Navigating the Space Between Words and Intent to Master Authentic Sales Conversations
"Ever notice that anyone going slower than you is an idiot, but anyone going faster is a maniac? Same thing with sales guys: if they push too hard, they're jerks; if they don't push at all, they're useless." - George Carlin
Sales is all about finding that perfect balance, just like driving. Here’s a guide to help you navigate the road of making a sales script your own, understanding the difference between a script and talking points, and recognizing when you're on track or veering off course.
(It starts with "scripts attached" or "Scripts in the drive")
1. Understand the Core Message
Before you start personalizing your script, understand its core message and objectives. Knowing the foundational purpose allows you to adapt the script while maintaining its intent.
2. Add Your Personality
Inject your unique personality into the script. Whether you’re naturally humorous or more formal, tailoring the script to fit your style makes it sound more genuine. Authenticity builds trust with your customers.
3. Practice with Real Scenarios
Rehearse your script in various real-life scenarios. This practice helps identify parts that feel awkward or unnatural. Adjust these sections to fit your conversational style, making the interaction smoother and more engaging.
4. Use Your Own Words
While the script provides structure, don’t be afraid to rephrase it in your own words. Using language you’re comfortable with makes the conversation flow more naturally, helping you connect better with the customer.
5. Focus on Listening
Great sales conversations aren't just about talking; they're about listening and responding appropriately. Use the script as a foundation but be prepared to veer off as needed to address customer concerns and questions. This flexibility shows that you're attentive and responsive.
Script vs. Talking Points
Scripts provide a detailed, word-for-word outline of the conversation. They are useful for beginners or when conveying complex information that requires precision.
Talking Points are brief bullet points highlighting the main ideas or topics to cover. They offer more flexibility and encourage natural conversation, allowing reps to adapt based on the flow of the discussion.
How Managers Know if a Rep is Off Script or On Point
1. Consistency in Messaging
Reps on script deliver consistent messaging. Managers can spot deviations when key points are missed or delivered incorrectly.
2. Natural Flow
A rep on point uses talking points to maintain a natural flow in the conversation. Managers can tell when a rep is comfortable and adaptable, indicating they understand the talking points and can navigate the conversation effectively.
3. Customer Engagement
Managers can observe customer reactions. If customers are more engaged and the conversation feels dynamic, it suggests the rep is effectively using talking points. Conversely, a robotic or disengaged interaction might indicate strict adherence to a script without personalization.
4. Flexibility and Adaptability
Reps who handle unexpected questions or objections smoothly are likely using talking points effectively. Rigid responses may signal sticking too closely to a script.
5. Performance Metrics
Regular reviews of sales metrics, such as conversion rates and customer feedback, help managers identify which approach works best. Reps who personalize their scripts and use talking points typically see better results.
Just like George Carlin’s observation on driving, successful sales is about finding the balance. Making a sales script your own means striking the perfect harmony between structure and spontaneity, ensuring you deliver the core message while connecting authentically with your customers.
Ok, smarty pants, how would you sell me this? Well, see the script below:
Sales Person: Hi there! I’m Johnny from DOYOULIKETHISBLOG. How are you today?
Customer: I’m really busy at the moment. Can we make this quick?
Sales Person: Absolutely, I’ll keep it brief. I wanted to share something that could really add value to your day. Have you ever struggled with making sales scripts your own or ensuring your team stays on point?
Customer: Yeah, that’s a common issue, but I don’t have much time right now.
Sales Person: I understand completely. That’s why I wrote a quick, insightful blog post that tackles exactly this issue. It’s a short read, packed with practical tips on how to personalize your sales script and differentiate between sticking to a script and using talking points effectively. Plus, there’s a great George Carlin joke in there for a bit of humor. It’s perfect for a coffee break read.
Customer: That sounds interesting, but I really need to get back to work.
Sales Person: I hear you. How about I send you the link? You can save it for later when you have a few minutes to spare. Trust me, it’ll be worth your time and could make a real difference in your sales approach.
Customer: Sure, send it over. I’ll take a look when I can.
Sales Person: Great, I’ll do that right away. Thanks for your time, and I’m confident you’ll find it valuable. Have a productive day!
Customer: Thanks. You too. I'm going to Like you.
Customer likes blog.
Scene.