How to Develop a Winning B2B Industrial Sales Script

Develop a B2B industrial sales script makes all the difference between a successful sales call and a lost opportunity. Many industrial salespeople assume that cold calling is dead and doesn’t work anymore. However, the truth is that if you have a poorly drafted sales calling scripts or if your sales development representatives (SDRs) are not using them correctly, your industrial sales calls are destined to fail. In fact, some of those failed sales calls can even deter your potential clients from the products or services you offer.

Robotic Sales Reps

Industrial sales calls are inherently rigid, one way conversations. They can sound purely robotic. You can tell when an industrial sales rep memorized text by how monotonous they sound. Prospects see these calls as robotic, mass produced, and even pushy. It frustrates the industrial prospect, because they know the person didn’t do their homework on who they are calling and how the product or service can benefit their industrial company. As a result, the prospect will hang up. 

Steps to Develop a B2B Industrial Sales Script

In order to develop a B2B industrial sales script, you want to set a goal. Is the industrial sales script meant to set appointments, generate interest or something else. Once you know what you want to accomplish, now you can begin to put a B2B industrial sales script together. The 5 Steps below are not in any particular order, so read through them first, and decide for yourself where you want to begin.

1. Short Sentences: The first couple of sentences in an industrial cold call are crucial. As you may know, a good sentence for an email is not longer than two lines. For a sales call, you may want to make it even shorter so you can quickly get your point across.
2. Good Word Choices: Using shorter words make it simpler for the prospect to understand. You don't want a lengthy, drawn out script where you lose their interest. Using long sentences with complex adjectives will make your script dull and the prospect hangs up. Always prep by reading your script out loud and deciding what words can be simplified.
3. Be Casual: Think of your prospect as a professional friend. What do you want to tell your friend about your product? The cold call script should be short, sweet, and can include professional/appropriate humor. 
4. Make it a Two-Way Conversation: Industrial sales calls shouldn’t be a dull monologue. It should be lively. Include questions and answers into your sales script. Use open ended and close ended questions such as “In your opinion, what’s the best way to attain…” or “If you can increase one KPI, what would it be?” 
5. Follow the Structure: Every industrial sales call should have somewhat of a structure. It should have a space for introductions, building rapport, presenting an offer, and following up with prospects. This last part is the call to action. You should always thank the prospect for their time, and agree on next steps. 

Good Vs. Bad Cold Calling Scripts

You can test how to develop a B2B industrial sales script by keeping track of the success rate of your past sales interactions. Look at the cold calling script and determine what went wrong or what went well. Try to adjust what went wrong with another solution. For example, if the industrial prospect is clearly trying to hang up the phone by telling the rep they don’t have time, it might be best to not keep them on the line. Instead, ask them for a day and time that is better so you both can discuss the potential need and solution. But remember, always be prepared, and practice your industrial sales script in order to sound natural in the most effective way possible.

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