Creating Sales Scripts That Convert

A prospect tells you: "We’re also looking at [Competitor]." Most reps make one of two mistakes: - They panic and start discounting before the customer even asks. - They attack the competitor, thinking that will win trust. The best reps? They guide the conversation...without badmouthing or getting defensive. Here’s how we teach folks to do it at Sales Assembly: 1) Find the gap. Instead of “We’re better because…” ask: “What made you start looking in the first place? What’s missing today?” This gets them to focus on their pain, not a feature battle. 2) Understand their criteria. Instead of “Why are you considering them?” ask: “What’s most important to you in a solution?” You want them defining success in your playing field. 3) Focus on fit, not features. Instead of “We’re better at X,” ask: “What’s been standing out to you in each option so far?” If they highlight something critical you do better, that’s your opening. 4) Help them think ahead. Instead of “They don’t do [X] like we do,” say: “A lot of teams in your space have prioritized [X] because it impacts [Y]. How are you thinking about that?” This frames the conversation around outcomes - not a feature war. 5) Guide the decision process. Instead of “Who’s your front-runner?” ask: “What’s your process for narrowing down options?” If they don’t have a clear decision path, they’re likely to stall. 6) Make the decision feel easy. Instead of “How can we win this deal?” ask: “If you had to make a decision today, what would give you confidence?” This surfaces final concerns...so you can remove them. The goal isn’t to beat competitors. It’s to help buyers feel confident that choosing you is the right move.

Referrals are by far the highest ROI channel for B2B businesses. So why aren’t you getting more of them? I use a dead-simple, but incredibly effective method to double my inbound referrals. 1 — Be Direct. The biggest mistake people make is relying on “automated emails” and “programs”. They take the easy way out because they are afraid. They wait for a follow-up email and send vague requests like, “If you think of anyone, let me know!” The reality is people don’t have time to brainstorm referrals for you! 2 — here’s what I do: make a specific and direct ask. And when possible, do it face-to-face right on the video call. Yes, you can do this over email, but asking directly, person-to-person, makes a stronger impact. 3 — Instead of leading with an ask, start by GIVING a lead first. Before ending a call, try this: “Before we wrap up, I’d like to give you two leads I think would benefit from your service. Would you mind sharing two people on your client roster who might find us interesting? I’ll send you a tailored email for easy forwarding.” Even better, do your homework: “I noticed these logos on your website. These two companies look like they’d be a great fit for us because [reason]. Would you mind making an introduction?” Be specific. Be proactive. Be intentional. What’s your go-to approach when asking for referrals? Let me know in the comments.

Struggling with discovery calls? This one mental change can make the world of difference - Treat the call not as a way to sell or get to BANT or qualify. Instead, treat the call as someone giving you time to help them solve a challenge. Approach the call with the questions you’d need to ask to help them solve a challenge. The conversation will change so quickly because the call will become about them, not about you. **************************** Two quick scripts: Inbound: “I can tell you a million things about us, but would love to hear from you first - what challenges are you working through, what priorities do you have for the year ahead - would love to start there, if that’s okay?” Outbound: “I can tell you a bit about (business line that hooked the call) but would love to hear your challenges/priorities first, or to hear what I can share with you that would make the best use of your time today.” Both scripts: either ask for permission or ask them to kick us off typically get a deep sigh and then a looong stream of consciousness reply telling you exactly how to sell give you answers that circle around business pain (rare to get) over features/benefits (the standard, and where most calls go wrong). Bonus: once you know what they want, you need to understand WHY they want it and who not solving it is impacting. This is how you start to monetize pain, multithread, and build value. #samsales #perfectdiscoverycall

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.

You've been there. You get on a demo call. You're excited to show your product. You want to impress the prospect with ALL the cool features... ...and halfway through, you can see their eyes glaze over. Meeting ends. No follow up. Deal dead. I wasted YEARS making this mistake. The problem? I was "selling steaks to vegans". Showing features my prospects didn't care about and never would. Reminds me of the time I walked into an Infinity dealership looking for a comfortable car with good storage for road trips for my growing family. For 20 minutes, the salesperson showed me luxury wood trim, UI features, and rubber floor mats. I walked out, drove to Lexus, and bought from a rep who focused ONLY on what I cared about. Your demo shouldn't be a buffet where prospects sample everything. It should be a custom crafted meal addressing exactly what they're hungry for. Before any demo, ask: "If I could only present 3 things that would move the needle for this prospect, what would they be?" After implementing this approach, my close rate jumped from 22% to 54%. The formula is simple but rarely used: 1. Only show what solves THEIR problems 2. Link every feature to direct business impact 3. Use THEIR language and terminology 4. Make it interactive with questions throughout 5. Keep it simple (fancy fails, simple scales) 6. Prove everything with relevant examples 7. Make it smooth and polished 8. Handle objections before they arise 9. Practice until it's muscle memory Remember: Most prospects will pay MORE for CERTAINTY. — Want to CRUSH your quota and 2x your sales? We should talk: https://lnkd.in/gr9u5Vgd

The answer to your outbound problems isn't: ⛔️ AI ⛔️ More volume ⛔️ SDR agents ⛔️ More relevance ⛔️ Dialers It's your OFFER. Let me explain... Most reps reach out with something like: “Just want to introduce myself and our company…” “Let’s do a quick call so you know your options when budgeting season comes around...” The problem? You have NOTHING to offer. If there’s no immediate need, there's zero reason to take a meeting with you. So you need a way to entice buyers to meet when they have a problem, but are not actively shopping. Here are three types of offers you can use to entice buyers to meet with you: ✅ Offer #1: Good - Pitch The Blind Date Position who the buyer will be meeting with. Hype up the AE, sales engineer, or yourself. Show them that meeting with you will be worth their while. Example: A client of ours sells an automated welding solution. The manufacturing industry is facing a massive shortage of welding talent. Their SDRs pitched it like this: “I’d love to introduce you to Eric. He’s worked with a dozen manufacturers like Caterpillar, Karavan, and more, who are all facing similar challenges. He’ll walk you through how they’re automating the most difficult welds and dealing with the labor shortage. Even if nothing comes of it, you’ll walk away with a better understanding of how the industry is solving this.” Even if the buyer isn’t shopping, they gain value from the conversation itself. ✅ Offer #2: Better - 1:Many Offers These are high-quality, reusable insights that still feel tailored. Think: competitive benchmarks, industry research, or best practice guides. Example: We have a client that sells to ecomm brands. They conducted a mystery shop of 400 competitors to analyze response times, customer service channels, etc. Their reps used those insights to open cold calls with: “Hey Katie, I submitted a ticket on your site, and it took about 48 hours to get a response. It was about 3x longer than folks like Patagonia and the North Face. Again, it’s Jason. Mind if I share more about why I’m calling?” That’s an offer that feels immediately relevant and valuable. It gets a conversation started immediately. ✅ Offer #3: Best - 1:1 Offers These are custom-tailored experiences or resources created specifically for the prospect. It’s you and your organization putting in serious effort to customize the offer. This works best at the enterprise & strategic levels. Examples: - A cyber risk analysis - A benchmarking analysis - A workshop - A personalized audit of a website checkout flow. - Visiting and experiencing the brand firsthand, then sharing insights. - Offering free data, licenses, or pilots. These take more work, but they convert like crazy. ~~~ Which one's most applicable for you?

🚀 B2B Sales Emails: Getting Your Foot in the Door! 🚀 Ever find yourself staring at your screen, wondering why your emails seem to vanish into the digital ether? Let’s change that! Here’s your quick, no-BS guide to crafting B2B sales emails that actually get you a reply. 1. Personalize, Don’t Templatize 🎨 Yes, we’ve all got templates. But guess what? So does everyone else. Take a minute to tweak that email. Mention a recent achievement of their company, comment on a LinkedIn post they’ve shared, or bring up a mutual connection. Make it so personalized they can’t help but think, “Wow, this person really did their homework!” 2. Value Proposition: Make It Snappy! 💥 Get to the point. What can you do for them? And no, “increasing ROI” isn’t good enough. Be specific. How have you helped a similar company achieve X% growth in Y months? Numbers talk. Fluff walks. 3. Subject Line: Your Make or Break ✉️ This is your foot in the door. Make it intriguing, make it short and personal, and for heaven’s sake, make it spam-proof. Questions work wonders. 4. CTA: Clear, Compelling, and Clickable 🔗 What’s your email’s endgame? A call, a demo, a free trial? Whatever it is, make it clear and easy. “Click here to schedule a call at your convenience” with a link is straightforward and respects their time. 5. Follow-Up: Persistence Pays 🏃 Didn’t get a reply? Don’t sweat it. People are busy. A gentle nudge a week later can work miracles. Just don’t be that person who sends a daily “Just following up” email. 🌟 Bonus Tip: Inject a bit of humor or a personal touch. We’re all humans here (until AI takes over, at least). A little personality goes a long way. Now, go forth and conquer those inboxes! Remember, the goal isn’t just to sell but to start meaningful conversations that could lead to fruitful partnerships. I would love to hear your success stories or epic failures (we’ve all been there). Share below! 👇 Make prospecting suck less. ✅ Subscribe to my newsletter 🔔 Ring the bell on my profile to follow me. ➡ Connect with me or DM me.

From 2017 to 2021, Gong grew from $200k ARR to nine figures. During that window of time, I spent dozens of cycles with our VP Sales on crafting demos that sell. Here's 6 elements of insanely persuasive sales demos I learned (trial and error): 1. Flip Your Demo Upside Down Most salespeople save the best thing for last. Wrong move. By that time, buyers have checked out. Some have even left the room. Start your demo with the most impactful thing. Save dessert for the beginning. Not end. 2. Give Them A Taste, Not A Drowning You eat, sleep, breathe your product. So you want to show EVERYTHING. You believe that the MORE you show, the more VALUE you build. Wrong move. Your just diluting your message. Show exactly what solves your buyer's problem. Nothing less. But also, nothing more. 3. Focus Your Demo On The Status Quo’s Pain It’s  tempting to focus on benefits. They’re positive and easy to talk about. But focusing your message on the pain of the status quo is more persuasive than focusing on benefits. If your buyer believes the status quo is no longer an option, they’re a step closer to investing in a new resource. Your new resource. People are more motivated to NOT lose than they are motivated to gain something new. Use this psychological bias to your advantage. 4. Avoid Generic Social Proof We're all trained to use social proof. Whether it works is not so simple. Using endorsements from big customers might win credibility with a few buyers, but it'll work against you if your buyer doesn't "identify" with the customer you're name-dropping. It alienates them. If you cite a bunch of your customers who DO NOT LOOK like your buyer? They’ll think “This product isn’t designed for clients like me.” Only name drop customers they can identify with. 5. Frame the problem at the beginning of the demo. Start with a "What We've Heard" slide. Center your buyer on the problem. And get new people in the room up to speed. Then show a "Desired Outcome" slide. Do those two things, and now your demo is a bridge between the two. Easy for your buyer to "sell themselves" when you do that. 6. Frame the pain each feature solves. This is the "micro" version of the previous tip. For EVERY NEW FEATURE you showcase: You HAVE to frame the problem it solves. Otherwise, it's meaningless. At best, your buyers write it off. At worst, it triggers objections. That's all for now. This is nowhere near the last thing to be said about demos that sell. So what would you add? P.S. After watching 3,000+ discovery call recordings, I picked out the best 39 questions that sell. Here’s the free list: https://go.pclub.io/list

Your demo is the reason you're losing deals And it has nothing to do with your product. After sitting through 200+ sales demos last year, I've identified the pattern that separates winning presentations from forgettable ones. It's not about features. It's not about benefits. It's about sequence. Most demos follow this deadly structure: 1️⃣ Company overview 2️⃣ Product walkthrough 3️⃣ Feature deep-dive 4️⃣ Pricing discussion 5️⃣ Next steps This is exactly backwards. Your prospect doesn't care about your company story. They care about their problem. They don't want to see every feature. They want to see outcomes. Here's the demo structure that actually converts: ↳ Start with their outcome  "Based on our conversation, you mentioned needing to reduce customer churn by 15% this year. Let me show you exactly how this would work for your situation." ↳ Show their scenario Use their data, their use case, their terminology. Make it feel like they're already using your solution. ↳ Focus on 2-3 key capabilities The ones that directly impact their stated priorities. Skip everything else. ↳ Handle objections proactively Address the concerns they mentioned in discovery before they have to ask. ↳ End with clear next steps Not "Do you have any questions?" but "Based on what you've seen, what would need to happen for you to move forward?" The best demos don't feel like demos. They feel like problem-solving sessions where your product happens to be the solution. Subscribe to our Innovative Seller channel where we post bi-weekly videos on sales strategies like this 👇

Scripting for creating next steps is your intentional way of guiding the recruit toward clarity and commitment. It’s not pushy.  It’s planned.  Here's how it works: Affirm and Create Alignment: “This has been a great conversation. I can see we’re aligned in a lot of areas.” Restate What You Heard “You mentioned that leadership and support are really important to you.” Introduce the Next Step Clearly “Would it make sense to schedule a deeper conversation where I walk you through how we’re different in those areas?” Get Agreement “What does your schedule look like next week for 30 minutes?” Clarify the Goal of the Next Step “That call would be all about showing you what it would feel like to be here, no pressure.” I often say that a key in recruiting is sequencing.  Always having a clear plan for the next move, avoiding vague or passive closes like, “Let me know if you're ever interested.” That kills momentum. Scripting these steps in advance increases conversions. Why??? …..Because it removes confusion and creates momentum. Here’s why: Clarity creates confidence People move forward when they know what’s next. Leaders lead When you guide, you’re seen as trustworthy and credible. Reduces friction No awkward pauses or uncertainty and creates a smooth transition. Avoids open loops Unclear endings lead to ghosting. Clear steps keep conversations alive. Builds expectation When you set the next step, you create a reason for follow-up. When you own the path, more people follow it.