The experts think that talk tracks are a new approach to sales scripts.

Software tools are constantly improving their platforms with new features, such as the ability to share information and practice for sales reps.


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  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
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  • Who currently have job openings for marketing help
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Hold up: Introducing Talk Track

A sales talk track is a script that an SDR can use to guide conversations with potential customers. But if the scripts are too strict, they will be unable to have meaningful discussions and will miss opportunities for deals.

The most important job of a new salesperson is to have successful discovery calls. These can be used to understand the customer’s needs, timeline and how you might help solve their problems.

Sales leaders know that selling is all about having conversations. Talk tracks help these conversations become more structured, giving the sales reps a better sense of what to do and how to go about it.

Amy Looper, the founder of Relativity Sells, says that talk tracks should be created collaboratively and agreed upon by all parties. She also recommends making sure everyone agrees on messaging to stress value and understand who your ideal customer is.

How do I make my sales talk tracks not sound like a script?

Don’t talk about yourself, your company and the product features. Talk tracks resonate when you speak to what is relevant and important for the prospect.

Leslie Venetz of Procurement Leaders says that beginning a conversation with an employer about your past can be off-putting. “Too often I see reps starting their sales conversations by telling the company where they’ve been, how long they have worked there or what products are offered. Why would you care?” She compares this to pulling out a resume on a first date and not learning anything about them before talking about yourself.

You should try to understand what your buyers want and be willing to listen.

Listen to what the buyer says before you come up with your pitch. Make sure it is different every time, but make sure there are some core themes that match their needs.

“I agree,” says Szelkowski. “You need to be on the ball and active in order to win a game of tennis or any other sports match. If you go into it with a script instead of actively listening and adapting your track accordingly when playing against an opponent is hard enough without deviating from that plan.”

Be sure to come prepared with the answers you need and want your prospect to know.

Jack Wilson advises practicing, “until you internalize them to the point that they come across as natural and conversational.” He also says not to memorize what we’re saying but instead understand it at a deep level.

Make sure you have a clear objective for your presentation. Matt Scheitle, Revenue Enablement Manager at Chorus.ai recommends including an actionable call to action in each of the topics you cover.

“Work with your product marketing team and AB test different levels of talk tracks. The most important thing is to make sure you follow the customer journey when developing them”.

Enabling your sales reps with sales talk tips

Talk tracks provide SDRs with the tools they need, but only if you create a centralized process for building and training them. This will ensure that reps are consistent in their presentations of value to prospects.

Build your talk tracks

The first step is to come up with the framework for talk tracks and this can be done by talking with reps and finding out what challenges or objections they’ve been getting. Talk tracks are often derived from these particular points.

Next, let your sales team personalize their talk track. Joe Latchaw says that if they are included in the process it will be a true team effort and customers don’t want to hear from an automated robot.

When it comes to talk track, remember that the success of a new one is not just for sales teams. Remember to include other GTM teams when testing out a new talk track. Jen Ferguson from Inside Out says “with weekly reviews this allows us to see what is working and what isn’t.” You can always shift your approach according with customer feedback.

Train reps on talk tracks and sales talk technologies0

When creating a training program, focus on key points and make sure they are not too long. It’s important for reps to be able to remember the most important parts of the material.

Some salespeople are so focused on memorizing the story that they forget to go into conversation with prospects. When you know what matters, it’s easier to have a conversation about your company and why their needs matter.

Matt Scheitle, the VP of Marketing at Chorus, says that reps need to practice before they start making sales calls. He tells them to “give cues” in order for customers to engage with the company’s products and services.

As a sales leader, you should critique your own phone calls as well as the team’s. Kelli Coughlan (Enterprise Sales Team Lead at ZeroFox) says it’s important to “critique our own phone calls and those of the reps.” Derek Jankowski (Creator at Next Level Sales Leadership Project) reminds that “we’re naturally resistant to change” so teaching them why we want this new talk track helps with buy-in.

Brain Wool, VP of Growth at StorySlab says that new talk tracks could be due to a number of factors such as messaging not resonating or there being shifts in the marketplace like COVID-19.

Sellers who have a strong understanding of the messaging will be able to convey their excitement about these new changes confidently. T. Melissa Madian, Founder and Author at TMM Enablement Services says that talk tracks are like scripts for movies- “useless without emotion, passion, or practice!” She suggests giving sellers the opportunity to learn their script first before letting them make it theirs so buyers can feel passionate.

How to make continual improvements into the process

Sales reps should practice their talk tracks after they take the certification. Jake Bernstein says that his team will share highlights from a speech, and work on specific phrases to make it more effective.

David Weiss says that a successful talk track is one where you get agreement or people asking questions to learn more. If you’re getting shut down and there are lots of redirects, then your talk track isn’t working.

Brain Wool says, “measure everything. If you want to know how your sales team is performing as a whole, measure it and then track the changes that happen after implementing new tools or strategies.

Jack Wilson, when asked how he measures success, said that it’s simple: increase in both conversions and no’s. If the tracks are good then you get the truth which is whether or not they’re interested.

Give your sellers the tools they need

Brian and Jack say that when you use a new talk track, it’s important to measure the success of your reps. They also recommend using sales tools like call recordings so they can get more context for one-on-one coaching.

Enable talk tracks technologies

David Weiss, CEO of Gong.com, says that the app is a great tool to track these types of things but nothing replaces coaching in person.

Matt Scheitle and his team use Chorus.ai to measure their outreach success. They can also track the opportunities they’ve been tied with, as well as how many emails have been sent.

Leslie Venetz says that with a sales engagement platform, you can have the same talk tracks for cold outreach. Without this more active approach to marketing, it’s limited but can get you on track.

So what are some other ways to create diversity?

Rob Simmons, a VP of Sales Development at LeanData uses Kaia to help him coach after the meeting. He says that this is really helpful because it helps with coaching and listening back to recordings.

Content your reps will need in the moment

When hiring salespeople, make sure to ask them about their knowledge of competitors and other important details. If they are unprepared or don’t know the answer in that moment, it will drive away a potential customer.

Kaia offers “content cards” to reps, which are available at any time during a call. These help with answering questions like how does your product compare to competitors? Or what tools do you integrate or have extensions for? They also offer pricing cards that can answer contract and licensing questions.

What’s next?

Create a new talk track with input from your sales team and then include them in the process to build their confidence and understanding of it.

Kaia offers coaching on the fly and sends a summary of their call. Michael Wilde, Account Executive at Honeycomb says it “allows him to be more focused during meetings as I don’t have to spend my time writing down notes.” He can follow up faster with his customers and build stronger relationships.

A conversational intelligence platform is a way to collect and use intelligent customer insights in order to help your reps. This helps them with their needs for coaching.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€
Editors Note:

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.