Sales Appointment Script Example 401K Services

1. Sales Appointment Script Example

2. Current State
Questions
• What is it that you guys do?
• When did you start the business?
• Are you looking to grow/add employees?
• How was revenue growth in 2020/2021?
• Are you set up for your retirement outside of
your company?

3. • 401K retirement programs
PRODUCT
• Fully integrated with payroll platform
• Easy setup and administration
PRODUCT TARGET
• Lower cost
• Small businesses
TARGET BUYER TYPE

4. • 401K retirement programs
PRODUCT
• Fully integrated with payroll platform
• Easy setup and administration
VALUE POINTS
• Lower cost
PRODUCT TARGET VALUE
• Make something work better
• Make something easier
• Decrease time
• Increase revenue
• Decrease costs
• Decrease risk
• Improve visibility
• Improve their retirement programs and benefits
• Minimize the amount of taxes they have to pay
• Improve recruiting and retainment

5. • Improve their retirement programs and benefits
VALUE POINTS
• Minimize the amount of taxes they have to pay
• Improve recruiting and retainment
• Retirement programs can seem expensive and complex
• Might be paying more taxes than necessary
PAIN POINTS
• Retirement benefits can impact recruiting and retainment
PRODUCT TARGET VALUE PAIN

6. • Retirement programs can seem expensive and complex
PAIN POINTS
• Might be paying more taxes than necessary
• Retirement benefits can impact recruiting and retainment
• How do you feel about your ability to add 401K program?
• How important is it for you to decrease your tax exposure?
PAIN QUESTIONS
• How much of a priority is it for you to improve recruiting and retainment?
PRODUCT TARGET VALUE PAIN QUESTIONS

7. • Do you currently have a 401K retirement program?
• Who are you working with?
CURRENT STATE QUESTIONS
• What type of plan do you have?
PRODUCT TARGET VALUE PAIN QUESTIONS
• How many employees do you have?
• Are you in a contract?
• What benefits are you currently providing employees?
• What is your employee turnover rate?
• Currently have what you sell?
• Current vendor/provider
• Current systems and processes
• People in the organization
• Current contracts and expiration dates
• Size details – number of sites, people, systems, etc.
• Current performance/stats (technical, marketing, financial, etc.)
• Last time evaluated other options
AREAS TO ASK ABOUT
• When was the last time that you considered options in this area?

8. PAIN POINTS • Had profits that were vulnerable to increased taxes
• Implemented a 401K retirement program
CUSTOMER EXAMPLE
• Minimized their tax exposure
PRODUCT
VALUE POINTS
VALUE POINTS • Improve staffing and recruiting
PRODUCT TARGET VALUE PAIN QUESTIONS
CUSTOMER
EXAMPLE

9. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
CUSTOMER
EXAMPLE
PRODUCT
Building Blocks

11. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
CUSTOMER
EXAMPLE
PRODUCT
Building Blocks

12. Cold Call Script
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP
PRODUCT
OPEN
CLOSE

13. VALUE
POINTS
PAIN POINTS
CURRENT
STATE
PRODUCT
PAIN
QUESTIONS
DISCOVERY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP
First Appointment Script

14. • How is your day going so far?
• Where are you based? (if virtual appointment)
• [Ask a question regarding the weather, sports, recent current event, etc.]
• How long have you been working here?
• What did you do before this?
• Where are you from?
• What do you like most about what you do?
• I know why I wanted to meet with you. Is there anything that motivated you to want
to meet with me?
• [Share agenda for meeting] Does that match up with your expectations for this
meeting?
• Is there anything in particular that you are hoping to get out of this meeting?
• Do you have a hard stop for this meeting?
VALUE
POINTS
PAIN POINTS
CURRENT
STATE
PRODUCT
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

15. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP
Great. The reason for my call is that we help small businesses to:
• Increase the revenue generated through their website
• improve website conversion rates
• Increase website traffic
But I am not sure if we can help you in the same way.
• Do you currently have a 401K retirement program?
• Who are you working with?
• What type of plan do you have?
• How many employees do you have?
• Are you in a contract?
• What benefits are you currently providing employees?
• What is your employee turnover rate?
• When was the last time that you considered options in this area?

16. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP
• How do you feel about your ability to add 401K program?
• How important is it for you to decrease your tax exposure?
• How much of a priority is it for you to improve recruiting and retainment?

17. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP
A lot of businesses that we work with are having issues with:
• Retirement programs can seem expensive and complex
• Might be paying more taxes than necessary
• Retirement benefits can impact recruiting and retainment
Are you concerned about any of those?

18. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP
We might be able to help you all because we offer 401K retirement programs
• Fully integrated with payroll platform
• Easy setup and administration
• Lower cost
This can help small businesses to:
• Improve their retirement programs and benefits
• Minimize the amount of taxes they have to pay
• Improve recruiting and retainment

19. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP
• We worked with a startup software company and they needed to protect some of their
profits from taxes.
• We helped to solve that by implementing a 401K retirement program.
• This helped to them to minimize the amount of taxes they had to pay.
• This ultimately helped them to improve their recruiting and retainment of top talent.
Key: Customer | Pain Point | Product sold | Value Point

20. Need vs. Want
• What motivated you to look at us (brought you to us)?
• Do you mind if I ask why you took time out of your schedule to meet with us?
• What improvements could you see if you make this purchase?
• What will happen if you do not purchase something?
• Is there a date when this purchase needs to be made?
• What happens if the purchase is not made by that date?
• What is the time frame that the project needs to work along?
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

21. Funding Availability
• What is the range that you need your budget to stay within?
• Is there a budget approved for this project?
• Have the funds been allocated to this purchase?
• What budget (department) will this purchase be made under?
• Are there other purchases that this funding may end up being used for?
• How does the project fit with other initiatives from a priority standpoint?
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

22. Decision Authority
• What is the decision-making process?
• What parties will be involved in making the decision?
• What are the key factors that a decision will be based on?
• What functional areas (departments) will be impacted by the purchase?
• Is there a committee that this type of purchase has to go through?
• Who is the ultimate decision maker?
• Who is the person that will need to sign the agreement/contract?
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

23. Level of Competition
• What other options are you considering?
• How far along are you in discussions with them?
• How do you feel about your other options?
• What do you like about them? What do you not like about them?
• How do they compare with what we have to offer?
• Is there a reason why you would choose us over them?
• If you had to make a decision today, which way would you lean?
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

24. Trial Closing
• What do you think about what you have seen so far?
• How do you think this fits with what you are needing?
• How would that feature help you?
• Is this something you could see your organization using?
• Are we heading in the right direction?
• Is this what you were expecting to see?
Soft Closing
• What would you like to do next?
• What direction do you want to go from here?
• Do you want to continue talking about this?
• When would you like to talk again?
• What does the path forward look like?
Hard Closing
• Are you ready to move forward to the next step in the process?
• What would you need to be able to make a commitment to move forward?
• If you had everything that you are asking for, are you prepared to move forward?
• When are you going to make your final decision?
• (If delaying the decision for a period of time) OK, but do you mind if I ask if there will be
a change or something different at that time that will make that a better time to look at
moving forward?
• Is there anything that is preventing you from being able to move forward with this
purchase?
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
NAME DROP

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27. SMART
Sales
System
S
M
A
R
T
ales
essaging
nd
esponse
actics

28. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Customer
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

30. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Customer
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

32. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Customer
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

34. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Customer
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

36. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Customer
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

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