Your Sales Scipt Needs a Touchstone

Whether or not your prospect reveals everything that’s going thru their minds during a sales pitch or cold call you can rest assured a number of important issues are.

Marketer Mark Joyner points out the following four elements which are critical to a prospect. He also advises including all four whenever possible into what he refers to as a ‘Touchstone Statement’.

1. This is what we are selling
2. This is what it will cost
3. Here’s what’s in it for you
4. This is why you should trust us

Each of these elements is important for a different reason but suffice to say they answer the key questions in your prospects mind whether of not the prospect is verbalizing their thoughts.

You should work like heck to make your touchstone statement concise. This ‘trick’ is also make it memorable. The use of examples, stories, anologies, word pictures, etc can be utilized very effectively.

When you do it’s worth its weight in gold; so make refining it an ongoing process. When you hit pay-dirt you’ll know it right away.

Domino’s did this effectively with their sales script, ‘Domino’s; fresh hot pizza in 30 minutes of less or it’s free’.

* They cover who they are: Domino’s.
* They tell the prospect what’s in it for them: Fresh hot pizza in 30 minutes or less.
* Why you should trust our sales claim: If we don’t execute you’ll get the pizza for free.

The ‘cost’ element is not included and can be forgiven because people are well aware of the typical cost for a pizza and will be told the amount when they call to order.

We have discussed in length the importance of initialing ‘conversations’ with our prospects VS. using a canned sales script. Cold calling scripts are identified almost instantly by prospects these days and results in that ‘automatic defensive wall’ behavior we are so familiar with.

The information in this article is not suggesting using a Touchstone statement instead of that sales script. We are suggesting communicating in a concise well termed manner with our prospects at all times.

Thinking through the touchstone elements will help you communicate more effectively and therefore end up making more successful cold calls as well as sales.