The goal of any sale is a favorable exchange of value or service for monetary compensation. The sales models vary across industry, deal-stage, or designation, but the framework of value exchange remains the same. This blog discusses talk tracks, a conversation structure used by salespersons to favorably navigate their sales interactions with prospects, customers, or other stakeholders, and how to build winning ones.
Simply put, a talk track is a conversation structure designed to assist salespeople while they converse with prospects and stakeholders. The goal of a talk track is to help the sales person push communication with prospects towards closing by gathering required information (qualification), communicating the value of their offering (pitch), and answering questions or concerns potential customers might have (objection handling).
Call scripts offer little flexibility to the salesperson to take control of the conversation. Call scripts take a one-size-fits-all approach. All reps must do is stick to the call script no matter what prospects say. It is assumed that this call script will give the highest success rate.
On the other hand, talk tracks only give a direction for sales reps to follow. They are a set of conversational cues listed together to help salespeople set the tone, and take control of the conversation. The sales reps can steer the conversation as they fit after considering their prospects’ inputs. They enable reps to take more of a customizable approach to selling.
Talk tracks suit companies that have not yet nailed their pitch, whereas call scripts are better for companies that have their pitch locked in and want to scale their selling efforts. With the sales landscape shifting almost every day, no company should rely on just one approach.
|A general outline of the conversation
|Specific structure to a conversation
|Offers some freedom to sales reps
|Generally rigid and offers little flexibility
|Reps can handle outlier conversations since they don’t rely on talk tracks 100%
|Inexperienced reps can get stuck with outlier conversations since the script does not have an ‘answer’
Making talk tracks about features and product-specific jargon without leaving space to assess prospect needs or interest is detrimental to the objective of talk tracks. The idea is to communicate value organically with use-cases as the foundation, not product engineering.
Considering your reps have done solid prospecting, the talk tracks should tie value to prospects’ needs. Talking about multiple features to any prospect who has come looking for a niche functionality to solve their business problem may come off as bragging and hinder purchase decisions.
Talk tracks should incorporate a call to action for both reps and customers. Whether it is setting up the next meeting, sharing collateral, or following up, if talk tracks do not contain a call to action, the purpose of creating them is defeated. The goal is for sales reps to take control of the conversation and steer the conversation to closing.
Talk tracks must be built on thorough research, data, and collaboration - not on hear-say! With plenty of conversation intelligence tools available in the market and tools such as Rafiki bringing conversation and revenue intelligence to affordable prices, not investing in such a solution is similar to handicapping yourself in a business context.
Rafiki helps you understand the ground reality of your customer conversations. It alerts you for deal risks such as competitor mentions, ghosted accounts, single-threaded conversations, and more so you can take corrective action and never miss a winnable deal. Unlike traditional conversation intelligence solutions that stop at demo analysis, Rafiki helps you contextually follow up with prospects post-demo, and ensure that your deals close.
You can build successful talk tracks by leveraging Rafiki’s AI-generated topic tracks for each meeting to ensure your reps are saying the right things at the right time.
With Rafiki’s topic search across meetings, notes, deals, and emails, you can spot emerging patterns, tweak your talk tracks, and stay ahead of the curve.
Get Rafiki today and build deal-winning talk tracks in days, not months! Want to know more about how you can leverage customer conversations to win more deals? Reach us at firstname.lastname@example.org for a free consultation with our sales experts.