People Who Don’t Think They Need Sales Scripts May be Wrong: Here’s Why
Sales scripts can be useful even if you don’t think you need them
I recently posted about my new book “Done For You Sales Scripts” on LinkedIn. It sparked an interesting debate about whether scripts are useful or not. You can see the whole discussion here.
Some people are against scripts. But here are what a couple of people with huge experience in sales have to say:
“I’m not a script fan either. Never use ‘em. Or, at least I thought I didn’t. Then I started to hear myself saying the exact same words to explain something a second time and third time... and realized I DO use scripts, but they are very short, discrete units, that have become internalized, become a part of me. And I’m sure each could use some work, some improvements.”
“I think many/some/most(?) people, especially if new, get value from a script/playbook that they can refer to. Once it's internalized, sure -- put it aside. But until you're comfortable with what you need to ask (and say), why not have a guide?”
Here are three reasons why I firmly believe sales scripts are valuable, even for the most experienced sales people
- A lot of people in today’s sales world are still unsure about what to say to today’s buyers, most of whom do not know/care about the world of print. If they say the wrong thing it leads to commoditized prices. So have a guide to get round this is highly useful. In fact, it is why I wrote this book: because so many people were asking me for scripts.
- Some people are experienced at having conversations and building relationships. But they still benefit from having a framework that allows them to make sure they structure a dialogue in the right way. It can be especially useful when writing sales letters and e-mails.
- Having the right phrase for a difficult moment can be a lifesaver. I share my best go to phrases in the “Done For You Sales Scripts”: a couple are very counter-intuitive but they work!
Think of a set of sales scripts as a playbook or a set of templates.
Do you use scripts? Do post your thoughts in the comments section.
P.S. Find out more ideas on how to engage with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now. You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively. Also, check out my new book “Done For You Sales Scripts” with a full selection of templates so that you are confident in knowing exactly what to say to prospects and customers in all sorts of situations. Here’s the link.
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."