Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything personal to the script.
Basically, they're hired to be human commercials.
That is a likely reason why sales positions remain among the top three most difficult jobs to fill: Most people don't go to work wanting to deliver a rote speech all day long.
Simply countering objections undermines sales
Companies also teach salespeople to speak from scripts to ensure they're prepared to deal with objections. As Sam Horn, CEO of the Intrigue Agency, explains the intent: "Scripts control the conversation."
Sales scripts are required because salespeople are taught to anticipate that the conversation will end with a rejection of the sales offer. As soon as salespeople hear an objection from prospects, they're prepared with a ready-made answer to respond to it.
Renowned sales consultant Ian Altman wrote, "A major mistake is that the salesperson is reading the script, but not paying attention to the answers."
Armed with a script, the salesperson is prepared to talk with the prospect, but the salesperson will listen to the prospect only to be ready to counterattack upon hearing an objection. Salespeople trained in this way aren't trained to truly listen, show empathy, explore where they're aligned with the prospect, or focus on building trust before offering something for sale.
But we know that without alignment there's no engagement. Without engagement there's no trust-building. Without trust, there's no sale.
The solution? Ditch the script.
The best approach to making more sales—and stay engaged in your work—is to become an authentically empathetic problem-solver rather than a script-reader.
Once you ditch the script, you can craft your own experiences into testimonial stories that show your ideal audiences that you understand the problems they are experiencing and that you have the solution to their problems.
To start, choose a story of a problem you no longer have that you can help someone else overcome by using your products or services. Even if you weren't using the products and services yourself at the time that you solved the problem for yourself, you can now imagine how your product or service could have helped in some way.
That personal story is what you'll want to tell consistently in all your communications to attract your ideal audience and begin an aligned relationship that leads to sales.
Or, choose a hobby you enjoy and consider how using the product or service you sell makes it possible to enjoy that hobby even more.
When your core values authentically align with your products or services, and you believe that you can serve others who have the problems you used to experience (or want to learn how to do something you learned how to do)—and you consistently share your story with people who fit your ideal audience profile—you can expect to make sales while experiencing greater satisfaction and success.
Tell an authentic story in three steps
Use the following three steps to tell your authentic story in a way that's emotionally satisfying to your audience.
1. Identify the main problem
What issue does your ideal audience experience (which is also a problem you formerly had).
Example: Let's say your ideal audience is human resources managers. That audience's main problem is feeling that they have so many responsibilities and not enough time to do them well.
Your solution—what you have to sell them—can help them manage more in less time or be more productive.
2. Determine any sub-problems your ideal audience experiences
Drill down to uncover the more specific problems of your audience.
Example: Sub-problems for Human Resources managers might include the following:
- Attracting and retaining the right people for each position in the company
- Helping staff deal with frequent change
- Developing leaders from within the company
- Providing education and other support resources to all company staff
- Managing diversity, equity, and inclusion initiatives
- Meeting health and safety requirements
- Maintaining employee satisfaction
- Mediating conflicts among staff members
3. Share your answer for resolving the problems
Let your ideal audience know how you personally resolved, or are in the process of resolving, at least one of those problems. It could be through posts or blog articles, via video or email, or through face-to-face conversations.
Let them know you used to struggle in a similar way and that you feel their pain.
Example: When a Human Resources manager has a complaint or frustration, to whom can they go to get it off their chest? You could be that person. In addition to sharing your personal stories, you could also share how you solved similar problems for other HR managers. You could even start a networking or support group and hear their problems first-hand so that you can help resolve them.
That way, you become the trusted authority to your ideal audience. You stand out among all the salespeople serving HR managers.
* * *
Because you thought about how to help your ideal audience in a way that goes beyond a sales script, you have now become aligned with your prospects in a way that's emotionally satisfying to them—and to you.
No matter what you sell, when you consistently offer valuable solutions to your audience's problems, they will say "yes" to buying your products or services because they feel that you care about helping them to be successful.
More Resources on Sales Scripts and Selling
Don't Just Script... Teleprospecting Done Right
Seven Self-Sabotaging Mistakes in B2B Cold-Calling That Might Be Tanking Your Sales
12-Step Foolproof Sales Letter Template
Reaching and Persuading Buyers at a Time of Crisis: What B2B CMOs Can Do
