How to Create Attention Grabbing Sales Messages
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The document provides guidance on creating effective sales messages. It begins by defining what a sales message is and listing dos and don'ts. It then discusses how to create sales messages by understanding prospects, not sounding like a salesperson, making it about the prospect, asking good questions, and selling benefits over features. The document provides templates for call scripts, emails, voicemails, and presentations. It emphasizes targeting the right prospects, identifying their pains and values, and providing name drop examples. The overall summary is that the document teaches how to craft sales messages that focus on the prospect's needs by understanding their pains and values and providing examples of how the product has helped similar customers.
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How to Create Attention Grabbing Sales Messages
- 1. How to Create Attention-Grabbing Sales Messages
- 2. What is a Sales Message Sales Message Dos and Don’ts How to Create Your Sales Message Creating Sales Scripts, Emails, and More
- 3. Sales Message Sales Scripts Email Messages Voicemail Scripts Objection Responses Appt Script Presentation Website / Marketing Key Points Talk Tracks
- 4. What is a Sales Message Sales Message Dos and Don’ts How to Create Your Sales Message Creating Sales Scripts, Emails, and More
- 5. Understand the Prospect Prospects are extremely busy Get sold to a lot Humans care about their own stuff Likely not in buying mode
- 6. Don’t Sound Like a Salesperson
- 7. Make it All About the Prospect Don’t Make it All About You
- 8. The Best Salesperson Asks the Best Questions
- 9. Initial Contact Meeting Presentation Don’t Sell the Product, Sell the Meeting
- 10. Product Selling Company Product Features Pricing Goal: Get New Customer
- 11. Sales Message Call Scripts Email Messages Voicemail Scripts Objection Responses Appt Script Presentation Website / Marketing Company Product Features Pricing
- 12. Product Selling Consultative Selling Company Product Features Pricing Goal: Get Customer Benefits (Value) Common Problems (Pain Points) Questions Probing for Problems (Pain Questions) Customer Examples (Name Drop) Features, Differentiation, ROI, Bragging Points, etc. (Product / Company) Goal: Starting Conversation
- 13. Sales Message Call Scripts Email Messages Voicemail Scripts Objection Responses Appt Script Presentation Website / Marketing Value Pain Points Pre- Qualifying Questions Name Drop Examples CompanyProduct
- 14. What is a Sales Message Sales Message Dos and Don’ts How to Create Your Sales Message Creating Sales Scripts, Emails, and More
- 15. Product Target Value Pain Questions Name Drop Product • Web design services Features • Design and build new websites • Update and redesign existing websites • Graphic design services • Wireframe design and development • Content development • Ongoing website updates, changes, and improvements • Copywriting services
- 16. Product Target Value Pain Questions Name Drop Needs Help Potential Customer Size: Revenue, Employees, Sites, etc. Type: Business, Consumer, Individual Geography: East coast, Texas, North America, etc. Industries: Manufacturing, Energy, Retail, etc. Department: Finance, Human Resources, Marketing, etc. Title: CXO, VP, Director, etc.
- 17. Product Target Value Pain Questions Name Drop Target Buyer Type • Small businesses Product • Web design services Features • Design and build new websites • Update and redesign existing websites • Graphic design services • Wireframe design and development • Content development • Ongoing website updates, changes, and improvements • Copywriting services
- 18. Product Target Value Pain Questions Name Drop
- 19. Technical Value • Processes • Systems • People Automate manual tasks Make something work better Decrease the amount of time or effort required to do something Make something easier Increase visibility or access to information Improve communications or connectivity Improve the performance of systems, processes, or people Improve the reliability of systems, processes, or people Business Value • Revenue • Costs • Delivery of services Improve revenue, market share, close rate, conversion rate, profitability etc. Decrease cost of goods sold, inventory costs, labor costs, etc. Decrease risk Improve decision-making Decrease product delivery time Improve the delivery of services Improve product quality Improve customer satisfaction Increase customer retention Personal Value • Income • Career • Workload Increase personal income, bonuses, commissions, etc. Decrease personal expenses Create opportunities for career advancement Increase recognition for performance Decrease workload Decrease stress level Increase level of happiness Improve work/life balance Improve personal relationships
- 20. Value Points • Increase the revenue generated through their website • Make their website easier to use and navigate • improve website conversion rates • Increase website traffic • Improve how they tell their story through their website • Generate more leads through their website Product Target Value Pain Questions Name Drop Target Buyer Type • Small businesses Product • Web design services Features • Design and build new websites • Update and redesign existing websites • Graphic design services • Wireframe design and development • Content development • Ongoing website updates, changes, and improvements • Copywriting services
- 21. Technical Value Brainstorming Questions Does [Your Product] help [Target Buyer Type] to: • Improve any processes? How? • Make anything work better? How? • Make anything easier? How? • Save time? How? • Improve visibility or access to information? How? • Improve communications or connectivity? How? • Make anything more reliable? How? • Reduce the effort, energy, or manpower needed to do something? How? • Automate anything? How?
- 22. Business Value Brainstorming Questions Does [Your Product] help [Target Buyer Type] to: • Decrease costs? How? • Increase revenue? How? • Increase profitability? How? • Improve decision-making? How? • Decrease risk? How? • Improve the quality their products or services? How? • Improve customer satisfaction? How?
- 23. Personal Value Brainstorming Questions Does [Your Product] help [Target Buyer Type] to: • Increase personal income? How? • Decrease personal expenses? How? • Increase the potential for a promotion? How? • Increase the potential for job performance recognition? How? • Improve work/life balance? How? • Decrease stress? How? • Improve happiness? How? • Be more comfortable? How? • Improve job security? How? • Improve the workplace atmosphere? How?
- 24. Product Target Value Pain Questions Name Drop
- 25. Technical Pain • Processes • Systems • People Tasks are manual and time-consuming Things are not working well It takes a lot of time or effort to do something Current processes are difficult It is difficult to see what is going on and access information Connectivity or communicating is difficult Performance of systems, processes, or people is not what it needs to be Reliability of systems, processes, or people is not what it needs to be Business Pain • Revenue • Costs • Delivery of Services Difficult to find ways to increase revenue, market share, profitability, etc. Difficult to close sales and leads Conversion rates are not what they need to be Decision-making process is slow and not as good as it needs to be Difficult to decrease cost of goods sold, inventory costs, labor costs, etc. Long product delivery time Poor product or service quality Customer satisfaction is not what it needs to be Customer retention is not what it needs to be Personal Pain • Income • Career • Work Environment Not making enough income, bonuses, commissions, etc. Lack of financial strength Need to get promoted or advance career Not getting enough recognition Working too much or too much of a workload Job is extremely stressful and chaotic Not a good work/life balance Not happy
- 26. Pain Points • Need to generate more revenue through the website • The layout and design of the website is confusing • Website visitors are not converting to customers • There is a need to increase website traffic • The website does not clearly tell the company’s story • Difficult to generate leads through the website Product Target Value Pain Questions Name Drop Value Points • Increase the revenue generated through their website • Make their website easier to use and navigate • improve website conversion rates • Increase website traffic • Improve how they tell their story through their website • Generate more leads through their website
- 27. Pain Questions • How important is it to get more revenue out of your website traffic? • How easy is it to find the information and navigate your website? • How important is it for you to improve your website conversion rates? • How well does your website tell your story? • Do you need to increase website traffic and visitors? • How important is it for you to increase the amount of leads that your website is producing? Product Target Value Pain Questions Name Drop Pain Points • Need to generate more revenue through the website • The layout and design of the website is confusing • Website visitors are not converting to customers • There is a need to increase website traffic • The website does not clearly tell the company’s story • Difficult to generate leads through the website
- 28. Current Environment Questions • Do you currently have someone that can make changes to your website? • Are you currently working with a web design agency? • How happy are you with person working on your website? • When was the last time you refreshed your website? • How much traffic are you currently getting to your website? • What CMS platform is your website built on? • When was the last time you considered redoing your website? • How many different websites do you currently have? • Are you the person to that makes decisions regarding your website? Product Target Value Pain Questions Name Drop Pain Points • Need to generate more revenue through the website • The layout and design of the website is confusing • Website visitors are not converting to customers • There is a need to increase website traffic • The website does not clearly tell the company’s story • Difficult to generate leads through the website
- 29. Name Drop Example • We worked with an accounting firm and helped them to do a complete refresh of their corporate website. • This helped to improve how they told the story of what they do and the services they provide to website visitors. • After only 6 months, they increased the number of leads that they were generating through their website by over 500% and increase their overall revenue by 20%. Product Target Value Pain Questions Name Drop Value Points • Increase the revenue generated through their website • Make their website easier to use and navigate • improve website conversion rates • Increase website traffic • Improve how they tell their story through their website • Generate more leads through their website
- 30. What is a Sales Message Sales Message Dos and Don’ts How to Create Your Sales Message Creating Sales Scripts, Emails, and More
- 31. Value Points Pain Points Pain Questions Current Environment Questions Name Drop Product Building Blocks
- 32. Call Script Value Points Pain Points Pain Questions Current Environment Questions Name Drop Product Introduction Close
- 33. Hello, [Contact’s Name]. This is [Your Name] with [Your Company]. Have I caught you in the middle of anything? Value Points Pain Points Pain Questions Current Environment Questions Name Drop Product Introduction Close
- 34. Great. The reason for my call is that we help small businesses to: • Increase the revenue generated through their website • Make their website easier to use and navigate • improve website conversion rates • Increase website traffic • Improve how they tell their story through their website • Generate more leads through their website But I am not sure if we can help you in the same way and that is why I am reaching out with a question or two. Value Points Pain Points Pain Questions Current Environment Questions Name Drop Product Introduction Close
- 35. • How important is it to get more revenue out of your website traffic? • How easy is it to find the information and navigate your website? • How important is it for you to improve your website conversion rates? • How well does your website tell your story? • Do you need to increase website traffic and visitors? • How important is it for you to increase the amount of leads that your website is producing? Value Points Pain Points Pain Questions Current Environment Questions Name Drop Product Introduction Close
- 36. • Do you currently have someone that can make changes to your website? • Are you currently working with a web design agency? • How happy are you with person working on your website? • When was the last time you refreshed your website? • How much traffic are you currently getting to your website? • What CMS platform is your website built on? • When was the last time you considered redoing your website? • How many different websites do you currently have? • Are you the person to that makes decisions regarding your website? Value Points Pain Points Pain Questions Current Environment Questions Name Drop Product Introduction Close
- 37. A lot of small businesses have concerns that: • Need to generate more revenue through the website • The layout and design of the website is confusing • Website visitors are not converting to customers • There is a need to increase website traffic • The website does not clearly tell the company’s story • Difficult to generate leads through the website Can you relate to any of those? Value Points Pain Points Pain Questions Current Environment Questions Name Drop Product Introduction Close
- 38. I am Websites Global and we offer a full portfolio of web design services and we provide: • Design and build new websites • Update and redesign existing websites • Graphic design services • Wireframe design and development • Content development • Ongoing website updates, changes, and improvements • Copywriting services Value Points Pain Points Pain Questions Current Environment Questions Name Drop Product Introduction Close
- 39. • We worked with an accounting firm and helped them to do a complete refresh of their corporate website. • This helped to improve how they told the story of what they do and the services they provide to website visitors. • After only 6 months, they increased the number of leads that they were generating through their website by over 500% and increase their overall revenue by 20%. Value Points Pain Points Pain Questions Current Environment Questions Name Drop Product Introduction Close
- 40. But I have called you out of the blue and I am not sure if this is the best time to discuss this. Are you interested in discussing this a little more? Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other small businesses to: • Increase the revenue generated through their website • Make their website easier to use and navigate • improve website conversion rates • Increase website traffic • Improve how they tell their story through their website • Generate more leads through their website Are you available on Tuesday or Thursday morning? Or are you available to continue talking about this now? Value Points Pain Points Pain Questions Current Environment Questions Name Drop Product Introduction Close
- 41. Email Templates Value Points Pain Points Pain Questions Name Drop Product
- 42. Subject Line: Increase the revenue generated through your website Hello [Contact First Name], The reason for the email is that we help small businesses to: • Increase the revenue generated through their website • Make their website easier to use and navigate • improve website conversion rates • Increase website traffic • Improve how they tell their story through their website • Generate more leads through their website I don't know if you want to improve those areas and that is why I am reaching out. Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other small businesses to generate more leads through their website? Best Regards, Value Points
- 43. Subject Line: Website visitors are not converting to customers Hello [Contact First Name], The reason for the email is that we help small businesses with the challenges of: • Need to generate more revenue through the website • The layout and design of the website is confusing • Website visitors are not converting to customers • There is a need to increase website traffic • The website does not clearly tell the company’s story • Difficult to generate leads through the website I don't know if you are concerned about any of those areas and that is why I am reaching out. Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other small businesses to generate more leads through their website? Best Regards, Pain Points
- 44. Subject Line: BG Accounting increased leads by 500% Hello [Contact First Name], The reason for the email is that we worked with an accounting firm and helped them to do a complete refresh of their website. This helped to improve how they told the story of what they do and the services they provide to website visitors. After only 6 months, they increased the number of leads that they were generating through their website by over 500% and increase their overall revenue by 20%. Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other small businesses to generate more leads through their website? Best Regards, Name Drop
- 45. Subject Line: Get more revenue out of your website traffic? Hello [Contact First Name], I am trying to determine if we can help you in the same way that have helped our other clients. These are some of the questions that I would ask you to figure that out: • How important is it to get more revenue out of your website traffic? • How easy is it to find the information and navigate your website? • How important is it for you to improve your website conversion rates? • How well does your website tell your story? • Do you need to increase website traffic and visitors? • How important is it for you to increase the amount of leads that your website is producing? Do any of those connect with a challenge or interest that you have? If so, let’s put a few minutes on the calendar to have a brief conversation. Best Regards, Pain Questions
- 46. Subject Line: Website design services Hello [Contact First Name], The reason for the email is that we provide website design services and that includes: • Design and build new websites • Update and redesign existing websites • Graphic design services • Wireframe design and development • Content development • Ongoing website updates, changes, and improvements • Copywriting services Some ways we differ from other options out there are: • Differentiation 1 • Differentiation 2 • Differentiation 3 Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other small businesses to generate more leads through their website? Best Regards, Product
- 47. Voicemail Scripts Value Points Pain Points Name Drop Product
- 48. Hello [Prospect Name], this is [Your Name] and I am with [Your Company]. The reason for my call is that we help small businesses to: (Share 1 to 3 benefits) • Increase the revenue generated through their website • Make their website easier to use and navigate • improve website conversion rates • Increase website traffic • Improve how they tell their story through their website • Generate more leads through their website I don’t know if you want to improve those areas and that is why I am reaching out. I will try you again next week. If you would like to reach me in the meantime, my number is [Your Number]. Again, this is [Your Name] calling from [Your Company], [Your Number Again]. Thank you and I look forward to talking with you soon. Value Points
- 49. Hello [Prospect Name], this is [Your Name] and I am with [Your Company]. The reason for my call is that we help small businesses with the challenges of: (Share 1 to 3 pain points) • Need to generate more revenue through the website • The layout and design of the website is confusing • Website visitors are not converting to customers • There is a need to increase website traffic • The website does not clearly tell the company’s story • Difficult to generate leads through the website I don’t know if you are concerned about those areas and that is why I am reaching out. I will try you again next week. If you would like to reach me in the meantime, my number is [Your Number]. Again, this is [Your Name] calling from [Your Company], [Your Number Again]. Thank you and I look forward to talking with you soon. Pain Points
- 50. Hello [Prospect Name], this is [Your Name] and I am with [Your Company]. The reason for my call is that we worked with an accounting firm and helped them to do a complete refresh of their website. This helped him to improve how they told the story of what they do and the services they provide to website visitors. After only 6 months, they increased the number of leads that they were generating through their website by over 500% and increase their overall revenue by 20%. I don't know if we can help you in the same way and that is why I am reaching out. I will try you again next week. If you would like to reach me in the meantime, my number is [Your Number]. Again, this is [Your Name] calling from [Your Company], [Your Number Again]. Thank you and I look forward to talking with you soon. Name Drop
- 51. Hello [Prospect Name], this is [Your Name] and I am with [Your Company]. The reason for my call is that we provide website design services and that includes: • Design and build new websites • Update and redesign existing websites • Graphic design services • Wireframe design and development • Content development • Ongoing website updates, changes, and improvements • Copywriting services Some ways that we differ from other options out there are: • Differentiation 1 • Differentiation 2 • Differentiation 3 I don't know if you are a good fit with what we provide and that is why I am reaching out. I will try you again next week. If you would like to reach me in the meantime, my number is [Your Number]. Again, this is [Your Name] calling from [Your Company], [Your Number Again]. Thank you and I look forward to talking with you soon. Product
- 52. Objection Responses Value Points Pain Points Name Drop Product Pain Questions Current Environment Questions
- 53. Value Points Pain Points Name Drop Product Pain Questions Current Environment Questions Great. The reason for my call is that we help small businesses to: • Increase the revenue generated through their website • Make their website easier to use and navigate • improve website conversion rates • Increase website traffic • Improve how they tell their story through their website • Generate more leads through their website What is this in regards to? Is this a sales call?
- 54. Value Points Pain Points Name Drop Product Pain Questions Current Environment Questions I understand. If I could ask you real quick: • How important is it to get more revenue out of your website traffic? • How easy is it to find the information and navigate your website? • How important is it for you to improve your website conversion rates? • How well does your website tell your story? • Do you need to increase website traffic and visitors? • How important is it for you to increase the amount of leads that your website is producing? I am not interested. We are not making any changes. We do not have budget right now.
- 55. Value Points Pain Points Name Drop Product Pain Questions Current Environment Questions I can certainly do that. So that I know what to send you, could ask you real quick: • How important is it to get more revenue out of your website traffic? • How easy is it to find the information and navigate your website? • How important is it for you to improve your website conversion rates? • How well does your website tell your story? • Do you need to increase website traffic and visitors? • How important is it for you to increase the amount of leads that your website is producing? Can you send me your information.
- 56. Value Points Pain Points Name Drop Product Pain Questions Current Environment Questions I understand. If I could ask you real quick: • Do you currently have someone that can make changes to your website? • Are you currently working with a web design agency? • How happy are you with person working on your website? • When was the last time you refreshed your website? • How much traffic are you currently getting to your website? • What CMS platform is your website built on? • When was the last time you considered redoing your website? • How many different websites do you currently have? • Are you the person to that makes decisions regarding your website? We already use someone right now. We already use someone for that. We have already purchased something for that.
- 57. Summary • Shift from product selling to consultative selling • Focus on benefits, pain points, and questions • Creating building blocks • Use building blocks to create sales scripts, emails, and more
- 59. SMART Sales System Sales Methodology Software Platform Professional Services
- 60. SMART Sales System Sales Methodology Software Platform Professional Services • Sales Message Builder • Sales Scripts • Email Templates • CRM Functionality • Email Automation
- 61. SMART Sales System Sales Methodology Software Platform Professional Services Sales Consulting • Sales Pitch Development • Sales Process Mapping • Script Assessment Sales Coaching • One-on-One Sales Coaching • Weekly coaching • Coaching Hour Blocks
- 62. Contact Us Michael Halper Founder and CEO SalesScripter mhalper@salesscripter.com @Michael_halper @salesscripter
Editor's Notes
- The value that we deliver can typically impact our clients on three different levels. At the lowest level, we offer technical value. These are the benefits and improvements that we can deliver that make things work better and are realized in the areas of processes, systems, and people. Examples are helping a business to save time, automate certain tasks, improve performance, improve reliability, etc. As a business begins to realize value at the technical level, those benefits will trickle up and be realized at the business level and be seen as a decrease in costs, increase in revenue, or decrease in risk. For example, if manual processes are able to be automated, that will lead to a decrease in the labor that is needed and as a result, there could be a decrease labor costs and this is an example of realizing business value. When we help clients to realize business value, that can also continue to trickle up to impact the clients on a personal level and be realized in the form of recognition, compensation, decreased work load, etc. For example, if processes are automated and that decreases costs, that could lead to a promotion for the person that is responsible for that area. Or they could get an extra bonus for the year. Or maybe it means that they no longer have to work over the weekend and are able to spend more time with their family and this is realizing personal value. So when your clients consume your products and services, they are likely going to realize some sort of value and benefits in these three areas.
- Now let’s dig a little deeper into what pain can look like. There are actually three levels of pain. At the lowest level, you have technical pain. This is when things are technically not working well or could be better, and can be often found at the areas of systems, processes, or people. When pain is experienced at the technical level, that will usually trickle up and cause pain at the business level. This is where a prospect begins to feel negative impacts in the areas of revenue, costs, and the delivery of services. The pain does not stop their as it can continue on work its way up to impact your prospects at a personal level. This is when the technical and business pain starts to impact the individuals in areas like workload, compensation, job security, career growth, and even spill over into their personal life as well.