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Sales personnel typically have two requirements for designing sales scripts: first, effectiveness—being able to persuade customers to buy; second, conciseness—using as few words as possible to persuade, because fewer words mean easier memorization and application.
Based on years of experience, a script centered on answering the seven most critical questions customers have can quickly advance the sale. These seven questions are:
- Why should I listen to you? Why should I meet you? (At the marketing level, this is expressed as: Why should I notice you?)
- What is this?
- What's in it for me?
- Why should I trust you?
- Is it worth it?
- Why should I buy from you?
- Why should I buy now?
Why these seven questions (referred to as 7Q) and not others? Because these seven questions are progressive in nature; answering them effectively moves the customer forward in the buying process. Other descriptive questions (e.g., Who bought what, where, and when?) do not advance the purchase.
Based on the customer's specific situation, answer each corresponding question with one sentence, thereby guiding the customer clearly, layer by layer, step by step, to arrive at the answers to these seven questions, and ultimately close the deal. This is called "Seven Sentences to Guarantee the Close."
Example of Cadillac's "Seven Sentences to Guarantee the Close" script: Cadillac is a well-known luxury car brand. Let's look at how a Cadillac 4S store designs its sales script with "Seven Sentences to Guarantee the Close"—seven sentences, each corresponding to and resolving one question!
Why should I listen to you? "Sir, you must be tired from the journey. Please have a seat and enjoy a drink. May I ask what aspects of a car you are most concerned about?" Explanation: The focus here is to guide the customer to patiently cooperate with your next steps, i.e., the customer needs assessment.
What is this? "Sir, Cadillac is the safest car in the world." Explanation: Whatever the customer cares about, my car is that.
What's in it for me? "Sir, if you choose Cadillac, your business partners will surely think you are capable and tasteful, helping you take your career to the next level." Explanation: Align with the customer's needs.
Why should I trust you? "Sir, Cadillac is the official car of the U.S. President. If the President trusts it, what doubts or concerns could you have?" Explanation: Sales is the transfer of confidence and emotion. At this point, your confidence and tone are crucial!
Is it worth it? "Sir, for a car with the same configuration, we offer a discount of over 30,000 yuan compared to the same brand. The savings could fund a family overseas trip!" Explanation: Here, comparing with competitors and comparing with benefits is key!
Why should I buy from you? "Sir, when buying a car, you should not only look at the price but also after-sales service. We are a benchmark store for Cadillac, and our core technicians are all gold-certified, ensuring worry-free after-sales for your beloved car! Some newly opened stores may be a few hundred yuan cheaper, but their after-sales service is not guaranteed!" Explanation: Highlight your strengths and directly attack the opponent's weaknesses!
Why should I buy now? "Sir, lucky people have good fortune. You've come at just the right time! We happen to have a group-buying event recently. If you join today, we'll give you three free maintenance services, saving you a considerable amount! Sir, to reserve your spot, would you like to pay the deposit in cash or by card?" Explanation: Difference is value, value comes from difference. Also, the two-choice method can be used here!
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