Why You're Wrong About Phone Scripts

Next week, I'll be presenting two breakout sessions at the Microsoft sponsored AA-ISP's Leadership Summit in Chicago. I'm going to be presenting both sessions centered on the importance of having and using best practice scripts (one B2B and one B2C session). What I find interesting is the mixed reaction I still get when I speak to some sales leaders about the use of scripts.

Some obviously get the importance of having a standardized, best practice approach set of scripts to train and measure their reps against, while some others don't think their reps should use a script. They think they'll sound too much like a telemarketer or that their sale is too "consultative" for them to follow a script.

Here's what I tell them: First, all your reps are already using a script. If you don't believe me, then just record them for a week, transcribe what they're saying, and then what will you have? You'll have a script of what they say, day in and day out!

But, I tell them, you'll also have ten or fifteen different versions of what should be a best practice "story" you're telling about your company, product, and service. This is because most sales reps are winging it and ad-libbing their way through their sales presentations.

And that is why they are struggling and not consistently making their revenue numbers.

The solution to this is straight forward: Take the message your top producers are delivering, combine that with a standardized "best practice" approach, script it out, and then have your team use that scripting until they have internalized it and are consistently delivering your best messaging.

Once I explain it that way, they suddenly realize what I mean when I tell them they are all wrong about phone scripts.

In fact, when you have and follow a scripted approach, you will be:

More confident during your pitch You'll be able to listen because you won't be thinking up what you should say next You'll be able to qualify your leads to identify real buyers Your presentations will run smoother because you'll be engaging your prospects Objections will be easier to deal with and overcome You'll make more sales and actually look forward to coming to work!

And many, many other benefits.

Bottom line: I've been training inside sales reps for over 30 years, and I know what works and what doesn't. Scripts work - ad-libbing doesn't. It's that simple.