To generate sales you have to have a super-hot message that gets people listening, and thinking. You’ll want it to contain every juicy nougat of information you can muster, from your flagship sites to your biggest proof-points. And you want to write it down for posterity, so you never forget just how special your business is.
But wait! That’s a script and we hate scripts. Yes, we hate scripts. They are bad for business, and unhelpful for creating calls since they can’t reflect individual personality or mould around the needs of different buyers. No grown up in the big old world of work needs a script, although we understand the desire to want a written reference tool. Good news! There is a really quick and easy way to build a road map of all the attributes, reasons, and features that define your business in its busy market. It’s not a script, it doesn’t provide prompts, but it’s a great brainstorming process that will help you pepper your calls with interesting and relevant detail. Read on to find out how you can organise your thoughts to generate sales, and pull your best moves every time.
Must say, Should say, Could say
At Blue Donkey we’re building, growing, and changing messaging all the time, across multiple different client projects. One may be a financial product such as invoice discounting, another might be a piece of capital equipment for pharmaceutical use, such as a combinatorial chemistry solution. We may well flit between several projects in a day, and each one has to be as flawless, compelling and as well informed as the next.
So how can you generate sales under those conditions. We call our method the Must say, Should say, Could says. It’s a kind of ABC of what your business is about and what makes you special in your market. You can create them as a simple list, on a piece of paper folded landscape, into three columns. This is definitely not a telemarketing script, it’s a simple road map of keywords that get you thinking – so the words come from your own head and they sound unique according to what you know about the particular decision maker you’re speaking with.
Must says are the list of your juiciest soundbites presented in order of importance. They are pretty much self-explanatory as they are the competitive aspects of your business and products that help you stand out from the crowd. This is the stuff that has to be communicated in every call, it contains the essence of who you are, and what makes you special. Must says will be pretty much front of mind for you every time you think about your business, the list will simply help you feel more empowered in how you generate sales because you’re confident of remembering mission critical items of information.
The Should says will include things that may not necessarily be important to every call or every decision maker but they’re relevant for certain contexts. So if you’re speaking to a school, your messaging will be carved from a template in your mind of what schools need. Should says might include important things such as accreditation, systems, or structural attributes that help generate sales because they define you as a business. They’re pretty important, but possibly not as much as the Must says.
Could says are the last category. They’ll be the factors you use to address particular aspects of an individual customer’s needs based on what you’ve talked about in your initial questioning. It might refer to preferences they expressed, for example, speed because they’ve said their current supplier can be slow.
The Must say, Should say, Could say menu will be designed around the potential needs of homogeneous buyers. So if you generate sales with schools, your lists will be designed around the needs of schools generally. Your discussions should always begin with an open question designed to capture something about client needs, then your Must say, Should say, and Could say information is used to wrap around those needs appropriately. The different categories of material should be drawn upon as you need them.
Unlike the telemarketing script, your conversations will be freefall, and completely unique every time. If you speak to someone who is particularly drawn to a solution that does ABC, you pick the features and benefits that relate to ABC in the way you wish to present them. You should have a smattering of proof points, stories, or interesting facts that you can pepper your call with, depending on each particular buyer’s needs. This list can be single words or bullet points so how you present them to generate sales is entirely down to you.