When we broach the topic of scripting, many of our clients have the same initial reaction. They tell us that scripting doesn’t work, it’s too artificial, and it fails to account for each client’s unique personality. We have heard a myriad of excuses for why scripting doesn’t work, but yet we encourage our clients to reconsider. Why? As they become open to the idea of scripting, they see their bottom line increasing and start making conversions.
Scripting, if done properly, is highly effective. If you’re open to trying it (and you should be!), there are a few ways to get started. Four key elements to authentic scripting include:
- Knowing your target market, and being very clear about whom you’re trying to reach.
- Understanding the process, as more expensive products and services may require several steps before a sale is made.
- Conveying a sense of urgency, giving potential clients a reason to act now.
Maintaining a ‘you’ focus and writing the script so it’s all about your customer.
Once you actually start writing a script, there are a few other points you’ll need to consider. These can include:
- Using the proper greeting, as it sets the tone for the rest of the conversation.
- Outlining the reason for your call or visit and requesting the customer’s consent to continue, which is typically only necessary when you’re making first contact.
- Asking open-ended questions that will encourage conversation.
- Receiving feedback, and preferably agreement, from the customer. This is often done by asking rhetorical questions that will encourage them to say yes, such as “so you’d like to benefit from A, B and C, that’s pretty great isn’t it?”
- Effectively dealing with objections, which is all part of the sales process. Encourage the customer to elaborate, acknowledge their concerns and know just what your standard replies should be.
- Knowing how to close a deal and take the next step, for example asking, “would you like to pay by cheque or credit card?”
- Using transitional or temperature checking phrases, such as “how does this fit with what you had in mind?” or “so from what I understand, you want A, B and C. Is there anything else?”
If you know your subject matter well and prepare according, you’ll end up with a script that is highly effective as a sales tool. Furthermore, your team will have a clear framework to follow and your clients will in turn be treated in a consistent manner no matter who speaks to them.
As a result, you’ll be providing your clients with an enhanced customer service experience, which makes them happy and draws in more business. An added bonus, just in case this wasn’t enough, is that new team members will have clear objectives and scripts to follow along with, enabling them to become productive much quicker.
Now – go make it happen!
