A Sales Script Gone Bad

I'm a big believer in using sales scripts. I recently interviewed both Tom Hopkins and Jerry Bresser (two sales trainers who believe in the power of the use of correct sales language), for the SalesPractice podcast. Both talked about the importance of selecting the right words to get the sales results you want. A script is a great way to do that.

B2B sales expert Jill Konrath believes in using the right words, too...even thought they got the best of her this one time. You've got to read (and listen to) her sales faux pax. Talk about intensity! Thanks for the story, Jill.

Please share your comments by clicking on "comments" below.

Skip Anderson is the Founder and President of Selling to Consumers, a B2C sales training and consulting company. Subscribe to the free Selling to Consumers Sales Tips Newsletter.

Comments

[Nesh Thompson]

This is a fantastic story Skip and I thank people like Jill for sharing them. Many of us gloss over our failures because we don't like to face them, but they are invaluable in learning.

I too see the value in scripts as an aid to keeping a particular course of discussion going, but I don't agree with regimental practicing in that each conversation or presentation has many variables and adapting has got to be one of the strengths of a sales person.

[Skip Anderson]

Nesh,

A couple thoughts: (1) A "script" can be one sentence or several sentences. The right words make all the difference imo.; (2) I think my experience as an actor in college and high school influenced me to think this: if the words are right, the way you deliver them determines their impact. For many people, the words aren't right; so if they can get the words right, they'll have more success. I agree that flexibility is important in any endeavor, but if 100 prospects say, "I need to think it over," there is probably a great "script" you can use to answer that statement, and you can use it over and over again in many different situations with many different prospects. That's the power of using the right words (or "script," as I call it."

Thanks for weighing in Nesh.