2. 1. Introduction
2. The sales conversation
3. Engage
4. Discover
5. Solution
6. Close
Contents
3. Writing a sales conversation Part 3 02
2 / 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
4. Phase 1 – Engage with the lead
Writing a sales conversation Part 3 30
3 / Engage
• 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
5. Phase 2 – Discover the “why”
Writing a sales conversation Part 3 04
4 / Discover
• 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
6. Phase 3 – Present the client’s “why” and Solution
Writing a sales conversation Part 3 05
5 / Solution
• 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
7. Phase 4 – Close the donation
Writing a sales conversation Part 3 06
6 / Close
• 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
8. Writing a sales conversation Part 3 07
7 / Write a sale conversation
Exercise 4: 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
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.
