2. 1 / Introduction
2 / The basic sales pitch
3 / The AIDA model
4 / The elevator pitch
5 / The sales conversation
6 / Development phases
Contents
3. Building blocks of a sales conversation
• The basic sales pitch – Introduction, Body, Close
• AIDA structure – Attention, Interest, Desire, Action
• The elevator pitch – The hook, Empathise, Pivot, Wrap-up
Writing a sales conversation Part 1 01
1 / Introduction
4. Introduction
Writing a sales conversation Part 1 02
2 / The basic sales pitch
When writing an introduction to the sales pitch, remember:
• You need to grab the person’s attention
• Include your reason for calling
• Your reason for calling must be special
• Remember to introduce yourself
• Be comfortable and confident
• You have one chance at a first impression
5. Body
Writing a sales conversation Part 1 03
2 / The basic sales pitch
When developing the body of the sales pitch, remember:
• Expand on what you mention in the introduction
• Identify the problem/concern of the other person
• Link the problem/concern to the solution available
• Have room to adapt the approach
• Listen attentively
• Respect the person’s available time
6. Close
Writing a sales conversation Part 1 04
2 / The basic sales pitch
When closing off the sales pitch, remember:
• The close is the final thought or feeling the person will be left with
• Less focused on detail and facts
• Have a strong call to action
• The call to action should mirror the emotions of the conversation
7. Attention
Writing a sales conversation Part 1 05
3 / The AIDA model
The first step in the AIDA model is to grab Attention, remember:
• Create a strong impression by:
• Being confident
• Call the person by his/her name
• Stay focused on the conversation
• Smile! Even if they can’t see it
8. Interest
Writing a sales conversation Part 1 06
3 / The AIDA model
Now that you have their attention you need to pique their Interest, remember:
• Expand on identified needs of the person
• Be careful of assumptions
• Listen attentively
• Communicate with empathy
• Take time to piece together the image of the person’s point of view
9. Desire
Writing a sales conversation Part 1 07
3 / The AIDA model
To take the person’s interest to Desire, remember:
• The image you build in the Interest phase helps highlight openings for the
solution
• Increase the desirability of your solution by:
• Referring to positive feedback from others
• Discuss the solution in action
• Refer to intangible benefits
10. Action
Writing a sales conversation Part 1 08
3 / The AIDA model
It is important to know when to take Action, remember:
• The decision can be made by the person or pushed by you
• Pushing to close has a higher likelihood of objection
• Prepare responses for likely objections before phoning
• Dependant on the skill and knowledge of the agent
• Be aware of action indicators and respond in a timely manner
11. The hook
Writing a sales conversation Part 1 09
4 / The elevator pitch
With limited time you have to Hook the person on the conversation, remember:
• Mention who; you are / you are phoning on behalf of
• Mention what; you do / the crisis is / the reason for calling is
• Mention how; you do what you do / the person can get involved
• If time allows mention why you do what you do
• Should be between 10-15 seconds long
12. Empathise
Writing a sales conversation Part 1 10
4 / The elevator pitch
Once you hooked the attention discover the needs through Empathy, remember:
• Ask a question related to the problem
• Link to similar problems faced in the past by the company
• Create an opening to bring the solution into the conversation
• Should be between 10-20 seconds long
13. Pivot
Writing a sales conversation Part 1 11
4 / The elevator pitch
With a personal connection to the problem, Pivot the conversation to introduce the
solution, remember:
• Carry on from the problem to communicate why the solution exists
• Mention what other successes have been achieved
• Mention how the solution is best suited to the problem
• Should be between 20-40 seconds long
14. The wrap-up
Writing a sales conversation Part 1 12
4 / The elevator pitch
Finally, when Wrapping up the conversation, remember:
• What is your big ask
• Be specific about what you ask
• Be prepared with the build to the ask
• Should be between 15-20 seconds long
15. Writing a sales conversation Part 1 13
5 / The sales conversation
Basic pitch AIDA Elevator pitch Sales conversation
Introduction Attention The Hook Engage
Body Interest Empathise Discover
Desire Pivot Solution
Conclusion Action The Wrap-up Close
16. Phase 1 – Engage with the lead
Writing a sales conversation Part 1 14
6 / Development phases
• Introduce yourself and who you are phoning on behalf of
• Give a quick explanation for the reason for the call
• Transition into the next phase
• Use a well-structured question to move the conversation forward
17. Phase 2 – Discover the “why”
Writing a sales conversation Part 1 15
6 / Development phases
• Find out what the specific reason was for supporting the campaign
• Listen attentively and respond accordingly
• Confirm any assumptions regarding the problem at hand
• Speak with empathy and mirror emotions
• Create opportunity to transition to the solution
• Respect the person’s available time
18. Phase 3 – Present the client’s “why” and Solution
Writing a sales conversation Part 1 16
6 / Development phases
• Discuss the solution offered by the client organisation
• Support with previous successes of the organisation
• Gain commitment to proceed
• Propose a double negative question
• Respond according to the answer
19. Phase 4 – Close the donation
Writing a sales conversation Part 1 17
6 / Development phases
• Very sensitive part, proceed with caution
• Preparation and knowledge of the sign-up process is key
• Give a quick overview of the process to the person
• Lock in the commitment with the mandate
• End with a warm greeting and welcoming the person as a friend and supporter
20. Writing a sales conversation Part 1 18
7 / Write a sale conversation
Exercise 3: Write your own sales conversation
The lead’s need ?
Engage
Introduction
“Yes and” Transition
Discover
Lead’s Why
Solution
Our Why
Promise of success
Commitment
Close
Sign-up
Objections & because
Bank mandate
Completion
In die vorige gesprek was jy blootgestel aan die konsep van ‘n “sales conversation” en waarom dit gebruik word by Libertech.
Ons gaan in hierdie gesprek agtergrond gee oor hoe die struktuur van die “sales conversation” ontwikkel is, om jou voor te berei en in staat te stel om jou eie “sales conversation” te ontwikkel.
Die struktuur is ‘n samestelling van drie ander benaderings:
Die basiese “sales pitch” wat bestaan uit ‘n inleiding, lyf en afsluiting.
Die AIDA struktuur wat bestaan uit Attention, Interest, Desire en Action, en
Die “elevator pitch” wat bestaan uit die hoek, empatie, omskakeling en samevatting.
Die inleiding is jou geleentheid om die persoon met wie jy praat se aandag te gryp.
Dit is dus belangrik dat jy so spoedig moontlik uitkom by die rede waarom jy bel en dit moet spesiaal wees.
Goeie foon etiket vereis dat jy jouself voorstel en sê namens wie jy skakel, maar onthou dat “Goeie dag, my naam is Sara van die IRR” nie die rede is hoekom jy bel nie.
Net so belangrik as wat dit is vir jou inleiding om aanloklik te wees, moet dit ook geloofwaardig is.
Om te help met jou geloofwaardigheid moet jy gemaklik wees met jou inleiding en so jou eie stem tentoonstel.
Onthou, jy het een kans om ‘n eerste indruk te maak.
Moet. Dit. Nie. Mors. Nie.
Jy sal nie die geleentheid kry om iemand aan te sluit as jy nie hulle aandag kon vang in die inleiding nie.
Kan jy aan ‘n voorbeeld dink van ‘n goeie inleiding?
Die lyf van die gesprek is waar jy sal uitbrei op die inhoud van jou inleiding,
waar jy verder bou aan die vertroue in die gesprek en waar jy die skakel identifiseer tussen die probleme wat die persoon beleef en die oplossing wat gebied word deur die organisasie.
Daar is verskeie benaderings wat jy kan gebruik om inligting aan iemand oor te dra,
maar die keuse van benadering sal gegrond wees op die werk wat jy insit om die persoon te leer ken in die inleiding.
Jy moet eers self die persoon se insig verstaan voor jy kan vergelyk met die doelwitte van die organisasie so luister mooi wat gesê word.
Onthou dat mense nie baie tyd op die foon wil spandeer nie, dus moet jou gesprek aanpasbaar wees om voorsiening te maak vir hul beskikbare tyd.
Die slot van die gesprek gaan die laaste gedagte of gevoel wees wat die persoon mee gelaat word nadat die oproep stop.
Dit fokus nie op besonderhede nie en moet die toon van die res van die gesprek volg.
Dit is belangrik om ‘n sterk “call to action” te hê, ‘n manier vir die persoon om betrokke te raak.
Dit moet aanklank vind by die persoon en die die emosies van die gesprek herroep.
*Click op slide vir video
Die eerste stap is om die persoon se aandag te trek om sodoende bewusmaking te kan doen. Dit dui daarop dat die persoon bewus word van die werk van die organisasie en hoe hulle betrokke kan raak.
Dit is dus belangrik om ‘n goeie indruk te skep. Wat dra by om ‘n goeie indruk te skep?
Wees selfvertroud
Praat met die persoon op sy naam
Hou jou fokus op die gesprek
Glimlag, al kan hulle jou nie sien nie
Wanneer jy die persoon se aandag het is dit belangrik om die persoon se belangstelling aan te wakker. Die begin van die gesprek sal vir jou ‘n gevoel gee van die persoon se behoeftes, maar dit is belangrik om die aannames wat jy maak te bevestig in hierdie deel van die gesprek voor enige oplossings gebied word.
Om dit te doen is dit nodig om te luister en aandagtig en empaties te kommunikeer. Dink daaraan om ‘n legkaart te bou saam die persoon en elke stukkie inligting wat hulle gee help bou aan die prentjie van hul behoeftes. Dit gaan vir jou ‘n duidelike invalshoek gee om die persoon te benader.
Die legkaart wat julle saam bou gaan wel ‘n stuk of twee kort om die prentjie volmaak te stel. Die vermiste stukkies kan gevul word deur die oplossing wat jy beskikbaar het.
Bevestig in die gesprek by die persoon hoe jou oplossing die beste is om die gaping te vul deur te verwys na:
Positiewe terugvoer van ander
Die produk of diens in aksie te bespreek of ten toon te stel
Te verwys na ontasbare voordele
Die laaste deel van ‘n suksesvolle gesprek is die besluit om ‘n lid te word. Hierdie besluit kan van die persoon self af kom of deur die agent aangemoedig word. Aanmoediging van die agent se kant af kan moontlik ontvang word met teenkanting, dus is dit belangrik om voor te berei en gereed te wees vir moontlike teenkanting.
Die vaardighede en ondervinding van die agent moet gebruik word om aksie te neem om die gesprek vorentoe te beweeg gegewe die tekens van die persoon af. Hierdie deel van die gesprek is baie tydsensitief.
What is the value of an elevator pitch approach?
An elevator pitch empowers you to distil your thoughts and reasoning for maximum communication impact in a short timeframe. It enables you to capture attention quickly and if done right will have the prospect change their plans to learn more. It does not waste time.
Important information to get across when time is limited includes: Who you are/ Who you are phoning on behalf of; What it is you do/ What the crisis is/ What the reason is for calling; How you do what you do/ How the prospect can get involved; and if there is time available, an explanation of Why you do what you do.
You need to grab the prospect’s attention, so don’t waste time with small talk, just dive right in. Ideally the hook should be about 10-15 seconds long. Start with a full statement and isolate the main ideas so you can, in one sentence, convey who you serve, how you help, and what impact you make.
‘n “Elevator pitch” bemagtig jou om jou gedagtes te fokus en jou boodskap oor te dra in ‘n kort tydperk. Dit mors nie tyd nie en skep die geleentheid om iemand se aandag vinnig vas te vang. As jy dit reg doen, sal hulle selfs hulle planne aanpas om meer tyd te maak vir jou.
Belangrike inligting wat oorgedra moet word sluit in: Wie jy is/ Namens wie skakel jy; Wat jy doen/ Wat die krisis is/ Wat die rede vir die oproep is;
Empatie behels die vermoë om jouself in ander se skoene te plaas.
Dit beteken jy kan nie werk op aannames van hulle ondervindings en gevoelens nie. Jy sal moet vrae vra om te bevestig.
Gebruik dan die inligting om ‘n persoonlike skakel te skep tussen die persoon se probleem en die probleme wat die organisasie ondervind, sonder om afbreek te doen aan die ondervindinge van die persoon.
Die vrae moet leidend van aard wees om te verseker dat daar vinnig aanbeweeg kan word na moontlike oplossings.
Sodra dit duidelik is dat die persoon kan vereenselwig met die organisasie is dit jou geleentheid om die gesprek te swaai na die oplossing.
Die empatie fase sal veroorsaak dat die persoon begin sit met vrae oor hoe die probleem opgelos kan word. Mense is oorlaai met keuses en voel gereeld lam om net te begin dink daaraan.
Dus, as jy die oplossing reg voorgee sal die persoon verlig wees en dankbaar wees vir jou voorstel.
Finally, take 15-20 seconds to bring everything home with a very specific ask.
Take the time to think about what outcome you want from the encounter and adjust the rest of your pitch to match with where you are heading.
You will be asking for donations in your interactions, therefore ensure that your hook, empathise, and pivot build towards your ask.
Based on these three models Libertech has developed a sales conversation structure to use when developing your sales conversation.
It consists of 4 phases:
This is the initial phase. Here you introduce yourself and explain the reason for the call. Once you have introduced yourself the pivotal point is to transition the lead into the second phase. Typically, a well-structured question that entices the lead to respond will allow you to move the conversation forward. The question should be aimed at getting the lead to talk about the problem (i.e. campaign) in his own words and get a discussion going,
For example:
Consultant Sarah: Good day, Mr Smit. My name is Sarah. I am phoning on behalf of the IRR
about the Facebook petition you signed to Stop the Expropriation bill. Do you remember that?
Mr Smit: Yes, how can I help you? (At this point the lead is unsure and hesitant and you need him to talk)
Consultant Sahra: The IRR would like to thank you for your support, you are one of thousands that have made a huge difference in creating pressure to help us win this fight. May I ask you sir, how will you be affected if the Expropriation Bill is passed by Parliament?
During the second phase the aim is to discover why the campaign is important to the lead. This is done through creating an opportunity for the lead to make a campaign related problem statement, in his/her own words, and for the consultant to discuss it with them. This requires that you listen to the response of the lead (given after the last question posed during phase 1). You identify what is important to the lead and validate his/her response through indirect mirroring and connecting the Client and Lead’s point of view with one another. This allows you to transition to the third phase
For example:
Consultant Sarha has just asked he question and now waits and listens to the reply. The lead might answer as follows:
Mr Smit: Well, firstly I think it is wrong. It is tantamount to theft, and I am concerned that I might lose my property / job / business, so we must stop this.
Consultant Sarha: I completely agree with you sir, this legislation will take much more form us than our, investments, car en pensions. It will also destroy the country.
The purpose is to discuss with the lead what initiatives the Client has taken up to oppose / promote the issue. Secondly the goal is also to gain commitment from the lead. (On option is to propose a double negative question). If the answer is positive you can transition to the final and most import phase. You can do this by asking a question and explaining the next steps.
Consultant Sarha: That is exactly why we are fighting hard against this legislation. What we plan to do is to put a tremendous amount of public pressure on the government. We will do this by generating support for tour petition by mobilising people to stand together, fight the battle of ideas in the media and take legal action against the government. To do this and achieve success we do need the support of the public.
Would you be willing to further support this important cause, by signing up as supporter of the IRR?
The closing is the most sensitive part of the sales conversation. That is why you should be very well prepared in the use of the system, the signup form, and the reading of the formal mandate. It is also your last opportunity to keep the credibility and trust gained. The Solution phase ends with the lead indicated that he is willing to become a supporter of the client. Complete the sign-up form in a well-paced manner and explain the reasons when asking the most important info eg ID, address, bank, mandate, specific words. Read the mandate clearly and concisely, obtaining a “Yes” after each question. After this explain the final steps and greet the supporter friendly.
For example:
Consultant Sarha: It entails a small monthly contribution of your own choice for primary purposes of assisting the organisation to oppose and fight this legislation, to further research to counter their arguments and for legal action an to register you as an active supporter, that will strengthen our case during any legal action. It would mean that the IRR will be speaking on your behalf. Could I take 5min to complete your registration as a friend of the IRR?
If no: Thank you very much for your time and support, if your circumstance change, please consider supporting us in the future, it does make a huge difference.
If yes: Now begin to complete the form.
Consultant Sarha: Before we start, I am required to tell you that this call is recorded, this is for your safety, my safety, and the safety of the IRR. I will ask you for your banking particulars later in this process because the amount will be deducted via debit order. However, rest assured that this is not a contract, and you are able cancel, decrease or increase your contribution at any time. You will also receive a conformation SMS and email after the sign-up.
Title
full name and surname
ID number
Contact number
Email address
home language
Physical address?
Banking details:
Account holders name
At what bank
Account type
Branch code
Date of first deduction
Account number
Amount
We are now at the last part of this call. I am required to read you a mandatory authorization script directly from the bank to ask permission, may I continue?
Mr Smit: Yes
Consultant Sarha: The Mandate refers to the “track of the account”. This is a technical term that refer to the process of completing the Debit Order the transaction
Read the mandate
Consultant Sarha: We have now completed the authorization. I would like to thank you on behalf of the IRR. You will receive a welcoming letter in the next 48 hours, this will include the confirmation of your debit order as well as the contact details needed to contact us at any time. Are there any further questions that you may have regarding the campaigns or the contribution?
Thank you for your support, you are making a major difference in our country, have a wonderful day.
