Why I HATE Sales Scripts

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Sales ScriptsTwo people. On the phone, having a conversation. That's what people use phones for - to have conversations.

What happens in a conversation? One person says something. The other person listens, understands (or asks a question to make sure he understands), then responds appropriately.

The conversation moves from point A to point B because BOTH people are talking - and listening.

Now let's apply this to sales calls.

Yes, it is possible for a salesperson to have a conversation with a potential customer. But only if the salesperson:

Want to sell more? Shut up!

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This article was halfway finished, with the title you see above, when I got an email with this subject line: "If you want to sell better, just shut up!"

Whoa, I thought. Readers often send me emails with the article title as the subject line. But this article hadn't yet left my computer! What was going on?

The salesperson as paid liar

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The phone rings. I answer it, the way I always answer it: "This is Kristin Zhivago. Can I help you?"

There is a bit of silence, then suddenly the line is alive with the sounds of a busy telemarketing boiler room. Many voices can be heard in the background, pleading, sympathizing, pushing, lying. I know exactly what is going to happen next. But, because I am a professional revenue coach, dedicated to improving how people sell their products and services, I stay on the line. The person on the other end has a very thick Indian accent. So we know who is calling and where they're calling from.

"Hello, I'd like to speak Cheerago."

What your salespeople want for Christmas

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I'm in the midst of rewriting about 50 "sales plays" for a client. These are intranet-based instructions for salespeople making outgoing calls to potential clients. Each "sales play" describes the product or product combination being sold (the "offering"), the target audience for that offering, what's included in the offering, why the client should be interested, and suggested voicemail, phone call, and email copy that the salesperson can use when pitching the offering to a client.

Entrepreneurs: Hate to sell? Stop!

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Kimberley Deane makes beautiful, reasonably priced jewelry. Her photography skills are top-notch. Her website and printed materials are stunning.

The only problem is, Kimberley hates to sell. She'd rather spend most of her day creating her wares, not "selling." Most artisan entrepreneurs, especially those who open up one-person shops in order to sell what they love to create, hate to sell. Selling is a distasteful, intrusive activity. It grosses them out and causes them to break out in a cold sweat.


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