Can or Should a Professional follow a Script? A Crowd-sourcing Challenge.
I have been reading a few posts lately that seem to be strongly against using scripts, especially some of the canned scripts that are sold by some of the gurus of real estate.
Having never read these scripts, I am not sure if they are good or bad.
However I have been on the phone with and across the table from many salespeople who held onto their scripts a little too rigidly, and I think that this probably hurt their cause a bit.
Perhaps if they had internalized the script and their products attributes, and then threw it away and just spoke about the product they would have done much better.
In our 25 years of communicating with prospective clients, we have toyed with scripts a bit, and generally settled on the idea of an outline or bullet list of things to talk about.
Often times we may just wing it, but after the call or meeting we find that we really did not serve our prospective client well with this unprepared approach since invariably important facts are not mentioned and important questions are not asked.
With newer staffers, before they get on the phone, we go through with them a few important items like;
- Who we are?
- What we do.
- Why it is important to the client.
- And all the ways we can make life better for our clients.
- Along with a few important talking points that should be worked into an initial conversation, like an elevator speech.
- And of course, a good introductory sentence is important to start any phone call or conversation.
We don't have a written script that we hand out to our staff, they all write their own outline, some are just bullets, some are bullets mixed with talking points, and some are complex outlines.
These outlines are important to make sure that the important questions are asked and that the prospect is given the important information that will allow them to make a good decision about how their project will be managed.
And with any important outline, it is important to glance at it before making a round of calls, and important to use as a checklist while making the call, but never "read" to a client, as the amateurs do with the scripts that they buy.
In the end, I think that scripts are not bad or good, their success depends far more on the ability of the person using it to really know their product or service and how it will truly help their clients, and then communicate this knowledge to the client in a believable way.