The Power of Effective Scripting
At Dave Yoho Associates we have been teaching the value of a structured sales methodology for over 45 years, yet even our best customers have employees working for them that waver from their script.
Nowhere is this more damaging than with your sales personnel. Of course, there are always a few cases that buck this trend.
One of our clients has a salesperson whose personality is an anomaly, and the only script he follows is to be pointed in the direction of his next appointment. He has now broken the company sales record two years running. Now, in an extreme case like this, we advocate letting the sales rep function in the way that works best for him.
However, these cases are the exception rather than the rule, and their is an inherent danger in allowing this salesperson too much latitude. You have to be careful that you don’t let his personality effect the rest of your sales force.
Brian Smith, whose client has this unusual type of sales rep in their operation, says that the salesperson is given leeway to do things his way with the understanding that during sales meetings he has to actively participate and contribute in concert with what the company methodology is.
If he were not forced to do so, the fear is that his habits could corrupt the rest of the sales department who need the system to succeed.
Do you have any of these people in your operation? They are extremely rare, and 9.9 times out of 10 we advocate the use of the scripting system below.
There are two parts, selling the appointment and setting the appointment and I am going to cover both of them.
Selling the Appointment:
- Make a great first impression
- Engage them – Obtain basic information – Identify their dissatisfaction
- Sell the value of the visit
- Obtain agreement to the terms
Setting the Appointment:
- Identify all the owners (and decision influencers)
- Select the best time
- Jog, reinforce and confirm
- Make a great last impression
- Build anticipation and confidence
Of course this is just the tip of the iceberg, but it will give you a better idea as to how to structure your scripting.
For more information on this topic, we invite you to download the free mp3 on The Science of Successful In Home-Selling – – or you may call our office at (703) 591-2490.
