Scripts - dos and don'ts

Scripts are a necessary evil... not as something to read from but as something to build the foundation of a conversation. We like to think of a script outline rather than a script. It gives you an idea of the direction you'd like a conversation to take. But, as was well put in the article attached, it's vital that you be having a conversation, not reading. http://thesalesblog.com/2011/01/the-truth-about-scripts-and-cold-calling/



In any conversation, the twists and turns taken are essential to follow. You can't just bull-doze your way or you'll lose any hope of being heard. If you listen and really hear and are curious about the person you are talking with, chances are, you will be able to get a deeper understanding of their needs, and when you feel you have something to present that is really a fit, or even just points to clarify, chances are much higher you will also be heard. (An important distinction - You are not just waiting for them to stop talking so you can present your idea - that isn't a conversation either!) And so, the script falls by the wayside as soon as the conversation starts. It can help you get back on track but it will only be effective if it still flows.

I don't think I can say it better than it has been done here:

From Small Fish Business Coach - Carl Dierschow - a clear sentiment on the one page versus the 30 page business plan. It all depends on what you need it for. For real change, you need to be clear and concise.

http://www.smallfish.us/_blog/Small_Fish_USA/post/A_Business _Plan_You_Will_Use/

With year end always comes reflection and a (hopefully) fresh look at the new year. I intend to take this reminder of the value of the one page business plan and put it to good use - monthly - maybe more.

Will let you know how it goes!

Call to Action

Epiphany moment... the call to action we would recommend for any marketing materials works for any communication. Who knew. Think about managing people. If you don't give them a specific action item to work on, what did any of your feedback offer them. Do they really know what you've asked them to change if you haven't made it crystal clear? Communication with clients has the same challenge. If you send an email with a wealth of information, but there isn't a clear question or request for a specific action, what do you think will happen? When you look at your marketing, certainly you want to consider what steps might occur from your communication there.

Consistency

Over time, we've determined a structure for calls that has been particularly effective for prospecting. The key is to use it consistently. Our plan is to call, mail or email and then call again in a relatively short period of time. Then if there is no response you push out the call activity a few months. If there is too much time between contact, the prospect won't develop the recognition for your product/service name and message. If you contact too much you come across as irritating, definitely not the first impression you want to make. Find some balance and then follow it every time.

Curiosity

We've been talking a substantial amount of late about being curious about a client situation - if we understand their needs, we have a high potential to actually offer them something useful. As sales individuals, we have a goal, to introduce our products and services, but to offer value to our clients, we really need to understand them first. Otherwise, we're just an informercial screaming in their face. Make sure you know what the person you are talking with needs before you offer them anything!