Script Everything!

Small businesses seem to underestimate the use of scripts: sales scripts, phone scripts, introduction scripts (commonly known as an elevator pitch) and product scripts. In today's fast paced world you have less that the former 5 seconds to make an impact. Telemarketers and quacks have hardened people to good messages. Every individual in your organization that is even potentially customer facing needs scripts. If they aren't the right person to create one then you or your marketing organization should consider it.

Elements of a Good Script:

List Your Situations: Assess your regular week and consider what business building situations you encounter. Include the random encounter where someone asks, "So, what do you do."
Know Your Goal: Surprisingly, many professionals have not trained their minds to approach business situations with a goal. Good sales people - maybe, but most others do not. Each of the above situations needs a goal. Do you want them to accept your business card, a consultation appointment or something else.
Determine Your Hook: Sales always has a hook. It might be a free offer, a special or something extremely unique. Assess each situation for an appropriate hook. You wouldn't want to be hawking demonstrations at a private cocktail party, but you would at an industry mixer.
Put it Together: Write each down in as much detail as possible. Mix and match the different components until you have a good 30 second introduction for each. If you are working up a longer sales pitch be sure to plan for if/then encounters. Imagine every possible objection and plan to answer and soothe it in the customer's eyes.
Practice, Practice, Practice: If you can practice these to the point where any situation can evolve into a selling situation you have succeeded. It will take time, but you will be able to quickly assess a new situation and deliver the right script effortlessly.

As easy as it seems, scripts should be given plenty of time to incubate. I recommend writing a lot then walking away for at least a few hours. Additionally, personal pitch scripts are best written by that person. Even if you are the boss and want to control the message, let your staff have some wiggle room in the delivery. What is comfortable for you to say might be cumbersome to your staff.

If writing scripts is still difficult, I counsel and write scripts as part of my consulting business. You do not need to be local - phones work fine for this level of work. Give me a call or email and we can discuss your project.

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