Scripting in your sales process

Today on the podcast, Jackie Zach and Mike McKay explore the nuances of scripting in sales and how it can enhance your team’s performance. They argue that while scripting can sometimes be seen as robotic or stifling, its purpose is to provide a structured framework that allows salespeople to bring their own personality into their interactions. They emphasize that just as Shakespearean actors perform with individuality within a script, effective salespeople should use scripts as a guide while personalizing their delivery.

The discussion also highlights that scripting helps ensure consistency in customer interactions, which is crucial for building trust and encouraging referrals. It stresses that proper training on how to use scripts is essential, and without it, relying on scripts or an untrained sales team can lead to ineffective results. The episode concludes by emphasizing the importance of scripting in providing a consistent customer experience and preparing for their next topic: how to effectively ask for the sale.

Do you need scripting in your business’s sales process? Take advantage of a complimentary business strategy session to discover the opportunities in your business! https://actioncoachwi.com/podcast-ask-a-question-complimentary-session/

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Podcast Transcript

Jackie Zach: Welcome to the Tough Love for Business podcast. I am here on this beautiful, sunny day with my co-host, Mike McKay. I am Jackie Zach, and today we are going to talk about scripting in the sales process. Scripting. When you say the word scripting, it often sends salespeople running for the hills. So let’s talk about why scripting is important, why some people don’t like it, and what might be best for your business.

Mike McKay: First, let’s define what scripting is. The sales process is like a play. There’s emotion involved that builds to a crescendo, and then the stress is relieved when the prospect makes a decision. In our world, we talk about Shakespeare. Shakespeare’s plays are performed 500 years after his death, consistently in big-name companies and festivals worldwide. Shakespeare actors don’t improvise; they follow the script.

Jackie: Right.

Mike: So if Shakespeare’s scripts still work, there’s something to be learned from that. Some people argue that scripting makes you sound like a robot. Well, don’t do that then. The point of a script is to bring your personality into it. The best actors personalize their performance. Similarly, you shouldn’t read a sales script the same way I do, but there are key lines in a script that can make or break a sale.

Another common argument is that scripting only trains a technique, not the behavior or attitude to use it comfortably. That’s a choice. If you don’t train your salespeople to be pros, then don’t use a script. Just rely on hope, which is as effective as it’s working for you now. If you’re happy with your sales results, you’re probably not listening to this podcast anyway.

People also think that if the prospect doesn’t follow their part of the script, it won’t work. Well, the script isn’t about the prospect. If your script doesn’t allow for questions, and you don’t role-play to help your salespeople become proficient, then yes, don’t use it because you’ll mess it up. Lastly, some say scripting limits the salesperson’s ability to listen. This can happen, but with proper training, the script becomes second nature, and you can focus on the conversation. I’ve been selling for 12 years and still use our script. I often say, “Is it okay if I follow my scripting to make sure I don’t forget to ask the most important questions for your business?” No one has ever said no.

If you’re not training your people on the point of a script and becoming professional problem solvers, then you’re taking the lazy way out. Your script package has to be role-played, familiarized, and become second nature to your team. If you choose not to use a sales script, your sales process must still be natural, comfortable, and consistent. Otherwise, you’re just throwing people out there and hoping, which creates bad salespeople, and that’s on you.

Jackie: Right. One thing I’ve heard about scripting is that it takes away my personality.

Mike: Right. That means they’re not being trained on how to use it.

Jackie: When you think about all the Shakespearean actors over the last 500 years, they all brought themselves to the part in some way, shape, or form while still saying the words on the page. They each brought their unique gestures, inflections, and personality to the role.

Mike: Amateurs don’t go beyond school plays, while pros bring themselves to the game. If you want to be a professional salesperson, take the job seriously and bring your personality. Any DISC profile can sell effectively by delivering the script in their own style. The purpose statement and the close in a script should be sacred, but there’s room for flexibility in between. Some good scripts have a purpose statement, a close, and a list of questions to pick from based on the situation. Those who say not to use scripts often have no suggestions on how to train people. If you’re not going to train people, don’t throw a script at them. But also, don’t put untrained salespeople on the street. That’s how you end up with underperforming salespeople whom you’ll need to get rid of later on.

Jackie: Right. Scripting also allows a business to consistently deliver the same message. Consistency is crucial for everyone singing the same song when they’re out and about.

Mike: That’s right. Your customers need a consistent experience when buying from you so they’re comfortable referring others. If it’s different every time, they won’t know what to expect. If the customer can’t say, “Here’s what will happen,” they’ll be reluctant to refer others.

Jackie: And that is a topic for next time. The key takeaway from today’s discussion is, in your sales training and process, do you have scripting?

Mike: And are you training it effectively? Are you using it for what it’s really meant for, which is a training platform and a consistent experience for your customers?

Jackie: Excellent. All right, listen next time when we talk about asking for the sale.