Most salespeople recognize that in one form or another they frequently use scripts and dialogues to communicate with their prospects and existing clients. A script is “a series of words and phrases that you use frequently in similar situations.” In spite of some people’s resistance to the idea of scripts, the fact is, we all use them…some are written down and some are in our heads. There is a comfort level in knowing what to say in certain situations and repeating the words in a natural fashion.
Why do we repeat the same words next time? Because it works. If it works once, we do it again. At least once a week I get asked, “Bruce, would you please send me all your scripts… I want everything!” I always politely decline. I have accumulated hundreds of scripts for hundreds of situations. Learning them all can be overwhelming. How do we deal with all this?
The longer you are in sales, the more you realize that there are some basic scripts that you will always need. Here is a list of bottom line, bread-and-butter scripts that you should have at your fingertips:
1. A simple prequalification script (“Do I want to do business with this prospect or not?”)
2. A lead follow-up script (“Are you ready to move forward? What’s the next step for you?”)
3. A powerful presentation script (It’s show time! Be at your best.)
4. Basic objection handling scripts (master the top five or six you receive on an ongoing basis)
5. Natural closes (not “trick” closes but simple, easy to deliver closes – “Are you ready to go ahead?”)
Most salespeople have a file folder full of scripts. This is a mistake. All those archives are gathering dust and never get used. Remember, they don’t get better with age. Take the ones you need and put them in a script binder. Throw the rest away. Next, start going through your script binder every day. Practice and master the ones you really need. Get so good that you can do them at any time, on demand. No excuses.
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The price of indecision: Life is all about decisions. Salespeople have to make decisions every day. What do I say? What do I do next? How do I handle success? How do I handle rejection? Depending on your personality style, the ease of making decisions will vary. The real problem comes up when you are guilty of “reconsidering your decisions”. Two challenges come up:
1. Did I make the right decision? Should I change my mind? Should I take an alternative approach? All this energy after-the-fact takes away from getting the job done. It doesn’t pay to re-evaluate everything you have decided…move on! You don’t go to the grocery store with your list of items, make your purchases, go home and then return half of them later, do you? Sometimes you will come home with things that are a mistake. So what? That just means you won’t buy that item again.
2. Should I alter my course? This issue should only come up for major, long-range planning decisions. You may need to change your marketing strategy periodically. You may need to identify a different target audience every six months or so. You may need to revise your budget occasionally. The main thing is not to make a dramatic change every few days. Follow your big picture plan and make periodic adjustments. If you were driving your car from Chicago to Toronto and you got a bit off course, you wouldn’t go all the way back to Chicago to start over, would you?
The Latin root of the phrase “to decide” is “to kill”. In other words, when you decide to do something, you kill off any alternatives. You move forward and go on to the next challenge. Some salespeople spend all their time reconsidering their decisions; they agonize over “the right thing to do”. They constantly change their plans, they constantly ask outsiders for their opinion and the end result is nothing gets done. Have a look at your decision-making process. The cost of continually second-guessing yourself can be enormous. Don’t spend your money that way. Have courage, make a decision, be in action, learn from your mistakes and make adjustments. No excuses.
Bruce Keith, the “Results Coach” has over 23 years of experience. He is a sales and marketing coach and seminar leader in the real estate business, teaching what to say and how to say it. His high-energy, high-impact training style is sought after and acclaimed across North America. He says, “Success is possible; there are no excuses”. www.brucekeithresults.com
Bruce Keith is a leading Real Estate Coach/Author/Speaker. Like Bruce Keith Results on Facebook or connect with Bruce on Linkedin. Email Bruce Keith.
