Let's talk about scripts. I think they have a place in the human experience - we all use scripts every day, in both our personal and business lives. “Hi, how are you?” is a script, as is “Hi, this is Jennifer Allan with RE/MAX City Horizons; I’d like to set a showing…” I use essentially the same script every time I go through a purchase contract with a buyer or a listing agreement with a seller. When I finish up a day of showing, I always say “So, that’s our show for today - how did we do?”
If we didn’t use the same words over and over again when performing essentially the same task or activity, our brains might fill up and explode from overwork!
But here’s where I don’t like scripts… during the prospecting process. Effectively prospecting to someone is a delicate balancing act between subjecting someone to an unwanted sales pitch and inspiring them to actually care about whatever it is you’re selling. And I think we can all agree that most salespeople err toward the side of the aggressive pitch (not you or me, of course, but everyone else).
There are probably a gazillion sales scripts out there for your consideration. Most are pretty awful, especially in the hands of an amateur, but occasionally I’ll run into one that almost sounds sincere.
Almost.
Lately I’ve been prospected to by some pretty slick operators. I almost missed the fact that the sales pitches were well-rehearsed scripts.
Almost.
But once I realized I’d been scripted to, I was annoyed and even a little bit hurt. I thought I was special. I thought that my appointment with this sales dude or dudette was the highlight of his or her day. I thought that this person really cared whether or not he or she earned my trust and my business. But no, I was just another prospect, just another sales call… on the road to the next prospect. I was a number.
I don’t like being a number. And that’s how being scripted to makes me feel.
Wanna sell me something? Leave the scripts and the sales pitch at home. Make me care about you because you care about me. Open up. Be YOU. Make me feel special. There might be a sale in it for ya!
I definitely feel that although we may use scripts, we need to remember to keep it fresh. I also believe that it is important to keep our business personal as well as professional so each client knows that they are receiving our best. Great post!
Don't forget me if you learn of anyone moving to "The OC!"
I have started out with a script, but I seldom actually follow it. It just serves as a guideline to remind me not to forget something I wanted to say, once I get to chatting. If you take a recommended script, then put in your own words so it doesn't sound scripted, or just make an outline from it to use like a checklist, you can have an easy, comfortable conversation and just include your sales points along the way. Laughing with someone is the best sales pitch, I think. I like to have fun, and so do most folks.
Jennifer, what's your take on this.... Do you think many folks over use scripts because the are not effective listeners or maybe even because they are not effective at taking what they heard and processing it "real time" to move the conversation forward properly?
Glenn - I can relate to feeling the need for a script when you have a complicated message to deliver, especially when you're inexperienced and need help remembering everything you need to get across. But when you use scripts with the goal of inspiring someone to trust you, like you, want to work with you - this is where I think we've got it all wrong. Effective prospecting is not, IMO, simply a matter of cause and effect - I say THIS and he'll respond like THIS. We real estate types always talk about how our business is a PEOPLE business and how we're such PEOPLE people, yet we're taught to build trust and rapport with others by memorizing a speech.
Here's the thing, and why I called this blog "I'm too sexy..." I, personally, feel that I am special. I am worth spending time with. I am worth getting to know. And, frankly, I feel that you should be honored if I choose to give you my business or my money. I'll bet (at least I hope) that most other people feel the same way. But when you treat me to your script, regardless of how well it's delivered, I can FEEL your disinterest in me, even if I can't put a finger on why I feel that way.
I understand that you don't like being scripted, but you still use them. Even though every person is unique, certain words, certain phrases, and tempo allow a better response than other words, phrases and tempo. I have seen many would be sales people who shun the idea of using a script fall all over themselves in incompetence. An average sales person is not going to successfully "sell" you. But an average sales person properly using a script can "sell" more often than not using a script.
I agree with some of this, but for new peple or those in new situations like prospecting expireds, scripts can be invaluable. We see hundreds of agents that are highly succesful mega agents that succeed with scripts. The key is once you memorize them and internalize them, you customize them to your own personality and make them your own.
I think scripts are important, but it's more important to make them your own so that they don't sound like scripts. That takes lots of practice, trial and error, but when they don't come off sounding like you are reading from a piece of paper, they are very effective. I'll be the first to admit that I don't like scripts so that's why I hired someone to called FSBO and expired. I contact my SOI and past clients because I don't have to be scripted with them.
I realize that scripts can be helpful, 'specially for new agents, but I also believe that if a script makes your target audience feel un-special, then you probably oughta find a better way to communicate. Just because something is easier for US, doesn't make it more effective. It's kind of like that old joke about the guy who lost his keys and is looking for them under the street light... he knows that's not where he lost them, but the light is better there...
Jennifer, I loved the tune! I think it is OK for a script to be a "guideline" but it has to be internalized and it has to be YOU. I think a "script" can be nothing more than a list of the right questions to ask a potential client. If an agent is new they may not know the right questions to ask.
I think the term script makes you think of a play and that you must recite it exactly as written. I agree that it is a good guideline tool, but we must personalize it and not sound too rehearsed.
Okay, here is what I don't get. How hard is it to have a conversation with someone about buying or selling a home? What is it, exactly, we need a script FOR? What's so complicated we cannot have a conversation without memorizing or following guidelines? It is not rocket science. We are not reciting complicated scientific formulas, nor are we discussing string theory. We are simply talking about what we do.
If we know the market, know what we are doing, know our profession, know how to do our jobs, how is it we cannot pick up the phone or talk to someone about it without the need to refer to notes?
I find that when I LISTEN to what the other person is saying, any info they need from me finds its way into the conversation. I don't need a script for that.
Okay, sorry to be taking over your blog today, but I have to relate one thing.
I called my efax provider today to cancel one of the 3 numbers we have because we no longer had a need for it. Bear in mind, I am keeping two numbers, only cancelling one we no longer need.
IT TOOK 15 MINUTES.
Why? Because the rep kept following a SCRIPT, offering me all sorts of specials if I would keep the number, at no charge, for another 2 months, to see if I found a use for it.
UH, NO, I WON'T NEED IT BECAUSE I HAVE TWO OTHER NUMBERS!!!
Had he actually LISTENED to me in the first place I would not have hung up the phone absolutely furious and ready to cancel my service altogether. But hey, he did a great job of following his script!
LOL - big time! Susan - I hated myself for posting the video because I haven't gotten that tune out of my head for a week now! Glad you are enjoying it!
Great points about the "need" for scripting. DUH! Do we really NOT what to say to real, live, flesh & blood people when the opportunity arises to talk to them???
Well, Susan - isn't that what it's all about? Making it easy for HIM to have a conversation with you instead of actually providing the service you need?
Well, Susan - isn't that what it's all about? Making it easy for HIM to have a conversation with you instead of actually providing the service you need?
I think you are right on this one. If someone uses scripts for his conversation with a prospect, then he don't have a clue about his business. Most people come to this business for just grab a fast cash. They don't have skills and because of that they need scripts.
Sorry I forgot to mention my name in above comment. My name is Fred Redjaie working with Right At Home Realty in Toronto, Ontario in Canada. I love my job but I never liked the classic old coaching ways. I got my licence in 2004. For a few years I did sort of OK but I realized I started to hate the job doing all those number games. From the year 2008 I quit doing the practice and just tried to learn a new way of doing this business. I realized all old school method coaches are wrong on their approach so I had to learn and start everything on my own. In winter 2010 I picked up Jennifer's book in our bookstore in Toronto Real Estate Board and I found many of my ideas in her book. Finally I realized I am not alone and there is someone that thinks like me. I think Jennifer is absolutely right. Scripts is only for unprofessional salespeople. Don't forget when you use a script, prospects will realize that sooner or later. The problem with Real Estate people is that they think they deal with some dummys. People will figure you out sooner or later. If you can not talk on your own and you are so unskilled that for talking on a subject you need a script then for sure you don't have the right information and are unskilled. First learn your skill and have your information with you in your mind and you will never need any scripts for your presentations. In this case when you know who you are and what you want to achieve, all steps come naturaly and you get your work done very easy. All I say is: First learn your Skill; but I think most Real Estate salespeople never get it right. Needs lots of learning of course and is not that easy.
Fred Redjaie with Right At Home Realty, Toronto, Ontario, Canada.
CLAP CLAP CLAP CLAP Fred!!!!! You said this very well! And reminded me, I have a box of books headed to the Toronto Real Estate Board - need to get them in the mail today!
Hi Jennifer,
I have never used a script and don't think I ever will. When someone speakes to me through a script I totally feel like I am being set up for something... not a good practice when you are trying to form a relationship with someone. I give 110% to everyone I speake to and I feel that I deserve the same. If you truely love what you do and really want to help someone reach their goal of home ownership or moving on to their next endeavor..then they need to hear the honesty and passion in you to help them get to that next step..not a speech that was made for every other joe blow you encounter (or call).. Keeping it real to me is what it is all about and some people appreciate it and some won't ...but you have to be true to yourself and scripts and speeches just ain't who I am....Thanks Jennifer!
Robin - you say this SO well! I'm actually a little embarrassed for the person launching into their sales pitch, and of course, annoyed that they think so little of me and my intelligence that I won't see thru their script.
Thanks for your comment on one of my very favorite JA blogs!
I recently listed one of my own properties, and when it expired, I was subjected to what most sellers have to put up with when their lising expires. After about 50 "When are you going to interview the right agent to sell your house?" calls, I received one that was refreshing.
He said, "I know you have been getting a lot of calls about this, and you are probably busy. But I'm a new agent an I would really like the opportunity to work with a seller like you."
I didn't give him the listing, but I did keep his contact information. You never know when you will need to use someone who is honest.
I'm curious how you define scripted messages from unscripted messages. Isn't what the message is about that's essentially important to understand and not the way it's delivered to you? It's like a reflexive response when being introduced, "It's nice to meet you".
Sales are made when people buy what they want or need, so when you meet someone and let them know you help people buy, sell or refi real estate, do you stop or continue engaging with unscripted messages?
Pros who close don't sell, they offer opportunities and solutions only to people who want to explore opportunities and solutions.
I rarely have ever "scripted" or "prepared" a speach of any kind. Even when I was on stage or in front of an audience. At 1st I felt I was just being unprepared or a procrastinator. Then I realized I just like being ME! :-)
Jennifer--Thank you for that! I can't tell you how many times I get approached with "scripts" from all kinds of sales people.... I look at them and want to say, I read the same book or went to the same conference... I usually just walk away.
Why the heck are so many comments coming in on this blog all of a sudden? Not that I mind, of course, but it's quite a blast from the past... and one of my very favorites. Did it show up somewhere or get featured somewhere else?
Anyway...bummer about the video being pulled off... I guess AR decided it was copyright protected or something.
Kimo- As I mention in the blog itself, we all use scripts every day for things we tend to say over and over again. But when it comes to trying to inspire someone to like you and trust you enough to honor with their business, launching into a well-rehearsed script just isn't going to do it - at least not for me. I want to feel as if that person WOULD be honored by my business, but if he makes me feel like just another sales call, I'm not going to feel special at all... and when I'm getting ready to buy or hire, I LIKE feeling special!
Good points. I never really thought of discourse in that light but I think you are right on with the scripts. In retrospect I have a script when I stop by the convenience market, "Hi, how are you?" The response then triggers another, hopefully appropriate, script and so on through the day. I wonder if spontaneity is simply selecting a random, rather than the most appropriate, script from our repertoire?
Well Jennifer, now you did it. Since I read the subject line of your blog, that song in my head just won't stop... and the video was not there to change it.
I hate using scripts on my prospects, and I hate being pitched a script. Occasionally, depending on my mood, I can have great fun with a salesman doing a script because I can sense them a mile away. Nothing more fun than to trip them up with a question or statement that is unexpected. Am I mean? No, they are interrupting my day. I am entitled!
The clip on this link is one of my all time favorites regarding telemarketers. Sorry I did not think of it myself.
I hate it when scripts are used on me. I'll get ideas from scripts (the principles), but word for word manipulative techniques are disgusting. If you are just blurting out memorized scripts, are you really even listening to your client?
Scripts are good if you don't know what to say. They help you to keep control of the conversation. That's my two cents. They've helped me get many appointments and listings.
I don't use scripts, so much as a step by step plan and my own words when prospecting. I stay in the correct order of things and let the conversation flow. I direct it to keep it on the right path, but everyone's different, so an individual approach is needed each time. You are so right about not being "pitched" to; nobody likes it that I know of.
Well, you certainly drew us in with that title Jennifer! I agree - there is a false bravado and tone that comes with pre-rehearsed scripts. Being geniuine and responsive to what the other person is saying will go a long way towards building trust.
When someone is starting out I can understand having a checklist or script to refer to. The problems with scripts is that the customers don't always answer according to the script and they sound "canned". When you know your subject it is easier to the have a conversation.
I don't use scripts. It is impossible to listen to people and really stick to a script. It is just not me. I do use an outline to make sure certain subjects are covered and things are complete -- but for me scripts don't work.
Not long after a Tom Hopkins seminar in which he recommended using scripts, a cancer insurance salesman came to see me. I have no idea why I let him give his pitch - I must have been in a generous mood that day and wanted to let him practice.
Anyway, when he said "I know you're excited about this product" I almost laughed out loud.
Tamara - I guess my response would be to ask WHY someone wouldn't know what to say? Are conversations with other human beings about what we do and how we can help so difficult that we need someone else to tell us what to say because we can't figure it out on our own? If I didn't know what to say to someone I'm trying to inspire to hire me, I might wonder if I'm in the wrong business.
The timing of this blast-from-the-past featured blog is interesting... over at my forum, we've been discussing "Opening Lines" for FSBOs and Expired Listings - that is - how to approach a FSBO or Expired on the phone or in person without fear... and without coming across as a scripty, cheesy, pushy salesperson. I'm thinking the best approach is short & sweet & honest & direct & friendly. No rehearsal needed!
On the other side of the coin, a well-conceived and properly delivered script does not come across as a script. Maybe you shouldn't throw out the baby with the bath-water.
Margaret - thanks for your comment! And yes, I can see where a perfectly practiced and delivered script might be undetectable, but the problem is... the vast majority of aren't perfectly practiced and delivered - and the audience of the script may very well feel insulted by the use of the script, if that makes sense. I'd be much more inclined to like and trust someone who stumbles over their OWN words when talking to me rather than someone who delivers an ALMOST-perfect script.
And I'm not saying that we'll all use essentially the same words when talking about the same subject - of course we will. But there's a difference (in my mind anyway) between having a similar conversation over and over again with different people and coming TO those conversation armed with a script. And when it's obvious the person is using scripts on me (and it almost always is), they've likely blown their credibility with me.
Hi Jennifer! I appreciate having some thoughts on paper and a list of things I want to chat about -- but I agree, that's not the same as a script. I'm planning on attending your webinar tomorrow. It should be very interesting!
I don't think Yul Brenner ad libbed when he did "the King and I" on Broadway for 25 years. When the scrirt is perfected, it is perfect. Most agents don't take the effort to perfect a script. If they do,a good script will work.
Love that song - its soooooo 90s. .... Also - the pitch they gave to Marte about being excited over cancer insurance is priceless. I think scripts make it really hard to listen to what the client is saying. Almost always they throw in a twist and if you are thinking about the script you aren't responding to THEM.
Yeseree... Your right on. I guess we all do use scripts for certain things. But like you, I hate being scripted to on sales calls. Like "how are you Ken, this is Jennifer?" The natural response without thinking is, "I'm fine, how are you?" Because your not yet sure who is calling right? They answer, "I'm great, thanks for asking." That's what kills me... The thanks for asking. I am done, over and gone at that point. It happens so often, I just hang up.. Honestly, I can't help myself. Before I even realize what I have done, I hang up... I don't even say, "don't call me, take me off your list, my number is on the do not call list." I am just soooooo mad that I hang up. But.........................the next time they call and I think I know the number or the Blocked, I am much more patient.. Then they get my wrath.. But they are thick skinned and are use to rejection.. But I feel better..
Lately I'm reading not only about scripts but about how to say them in order to get 'yes' responses. You say 'this' and the prospect will automatically say 'that'. Neuro Linguistic Programming- is there anything to this stuff? I could tell right away if someone were using it on me but are we sensitive to this stuff because we are in sales and have heard and been trained about it all?
Jenny - I'm just not comfortable taking the chance that someone will feel I'm manipulating them. Even if they can't put their finger on what it is, I think any canned agenda will be off-putting - I mean - can't we all tell when someone is really THERE with us and when they're working from a script? I tell agents never to use a prospecting technique that they'd see right thru or feel insulted by... because chances are pretty good the audience for the technique will see right thru it too.
I agree with you. We have been taught scripts from day one, but they never worked very well for me. Instead of using a script, I will turn a script into a checklist of important points to cover with a valued prospect or client. It works better for me, it's genuine, and it allows me to control the interview in much the same way as a script.
By the way, I found your blog by looking up the author of "Sell with Soul". Amazon.com introduced me to the book randomly. I look forward to reading it.
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Hi Jennifer,
I definitely feel that although we may use scripts, we need to remember to keep it fresh. I also believe that it is important to keep our business personal as well as professional so each client knows that they are receiving our best. Great post!
Don't forget me if you learn of anyone moving to "The OC!"
Michael
(949) 753-7900