Sales Training - The Power of the Script
Sales people often debate the need for a script when cold calling potential prospects.I have struggled with this issue over the years but I always reach the same conclusion,Some form of scripting is absolutely necessary when cold calling for the simple reason that any successful sales person always follows a "Plan of Action" Yes of course it's great to sound natural and conversational when we speak to someone and this rule still applies when we use scripting. However because of the sheer volume of calls required in cold calling it's fundamental that we summarise all the information we want to communicate in the most efficient and compact way possible in order to maximise our "Time Management"Here are a list of Advantages and Disadvantages that I have compiled in relation to using a script in cold calling.
Advantages
1. Providing information on features and benefits in a particular order can be more effective.
2. Using a script will help you not to forget to provide all the relevant information about your offer.
3. A successful script tends to produce similar results over time.
4. Saying the same thing over and over again sounds more professional and is easier to deliver with clarity and confidence.
5. The use of a script stops the seller from veering off into irrelevant conversation that steers the customer away from the main objective of the call.
6. Not everybody is creative or is able to improvise so the script provides solid guidance throughout the sales presentation.
Disadvantages
1. Scripting can sometimes sound rigid which makes the caller sound "robotic"
and it goes without saying that people prefer to buy from people, not robots.
2. Sales people who tend to rely on a script can often be void of imagination. They tend to use scripted responses to everything. This can be very limiting because great sales people are able to adapt their responses for different scenarios and personality types.
3. We all know that building rapport is very important in sales and following a rigid script makes this more difficult.
4. Providing all the relevant information in chronological order suits certain prospects but not others.
5. Using a script can sometimes be reliant on the "numbers game" rather than tailoring a presentation to adapt to the individual's needs.
Here are some useful tips from my own coaching experience that will help you to maximise the power of the script.
Don't ever use a standardised script for everyone. Certain words suit some people more than others. One person might like to say "fantastic" ten times throughout their presentation but others may not feel comfortable with this word. A script needs to be worked on and perfected, make alterations until you feel comfortable and then you can start learning it in such a way that it won't sound like it's being read off a sheet of paper or computer screen.
Use your instinct with customers if you feel the script isn't working. You know what they say, "If it's not broken, why fix it?" However when it is broken you need to put "Plan B" into action. Use your creative skills for this one!
Test two or three variations of your script and monitor success rates. This will help you to get the best results in the long term.
Keep a copy of your script in front of you even if you know it off by heart. This is useful if the customer stops you in the middle of your presentation. Mark your position with a pen or bookmark and you can continue your presentation from where you left off when the opportunity arises again.
Finally I would also say that you must recite your script with "good energy levels" throughout. It's pointless to start your presentation with enthusiasm only to "fizzle out" towards the end.
This article was written by Sales Expert and Sales Course Creator David Lynch who has written many books such as "Making The Seller" and "39 Mistakes to Avoid in Sales" He offers lots of valuable FREE sales tips on his website http://www.makingtheseller.com
Please feel free to distribute or publish this article on your website or newsletter. Don't forget to include information about the author at the bottom of the article.
David Lynch is a Sales Expert, Coach, Writer of successful works such as "Making The Seller" and "39 Mistakes to Avoid in Sales" and he is also a Sales Training Course Designer. He has many years of experience in a cross section of industries from Finance to Hospitality. You can read more about David at http://www.makingtheseller.com
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Added: May 19, 2008
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