All people use scripts

All people use scripts.

There is no discussion about it, but only amateurs improvise.

Professionals use strategies to approach their niche market.

The main ones are:

  • Value
  • Pain
  • Case

When you focus your narrative on the benefits your solution provides, we talk about a value-centric approach.

When you touch on points that represent market challenges and that your solution helps solve, we are talking about a pain-centric approach.

Show a real case that represents an example of how your solution solved in particular the challenge of some customer, we treat it as a case.

In all three, the following is important:

Eliminate from your narrative the pronouns "I" and "we" as much as possible and centre the facts around your reader/listener, that is, the main actor here is your prospect, you are "only" a subliminal agent acting in favour of problem solving.

Now let's simulate an everyday situation.

You and I are partners in an insurance brokerage. We sell business insurance. We have a good portfolio of clients, but we need to grow.

And we arranged for me to go to the market to get more business.

That's fine up to there.

Naturally, I go after acquaintances, people who have stayed behind but have shown some interest at some point. What else? I'll talk to the president of association X who was introduced to me and try to find some good leads and so on. In short, networking.

That's the normal thing. We go after people we know or have been introduced to.

And there is pure prospecting. Assembling a list of prospects and approaching them to schedule a business meeting and present how efficient our brokerage is.

Whatever the situation, there is a common denominator in all of them: I will have to say something that generates interest on the other side. Whether my interlocutor is an acquaintance or a prospect who has never heard of me and our brokerage firm, I will have to say something.

That something is fundamental. Depending on what I say, doors may open or I may be asked to "come by later."

See which of these two approaches is the most effective:

Roberto, it has been a while since we last spoke and I would like to schedule a coffee to catch up and tell you about the brokerage. A lot has changed around here and I would like to introduce you to what's new.

Roberto, it's been a while since we last spoke, hasn't it? I hope everything is ok with you! Roberto, I would like to show you a new process we have here at the brokerage that can save you up to 35% on your insurance costs.

Which of the two approaches would generate more interest, if you were Roberto?

Yes, the second one. Because this one gives Roberto real value, a clear benefit. The first one simply gives the impression that I need to sell and then I remembered Roberto.

In all cases, you are using sales scripts, or simply, scripts.

When you want something from someone, when you want to get a message across and see if there will be buy-in, you use scripts, even if you don't know it.

Scripts are not:

  • Texts memorised and insistently repeated for the market
  • Generic and not very credible phrases
  • Something robotic that you pass mechanically

Scripts are scripts, key points in a narrative that aim to positively persuade to take a next step in the conversation/relationship.

Every time you want something from someone, you use scripts. You engineer in your mind what you will talk about and the arguments you will use to get the other person to take a next step of approach towards a deal, a closing.

A good script does not aim to make the sale but to guarantee the next step of a sale, whether it is a new, more structured phone call, a meeting or even the sending of complementary information.

Stavros Frangoulidis
Stavros Frangoulidis
CEO of PaP Solutions ⚡ Let's connect on Linkedin too

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