At this point, I’ve written a number of articles about scripting sales calls, especially over the phone.

Let’s recap my main points:

(1) Scripting is inevitable. Even when we think we aren’t using one, we are!

(2) Scripts need to be brought to life through special delivery techniques.

(3) Four T’s inform the success of scripts: text, tone, timing & training.

(4) Theoretically, you can have more than one script working in your sales unit, providing users are committed to sticking to those they adopt.

(5) There are special ways to craft language so it sounds spontaneous and not canned.

I suggest you take a look at prior articles on this topic to get up to speed.

Here is today’s point about scripting,

Reps think they’re using them, word for word, when you know they aren’t. You’ve just passed by a desk where the rep is off the mark in several places, yet he, quite sincerely, insists he’s on it.

What can you do to set him straight?

The best way is to tape him and to play the tape in his presence and have the script in front of both of you.

But guess what? He still may think he’s on it, word for word. Amazing, I know, but it’s true.

Example: Your goal is appointment setting and the language in the script reads: “So, what we’ll do is stop by to say hello on Tuesday or will Wednesday be better for you?”

The tape reveals the rep said: “So, what we could do is stop by to say hello on Tuesday or will Wednesday be better for you?”

Is there a difference? You bet!

What we “could” do and what we “will” do are dramatically different in the impact on potential customers.

Your job is to sell the rep on the necessity and desirability of doing the script, word-for-word.

When you use scripts, they need to be thoroughly enforced; otherwise, reps will think they’re on them, when they aren’t!

Dr. Gary S. Goodman, President of www.Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service, and the audio program, “The Law of Large Numbers: How To Make Success Inevitable,” published by Nightingale-Conant. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC's Annenberg School, a Loyola lawyer, and an MBA from the Peter F. Drucker School at Claremont Graduate University, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations in the United States and abroad. He holds the rank of Shodan, 1st Degree Black Belt in Kenpo Karate. He is headquartered in Glendale, California, and he can be reached at (818) 243-7338 or at: gary@customersatisfaction.com