Whenever I do a piece about prospecting, specifically cold calling, one of the push backs I get is about the script. People feel limited and restricted by them, well not actors, who seemed to have found a way to take scripts, other people’s scripts, and not only use them creatively and expand beyond the words on the page (or screen), but make good money with in the process.
While I understand the reason for the resistance to scripts, I really don’t get it. As an industry we have tried to take the bite of scripts by hiding them in apps or software, even taking up new (and silly) labels like “Talk Track” and more. Yes indeed, I continue to be amazed at how the same people who rebel against scripts, are more than willing to work with Talk Tracks, one for the powers of branding.
But there is a lot that sales people can learn from the arts when it comes to balancing form, structure and personal expression. Where one can stay very much within the limits of a particular “school” or practice, yet still be individual and original.
The balance I try to help sales people achieve is one of being “Composed but Not Scripted”.
“Composed”, speaks to the need to be thoroughly prepared for the call. This is less about what you say in terms of the exact words you use, and more about the structure for the journey you want to take the prospect on, including the final outcome of the call, scheduled meeting, live or web or phone or …. As with any journey you need to know where it will start, where some turns will be, where you are likely to face heavy traffic or detours, and how you will respond to those in order to get to your destination on time.
When we look at a composition, there are all the elements you need to make it work, the parameters within which it is be played, all of which not only help the player play the piece, but helps the listener consume, enjoy and understand what the composer was trying to communicate. But these do not limit the ability of the player to interpret and enhance the piece while staying loyal to the composition.
The same is true for a sales call, having a structured approach including beginning, key points, and desired outcome, delivered in a way that the prospect can get involved, understand what you want, and what is in it for them, will not only lead to more success, but make it an easier and more pleasant experience for you, and your quota.
Remember you can be composed but not scripted.