Software Sales Tips by Matt Wolach

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Sales Tips

Mastering Unscripted Sales Calls: The Perfect DEAL Process

I want to share my personal journey and insights into mastering the art of unscripted sales calls. You might be wondering whether we need a script or not and what to do when faced with an unscripted situation.

Sales calls and demos are the heart of any software sales process and the buyer’s journey. Ensuring these interactions are exceptional is essential because a poorly conducted sales call can spell the end of a potential deal. 

While some opt for scripting every word, this approach often makes the conversation sound robotic and impersonal.

Buyers crave natural, easy conversations that feel like chatting with a friend about a product. So, how can we achieve this while ensuring we cover all necessary points? The answer lies in having a well-defined sales process.

Early in my SaaS sales career, I struggled until I discovered what I now call “The Perfect DEAL Process.” It’s a simple yet effective framework that allows you to have unscripted sales calls while ensuring you address all critical components and guide the buyer through their journey towards making a purchase decision.

The Perfect DEAL Process can be summarized with the acronym D.E.A.L.:

Discovery (D): The first step involves learning about the buyer and their specific needs. You want to discover their pain points, connect with them, and demonstrate your industry knowledge by asking the right questions. Proper sales discovery should evoke emotions and make the buyer understand that your product is a necessity.

Educate (E): After gathering information, it’s crucial to educate the buyer about any industry shifts or trends that may affect their software business. Sometimes, buyers are too focused on their own operations to see the bigger picture. As an expert, you can help them see the broader context.

Associate (A): This step involves connecting your product or solution directly to the buyer’s challenges. Rather than delivering a generic product pitch, tailor your demo to address their specific pain points and needs. Skip what’s not relevant to keep the buyer engaged.

Lead (L): Finally, take control of the conversation and guide the buyer through the process. You are the expert, and it’s your responsibility to ensure they understand your product and its benefits efficiently and effectively.

By following these four steps in The Perfect DEAL Process, you can conduct unscripted sales calls with confidence, knowing you have a structured approach to navigate the conversation.

I’ve trained countless sales leaders worldwide, and many have seen remarkable improvements by implementing this process. For instance, Brian in Washington increased his closing rate from 11% to 42%, while Paul in the UK jumped from 26% to 87%. These successes were achieved through consistent practice and mastering The Perfect DEAL Process.

It’s important to note that going unscripted doesn’t mean going unprepared. Practice is crucial, and you should follow each step diligently to ensure your calls feel natural and confident.

In conclusion, a solid framework like The Perfect DEAL Process is key to successful unscripted sales calls. You can have productive, engaging, and ultimately successful software sales conversations by mastering the art of discovery, education, association, and leading. So, go out there, conduct your calls unscripted, be natural, and always remember to practice to achieve your sales goals.

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