Co-CEO & Partner, Sales and Marketing
Do I need a script for phone prospecting? Pros and cons of talking by a sales script
In today’s frantic business environment, reaching a decision maker over the phone is quite a challenge! And once you do, you often have only a single shot to make sure that he/she wants to engage in a conversation with you.
So, you better make sure to say the exact right thing! Using a prospecting or a cold calling script for your sales reps is often referred to as a matter of preference. However, there are some cons and pros that you should consider before you decide if writing prospecting script for your sales agents is the right approach for your business.
Efficiency. A script can help your entire team follow best practice so they don’t have to spend their time reinventing what to say.
Structure: You propably already know how to structure the conversation so it works best for your business. So, you want to ensure that your sales team sticks to it.
Optimization: It’s easier to track the effect of changes to the way your sales team approaches lead conversations if they all follow a script
The robot syndrome: By sticking too closely to written words, you risk sounding like a robot
Limiting freedom: Some sales reps may be more confident with inventing as they go along than following a script
You may be talking to decision makers in various stages of the buying process, and if you choose to write a sales pitch script, it should support every single stage. If you are calling somebody who is familiar with a product like yours, you do not need to include the same amount of basic benefits as if you were talking to someone who doesn’t yet know that your product can actually solve their biggest challenges.
Writing a sales script to support your cold calling or prospecting effort requires some time investment to get it working well for your team.
However, if you manage to hit a balance between sufficient structure and room for some creativeness in your script, it would in most cases improve your prospecting results. Especially for cold calling or early-stage conversations where you are contacting the lead for the first time, structuring the conversation right every time is important.
When you call leads further down the sales funnel or if you call existing customers, you may not need a script – or you can create a script that allows much more room for freely referring to earlier conversations.