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