SalesHQ

I really like this article from today's homepage, precisely because I think the introductory conversation that you make with any person is make or break in sales, since there is usually one opportunity to work with someone.  The part I of the article I'm not sure I agree with is advice to use a "script" (#3).   I feel that this is one technique that is "love or hate" with sales pros.  Am I right?  Do you use a script? Or not?  Or have thoughts about remaining authentic and making a connection while selling with a script?  I'd love to hear the consensus...

Best, Kit

Although a script can be helpful to those just starting out to get the ball rolling I think it is important to "dump" the script as soon as possible. A script is equal to training wheels on a bike and takes out the importance of human interaction. The client can tell a scripted pitch and in todays world people buy from people, not robots

Instead of a "script" just remember the 5 steps of a sale and use it as a guideline... (1) Greeting (2) Qualifying (3) Presentation (4) Close (5) Follow Thru... I personally do not like the word "close" as I believe that if you have passion for what you are selling, are honest, and genuine, you do not have to close, people will buy from you.

People like to make decisions based on the information given to them and do not like to feel "closed"... When someone feels closed they have a much greater chance to have buyers remorse and have issues with the purchase.

While a script might not be a bad idea for someone just starting to sell, it might not be the most helpful tool for seasoned professionals like myself. I have been in sales for fifteen years; from Hardware Retail, to wholesale, to Media advertising( written and aired), to life insurance, to Food, and now Engineering (industrial and Commercial). I can tell you, when I was just starting out, a script was a nice little tool for preparation. However, what I have since discovered is that Product Knowlege and a sensitive and perceptive mind trumps even the best prepared scripts everytime. You see, the customer is not always right, they do not ( a lot of times) even know what they need. As a Sales Proffesional, your Client/ Customer looks forward to being advised, and the right reccomendations made ( more often than not) by you who, for them, are supposed to know what is in their best interest. There is an 'old' saying in Sales that every objection by the Client/ Customer is an attempt to disclose a need/concern, and a good sales person might go back to a script to find a response. A sales proffesional, however, instantly crosses the table and begins to empathise; what would I like for me in a similar situation? what are thepossible reasons for this question/objection? what are you trying to tell or ask me? and what is the best solution for both myself and my client?  For example: A couple of months ago, I had a client who came in interested in a water pressure system. He was referred to me. Watching them come upstairs to my office, I could tell that something was wrong and boy was I right. I was in for the ride of my life. I invited he and his wife to take seats and we started 'discovery'. He told me in no uncertain terms that his plumber had told him what to come in to purchase and he just wants it in a hurry because he has to go now. How do you tell a client like this that you have to know all the site conditions so you can make the right recommendation to best fill his needs. You see in my line of work, we are trained to do site specifications and make the best recommendations for whatever the application, from HVAC to water pressure systems to stanby generators, and so on. Not surprisingly, when I asked him to tell me the conditions of the site or allow me to do a site visit, he flew off on me; are you saying my plumber doesn't know what I want?  no sir it's just that... ; you people try to rip off customers all the time! Ah don't want you at my house, just sell me what ah want and let me get out of here! you know ah can't bother with this today you know... Needless to say, the abusive tirade went on for a minute or two more and then silence. See in all of this I let him vent and then I took over. I explained to him that we were not trying to rip him off, in fact , we sell on specifications and this means that if we get to inspect the site it may very well be that what he wanted is not necessarily best suited for his needs, and that I did not want to sell him something that we would have to warranty replace in a month or two as a result of undersizing nor do I want to sell him something that is going to cost him an arm and a leg and be under utilised as a result of oversizing. After a few more abrasive and abusive remark about theiving companies and the sales people who help them, he finally agreed. You see, if he had refused, Company Policy dictates that we walk away from the sale because of the nature of our business. Engineering is all about specifications and without that we can give no guarantees or warranties and obviously, no sale. Went to the man's house, which, as it turned out, was being renovated to be an 'Old Age' or Retirement Home with accomodations for fifteen persons. This was something the plumber had not taken into consideration. After inspecting the site, I found that what the plumber had asked for was way too much , to say the least, for the application. The following day I went back to submit the quotation, but I brought two; the correct recommendation, and the one his plumber had sent for. The difference in monetary terms was almost a hundred and fifty thousand dollars. in another sense, this meant, for him, a new found respect for me, my profession and my Company. A week after he had purchased and we installed the system he came back to my office, this time to my Manager. Later I was called to a meeting with both of them. Turns out he wanted to apologise for his behaviour and to explain that two weeks prior, he lost his brother to prostate cancer, a week later he lost his brother's son to a car crash, and if that was not bad enough, he lost over four million dollars on the project he was doing, to a dishonest contractor. He even got me a nice desk set( pen and rolodex set). We said our goodyes and he left. Commendations were in order from my Manager but what was important to me was the fact that I had seen that there was something wrong and mentally prepared myself for what happened. Now script that!

So this is what I mean when I say that Scripting is not a Sales Proffesional's best friend at all. Read body language, assume the worst and do your best, invest in product knowlege, study your industry, and naturally become the answer to your clients needs, establish relationships and be referred, throw out the script and rise to the challenge of mentally adjusting to every possible scenario that may come your way and even theones that may not, because I still believe that good sales people are born that way and only need training to refine a natural talent, rather than to be confined to a scripted response to your customers' needs.

ag.     

      I have to let you know you did follow a script. The script to allow the client to vent, then say however  I have certain guidelines we must follow to insure you receive the proper materials. A true sales professional and one who has experience will always follow a script of some sort. Whether you wish or prefer to say it is not a script is up to you.However a script was followed. Script , guidelines ,outline ,whatever you wish to call your presentationan process.

      The company gave you guidelines to follow,ie walk away if you cannot follow your PROCEDURES. (a script.) You also followed a script when you placed yourself in their shoes.What would I want or need. The script being what you want ,need, and  desire.The only time there is no script,when you shoot from the hip without any preparation.Whenever you prepare you follow a script.Product knowledge must  be learned in any type sales and entered with your presentation. You cannot   convince anyone of the product you wish to guide them towards when there is no product knowledge. You cannot  answer any questions or concerns if product knowledge is lost.Product  knwledge happens to be one of many items that needs to be included in a sales presentation. Without it the presentation is a lost cause.

  Having a script or guidleline to follow does not indicate someone is not a true profesional or  is new to sales. I am entering my 37th year  in some type of sales. My scripts over the years have changed dynamics as the sales process has changed its stripes. This is an ever changing profession.When I first started the though process was you have money in your pocket that belongs to me, now it is I must earn  the right to do business with you,ownership exchange.

   Having a script allows the sales technican to be able to speak freely and to answer the concerns or questions a client may ask.A script allows anyone to freely express why this or that works.Product knowledge alone cannot  guarantee anyone will pruchase the product.Being able to answer the wants, needs, use and afford characteristics of a sale will guarantee a sale a majority of the time.Quite a few clients do not care how much product knowledge you or I possess or how soemthing is installed. The client wants to know how does this benefit them,how does it make their life easier and does it work.They do not care how it works or that it takes  110volts or 230 volts, or if it is half horse  power ,or three quarter horse power. The client  does like the fact that it rotates faster moving the water quicker to the best possible condition to make it work at its optimum potential saving them money.I can fix that mentality.A script allows you to be able to move in that direction.

     No one is perfect ,I have a question on sizing The plumber may have thought about future growth and decided the larger system would benefit them now  In a few years when expansion comes to the home another system does not have to be purchased in the near future.Especially if they are proposing growth in the next five years.Often times i find this equation of expansion is a forgotten process.There could be a mistake by the plumber.Before burying the plumber this should be investigated.

     Whenever you follow any type of guideline it is a script. To only think of  script as words to repeat  to an objection does not allow the sales technican to think outside the box. A script ,outline ,guideline, are all  one and the same that gives you an advantage of being able to adapt to different situations without hesitation. This is how sales technicans learn open ended questions to ask  and to receive the right to do business with a client.

  Hello,I am so and so from such and such a place I am selling this product  buy it from me. If no script is needed this would work every time. We all know this does not work. You must  use words to create a desire to own.What words do we use?How did we find out what words  to use?How did we find out what  words work?Why do we continue using the words that bring  to conlcusion an owning situation? The sales process must  follow something in order to get to the point of ownership exchange.

ag

      Nothing personal was taken hopefully non taken by you.I am pointing out the words you use during a sales process is a script.You learned the wording and use the wording with your sales,a script. Building relationships one part  of  the sales process for every professional.Those who do no build relationships are not profesionals.Building a long term relationship is the goal.Being personal with every client is the goal.It is wonderful that you take it one step beyond what most sales technicans do with their clients.There are not to many  sales technicians who are true friends with their clients. I commend you for making the long term friendships with your clients. True professionals make friends.Yes they have my home number,yes they have my cell number to reach me any time,  and yes like you we have relationships with some clients outside of the work enviroment.The sales process during the work enviroment is different then coming to my home for a party or meeting for a drink in the evening.If I were to guess half our friends who we run with are people who started out as clients.I do not believe this has anything to do with scripts(wording to guide a sale)) used during the sales process.

Hey Rich,

we're both professionals, my friend. None taken at all, in fact, I concur. But I still hope you understand my points. This was a refreshing break from TV as a destressor...

Happy Selling, Rich

Regards,

Orville M. Black

There many valid points to this discussion, but if I were forced to classify what works for me; I am more like AG.

I was given two ears and one mouth - so I speak less then I listen...   I was also given two eyes and one voice so I watch more than I speak.

     These are the 5 most powerful tools, forget a salesman, A PERSON is given in terms of interaction. 

Body Language, Reading People, and their words will predicate which Path I will lead.   I do not like scripts, they tend to become very unnatural and I think an effective presentation or conference should be more of a conversation.

I believe a conversation should be like a tennis ball in a match,  except your client gets to hit the ball twice for every turn you get.

I don't want a net - I would rather fall on my face and LEARN then be a predicatble drone saying the same thing every time I mouth opens ----please don't take adversly.

I am just saying that every selling situtation is different because every person is different.  If you are selling to people you need to be a person.  Inflection in your voice, paraphrasing, understanding, and to be listened too is what most people what. Wouldn't you agree?

 Please go to  the section entitled NEWS click on the article I submitted called Be more then you can be. This might give you an explanation  on why you combine script with passion.

iam5050 gets me! Come on Rich, I told you before, lose the net, stop playing it safe, live a little, throw out the script/s! You have been doing this for so long that I know it's going to be hard for you to see our point, but let me help you with this;

IF YOU KEEP DOING WHAT YOU HAVE ALWAYS DONE, YOU ARE GOING TO GET WHAT YOU HAVE ALWAYS GOT!

As a PERSON, like 5050 says, these are words to live by. When you keep following 'the golden rule' or whatever other scripts there are in life, you then become predictable, and I do not know about you, but as a Sales Representative, Sales Associate, Sales Technician, Sales Manager, or Sales whatever, the only thing about you that should be predictable is excellent service! I completely adore people who are unconventional in their approach to sales. It tells me that they have a vested interest in their Career and constantly try to find new ways to hone and fine tune their craft. We all have stories, Rich, and I am sure one day we will get together to share them, but when and until we do, flip the script and let's tell better stories, o.k?

It also seems to me that you are actually confusing tools for script/s. Like 5050 says, a lot of what you classify as script material are really everyday tools that serious sales people have fused into their character, in other words they should be more like 'impulsive' and not 'compulsive' behaviour. We do this because it is a part of the process that we go through in order to get to the finished product, but not necessarily The Process. .ie. you use primer to prepare your car for the base coat and then the clear coat, then you let dry before you add the compound to buff to the final, perfect finish! So come on, Rich, let's drive this baby out of here and go find some difficult, hard headed, abusive, loud, unintelligent clients to test your new found 'freedom from the scripts' on!

Hey rich, i have a quick questions and find your points interesting...

How long is your typical sales cycle, and how are the leads generated?

-thanks for helping us understand your perspective - 5050

Hey Rich,

" I have always had the ability to allow people to become comfortable, where they feel that they are able to say anything"

Rich, my friend, my 'sparring' partner, you have finally admitted that you have the disease; SCRIPTNEEDLESSNESS!

I guarantee you, people do business with you, for the most part, based on that trait alone! That is what we have been trying to tell you all along! Hone it, build on it, capitalize on it, my friend! That is the most important trait of ANY GREAT SALES PERSON!!! I challenge anyone who tells you or thinks otherwise!

Go forth and be successful, Rich!

Rich that is why i said hone your trait; in other words use each experience, each encounter to sharpen your skills and add to you repertory.

Build on it; not only should you store these experiences but practice, like 5050 said, to use each experience to prepare you for each encounter where applicable. Capitalize on this quality; be aggressive, determined, focused.

You cannot bring a scenario like that to me, Rich, because in all honesty, no one walks onto my showroom and leaves without what they want or need, and the company I work for, ATL, is the most expensive of it's kind in the Country. But that again neither has to do with being nice or scripted! That is totally dependent on the sales person the client meets! If you allow your client to focus on price rather than value then I understand why you still need a safety net. Price is not even a concern when I am through with my customers, because believe it when I tell you that that is something I trivialise in every encounter. Value, my friend, mine, the company's, the product's, the client's! That is the major premise on which our profession is built, Rich. So to hell with Joes, does he have 112 years of business backing this product? Does he have a factory trained team of technicians on staff who are on call for you 24/7? Can they afford the level of inventory that we carry in case you need a warranty replacement? Does he give you the Manufacturer's warranty that we are able to pass on to you because of our relationship with our suppliers?... You get the picture Rich? you cannot present a scenario of price to someone like Orville Black (that's me) because that is something I find out, more often than not, from the client's invoice when they come to thank me and say good-bye!!

Use what you've got, 5050, that's the whole point, to secure the sale! you think the competition wouldn't do the same thing? In sales, it's 'dog eat dog'  and the sooner we realize that the more sales we will lock in. Right Rich?...!

I don't care what you say, you're still my Friend!!