As part of my 101 Universal Sales Truths series. I will share will you some powerful stories that will shift your sales journey in a space of pure reward and bliss. I conducted a teleconference some weeks ago with people who were new in the field of sales and new to prospecting. The focus of the call was to help participants leap beyond fear and understand their prospecting process.
Making The Script Your Own
One of the participants on the call told me that she had been given the telephone prospecting script that her team leader uses to set appointments in place. The team leader was a highly recognised sales professional that had repeat success in the business for plenty of years and made a lot of money. The participant, who had been in the business for less than a week, told me that she was going to work with the script
and personalised it by “making it her own.”
“Noooooo!” I cried out. “Please don’t do that! Don’t make it your own!”
My reasoning for the outcry? This participant was a newbie. She knew nothing about sales or prospecting at all. She had a script that was crafted by someone who was highly successful on the telephone. This particular participant did have the essential knowledge to make the script her own. More than likely, in making the script her own she would eliminate all of the powerful, motivating, persuasive language used by the power sales super star who had given her the script.
The 10 Second Rule
Some words are better suited than others. Some words are stronger and more evocative than other words. When you are on the phone with a prospect, you have about 10 seconds to grab and keep your prospect’s attention. If you do not do that within that first 10 seconds, your call is more than likely over. If you get through that first 10 seconds, that buys you another 10 seconds. If you get through that 10 seconds it buys you yet another…and so on…10 seconds is not a lot of time. To get through those 10-second increments, you want to use the most powerful words that you have at your disposal.
If you are a starting out, as a beginner it is entirely possible, indeed even likely, that you may not be comfortable using certain powerful words or phrases. They may be completely different to your usual way of speaking. Even if you’ve been in the field of sales for a while you might be set in your ways, locked into a certain way of delivery, and changing that might feel uncomfortable.
I’ve met plenty of people who say they do not want to use scripts because then they “cannot be themselves.” Remembering that your prospecting call happens in 10-second increments, you want to be the very best self that you can be, every time. That requires planning and preparation.
You always know exactly where you are
One of the things that I’ve always loved about being in the field of sales is that it is clear. You always know exactly where you are. You are either scheduling appointments, or you’re not doing so. You are either closing, or you’re not. If you are a newbie to sales and a successful professional gives you their script—don’t change a single word. That script will be your treasure chest. If you’ve been in sales for a while and want to try a new script out, test it first. Your old script becomes your foundation.
For example, make 30 prospecting calls using your usual script and keep track of the number of appointments that you schedule. Then make another 30 prospecting calls using your new script exactly as it is written. Keep track of the number of appointments that you schedule. This is called split testing. At the end of those 60 calls you will know which script works better. That becomes your new foundation .