What is a sales script?

Article written by Eric Lofholm:

One of the best ways to increase your sales results is to create powerful sales scripts. When I talk about the concept of a sales script most salespeople frown upon the idea. The truth is, we all use scripts, even you. This often-misunderstood idea can dramatically increase your sales results.

What is a sales script? A script is simply a sequence of words that makes sense. For example the sentence you just read is a script. What isn’t a script is gibberish. It’s word salad. It’s saying things like chair, book, car, dog, computer. These words when spoken in that sequence mean nothing to the listener.
So you are either using a script or you are using gibberish. Now that we agree you are using scripts the real question is how powerful are your sales scripts?

Why do powerful sales scripts work? Powerful scripts work because human beings respond in predictable ways. Here is one of the first scripts I learned.

“If you do what a millionaire does you will get what a millionaire has. If you invest your money where millionaires currently have their money invested, what will you become?”

I have asked this question of over 1,000 people. Every single one of them has always answered a millionaire. Isn’t that powerful? If you didn’t fully grasp the power of the example above let me restate my point.

You can create PREDICTABILITY in your sales presentation. That is what the sales superstars do. They use the same sales scripts over and over again because they work.

Would you like to learn a sales script that generates quality referrals over 95% of the time? I knew you were going to say, “Yes.” How did I know? I knew because human beings respond in predictable ways. Here is the script.

“As you probably know, I work with referrals. A good referral for me is ___ (share with them what a good referral is, for example I say, “a sales manager with six or more people on their sales team). When you think of a good referral think of ___ (jog their memory, for example I say, “other offices in your company, where you have worked in the past). Of everyone you know, who would be the best referral for me?” This sales script produces a quality referral almost every time.

How did I learn about the power of sales scripts?
I was introduced to scripts by my first mentor Danté. I watched Danté deliver his sales presentation over 50 times. Every time he delivered it he said virtually the same thing. He told the same stories and the same jokes. He used the same closes. He handled objections the same every time. Did scripts work for Danté’? He is the only sales person I ever met who drove a Ferrari to work.

I was then trained by one of Dr. Moine's students, named Tony who taught me the psychology behind how to create a script. Dr. Moine, author of Unlimited Selling Power, then trained me & I've been working with him for over 11 years.

What kinds of sales scripts are there? Here is a list of different types of scripts:

1. Objection handling
2. Referral
3. Closing
4. Rapport
5. Identify customer needs
6. Appointment setting
7. Entire sales presentation

The next step is for you to make a list of sales scripts you need to create for your business. Once you have created the list select the most important sales script to complete. Lastly take action.

Eric Lofholm is a Master Sales Trainer & Sales Script Writing Expert who has trained tens of thousands of sales professionals nationwide. He is President and CEO of Eric Lofholm International, Inc., an organization he founded to serve the needs of sales professionals worldwide. This great article was found at How to sell to Big Companies Blog!