Stick to the Script!

I beat Michael Jackson (you didn't see that coming...did you?).   I was in the Wizard of Oz before he was.  It was 4th grade and I played the Cowardly Lion.  I was good too.    Stole the show!   When it came time to say, "I do, I do, I do, I do believe in ghosts", I was on the mark...and hilarious!  On the very first performance, I actually got a standing ovation after delivering those classic lines.   Something about the applause was intoxicating, empowering...and unexplainably overwhelming.   The next performance, I added a couple of extra "I do's" and did a little spin of my yarn tail...impromptu ad-libs that garnered my second standing ovation of the day!   Ms. Westrom pulled me to the side at the end of that performance and sweetly held my hand and told me I was doing a fantastic job...but   "Stick to the Script"   When you are prospecting for clients, particularly to set appointments to actually demonstrate the product live, it is vital you Stick to the Script.  Ad-libbing creates the opportunity to lose control or have a longer conversation that might not end in the Desired Outcome.   As we introduced last time, there are 4 key elements that make up a powerful script;   Attention is the compelling proposition. Your great product means nothing if you have not gotten their attention before you begin to show your wares. Even Moses had the burning bush that drew his attention before he heard The Voice!   You have to be engaging but not too dramatic (or sedate).  That is one of the things people hate about telemarketing -  that P.T Barnum carnival barker tone of an offer that is being relayed in a "too good to be true" tone will result in a hang up.   You likely have one or two sentences...make them compelling...get their attention!   Interest is the captivating proposition. It makes the call personal to your prospect. I work with companies that give their sales people orphaned accounts.  To gain interest, the sales person tells them they have "an important update to their current account that requires attention" to gain interest.   If it is not a current client, then you will have to address a problem/desire that is specific to them. Years ago, I owned a mortgage company and I prospected often to secure new clients. My approach;   "Mr. Jones, Henry county real estate records indicate that your current mortgage rate of 6.75% is 2 points higher than national averages".   That was his rate and it was 2 points higher...   Desire is the continue proposition. Within the science of prospecting, you have to be brave enough to leave "dead space" in a call for their response so they can tell you their desire.   People don't like telemarketers that never come up for air - you have had that call before...right?   At some point, you have to allow them to express desire...or disinterest. If Attention and Interest are properly cued up, then Desire should follow. To continue with my mortgage example;   "The purpose of my call is to help you begin the process of lowering that rate and your payment by as much as $600 a month?" Do you have a few minutes to review your options?"   (Pause)   Now they own the call - the next move is theirs - I had to turn it over sooner or later...right?   "That is none of your business!" (hang up!)    but some said,    "I have a few minutes...what can you do about it?"   Ahh, the science of prospecting!     Desire will not always be explicit but can be implied through statements from the caller. It can come in many forms such as clarifying inquiry - "Who are you again? What company do you work for? How did you get my information?"   These types of caller statements still leave the door open. You have to be nimble and quick to offer convincing responses that allow you to continue. Here is the where The Desired Outcome takes over from your point of view. You will have to make validating and credibility statements to gain enough trust for them to take the step that you want them to take.   Be prepared to give what is needed.  Stick to the Script to get your Desired Outcome.   Action is the completion proposition. You now have to get a commitment from the caller based on the Desire Outcome. Once that is done, the call is successful! Be flexible but firm in the next action steps and don't allow ambiguity such as "Let me think about it" or "Send me a brochure" or "What is your website?"   If you can't pin down specifics, you are probably better letting them go. You can twist arms for appointments but that will lead to a mountain of "no shows" and cancellations. You have to be aggressive in applying the science, but not to the point of futile exhaustion.   The script is best constructed using your "artful" personality and natural idiosyncratic tendencies - you do not want to sound disingenuous or robotic. To be repeatable and compelling it has to be your "authentic voice" but is also has to...   Stick to the Script!   Until tomorrow, I wish you Money, Power, Success!

Next Time: Stick to the Script! part 2