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What do inside salespeople think of scripts? What makes a good and bad script?
Best Answer
- Recommended by:
- Brielle Nikaido,
- Kevin Gaither,
- Christopher Jablonski
I disagree. You must use a script. The best salesmen in the world use scripts. The best scripts are 3 pgs or less where the main focus is building rapport with the prospect Being concise and to the point is the objective of any good script. Do not waste someones time with your opinions by using the freestyle method. State a fact, back it up with an example and then be sure to ask a powerful question. Many scripts lack powerful questions. Selling is teaching. When the prospect learns they react. What is your goal of your script..? Base the script around that goal or goals. Have structure and use that script to train others.
Gitomer has it right:
http://www.gitomer.com/products/Products-Books.html
Closed.
RTH
- Recommended by:
- Don Perkins,
- William Toll
Conversations, not scripts.
We build three lists, Talking Points, Open Ended Questions, and Objection Handling. If a rep is not strong enough to have a Conversation given the above arsenal of statements and techniques, we don't want them on the team.
Talking to prospects in B2B is not like talking to someone about a mortgage refinance.
Selling doesn't start until a sales rep is having a conversation with a prospect.
Mike Damphousse
Green Leads
http://www.green-leads.com/b2b-blog/
- Recommended by:
- John Bozarjian
Scripts = narration, and we know of no prospects or customers who have been narrated into submission. Better to craft call guides with questions and suggestions.
The call guides have to sound good to the ear, not look good to the eye. Do not simply lift print or web page copy and ask phone reps to read it.
Provide for practice and rehearsal and then direct the phone reps to talk like they talk, not like a brochure or annual report or carnival barker.
- Recommended by:
- John Bozarjian
Good point Ryan. I guess we need to understand that all salesman have different objectives for their calls. If you are selling a product over the phone, then it could be more beneficial to be more informative and follow a script. It's also makes sense to keep track of your verbiage to make adjustments to your technique.
I know that my goal is to eventually have my script turn into bullet points, and my bullet points turn into buzzwords, and my buzzwords turned into second nature. But my only objective on the phone is to simply set an appointment, and not sell my product over the phone.
- Recommended by:
- Kevin Gaither
Good discussion Gents. Clearly there are many variables to consider: B2B or B2C, experienced rep or no, product complexity, etc.
For my business, I wrote a script together with my boss, then narrowed it to bullet points which I still use, but I found that using the full script was way to mechanical and unnatural given the varied nature of the general public.
Engagement is the key for what we do, and it's difficult to be engaging when you're following a script. So two keys for me are to gather the necessary info (qualify) while trying not to sound like a sales robot. Wouldn't you agree that people buy from real people? Otherwise why would they need us?
IMHO - A good script would be one that allows you to really engage prospects and flow with their cadence, their ideas and thoughts while still nailing your objective of gathering the necessary data about B.A.N.T. and such.
Don F Perkins
http://donfperkins.com
Word for Word scripts should be used in the beginning, and eventually the scripts should be bullet points. I find it very hard to not sound like a robot when reading on the phone and once a prospect hears you reading, you are doomed.
The best salesman use their natural enthusiasm / knowledge and don't need to read it.
Dale, I agree in the sense that it depends on what you are selling and the organization behind it. Running a call center type of atmosphere for example is much different then one off consultive selling for a particular service. Scripts are best used in a larger sales environment where consultive selling is not the main objective. Scripts are the easiest and most effective way to run, train, and operate a successful large inside sales organization for most services and products.
Those who do, would know it's chaos when left up to a sales person to figure out a script or pitch on their own. The time you waste having to explain things over and apologize to clients for what your salesperson said or didnt say will save you a "TON" of money if you just used a script from the beginning.
I agree, Don. The goal of your script should be to engage the prospect in conversation. In our line of business, the inside rep’s focus is on qualifying. The question then becomes whether a script is actually helpful or detrimental to their performance. Inside reps have the luxury of using cheat sheets, but the goal is to NEVER sound scripted.
There is a way to prepare a valuable ‘guideline’ for your team that translates into an effective business conversation with their prospects. A successful guideline will encourage your rep to NOT sound scripted and have a conversation that will uncover business opportunities. I like to use these steps to create some beneficial cheat sheets:
What is the Purpose of Your Call?: The purpose of your call should never be to talk about what you do. The purpose of your call should always be to learn about them and their business.
Transition Statement: The goal here is to now engage them in conversation. This transition statement should be a question about their business as it applies to your solution.
“What We Do” Statement: The answer to your transition question can go in 2 different directions. Your prospect can answer or ask, “what is it you do?” It is important to know that either answer is a great one – you have engaged conversation. The trick is to NEVER give your prospect your “what we do” before letting them know the purpose of your call is to learn about them.
Probing Questions: As a “cold caller,” it is important to always stay in the driver’s seat. Have questions prepared for your prospect to guide them to their next step. Your probing questions should be designed to learn about different areas of your prospects business as they relate to your solution. This will help you to relay better information tailored to their needs and the most appropriate next step.
All that being said, I believe scripts should be guidelines on how to set your prospect up with the next step. The most important part of your scripts should be questions designed to engage in a business conversation and to get your prospect thinking about challenges they are facing. From there, you can tailor the next step appropriately.
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Related Activity
Never use a script!
Always be Scripted!
Hmmmm, what do you mean Kevin? (insert confused head tilt here)
All effective communicators, and this includes salespeople of all skill levels, are scripted. Ask anyone a question they have been asked more than two times before and you will get an answer that is over 80% verbatim. Once we have a way of explaining something that gets a positive result (sometimes movement of the sale down the sales path, or at least not a loss of yards), we tend to stick with it until we hear and practice something better.
Think about a sport you are capable at. If someone asked for help with a problem they are having, that you have helped someone with before, you probably have a set answer and even an analogy or funny story to help make it sink in.
Why am I slicing the ball? Only two reasons, proper swing plane but the club face is open (aiming right of target line) at impact, or if your club face is aiming at the target at impact the only other thing it could be is the swing plane, the path of your swing cutting across the ball (not in alignment with the target line). Easy to see which one, but without help its dang hard to correct!
If you walk in to any sales office and watch a top performer answer the same question on multiple calls, or give a brief introduction about a product they love to sell, you will hear them say dang near the exact same thing every time. They are totally scripted! But they are not reading from a script.
One of the fastest (not easiest) ways to improve a salespersons performance is to have them record/script out how they answer common objections and intro/explain products, and then tighten those up with impactful stories, examples and great questions. The next step is the toughest and yet most fruitful, they have to then say them over and over and over as if they are describing their favorite dessert, put a smile on their face, and repeat “Until”. There isn’t a time frame or number of repetitions, they have to do it “until” it sticks and they can literally say it with their eyes closed. If it is a longer description use the 3x3 method used by actors to remember their lines. Read three lines until you can repeat them with your eyes closed, and then add a 4th line while dropping the 1st line, so you are always only saying 3 lines, once you get to the end you will be able to say the whole thing with your eyes closed.
Always be scripted (or Call guide) but never sound like you are reading a script. –Kevin