Sales scripts: Why do salespeople hate them?

New blog post from Jordan Belfort. Have you ever used sales scripts when selling on the phone, or a mental script when selling to someone face to face? If not, then chances are, you are not getting the most from your sales. This 5 minute read will give you the basics of a good sales scripts. Enjoy!

 

I’m currently working with my support team on a new training course that will absolutely kick your closing rate into high gear. I can’t reveal too many details just yet, but I can tell you it contains all the mechanics of how to create your own powerful sales scripts. There is no other tool that will consistently deliver paying customers to you than a great sales script.

The other day one team member mentioned some not-so-nice comments about sales scripts floating around the Web. An investigation ensued followed by a lively discussion. In the end we all agreed that these disgruntled salespeople were victims of poorly constructed sales scripts and in some cases, just poor training.

So today I’ll share with you some of the more common problem areas related to sales scripts that we uncovered along with some helpful solutions. First, here’s my definition of a sales script:

A script is the well-­thought-­out essence of the perfect sale.

Let that sink in for a minute. And by the way, the operative words here are not “perfect sale” as much as they are “well-­thought-­out.” That’s where a lot of scripts fail. Now I’m seeing a lot of overreacting on the Web to the issue of poorly-thought-out scripts, to the point where the advice for salespeople is to be almost apologetic when selling.

  • Don’t try to sell – start a dialogue instead.
  • Don’t try to help people – ask for help instead.
  • Ask for permission to interrupt the person you just interrupted.
  • Don’t waste their time – get to the offer immediately.

With that kind of advice, the quality of sales scripts is bound to go from bad to worse!

Let’s start at the beginning

Simple question: You just discovered a cure for cancer. You’re now cold calling people to tell them you have the cure. Are you going to be apologetic about your call or will you crawl over broken glass if that’s what it takes to get your cure into their hands?

See, well-thought-out begins with what you have to offer, not how you’re going to offer it. First look for all the benefits your product offers. If you don’t have a product that can truly change your prospect’s life, then find something else to sell. Why on earth would you even think of interrupting someone’s day just to offer something average?

Don’t make people think

Scripts should flow smoothly and have a natural rhythm to them. The sales script samples and suggestions we found on the Web are disjointed, fragmented and sometimes, nonsensical. Here’s a sample that’s been slightly edited to protect the author.

Hi John, my name is Nick Sellers, I’m the sales manager of XYZ Sales Stuff. Our free sales ebook has been downloaded over 250,000 times by sales professionals just like you. The reason for my call is to introduce you to a new training program designed to teach salespeople how to write winning scripts. Is now a good time to talk or should we set an appointment for later?

So … is now a good time? Probably not. You interrupted my day. Of course I wouldn’t mind so much if somewhere in your script you told me you had such great benefits waiting for me that I would want to drop everything I’m doing to listen to your offer.

But all you told me is that you have a sales training program. Nothing remarkable there. Everyone calls me about their latest sales programs. No one ever offers me a benefit. And I’m glad so many people like your free ebook. But I’m confused. What does that have to do with your new training program? No, now is not a good time and quite frankly, there’s no time available in my appointment book. Thanks for calling.

The really big complaint

Everyone it seems, salespeople and prospects alike, say sales scripts are robotic. Right off the bat I can think of two reasons why. We’ve already discussed one and that’s the product. Sales at its core is the transference of emotion. If you can’t get excited about your product how are you going to transfer any excitement to your prospect?

But the bigger reason is likely that salespeople are not being trained in the art of tonality. You’ve heard me say this before, but it bears repeating. The words we speak make up only 9% of human communication. Tonality and body language make up the other 91%. I stress these two elements in every course I teach because they’re crucial to your success in sales.

Slow down – you move too fast!

Is this Ms. Kirby? Hi, this is Bill Bradley with Acme Cleaning Services. We’re offering a deal right now on commercial cleanings. Have you ever worked with a cleaning company before?

Hello, is this Karen Kirby?” This is Bill Bradley from Acme Cleaning Services. This is a sales call. Do you want to hang up on me?

I am not making these up. And while there’s something to be said for testing and experimenting, it’s often a good idea to begin with a foundation based on logic and common sense.

The goal of my Straight Line training is to help you establish an airtight emotional and logical case for buying now. To do that your prospect must be absolutely certain about you, your product and your company.

That means you slow down and script out your opening so prospects know within the first four seconds that you’re:

  1. Sharp as a tack
  2. Enthusiastic as hell
  3. An expert in your field

Next week, I’ll share with you my Five Criteria for Effective Sales Scripts. Until then, I wish you all the best!

Jordan

 

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