To deliver a stellar sales pitch, you need to tailor it to each specific lead — nothing new there. But customizing and personalizing your pitch comes more easily once you’re confident in your main plot points.
And while it’s true that you can just sit down and memorize your sales script, you may find yourself forgetting parts of it mid-pitch.
Learning is not straightforward. It may seem like it, but in reality, there are always ups and downs. You’re simply not as focused each day. Nor is your brain a machine that retains new information at the same pace and rate every time you sit down.
You may forget to mention a key point because you were so focused on minor details. Or, you may come off as automated and fail to connect with the person you’re talking to.
If you’re looking to retain information from your script for a long time and turn it into information you’ll never forget, you need to change the way you learn it.
So let’s learn how to learn your sales script the right way with four simple techniques.
Focus and Lack Thereof
Our brains have two distinct modes of thinking — focused and diffused.
Focused means we’re concentrating on the material at hand. Diffused, on the other hand, allows our mind to wander, make connections, and reach its own insights and conclusions. This is where retention happens.
The best way to retain any information, especially your sales script, is by alternating between the two modes. You need periods of focus interspersed with breaks.
If you only focus on focusing, you won’t get very far before you wear yourself out.
Work in focus mode until you feel yourself reaching your limits. When you’re no longer able to reach any new conclusions or retain new information, take a break, and give your mind space to work it out.
Another valuable tip is to read your script before bed, allowing your subconscious to work on memorizing and connecting it while you sleep.
The Pomodoro Technique
You may have already heard about this technique. Many managers, marketers, and salespeople use it to boost their productivity.
The method goes like this:
- Set a timer for 25 minutes, and focus on a certain set of tasks (answering emails, researching leads, making calls, etc.).
- Once the timer goes off, take a 5-minute break.
- Then, jump into the next 25 minutes, and so on.
- After four 25-minute focused periods, take a longer break.
The Pomodoro technique clearly draws on the focused/diffused way our brain works, but it has other benefits as well.
For example, because you are aware a break is coming, and you just have to get through 25 minutes, it’s much easier to get started and stay focused.
It may seem counterintuitive to take so many breaks, but you will actually be able to make more calls in a day, as you’re focusing on them and only them (no emails to distract you).
You’ll also get through the unpleasantness of discovery calls more easily, knowing that you have that break to look forward to.
And finally, your calls will go better on average, as you’re more focused on each call. And that means more closed deals.
Chunking and Chunks
Chunking is the process of creating new neural patterns you can reactivate later when needed. This can be a phrase in a foreign language, a phone number, a chord on the guitar, an equation. Or it can be your sales script.
To make your chunks better, you need to practice them. The more you repeat the same thing (a movement or a speech), the easier it will become.
Think about it like learning a dance. The first time you try it, you’ll hardly know where to place your feet. But the more you practice, the better it will be. Finally, you get to a point where you can do it without any thought.
The catch is that you don’t start by trying to learn the entire dance at once. You have to start small and slowly take on bigger chunks.
When learning your outbound sales script, section it off into smaller chunks, and make even smaller chunks out of the small ones.
Start with the main points. Learn them first. Repeat them in different words until you’re sure you can recite them without thinking. Then embellish with details, one main point at a time.
Processes vs. Products
Learning is often as much about the process as it is the solution. Sales, however, often focuses primarily on the product. It’s all about making the sale or converting a lead. Just remember that what gets you there is the process.
When learning your sales script, don’t forget to focus on both elements:
Process: the way you create it
Product: making the actual sale
Without a good process, there would be no product. How does this apply to learning a sales script?
When you’re scripting a new meeting, think about the desired outcome and work backwards to assemble the best possible process towards it. This will not only help you create an amazing, personalized script. The process of building the script will help you remember it.
Perfecting Your Pitch
The better your sales pitch, the better your chance of winning a sale. And the key to a better sales pitch is knowing and mastering your sales script.
Pour your energy into the learning process, and you’ll find confidence and charisma you didn’t know you had.
Learning how to learn more efficiently may take some time, but it’s an investment. And it’s an investment that will save you time in the long-run and win you more deals faster and easier.