How Sales Scripts Empower Salespeople

A sales script, are you kidding me?

Nope. 

When you hear the words “sales script” you’re probably reminded of the forced, robotic, and phony responses of telemarketers and customer service representatives. Credit card and cable companies comes to mind!  No question, sales scripts get a bad rap. When salespeople hear the word “script” they automatically assume they’re being put into a straight jacket and have to speak like a robot. This is a misnomer.

Consider the following questions:

• Are you (or your team) able to consistently book five real meetings with new prospects each week? Did you do it last week? Are you on track this week?
• Can you (or your team) quickly and easily overcome common objections without skipping a beat? I’m talking about simple, everyday objections like “send me your information,” “we have a vendor’s list,” “we’re not hiring,” “can you just send me the job description, “what does the job pay,” or “you need to talk to HR.” Could you do it right now if we role-played?
• When you pitch a candidate to a client, what percentage converts to a client interview? Are you happy with this conversion rate?
• Do your clients and candidates commit to a next step at the conclusion of your meetings 80% (or more) of the time?

If you answered “no” to any of these questions or had to think, even for a millisecond, about your answer, then you would benefit from a script.

Before you turn your nose up to the idea of using sales scripts, keep reading.

What is a Sales Script?

A sales script can come in many different forms. A sales script can be as simple as a guideline of questions and talk tracks to keep the conversation on point. Salespeople reference these guidelines, or scripts, as they progress through their conversation. The result is more productive sales conversations and higher conversion rates.

A sales script can also be a detailed, word for word written script that salespeople follow verbatim. But this doesn’t mean the salesperson sounds robotic or like they’re reading from a script. With a little practice, it is possible to read from a script and sound natural.  But this doesn’t mean sales scripts have no room for deviation. Just about every sales call requires some improv. Why do you think actors practice their scripts over, and over and over again? 

A well written sales script incorporates a call structure and strategy and provides a framework for salespeople to follow for keeping their message in alignment with how buyers think and why they buy.  Otherwise, salespeople create objections.  That’s right, when salespeople “wing it,” they start talking too much and inadvertently create sales objections. 

Well written sales scripts also direct salespeople (and recruiters) on when to apply certain sales communication skills and apply inflection points in their voice tonality. After all, 93% of communication is not what you say, but how you say it.  Finally, sales scripts ensure consistent messaging across your organization which makes sales coaching much easier and more effective. This also enables organizations to replicate winning behaviors. 

Different sales scripts can be written and applied for different call types. For example, the Menemsha Group sales methodology includes an introductory call script that salespeople use for calling cold prospects. We also provide sales scripts (and recruiter scripts) for the following, everyday staffing & recruiting industry scenarios:

• Introductory candidate call (active candidates)
• Introductory candidate call (passive candidates)
• Skill marketing candidates
• Pitching a candidate
• Opening the sales discovery call

You get the idea. Regardless of how you use them, sales scripts are the most underutilized and undervalued sales prospecting tool. Any company not using sales scripts is leaving revenue on the table. Guaranteed.

Why Staffing and Recruiting Professionals Need Sales Scripts

Sales scripts drive more productive candidate and customer conversations. When the sales rep or recruiter already knows exactly what they are going to say to open the call, pivot the conversation, and the questions they’re going to ask, they create more meaningful and productive conversations. This leads to follow up meetings, improved conversion ratios and a higher degree of professionalism. In essence, it differentiates them. 

Well written sales scripts empower salespeople (and recruiters) to drive the conversation by leading with questions. This in turn makes salespeople better listeners and ensures they spend more time listening and less time talking. 

Salespeople who don’t follow a script either fall into the trap of talking too much and annoying their prospect, or they get stuck, “back on their heels,” trying to respond to customer questions and concerns. They lose control of the conversation because they don’t know how to lead the conversation. 

Following a sales script, for the most part, eliminates these problems.

Look, we all love the natural salesperson; the sales rep who can easily build rapport and connect with new prospects. These “natural” salespeople are great with the warm-up and socializing, but they struggle to overcome objections, qualify, convert and close deals.  Sales scripts force salespeople to move past pleasantries, drive the conversation by leading with questions, qualify, establish next steps and close.  Far too often, when salespeople don't follow a script they come across as unprepared, unprofessional and  sloppy.