Before you yell: ‘Scripts are inauthentic! Manipulative! They make you sound like a robot, rather than a real person! People don’t connect with robots!’ First consider this…
…every film that’s ever made you laugh, cry, feel nostalgic, or feel…well, anything…
(Obviously I don’t cry at films. I’m a man. Grrrr! But anyway…)
Can you imagine if the director said to the actors ‘scripts are inauthentic. Say whatever you think the character would say in this scene’?
Would you end up with a better or worse film as a result?
That’s why directors don’t leave these things to chance. They get the actors to say the most succinct sequence of words that’s going to move the audience in the desired manner.
It’s the actor’s job to make these words believable and convincing.
I feel the same is true in sales conversations.
For me, probably 95% of any sales conversation is completely unscripted (albeit following a very specific framework).
But there are certain moments when I need to be able to deliver the most effective words. And when I don’t, I’m throwing money away.
For example – when I get to the part where I pitch my offer, I want it to be persuasive and relevant. I don’t want it to be rambling and incoherent.
Also, when answering the following non exhaustive list of questions/objections:
- Why should I sign up with you rather than XYZ business coach?
- It’s too expensive/I can’t afford it.
- Do you guarantee results?
- How much personal support do you offer?
- Sounds good, but I first need to check with my wife/husband/guinea pig.
- I need some time to think about it.
- I’ve got appointments later this week to speak to 12 of your competitors, let me circle back after that.
- I’m a bit busy at the moment with ABC, can we look at doing this in 6 months time?
For every one of these, I have an immediate response that sounds natural and persuasive. Just like in acting – you get good actors who are convincing and you get bad actors who aren’t.
By the way, if you want the full list of ‘perfect responses’ to all the above questions and more, check out my Messenger Mastery pdf doc. Although the responses are tailored for Messenger, you can use them in any conversation with a prospect.
In sales, bad salesmen have clouded our thinking into believing that ‘scripts are inauthentic’.
I believe scripts are incredibly effective when used:
a) in the appropriate circumstances (ie not your ENTIRE conversation, but in response to these ‘key questions’ that come up time and time again)
b) skillfully and intelligently.
Also worth noting the following (apologies for the multitude of lists in this post):
- Every time I say one of my scripted responses, it comes out differently. I know what I want to say, but I say what feels right in the moment. That helps it feel more natural, rather than sticking to the ‘exact’ same words every time.
- If I can, I tailor these ‘canned responses’ to be relevant to the person I’m speaking to, based on the conversation so far. This again takes skill, intelligence and practice (not to big myself up or anything).
- This is not the same as buying some guru’s ‘magic script’ that ‘converts every time’. Their script may work for them, but you are different. A different person, with a different audience, a different offer and different characteristics. A script can work for you, but it needs to be tailored to you and your unique needs. You can’t just cut and paste some generic template and hope for the best.
My personal opinion is that if you don’t know exactly what to say in these key moments, you’re leaving thousands of dollars on the table. And it’s only inauthentic if you say something you don’t actually believe.
Want to know exactly how to structure a sales conversation that’s non sleazy, persuasive and perfected tailored to your offer and your unique personality? That’s all covered in just one part of The Ecosystem program.