptive)

“Besides yourself, who else will be weighing in on this decision?”

“_______, who has the final say on this?”

4) What is involved in the decision process?

What the decision process is like? What’s involved?

Who’s involved? What happens next? How long does it take?

How many other steps are involved?

Sample Questions to uncover the decision process: “_______, after we submit the (bid/proposal/send the information), what happens next?”

“How long does this process take?”


“When would you like to see a decision made on this?”

5) What is your competition?

How many other companies are they looking at? Is the company they’re using now still involved? What are they looking for in another one?

How many bids are they getting? Who do they like best so far?

What would they like to improve upon?

Sample Questions to discover your competition: “Who else are you looking at for this?”

“What do you think so far?”

“Might you use the same company (providing the current service) again?”

“Who are you leaning towards so far?”

“Oh, why is that?”

6) What’s the budget?

It’s always about the money! What is their budget for this?


What did they spend last time?

How big of a position do they usually take? What is their limit?

What would they feel comfortable spending? Is your product or solution within their budget??

Sample Questions to uncover budget: “What is your budget for this?”

“What did you spend last time for this?”

“If we could provide a solution you were comfortable on this, could you afford $_________ amount?”

“What is a ball park range you’re looking to stay within on this?”

Bottom line:

• I think you’d agree that the more of this

information you get, the more qualified your leads are going to be.

• And that the less information you have is directly related to how unqualified your prospect is.


• Important point: Buyers will give you this information, whereas non-buyers won’t!

Use the following Checklist to assess how qualified your current leads are. And use it to make sure you get all the information you need on your next call!

Qualifying Checklist

What I know What I need to know

Buying Motives:

Why They Won’t Buy:


Who are the

Decision Makers:

What’s Involved in The Decision Process:

Who is your Competition?

What is their Budge?

Identifying and Dealing with Red Flags

One of the biggest differences between the Top 20% and all the others masquerading as sales reps, is that when a Top 20% producer hears a response when qualifying they don’t like, they STOP AND


80% of their competition just pretend they didn’t hear it and then hope it goes away. But it never does, does it?

In fact, it’s a law in all sales: Prospects never get better when you call them back – they get worse! Examples of Red Flags and how to handle them:

1) If someone says that they usually buy from

________, but will take a look at your information, ask:

“Why would you switch vendors?" Or

“How many other companies have you looked at in the last six months?"

And then: "And how many did you go with?" 2) If someone says that they will pass the

(quote/information/brochure) on to someone else, say:

“Thanks. So that I make sure I'm not wasting her time it's best that I speak with her for just a few minutes first. Can you please tell her that (your name) is holding please?"


(If you're then told they are not available, make sure and get their direct line or the person's extension and keep calling until she picks up.)

3) If someone says that they'd be glad to look at over, ask:

“Great. And after you do, if you think that it can help you (or your business, etc.), when would you move on it?"

Write out your own questions to the Red Flags you often get and don’t be afraid of disqualifying non-buyers early. Remember: You can never close an unqualified lead!

The Power of Assumptive Questions

There are all kinds of questions you can ask as a

closer: open ended, closed ended, directive, etc. But none are as effective as the Assumptive Question.


The Top 20% love Assumptive Questions because they cut right through any smokescreens and get right to the real buying motive or objection.

Here are some examples:

80% of sales reps will simply ask, “Who makes the decision on this,” or “Are you the one making the decision?” (Closed ended which allows the prospect to hide or not reveal the truth)

The Top 20% assume the prospect involves others in any buying decisions and wants that information up front. They use Assumptive Questions to reveal it: They will ask:

“Who will be making this decision with you?” Or,

“Who do you think you’ll be speaking with about this decision?”

For budget:

“________ most of my clients have a price range in mind when considering this, what is yours?"


“________ many of my clients want the discount that comes from ordering this by the (case, unit, multiple month contract, etc.), is that how you want to do this is well?

Assume the close:

“________ I’ve been looking forward to getting back with you today. I'm sure you (reviewed the

information, brochure, material, etc.) and liked what you saw. Did you want to start with (X size order) today, or take the (larger) order?"

You can use Assumption Questions throughout your sales process, and they will immediately make you a better closer.

My question to you is, “How many current questions can you change so they become assumptive?"

The more you change, the more sales you will make.

How To Use Layering Questions

First, for those of you who have seen me live, you know that I am big on questioning your prospects during the qualification stage. As I’ve said -- they


While asking questions is certainly a good start, you'll get the most thorough and complete

information if you use layering questions.

Layering questions are simply questions that go a little deeper into an area or concern so that you get to the root of what really drives your prospect.

An example of a layering question goes like this:

“Who are you going to be talking with about this decision?" (A nice assumptive question). And when they say their spouse, you then layer the question by asking –

“And what do they think you should do about this?"

Knowing this kind of information gives you the edge when it’s time to close. And layering questions are exactly what you use to get it.

Layering questions are effective, powerful and easy to ask. Yet 80% of sales reps never use them. The top 20%, on the other hand, know their value and ask them all the time. It's part of what makes them the top 20%.


Examples of other layering questions you can use: “If you decide to move on this investment, how much would you put into it?"

Layering question: “And is that money liquid now or would you have to move something around?"


“I'll get this quote off to you today, and I'll follow up with you tomorrow at 10 o’clock – would that work? Great"

Layering question: "Assuming you like it, what is the next step?"

I'm sure you see how this goes, so take a few minutes now and write some of your own. And then use


You see how this goes. Just remember, to be a Top 20% producer, you have to begin finding buyers -- whatever the lead source. So stop pitching and start qualifying! Remember, it's still up to you to find and separate the buyers from the non-buyers.


How to Handle Incoming Leads

I get many requests each week from readers who want to know how they should deal with incoming “warm” leads. “These leads are more qualified

because they are calling him," I hear over and over. But we all know this isn't necessarily true is it? In fact this attitude leads to the biggest mistake 80% of your competition is making when they receive warm leads --

They go into pitch mode rather than qualification mode.

80% of your competition mistake the “implied interest" of a call in to mean they are already qualified, and all they need to do is explain their product or service. Wrong!

The Top 20%, on the other hand, know that warm leads can be some of the biggest time wasters of all, so they do what they always do -- disqualify people who are “just looking” so that they can identify the real buyers, and they do this by asking questions rather than pitching.

Here are some great questions to ask the next time you get a warm lead:


“Thank you for contacting us today, what was it about our ad/promotion/website that caused you to call us today?" [Listen for the buying motive]

“Who else are you looking into?” [Listen for your competition]

“What do you like best so far?"

“How long have you been thinking about (buying, investing, changing) something like this?" Then,

“What has kept you from acting on this?” [Listen for possible objections]

“When are you looking to make a decision on this?"

How to Handle Voice Mail

80% of your competition has no idea if they should leave a voice mail message, or what to say to get one returned.


there are certain things they can do to give them the best chance of getting their calls returned.

There are 5-Golden Rules they follow that give them the

best chance for success when leaving voice mail

messages. Here’s what they are, along with a sample voice mail script you can use:

Golden Rule #1 -- Be specific.

It is imperative to do some research and leave a message that specifically addresses a problem or event that your prospect is dealing with. For

example, if you find out on their website that they are opening a new branch or division in another city,

mention this and tie it in with your value proposal. And always use their first name. Something like:

Sample Voicemail Message:

"Hi Barbara, Mike Brooks here with HMS software. I'm calling about your new office that's opening in Houston next month, and I wanted to provide you with some ideas that may help with your networking issues. We work with a lot of companies in the area, and I think you'll find it useful if we talk.


You can reach me by calling area code (800) 0568. That number again is area code (800) 222-0568, and ask for Mike Brooks. I look forward

speaking with you and thanks for returning my call.”

Golden Rule #2 -- Use a script.

You absolutely must script out exactly what you're going to say. Nothing gets your message deleted

quicker than a series of ums and ahs. People are way too busy to sit through -- let alone call back -- a

message that rambles on and on by someone who doesn't appear to know why they are calling.

Also, by scripting your message you can create great content ahead of time and delivered like a

professional -- unlike the other 80% of the messages they get.

Golden Rule #3 -- State their problem and offer a solution.

Did you notice that in the voicemail sample in rule #1, I mentioned a specific event (their move) and a possible problem (networking issues) as well as


This is the winning voicemail formula -- mention specific problems your prospect is having and offer your solutions to them. Prospects are only thinking about themselves and will only be interested in you if you can help them solve their problems.

By addressing this in your voicemail, you stand the best possible chance at getting your call returned.

Golden Rule #4 -- Mention how your solution has worked for others in their industry.

Did you notice in the sample voicemail message the part about “We work with a lot of other companies in your area"? People want to work with, and in fact feel comfortable working with, people who

understand their business. If you have experience at solving other company’s problems, then your

prospect will want the same solution as well.

Everyone wants to work with successful companies and if other companies are using you, they figure you've got to be doing something right.

Golden Rule #5 – Never, ever leave more than two messages.


After you leave your first message, wait at least a

couple of days before you leave a second. And if that doesn't get returned, move on.

The last thing you want to be is a pest and a desperate one at that. After two messages, your prospect has your name and number, and if they are interested they will call you back. And if they don't then you get to spend time looking for someone who will!

Using Email to your advantage:

Email has become the new voice mail – in fact, it’s even better! Believe it or not, Email is a great way to identify buyers because:

• Email has become the primary mode of communication with business people.

• Business people like email because they can see the message and respond at their own pace.

Just like with voice mail, there are certain rules for scripting effective email messages. Here’s what they are:


2: Customize the email as much as possible: Make it appeal to their needs (see voicemail rules above).

3: Keep it short! Break up the sentences into

paragraphs if possible to make it seem easy to read and accessible.

4: Ask for a return response – whether they are interested or not!

5: Promise to follow up by phone if they don’t respond.

Follow these rules (incorporating the 5-Golden Rules of Voicemail), and you will separate yourself from the other 80% who are emailing, giving your emails the best chance of being returned!

Closing Scripts

How to handle the initial resistance

80% of all sales reps get blown out in the beginning of their call back by their prospect’s sales resistance.


Let’s face it: our prospects are getting a lot of calls, and they can’t listen to all the pitches, so they have developed some reflex, initial objections which they use to blow out 80% of the sales reps who are calling them.

The good news is that the Top 20% know this in advance and are prepared for this resistance with proven, scripted responses that work!

Examples of how to handle common initial sales resistance:

Objection #1:

“I looked it over and I’m/we’re not interested.”

Response #1:

“I understand, and that’s perfectly OK. At first many of our clients don’t fully understand the benefits of this and that’s why I’m here.

But let’s do this. I’ll take a few minutes to explain how this might help you, and if, after you understand it, you still think it’s not for you, we’ll part friends. Do you have that information handy?”


“I didn’t expect you to be interested! Heck, if this thing sold itself, they wouldn’t need me – they’d just send out the information and clients would send in checks!

But seriously, this (product/service/investment) has many features that my clients now enjoy and can’t live without, and it may be that way for you, too. Do yourself a favor and spend a few minutes with me to find out how and if this would be right for you. Grab the information/quote/brochure and let me cover a few things – do you have it handy?

Response #3:

“I understand, and some of my best clients said that at the beginning as well. But I’m sure you’d agree that any decision you make, whether it’s a yes or a no – and I can take either one – is best made once you understand all the facts, right?

Well, I’m here to help you learn those, so grab that information, let’s go over it and if at the end it’s not for you we’ll part friends. Do you have it handy?”

Objection #2:

“I don’t have the time right now.”


“I know that feeling, my schedule is pretty full as well. Should I call you back in an hour, or would later this afternoon be better?”

(Than make a definite appointment to call back.) If your prospect says "I'm not interested," you should say,

"I understand how you feel, and I think you would agree with me that any decision you make, whether it is a yes or a no, is best made when all the facts are known right? Well ________ I'm calling to help you learn all facts. You see, I can take a no as well as a yes, but what is important here is that you understand this program/product/service completely so that you are in the best possible position to make the right decision--but you get to make the decision! So go grab that brochure and let me help you learn all the facts. I'll hold while you get it!"

It is very important at the end here to use an

instructional statement. Do not make the mistake that 80% of the telemarketers make and ask if they will go get the information. You do not want to give them a choice because they will always say no. If they still say no, do not give up! Try,


"Of course you're not interested _______ , I didn't expect you to be! You don't have enough

information on this investment/product/service yet, nor do you understand it well enough to be interested. In fact most people I call back feel the same way you do--they think this investment/product/service is

(Quickly list one or two perceived negative points), so I don't blame you for not being interested! I

wouldn't be either if that was true. But _________, that isn't how this

investment/product/service works. To begin with (list two or three benefits that contradict the first couple of negatives you just gave). These are just some of the things you need to be aware of before you make any decision, so go get that brochure and I'll show you how this works. I'll hold on while you grab it!"

Again, assume that they will go get the brochure, and make sure you end with an instructional statement. If your prospect says that they looked at it, and they introduce another popular objection like they, "Don't have the money right now," again, remember not to give this or any objection any credence now by

questioning it. Rather, answer with another positive reflex response like:


"I understand what you are saying, and most people I speak with don't have money to throw away or put into a bad (investment, product or service).

However, once I explain how this (your product or service) can actually save you money, or make you money, you will be glad you invested a few minutes to find out how. Do yourself a favor, and grab that brochure, I will hold while you get it."


"Let's put the money aside for a minute because before you make any decision we first have to

determine if this (product, investment or service) can benefit you. After I explain a few facts about this and answer any questions you have, then you will be in a much better position to decide if this is

something you want to pursue. I will hold on while you grab the (brochure or paperwork)."

The whole point here is that by not buying into their objections by saying things like, "When will you have the money?" Or, "Last time we spoke you said your company could afford this," etc., you will avoid giving all control and momentum to them.


saying something like "Well when would be a good time?" you should say,

"I understand, and you know you said something very important. You said right now. I think you would agree with me that timing is probably the most

important part of any decision you can make isn't it? Well right now the timing is perfect for (your

investment/product/service). Before you make any decision, it is important for me to explain how, by acting now, you will (describe a benefit that is important to them). Grab that (brochure or

paperwork) and I will explain why. Do you have it handy or do you have to get it?"

If you receive the objection of "We already have a supplier or dealer or service person," you should respond,

"I understand and that's great! You see I only work with companies like yours that are used to using this kind of (product or service). And that is because I know you will really appreciate the (give a benefit here that you know they want) that our (product or service) can offer. Before you make any decision, it is important to see if this can indeed make your job easier. Grab that information and I will cover a few of the highlights with you. Do you have that handy or do I need to hold on while you get it?"


Avoid the biggest mistake 80% of your so called competition is making

It sends chills down my spine. In every company I work with, I hear 80% of sales reps begin their

closing calls with the statement: “I’m just calling to follow up…”


You are NOT calling to

a. “Follow up,” or

b. “See if they got the information,” or

c. “See if they had time to go over it,” or

d. “To find out if they have time to go through it..”

You are calling back to take control of the close and to get the prospect to buy!


Sample Opening #1:

“Hi, _______, this is ______ ______ calling with the ABC Company. I’ve been looking forward to

speaking with you, and I’m sure you’ve looked at the information I sent and probably even have a few


Do me a favor and grab that, and I’ll hold on while you do.”

This works because: A. It’s assumptive

B. You’re in control

C. It overrides any initial resistance

Sample Opening #2:

“Hi, _______, this is _______ ______ with the ABC company, how are you doing today? Great.

_______, it’s been an exciting morning here, and I’ve got some updates I think you’ll be interested in


regarding that (quote/brochure/information/demo) I sent to you.

It’ll just take a minute to bring you up to speed, so do me a favor, can you please grab that

(quote/brochure/information/demo), and I’ll be happy to hold on while you do.”

Sample Opening #3:

“Hi is that ________? Hi _______, this is ______ ______ with the ABC company, how have you been? Gee I know the feeling. ________, the good news is that this won’t take long, and you’ll be glad you took a few minutes to go over this briefly. Do you have the (quote/brochure/information/demo) handy, or should I hold while you grab it?”

Remember, the key is being:

assumptive, assumptive, assumptive!

Instant Closing Scripts

While 80% of your competition believe they have to go through a lengthy presentation before they can ask for or get the deal, they are wrong!


How would you like to learn one of the most powerful techniques you can use to get the sale without any objections and in 1/10 the time?

It’s easy, simply:

Ask For the Sale in the Beginning! If you’ve done the proper qualifying job up front, you’ll be surprised by how successful this technique is! And it’s loaded with benefits:

a. First, some prospects are ready to buy but just have a couple of questions.

b. Some have decided to buy and will appreciate that they won’t have to sit through a long presentation.

c. Others will have some concerns, but are essentially on board. Getting to the

concerns first (to the close) is your best option.

d. Asking for the deal right away also exposes who is NOT going to be a deal and so saves you valuable time going through a lengthy presentation.


e. Others will give you some concerns and thus a good idea of how much work – and what direction – you need to take to close them.

Sample Instant Close Script #1:

“Hi _______, this is ______ ______ with the ABC company, how’s your day? OK, well, I must tell you that I’ve been looking forward to speaking with you today. You see, I’ve was thinking about how happy my other clients are, and how much I enjoy talking to them, and I realized that you could easily become one of my best clients as well.

Now I’m sure you’ve reviewed the

(quote/brochure/information/demo), and, like them, you probably see the benefits it can bring to you. My question is, would you like to start with the (larger order here), or take our starter position of just

(medium size order here)?”

Now Shut up and listen!


off the phone with one of my best clients, and it reminded me of why I love my job.

You see, I get to work with people like you, I get to help you get the (benefits of your product) you need, and then I get an ongoing relationship that grows over time. And it all gets to start today.

Now I’m sure you looked over the (your product), and I’m sure you see how it can help you. My

question is simple: would you like to get started with the quote as it is, or would you like to double up on that amount and save an additional 10%? You tell me.”

Now Shut up and listen! This works if you use it. So use it!

The Five-Step Method of Handling Objections

One of the biggest mistakes 80% of your competition makes when handling objections is they answer


That’s right. And the reason this is a big mistake is because there is often so much more behind


a. First, prospects will throw out objections just to test you.

b. Often the objections you get are just smokescreens hiding the real objection.

c. Handling a prospect’s objection without the Five Step method is like a dog chasing a bone!

The Top 20% have and use a proven method for handling objections, and it’s called the Five-Step Method:

The Five-Step Method

Step One: (Two Parts):

a. Hear them out – completely

b. Put in a softening statement:


“I completely understand how you feel, this is a big decision and right now I’m sure it makes sense for you to think about this.”

Step Two: Question and Isolate the Objection B-4 Answering it

Example: “The Price is Too High”

“I understand, __________, and let me ask you a question: Assuming that the price on these hearing aids weren’t an issue (or fit within your budget, or if someone were suddenly going to buy them for you), but if price weren’t an issue here, is this the solution you feel is right for you today?” Or, “is this

something you would go ahead and order today?”

Examples of good questioning techniques:

“Just to clarify my thinking, what do you mean when you say”

“I see, out of curiosity, why is that so important to you?”


Step Three: Answer the Objection (using a scripted response!)

No secret here that I’m recommending you use a scripted response once you understand the objection. In the next section I’ve included my Special Report “How to Overcome the Top Ten Objections.” Use those scripts word for word (you may have to adjust them to fit your product or service).

Step Four: Confirm Your Answer:

• “Does that answer that for you?” • “Does that make sense?”

• “Have I satisfied that for you?”

Step Five: Ask For the Deal!

This might sound obvious, but you’d be amazed by how many (like 80% or more) closers don’t ask for the deal. Scripts assure that you do!


The Power of Trial Closes

Another powerful technique used by Top 20% closers is the use of trial closes. A trial close is simply a way of checking in with your prospect and finding out how you’re doing.

80% of your competition won’t use them because they are afraid they might find out that the prospect has questions, or objections, etc. But this is exactly the information the Top 20% WANT to have.

Benefits of Trial Closes:

• Because you can’t see your prospect, they allows you to gage their interest.

• They also allow you to remain in control. • They keep you from talking past the close.

Examples of Trial Closes:

“Is this making sense for you?”

“How are we doing here?”


“Do you need to hear anymore, or are you ready to place an order?”

“How are you doing?”

“Are you with me?”

“Do you see how that would work for you?”

And one of the best ones: “If you had to make a decision right now, where are you leaning?”

Remember, always expect a no but assume that in the end they’ll buy. And always ask for the sale.



While not all products and services are the same, you will find that most objections are! Listed below are a variety of sample closes that you can adapt and


face everyday. Remember, before using any close you must first listen and question the objection so that you know exactly what it is, then preface your close with an understanding statement, read the close, and then when you are through confirm your close and ask for the order.

The closes listed below are meant to help you with the objections you encounter 90% of the time. Included below are closes to such objections as, "I can't afford it now," and, "The price is too high," and, "It is too risky," and, "I want to think about it," and "I'm just going to pass on it," and many more. Sound familiar? They should! You probably get them 5 to 10 times a day!

Your prospect is prepared with objections that work so doesn't it make sense for you to be prepared with rebuttals that work? By learning one or two new

closes a week you will soon find that your confidence and closing ratio will improve dramatically, and you will find yourself making the sales that you would have lost before.

If you send out information first and then have to call your prospect back to make the close, your first objective will be to have your prospect get your brochure. If your prospect gives you a lot of initial objections at first like "I haven't read it," or, "I'm not


interested," or, "I don't have the money," etc., do not argue or start answering these objections at this time. Rather, it is absolutely essential here to establish

control and have your prospect get the information first so you can deliver your presentation. If you receive these initial objections, refer to the get the brochure closes that are listed earlier. However, if you receive any of the objections listed below then use these closes as they are, or adjust them to fit your specific product or service.

Ok, let’s get started:

"I need to show this to my (partner, boss, etc.)"

The first thing to do with this and other objections is to make sure this is a real objection and not a

smokescreen or a put off. And the way you do that is by questioning and isolating the objection first. Do this by first listening completely to what your

prospect says and then by responding with:

"That is perfectly fine, (Prospect’s name). I think you should show this to (whomever they claim they need to show this to). And let me ask you something—if after you show this to _______, he/she says 'It looks


something that YOU would move forward with today?"

Now be aware that any answer other than yes means that this objection is just a smokescreen and you

haven't uncovered the real objection, and you will have to keep qualifying.

On the other hand, if your prospect says he would move forward on this today, then you've got to confirm this and make him your ally. Say:

"Great, then I take it you're going to recommend this to _______, right? Wonderful! What can WE do to make sure he agrees with us?"

Do you see how you’ve now made your prospect an ally and how you are now a team? Listen carefully to what your prospect says, because if they are truly

sold on your solution, they might tell you what you now need to do to close the sale. Offer to do a three-way conference call, or to call and speak to the real decision maker directly. Ask about specific follow-up times for additional information that you can provide them with. And always ask what the next step will be and get a definite timeframe for follow up.


The bottom line is that when you get this (and most) objections, they are either the real objection or they are smokescreens for the real objection. The

problem that 80% of the sales reps make is they don’t question the objection and so they spend their time chasing after what isn’t even the real objection. Remember, always qualify objections before you answer them, and then use these scripted, proven rebuttals.

The Price is Too High

The price is too high is a common objection, and a favorite way for prospects to put off making a

decision. Again, as with all objections you get, you need to be able to determine whether this is the real objection, or just a smokescreen. When someone tells you the price is too high, it often really means that they either can't afford it, or that they can buy it cheaper somewhere else, or that they aren't convinced yet or don't understand the value.


So what you need to do is to qualify the objection

before you answer it, and the best way to do that is to say:

"I understand. ________, and let me ask you a

question. If price weren’t an issue on this, would you move on this today and place an order with me?"

Any answer other than a yes means that it's a

smokescreen and not the real objection. If that’s the case, then it’s up to you to do more probing here to find out exactly what it is they are objecting to.

If they say yes, however, then you've got to begin closing. Follow a yes answer up with:

"Where does our price need to be for you to place an order with me today?”

If your prospect gives you a price that is reasonable and one that you can match, then before you just lower your price, you’ve got to commit your

prospect. If you can now match the price they are willing to pay, say:

“OK _________. Now that price may or may not be something I can match. I’ve would have to speak to my manager about this. I’d be glad to do that, but


before I do let me ask you again, if he says that I can get you the (repeat the size of the order and the price here) is this something you would move on today?”

Only after they agree to move forward are you to put your prospect on hold and then get the proper price approval. After you’ve gotten the approval, come back on the line and say,

“I’m happy to tell you that we can move ahead with this today. I know you’ll be happy with this, and here’s what we need to do to get you started….” Then close the sale.

Of course, if they give you an unreasonable figure, one that you could never match, then you might not get this sale. Unreasonable price demands usually indicate that the prospect wasn’t real to begin with. It means that next time you must practice better

qualifying techniques, and qualify especially hard on how important price is in making the buying


The Price is Too High—Again!


ballpark but you’re not the least expensive in town, you should always build value. The best way to do this is by saying:

"I'm sure you know the old saying that 'you get what you pay for,' right? Well ________ you are right, we're not the cheapest in town, but I can guarantee you that you will get what you pay for with us.

“You see, the most important reason for moving

ahead with our product and my company today is the follow-up service you will get from me. ________, I pride myself on my client satisfaction, and I will

always make myself available to you, and if I can't help you immediately then I will find someone who can. You see the type of service I provide can't be bought at any price! I know you will always be glad you took action today, so let's get you started. Do you need a P.O. number on this or do I just make it to your attention?"

You will be surprised by how successful this close can be. Often your prospect is just waiting for a

reason to buy, and I can tell you that 80% of the other sales reps aren’t prepared to earn their business. By being prepared with this rebuttal though, you will be!


"I already have a broker or supplier,"

If your prospect tries to blow you off right away by saying "I already have a broker or supplier," you should


"I know you do, and you’re the only kind of company I’ll work with. You see, my job is

providing you with the best possible service (or

investment advice), not introducing new clients into this market. As a specialist in this area, I am able to offer you the (Product-P, Service-S, Investment-I) that you can't get anywhere else. And for someone like yourself who already has experience in this market, I know you will be able to appreciate the

information I'm about to share with you. So grab that brochure and I will cover a few details with you..."

'I already have a broker or supplier #2,'

Another good rebuttal for 'I already have a broker or supplier #2,'


"That is perfectly OK _______, and you know I have many brokers myself as well. I have a stock broker because quite frankly I don't know everything about stocks. I know the (whatever market you are


when I want to buy a house I call my real estate broker, you probably call yours also don't you?"

"You see, successful (brokers, companies, account reps) specialize in their market and so

become the best at what they do. You probably do not have a (broker, company, account rep) effectively handling your (investments, accounts, or product) in this area, especially not (performing at the rate of return, or saving this much in time and production) we are talking about here. And that is why you need to spend some time with me now. Go get that

information I sent you, and I will explain some of the opportunities available so that you can learn about all your options in this market, and therefore be in the best possible position to make the right decision. Grab that information and I'll hold..."

"I want to think about it,"

is often a tough objection to overcome because the prospect isn't really saying no, they are saying not now (unfortunately they really mean not now and not ever!). Many closers have trouble responding to this because it isn't really an objection so it is hard to give a rebuttal too. The best way to respond is with a

rebuttal that gets your prospect to expand on his answer so that they will reveal what their real