Why You Should Never Use Scripts

At SnappSales, we don’t believe in scripts. Read more about our methodology here.

If you’ve worked in sales, you’ve probably come across a sales script. Most of them go like this:

“Good day, Sir/Mam,

Is this a good time to speak to you?

My name is xxx and I’m calling you from xxx company. We sell xxx. Our product does…and I was wondering if you would be interested?”

At this point, the prospect either says they’re busy or they’re not interested. The salesperson will then apologise and note down an appropriate time for calling or following up.

Chances are this prospect will never be interested. Want to know why? Beacause there was no real human connection.

As much as we would like to sell our products, we need to remember that adding the human element in our approach always works to push prospects to the next stage.

The question you need to ask yourself is, “How would I speak to a friend about my product?”

You would never use a script on a friend or on someone you know, would you? So why use it on potential customers?

The truth is that people have become accustomed to scripts and switch off when they hear one. Research shows that prospects have already made up their mind within the first few minutes of your rambling, but they tend to go along with your script because they don’t want to hurt your feelings.

If you’ve been using a script and are getting rejected, here’s how to ditch the script and sound more natural:

Understand the value you bring

The most common reason salespeople stick to the script is because they don’t know what to say to a prospect otherwise. If you’re having this problem it’s probably because you don’t understand your product and the value it will bring to your customer.

Think about something you are passionate about – something you truly believe in. If you had to speak to a stranger about this topic, wouldn’t you have a lot to say?

This is how you should start thinking about the product you are selling. Aim to understand the ins and outs of your product so well that you start to believe in its value. Once you believe in it you’re so much closer to speaking to prospects about it in a genuine manner.

To understand your product, spend time studying and researching. Do the following:

  • Research the industry and competitors
  • Understand how your offering is unique to your competitors
  • Jot down the top five benefits of your product
  • Write down how your product will change people’s lives
  • Develop an explanation for your pricing and model

Understand the prospect you’re calling

You may have received a random list of people to call or you may be calling leads that trickled in from ads, but regardless of this, you must do a little research on each lead. Do the following:

  • Perform a quick Google search on the lead. If you only have an email address, enter this email in Google.
  • You will find a good starting point with the search results.
  • Quickly scan the results and click on relevant pages such as social media pages, websites and reviews. This will give you an idea of what the person is about.
  • Jot down certain things you notice about the lead eg. Demographics, location, education, career etc. This information will help you to find an angle and the right tone to use.
  • Go back to the drawing board with all this information and come up with ways to address this lead.

Record yourself

Oftentimes we think we sound okay, but when we hear ourselves speak, we realise that we could do better. Get a tape recorder and record yourself making real calls to leads. Once the calls are over, listen to the tape recording, take notes and do better next time.

Here are other tips for speaking on the phone:

  • Always smile. People can hear a smile over the phone.
  • Don’t make calls before you have had something to drink. Our voices tend to be groggy and unpleasant when the vocal cords are dry.
  • Don’t speak too close to the microphone, instead, remain a few inches away to allow for a clear voice.

You’re going to have to practice going with the flow to eventually get the hang of it. The best salespeople are conversation starters and not product pushers. Remember this every time you pick up the phone to call a lead.

For more help on starting conversations with prospects, contact us.