Sales script swear words? Why I did it / three lessons

I’d like to share a true story about the time I baked swear words into a set the meeting script. [Video view time 3 min 15 sec with transcript]

This story illustrates three points.

You must have a process.
You must stick to your process.
But you also must know when to break the rules.

Many many years ago before the books and coaching sales teams I had a client that managed employee relocations. Prospects were big companies that relocated top executives.

Most accounts did 10 to 50 moves a year. Some did a few hundred, but there was one company which did 2,000 moves a year. I was told it was impossible to get a meeting with them.

Now I had a process and scripts that were working. I stuck tightly to that process and booked hundreds of meetings for them, many with fortune 100 and fortune 500 companies.

If I varied from that process, in terms of who to call, when, how many times, and what to say, it was in very rare circumstances, and only when I had objective information to do so and there was a solid strategy behind the change.

Remember this, if you alter your process too often, you don’t have a process.

I did not alter my messaging because I was bored saying the same things over and over, I was never sloppy with my words and I didn’t make changes haphazardly.

That is why I booked hundreds of high level appointments for that company. I had a plan. I stuck to that plan and implemented consistently.

I would test, but in a very structured way, not off the cuff.

That white whale client was GE and I tried to think of a strategy that might work, deciding that being nicer, whatever that means, wasn’t going to be enough.

So I punched up the credibility a bit by dropping more names of fortune 100 clients and put a few swear words into the script, figuring that this would knock them out of their comfort zone and an automatic knee jerk we are all set reaction and give me a shot.

Bottom line, I called a zillion times, they finally picked up, I was ready and their response was huh what uh um who and then OK. That white whale prospect was booked.

Am I advising you to use swear words in your scripts? No.

I tell the story to emphasize that you need a process, you must stick tightly to that process, and you should only break your own rules when you have objective reasons to do so and your change is rooted in a solid strategy.

Hope this has got you thinking. Get more tips at Scott Channell with 2 t’s, 2 n’s and 2 l’s dot com.

Good luck.