Have you ever tried to "script" a conversation with a prospect ahead of time?
- Don't try to plan the sales call word for word.
- Do keep your options open.
Some salespeople diligently "plan" their sales calls, sentence by sentence or even word for word. The tell themselves things like:
I'll start by saying...
Then, I'll present...
Next, I'll ask...
Then, I'll bring up...The prospect will likely say...
The prospect's reaction will probably be...
Then, I'll respond by saying...
And so on.
Planning your sales calls, step by step, can be beneficial...as long as you don't try to stick to the script, word for word, when it's actually time to interact with the prospect.
Bear in mind that, while you have your script, your prospect also have one of his own. The chances that the two scripts will mesh smoothly - or, at any rate, in a way that gets you closer to the bank - are extremely small. Trying to stick to your "script" word for word puts unnecessary pressure on your prospect and yourself, and hinders the flow of information in both directions. Fixating on the language of your script needlessly limits your options. You have one path to walk down, and only one. That kind of selling puts all your eggs in one basket. It's not how winners operate!
Keep your options open
Sales calls are all about keeping your options open, not about nailing down a specific sequence of events - or words. If all your pre-call planning helps you to keep an open mind, open doors and respond spontaneously to opportunities, then some scripting may be a good idea as a form of preparation. Often, however, we use scripting for a very different purpose, namely, to convince ourselves that we know exactly what specific exchanges will come up when we call a given prospect. This kind of "preparation" almost always does more harm than good. We'd probably be better off sending our prospect a copy of the script ahead of time, indicating the reactions and responses we'd like to hear!
A better strategy would be to map out your call by identifying the key points you need to cover and the critical information you need to obtain. It may be helpful for you to devise some key questions to lead into each point. Rehearse your questions, but don't lock yourself into a sequence or restrict yourself only to the planned topics. Be flexible. If your prospect brings up a topic or previously undisclosed concern that is relevant to a product or service you can provide, pursue it. Allowing yourself to deviate from your initial plan and follow a new path may just be what it takes to get you to the bank!
Check out our collection of free resources.
Sandler Training – 100 W. Big Beaver Road - Suite 100 - Troy, Michigan 48084
