3 COMMON STRATEGIC SCRIPT MISTAKES THAT COST YOU APPOINTMENTS, ACCOUNTS, REVENUE AND COMMISSIONS.
1. YOU MAKE IT EASY TO BE LUMPED IN WITH IDIOTS.
Your suspects say “no” to almost everybody. Most people who call are not very good at it and waste their time. Do what most other callers do and your suspects assume that you are like all the rest – not worth their time…. even if you really do have a service that would be very beneficial to them.
Here are a few examples of how you make it easy to be immediately written off and lumped in with idiots.
A ) Start off by asking them “How are you?” or “Do you have a few moments?” People know you don’t care how they are and anybody worth calling has no free time – so why start off by being insincere or setting yourself up for a “no?”
The most critical part of the conversation is the first 3 seconds. Are you communicating value? Signalling someone who has a need you can fill that you can help? You may think you are being nice, but that is not a reason why people will meet with you or go to a meaningful next step
B ) Want to really make sure you are lumped in with the knuckleheads? Ask them if it is more convenient to meet Tuesday at 10 or Wednesday at 2. This overused pitch screams that you are devoid of independent thought, an amateur and almost assuredly like all the other time wasters.
2. YOU REACH THE MOMENT OF ECTASY TOO EARLY.
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Some things are better if it lasts longer. Big moments can be a lot more satisfying if you have taken the time to play well. To be sold, your suspects have to tell you how they can be satisfied, be stroked, massaged and promised great things to come. Your prospects like it better if you take your time and get to know them. If you skip the preliminary steps and rush right to the big moment of closing — the result is always less satisfying for you and the potential buyer.
I see many scripts that do not include credibility statements, recognizable name drops and specific benefits MEANINGFUL TO PROSPECTS. All the preliminary steps are skipped, yet people expect a great ending. It usually doesn’t happen.
3. YOUR GOALS ARE AS SOLID AS THE FOG.
There are actually two parts to this problem.
First, as to appointment setting, you are offering X, Y and Z in exchange for 40 minutes or so of someone’s time. If X, Y and Z are perceived to be worth 40 minutes of someone’s time you have a fair value exchange and a meeting. If you do not clearly communicate what X, Y and Z are and what you are asking for — then the value exchange is foggy and you have little chance for a meeting.
NOTE: With many of my coaching and training clients, just focusing on clearly communicating benefits can make a significant difference quickly. You may be doing many things right, but if you are not effectively communicating value… you lose.
Second, as to sales prospecting and sales process, if you don’t clearly know what you are trying to accomplish, you are lost in a fog. I do a lot of sales coaching and always ask “Where are we now and where do we want to end up?” Those who answer with specific time periods, units sold, sales volumes reached, accounts closed and compensation earned —- outsell those who give meaningless generality non-specific answers 10 – 1. Easy.
“Where are you now and where do you want to end up?”
Best wishes for successful selling,
Copyright 2007-2011 Scott Channell