Scripting has been employed in selling for at least 80 years that I’m aware of, and perhaps a lot longer.
It is the use of patterned sales talks, predictable and reliable conversational strategies that are believed to garner consistently high sales, and to beat “winging-it,” using whatever pops into mind.
There is a basic misunderstanding about where scripts apply. Some believe they’re only useful in high-volume tele-selling and customer service applications.
But in reality, they are used by small businesses everyday, with mixed results.
Let me give you an example or two.
I bought some donuts the other day at an independent bakery. After I placed my order, the lady behind the counter asked, “Is that all?”
I didn’t like the tone of that question as it implied that I gave her a puny order, when in fact, my two donuts and one croissant, to me, were quite ample.
The next day, the same thing occurred, and on the following day, as well. Irritated, I simply stopped going there.
Obviously, but not necessarily consciously, her line is a script, and it isn’t a good one because it makes her seem ungrateful for my business, that I should be ordering more and I’m not living up to HER expectations.
Contrast this script with one that IS DELIBERATELY USED in big city delicatessens, to great advantage.
It’s the same, basic situation. You order a few chocolate chip Danishes, and the counter-person asks, “And what else?”
That little gem of an up-selling question never grows old and it perennially gets people to gladly part with more dough (or is that get more dough?) on the spot. Additionally, after we say, “Uh, yes I’ll have two of those cheese Danishes,” guess what?
The counter-person can repeat the same question: “And what else?”
Sooner or later, enough will be enough and we’ll reply, “That’s it,” but we part company with no hard feelings.
These examples show that there is room for sales scripting in even the smallest of enterprises.
The key is to do it deliberately and to test and refine lines that really work without needlessly irritating customers.
