Salespeople often debate the need for a script when cold calling potential leads. I have wrestled with this problem over the years but always come to the same conclusion, some form of scripting is absolutely necessary when cold calling for the simple reason that any successful salesperson always follows a “Business Plan”. of action”. Yes of course it’s great. It sounds natural and conversational when talking to someone and this rule still applies when using scripts. However, due to the large volume of calls required in cold calling, it is essential that we summarize all the information we want to communicate in the most efficient and compact way possible to maximize our “Time Management”.
Here is a list of pros and cons that I have compiled regarding using a script in cold calling.
Advantages
1. Providing information about features and benefits in a particular order may be more effective.
2. Using a hyphen will help you remember to provide all the relevant information about your offer.
3. A successful script tends to produce similar results over time.
4. Saying the same thing over and over again sounds more professional and is easier to say with clarity and confidence.
5. Using a hyphen prevents the salesperson from drifting into irrelevant conversation that diverts the customer from the main purpose of the call.
6. Not everyone is creative or can improvise, so the script provides a solid guide throughout the sales presentation.
Disadvantages
1. Scripts can sometimes sound stiff, making the caller seem “robotic” and it goes without saying that people prefer to buy from people, not robots.
2. Salespeople who tend to rely on a script can often lack imagination. They tend to use hyphenated responses for everything. This can be very limiting because great salespeople can tailor their responses to different scenarios and personality types.
3. We all know that building rapport is very important in sales and following a rigid script makes it more difficult.
4. Providing all relevant information in chronological order suits some prospects but not others.
5. Using a script can sometimes rely on the “numbers game” instead of tailoring a presentation to fit the needs of the individual.
Here are some helpful tips from my own coaching experience to help you maximize the power of the script.
Never use a standardized script for everyone. Certain words follow some people more than others. One person would like to say “fantastic” ten times throughout their presentation, but others may not feel comfortable with this word. A script needs to be worked on and perfected, tweaked until you feel comfortable and then you can start learning it in such a way that it doesn’t sound like it’s being read on a piece of paper or a computer screen.
Use your gut with clients if you feel like the script isn’t working. You know what they say, “If it ain’t broke, why fix it?” However, when it breaks, he must put “Plan B” into action. Use your creative skills for this one!
Try two or three variations of your script and monitor success rates. This will help you get the best long-term results.
Keep a copy of your script in front of you, even if you know it by heart. This is useful if the client stops you in the middle of your presentation. Mark your position with a pen or marker and you can continue your presentation from where you left off when the opportunity arises again.
Finally, I would also say that you should recite your script with “good energy levels” at all times. There’s no point in her starting her presentation with enthusiasm only to “fade away” towards the end.