Building Killer Talk Tracks Your Sales Team Will Use

You have developed a great product but you don’t know how to scale your business?

How to increase your sales to bring greater profits?

What should be your talk track to increase success in sales?

In this blog, we are going to learn about building a killer talk track for your sales team.

What Is The Meaning Of Talk Track?

A talk track is a sales script that helps to keep a conversation with a prospective customer on track. Building killer talk tracks for sales teams includes many key steps:

Understanding The Audience

This is crucial for developing good talk tracks for your sales team. This involves many things:

1. Demographics: You must know about the important characteristics of your target audience. This includes age, gender, location, industry, and job title.
2. Psychographics: you have to understand the attitudes, values, beliefs, and pain points of customers. You must know how your customer gets motivated. What are the challenges that they face and what are their goals?
3. Preferences in communication: You must know how your audience prefers to communicate. To what source do they respond maximum? Do they respond better to phone calls, emails, in-person meetings, or social media interactions?
4. Buying behavior: You need to determine the factors that influence the choice of your customers. Observe how they make their purchase decision. Are they price-sensitive or do they prefer quality?

By getting better insights into your audience, you can tailor your talk tracks to focus on their needs and preferences.

Identifying Key Messages:

I often tell my sales team to identify the key messages to be delivered. That is the core of the sales. You need to determine the most important points to communicate with your customers. Also, these points must sync with solving the problems of customers and adding value. This is very important for ensuring consistency and clarity in your sales approach. Here are a few points you need to consider:

1. Value proposition: focus on the value that your product provides to your customers. Are there any problems that your product or service solves? What are the benefits that your product offers?
2. Unique selling proposition: Always define how your offering is different from your competitors. Why should customers choose you over your competitors?
3. Overcoming objections: Find common objections that your customers may have and prepare responses to address them in your talk track.
4. Key features and benefits: Highlight the most important features of your product and convert them to benefits in the talk track. How will your offering improve the lives of your customers?
5. Call to Action: Always define the desired next step that you want prospects to take. It can be in the form of scheduling the demo, signing up, or purchasing. You must make sure that the call to action is very compelling.

This way you help your sales team with a good foundation for engaging with prospects and guiding them through the buying process.

Crafting Compelling Stories:

You need to develop stories or case studies that talk about how your service has helped other customers surpass similar challenges. Remember, stories are memorable and they easily resonate with people. Here is how it can be done:

1. Noting relevant stories: look for real-life examples of how your product has made a positive impact on customers. Choose those stories that define the pain point of the audience.
2. Structure the story: You have to create a narrative that has an introduction, a problem and challenge, solutions provided by your product and what results have you achieved.
3. Highlight benefits: You need to highlight specific benefits that customers have experienced with your offering. How has it helped customers to save resources?
4. Include proof: Try to include testimonials, quotes, or statistics from your customers to add credibility.

This way you can capture the attention of your customers and compel them to act.

Providing Flexibility:

Talk tracks must allow flexibility and adaptation to different customer needs and situations. To stay within the framework, you must be able to customize your approach to interact with the customers. When I have to make plans for the sales of my product then I never instruct my sales team to follow a rigid script. As you have seen in my blog on Product Management in fintech, I provided them with a flexible framework that focused on key points, questions, and potential responses to objections. This way sales team can curtail their conversations to any situation while staying aligned with overall messaging.

One of the persons in the sales team of the pharmaceutical industry asked me about other important things required in the sales track. One of my conversations is given below.

Salesman: How can our skills be improved?
Me: You all can be empowered through training. Training will equip you with the knowledge and skills required to confidently handle different situations. You must be given product training, objection handling techniques, and also some exercises to practice.
Salesman: How can we tailor our responses in a better way?
Me: The only way for this is active listening. You must carefully listen to the customers to understand their unique needs and also the pain points.
Salesman: How can we customize our talk tracks?
Me: You must customize your talk tracks based on the information gathered during the conversation. This can include highlighting specific product features or even the benefits that are most synchronized with the situation of customers. You can also offer personalized solutions to address their challenge.
Salesman: What is the importance of feedback?
Me: Feedback loop allows the sales team to share insights and lessons learned from interaction with the prospects. This allows continuous improvements of talk tracks based on real-world feedback. This way you can engage with customers more authentically and effectively which results in better outcomes and stronger relationships.

Focus On Benefits, Not Features:

In the process of product management, we have seen the role of segmentation, differentiation, specialization, and Concentration. We focus on the benefits that we provide to the customers. How will the product make the lives of customers easy and save them money, or how product help them to achieve their goals? A talk track can be prepared around this in the following way:

1. Customer-centric approach: As we have seen in market research for product development, knowing the customer’s intention matters a lot in product success. The same goes for sales. It would help if you framed your messaging around how features translate into tangible benefits for customers. For example, instead of saying that your software has a user-friendly interface you could say that your software makes it easy for teams to collaborate and increase productivity.
2. Problem-Solution Alignment: you must identify the pain points or challenges that your target audience faces and also focus on how your product or service solves those problems. This helps to position your offering as a valuable solution rather than just another product.
3. Value-proposition: As already discussed, you must mention the unique value that your product or service provides compared to the competitors. While making a talk track you must know what are your specialization and unique value and you must concentrate only on providing knowledge of these.
4. Quantify benefits: whenever possible, you must quantify the benefits of using your product or service in terms of time saved, money saved, increased efficiency, or other measurable outcomes. This will help in making the benefits more compelling.
5. Use cases and examples: You must illustrate the benefits of your features with some live examples, case studies, or testimonials from your prospects who are satisfied using your product. This adds credibility and also helps potential prospects envision how they could benefit from using your product or service.

Through these ways, you make it easier for potential prospects to understand the relevance of what you are selling.

We will continue to know more about making killer talk tracks in the next blog.

Conclusion:

In making killer talk tracks for your sales team, you ought to follow a holistic approach that focuses on understanding the customers, focusing on key messages, and building confidence and authenticity in your sales team.

Identification of important key messages ensures that the sales team gives a consistent narrative that focuses on the value of your product and services. By focusing on benefits rather than features, you can articulate how your product listens to the pain points of customers and hence it will add some tangible value to their businesses.

Knowing your audience is the milestone of better sales communication. You must delve deep into the demographics, psychographics, and buying behavior of your target customers. Hence you can tailor your talk tracks to resonate with the specific needs of customers and their preferences. Along with this focus on segmentation, differentiation, specialization, and concentration of your product will surely help you to build strong talk tracks. Sharing live examples of your product use builds trust in customers and gives them confidence. Hence customers are likely to purchase your product or service.