Creating Sales Scripts That Convert

Your prospects are lying to you. Not about budget.... About what's really stopping them from buying. Most sellers spend 90% of their time convincing people why they SHOULD buy. But completely ignore why they WON'T. It's like Eminem in 8 Mile. Remember that final battle? He called out every single reason someone could use against him. Took away their ammo. Left them speechless. That's exactly what you should be doing in sales. The Unspoken Objections (The Real Reasons People Don't Buy): Fear - "What if this doesn't work and I look stupid?" - what do you think your prospects are afraid of with your product, get ahead of it. Pain of Change - "Learning something new sounds exhausting" - how hard do your prospects believe the change process will be? Uncertainty - "I don't trust that this will actually deliver" - Have they ever done something like this before? Past Experience - "We tried something like this before..." Ego/Commitment - "Admitting we need help means I've failed" Being Wrong - "What if I pick the wrong solution?" Things are OK - "We're not dying, so why rock the boat?" Lack of Understanding - "I don't even know what this does" Most reps pray these never come up. Winners address them before they're even thought. The 8 Mile Approach to Selling: Instead of: "Our product increases productivity by 47%" Try: "I know you're probably thinking 'another tool to learn' - here's why this one's different..." Instead of: "We have 500 happy customers" Try: "You've probably been burned by vendors before. Here's what we do differently..." Instead of: Hoping they don't bring up price Try: "Yes, we're expensive. Here's why companies still choose us..." When you proactively address the unspoken objections: 1. You build massive trust (they think "wow, they get it") 2. You control the narrative 3. You eliminate their escape routes 4. You sound like a peer, not a pitcher The uncomfortable truth? People don't buy because of what you tell them. They don't buy because of what they tell themselves. And if you're not addressing what they're telling themselves, you're just another rep making noise. Stop selling features. Start dismantling fears. Your close rate will thank you. Sit down. Map these out in the messaging process (this applies to outbound just as much as it does demos) Get to work. Now everybody from the 313...

Here’s the proposal template that helped me close over $100 million in enterprise sales: It’s also helped my clients close more than 50% of their deals when they use it. And until now, I’ve never shared it publicly. Most sellers are great at pitching features. But the ones who consistently win big deals? They know how to tell a great story. The truth is, executives don’t buy products - they buy confidence. They buy vision. They buy a story they want to be part of. If you want to sell like a top 1% seller, you need a proposal that doesn’t just inform… it moves people. Here’s how I do it 👇 The Story Mountain Framework for Sales Proposals: 1. Exposition – Introduce the characters and setting. Start with them: → “You’re trying to expand into new markets… to grow revenue… to unify your tech stack…” Set the vision. Make them the hero. 2. Rising Action – Lay out the challenges and obstacles. → “But growth stalled. Competitors moved faster. Customer churn increased.” Quote discovery calls. Surface real pain. Build emotional tension. 3. Climax – Introduce your solution. → “Then you found a better way…” Now show how your solution helps them overcome the exact obstacles you outlined. 4. Falling Action – Ease the tension. → “Here’s our implementation plan. Here’s the ROI. Here’s how others in your industry succeeded.” Give them confidence that this won’t just work—it will work for them. 5. Resolution – End with clarity. → “Here’s our mutual action plan. Let’s get started.” Lock in buy-in, next steps, and forward momentum. This structure has helped me close some of the biggest deals of my career—including an $8-figure enterprise deal at Salesforce where I used this exact approach. I broke it all down in this week’s training—and for the first time ever, I show you the actual proposal I used AND tell you how to access my Killer Proposal Template for free. 👀 Watch the full training here: https://lnkd.in/gPY_cvv5 No more boring product pitches. No more ghosting after the readout. Just proposals that close.

“I’m just following up.” “Did you get the proposal?” “Just bumping this to the top.” Those lines screams self-interest. It’s a reminder that you want something. Here’s how to do it differently without sounding needy: Try this instead: “Read this piece and thought of you.” 👉 Example: “Read this piece on how sales teams cut onboarding time. Thought of your comment about speeding up training.” Or this: “You’re always so…” 👉 Example: “You’re always so sharp about spotting market shifts, wondering what you make of this AI SDR trend piece? Or this: “Last time we talked you mentioned…” 👉 Example: “Last time we talked you mentioned you’re looking for a Director of Business Development. I know someone who might be a fit. Want an intro? The psychology These approaches work because they: Shift the focus from your agenda to their world. Trigger memory (“Oh right, I did say that…”), which makes your note feel personal. Signal attentiveness, you listened, you remembered, you cared. Create curiosity instead of pressure. When people feel heard and understood, they lean in. When they feel pursued, they lean out. Follow-up is about pull, not push.

Top reps ask 4x more implication questions than average ones. Here’s why SPIN Selling still works. Most reps jump straight into pitch mode. They ask a few surface questions, then start talking features. That’s not selling. That’s presenting. SPIN flips the script. It gets the buyer to sell themselves. Start with Situation questions. Learn their current state, but keep it short. Experienced reps ask fewer of these than you’d expect. Move to Problem questions. Uncover what’s not working. Where they’re stuck. What’s costing them time or money. This is where small deals get won. But for complex sales, you need more. That’s where Implication questions come in. Show the consequences of inaction. What does this problem cost them? How does it affect other areas? What’s the revenue impact? Top performers ask these 4x more than average reps. They build urgency without being pushy. Finally, Need-Payoff questions. Let the buyer articulate the value. How would solving this help? What would the impact be? Why is this important? When they say it, they believe it. Here’s the key insight: Buyers don’t just want you to solve their problems. They want to understand why solving them matters. SPIN gives you the framework to guide that conversation. Not through charm. Not through pitch decks. But through the right questions in the right order. Save this framework. Use it on your next discovery call. Watch how fast urgency builds.

After coaching the #1 sales reps at companies like Salesforce, HubSpot, and dozens of Fortune 500s…. I've noticed a pattern. Elite performers don't get better at handling objections, → They get better at preventing them. Here's how they handle the 7 most common deal killers. 1. "Your price is too high" This objection means one thing: perceived value < price. Average reps respond by desperately defending their pricing: "Well, we're more expensive because of X, Y, Z..." (creating more resistance). Elite reps prevent this by running a discovery process that quantifies: → True cost of inaction (what happens if they do nothing?) →Opportunity cost (what are they missing out on?) →Potential ROI (10X value compared to price) 2. "I need to think about it" This classic stall tells you nothing about what they're actually considering. Elite reps respond: "I completely understand. To make sure I'm giving you what you need, can you share specifically what you're thinking about?" Then they shut up and listen. The prospect's answer reveals the actual objection that needs addressing. 3. "I need to run this by my CEO first" If this surprises you, you missed uncovering all stakeholders early in your process. Elite reps ask: "If it was only up to you, would you move forward?" If they hesitate, they're not truly sold. If they are convinced, coach them for the conversation: "When you talk to the CEO, what concerns might they have? How will you address those concerns?" This transforms your champion into a prepared advocate who can sell internally for you. 4. "We don't have budget" When prospects truly see 10X value, they find the money. Personal example: When my parents found out I needed surgery for a broken finger as a teenager, they had zero budget for it. But the cost of inaction (permanent damage to my hand) was so high they found thousands of dollars. If your prospect truly believes your solution solves a critical problem, budget objections disappear. 5. "This isn't a priority right now" Average reps can only sell to prospects with active pain. Elite reps transform latent pain into active pain by helping prospects see the true consequences of inaction. If you're consistently hearing "not a priority," you're failing to elevate pain levels in your discovery process. 6. "We're considering Competitor X" Never trash talk competitors. Elite reps ask: "Based on what you've seen so far between us and them, which way are you leaning?" Their answer will reveal exactly what matters most to them and where you need to differentiate. 7. "I need to speak with your customers first" This is an uncertainty objection. Find out what they're really uncertain about: "I appreciate that. When you speak with our customers, what specifically do you want to find out?" Their answer reveals what you missed building confidence around earlier. When you thoroughly uncover pain, quantify impact, and build value upfront, objections rarely surface.

When you get an objection, don’t rush to overcome it. Always agree first. The best reps use the LAER method. For example, if the buyer says:  “We don’t have budget.” Here’s how they respond: L – Listen Actually hear them. Mute yourself if you have to. Stop thinking about your rebuttal and focus on what they’re saying. A – Acknowledge Show you get it: “Totally fair. Most clients I bring on don’t have an extra $20K lying around either.” E – Explore Dig in: “What kind of budget do we have?” R – Respond Now, and only now, offer a path forward: “How do you feel about starting with a smaller team within that budget, rather than doing nothing at all?” Most reps skip straight to the pitch. Top reps make the buyer feel heard first. Stop trying to win the argument. Start winning the buyers trust.

Do You Win on Value — Or Compete on Price? "Price is only an issue when value is a mystery." Too many sales teams think they’re losing on price. The truth? They’re losing on value because they didn’t make it clear, personal, and worth paying for. Competing on price is a race to the bottom. Winning on value is a race no competitor can win against you. The gap often lies in: - How you position your solution. - How you connect it to the buyer’s world. - How you prove the ROI before they ever ask the price. Here’s how to shift from discounting to differentiating… 1. When a Prospect Mentions Budget ↳ Instead of "We can match that price." ↳ Say "Let’s review what you’re getting for that budget and see if it meets your real needs." 2. When Competing Against Low-Cost Providers ↳ Instead of "We’ll beat their number." ↳ Say "Let’s compare the outcomes you’ll achieve with each option." 3. When Positioning Your Offer ↳ Instead of "Here’s our product." ↳ Say "Here’s how we solve the exact problem costing you the most." 4. When Negotiating ↳ Instead of "We can come down on price." ↳ Say "We can adjust the scope to fit your budget without losing impact." 5. When Justifying the Investment ↳ Instead of "It’s the best price we can offer." ↳ Say "Here’s the measurable ROI you can expect and why it’s worth more than the cost." 6. When Facing a Price Objection ↳ Instead of "What price would work for you?" ↳ Say "What result would make this investment an easy decision?" 7. When Closing the Deal ↳ Instead of "Sign now and I’ll give you a discount." ↳ Say "Let’s lock this in so you start getting the results we’ve discussed." 8. When Training Your Team ↳ Instead of "Don’t lose the deal over a few dollars." ↳ Say "Don’t lose the value by chasing the cheapest number." 9. When Forecasting Revenue ↳ Instead of "We’ll make up the margin in volume." ↳ Say "We’ll maintain margin by selling on value and retention." 10. When Building Culture ↳ Instead of "Close whatever you can." ↳ Say "Win deals we can keep, grow, and be proud of." - Good sales teams match prices. - Great sales teams match solutions to problems that matter. - Good sales teams chase discounts. - Great sales teams protect value and win with it. If you’re winning only on price, you’re not really winning. Build value so strong they can’t imagine doing business without you. "Lead Different. Sell Smarter. Win with Purpose." --- ♻️ Share this post with a sales leader who needs to hear it. Follow me for more strategies to grow your team and results and drop a comment about how you sell on value… 👇 👉 Follow me on LinkedIn: https://lnkd.in/eA7csH2q 👉 Beyond The Funnel Newsletter: https://lnkd.in/ed3iMb8x 👉 My latest e-Book: https://lnkd.in/eytkJd7Y PS: Thanks for reading!

This sales script has helped me close, a lot. Not with fancy slides. Not with gimmicks. Just a clear structure that gets buyers to open up, not shut down. Here’s the exact framework I used: 1. Set the tone “Let’s make this conversational. I’ll ask a few questions to see if we can actually help. If not, I’ll point you in the right direction.” Low pressure. Builds trust. Removes sales tension. 2. Ask better questions Skip “What’s your budget?” Instead Ask: - “What’s your current process for X?” - “What’s working well and what’s breaking?” - “If nothing changes in 6 months, what’s at risk?” This uncovers their real pain. 3. Mirror and label When they say, “We’re wasting hours updating reports manually.” You say: “Sounds like the manual work is eating into your team’s focus.” They feel understood. Now they’re listening. 4. Frame the offer like a solution, not a pitch “Here’s what I’d do if I were in your shoes.” “You don’t need everything. Just [X] to fix [Y].” 5. Invite next steps “Want to map this out in more detail and see what it could look like?” “If the numbers work, we move. If not, no hard feelings.” What’s one question you always ask in a sales call?

Tom Brady didn't improvise his way to seven rings. He studied film until defenders couldn't surprise him. He had answers before the snap. Sales is the same job with different uniforms. I've analyzed 500+ lost deals. Almost every objection falls into 7 categories: price, priority, authority, "we use X," budget freeze, compliance, timeline. Most reps lose to objections they've heard 50+ times because they have no compiled response. Here’s what to do: 1.) Extract The 7 Classes From Your CRM. Filter: Closed-Lost, last 90 days. Read loss reasons on 50 deals. Tag each: Price: "Too expensive," "outside budget" Priority: "Not important right now," "other initiatives" Authority: "Need more stakeholders," "not my decision" Switching cost: "We already use X," "too much work to change" Budget freeze: "Budget locked," "no money until Q3" Compliance: "Security review needed," "legal concerns" Timeline: "Need it sooner," "timeline doesn't work" Count frequency. Your top 3 probably kill 60%+ of deals. You have the data. Now compile responses before the objection lands. 2.) Build Three Scripts Per Class. When a buyer says "price is too high," they mean one of three things: "I want this but need confidence it'll work" → Give them proof it works and a pilot to test it. "The stated objection isn't the real problem" → Ask a question that surfaces what they're actually worried about. "I'm scared of making the wrong decision" → Remove the decision cost with pilot terms. Here's what that looks like: "Price is too high": Script 1: "If we cut your time-to-ROI in half at the same price, still too high?" (Pause) "Here's how we did that for [customer in their industry]." (Share proof) "Worth a 14-day pilot?" Script 2: "Is the constraint total budget, cash timing, or risk if this doesn't deliver?" Script 3: "14 days, $X spending cap, walk away if [metric] doesn't hit [threshold]. No questions asked." "We already use X": Script 1: "If we improve [their core metric] 30% with zero migration risk, worth two weeks side-by-side to test it?" Script 2: "What keeps you with X - contract terms, integration complexity, or change management risk?" Script 3: "Limited seats so nothing breaks, preserve all integrations, explicit rollback plan in writing before you start." Apply this to your top 3 objections. Takes 90 minutes. You have now successfully eliminated 90%+ of the guesswork.

Objection Handling 101: Cracking the Code for FMCG GT New Launches (With a Dash of Humor!) New product launch in GT? Congratulations! Now brace yourself for the ultimate test—objection handling. Whether it’s a new snack, soap, or spice, you’ll hear EVERYTHING under the sun from retailers. Here’s how to handle them like a pro: Retailer Bhaiya’s Greatest Hits (aka Objections) 1️⃣ “Yeh naya product kaun lega? Mere paas already itni brands hain!” Translation: “Why should I add another headache to my shelf?” ✅ Your Response: “Bhaiya, bas ek doosra brand hata ke yeh rakhiye. Iska TV pe ad dekh ke aapke customers yahi maangenge! Naye zamane ka product hai—aur margin bhi extra!” (PS: Always highlight higher margins—it’s their favorite word!) 2️⃣ “Pehle sample chahiye, tabhi order dunga!” Translation: “Free stuff or no deal.” ✅ Your Response: “Bhaiya, free sample toh customer ko milega—main toh aapke liye profit ka sample laaya hoon! Ek baar rakhiye, aur dekhiye kaise bikta hai.” (Sprinkle some confidence. They love it when you sound like their next big money-maker!) 3️⃣ “Ye toh competitor ka copy lag raha hai.” Translation: “This looks like a knockoff.” ✅ Your Response: “Bhaiya, copy kaun karega? Isme toh ekdum naye features hain. Competitor ab hume copy karega!” (Pro tip: Always position your product as innovative and ahead of the curve.) 4️⃣ “Price zyada hai, yeh bikega kaise?” Translation: “The price doesn’t fit my customers’ wallets.” ✅ Your Response: “Bhaiya, quality ke liye price thoda zyada hai, par customer loyalty toh guaranteed hai! Aur haan, sab brands apni pricing upar kar rahe hain. Yeh toh value-for-money hai!” (Focus on long-term benefits. Retailers love customers who keep coming back.) 🎉 Remember: Retailer objections are like Indian traffic—inevitable but manageable with the right strategy. Your job is to turn every “No” into a “Chalo dekhte hain.” 💡 Pro Tip for GT Success: 1. Equip yourself with data: Talk about demand, marketing efforts, and margins. 2. Add a dash of humor: A smile can sell more than stats sometimes. 3. Build trust: Retailers invest in relationships, not just products. What’s the funniest or most challenging objection you’ve faced during a launch? Let me know in the comments! 👇 #FMCG #Sales #NewLaunches #ObjectionHandling #GT