7 Commandments of Scripts

elevatorA sales script is a short, rehearsed speech that informs someone about your industry, your company, your product or you. Scripts are useful in client meetings and other situations as well – in a coffee shop, at a party.

You probably already have scripts: those things you say over and over about yourself or your company or your job. They grew organically from having to present yourself or from being asked the same question over and over (like what do you do?).

A short script about who you are and what you offer can position you as credible, intriguing and worth spending time with. The ability to express your essential message quickly and cleanly sets you apart from the crowd.

Here are the seven commandments of scripts:

  1. Focus on one key point per script that illustrates something unique about you or your company.
  2. Tell a story. Facts and figures that support the story are even better. Stories are about people. Data and a person with a personality are the ingredients of the best scripts.
  3. Be relevant to your audience. Have custom scripts for specific types of clients. Don’t use scripts that aren’t relevant.
  4. Every script ends with a question. The goal of your meeting is to learn by asking questions. Ending with a question to your client reminds you of that. And you never know when you’ve earned enough credibility that the person you’re talking to will start answering your questions.
  5. Be brief. A script is said in less than sixty seconds.
  6. Be brief, really. Monologues are only for evil superheroes.
  7. Always finish with a question. Got it?

Figure out what you’re already saying and follow the seven commandments of scripts to make your scripts better.

1 comment to 7 Commandments of Scripts

Hurson and Dunne do an admirable job of equipping sales professionals with effective strategies… from creating scripts and establishing credibility, to securing the meeting and setting criteria. They show how to capitalize on every step from the waiting room to small talk, maximizing opportunities to learn about a potential client and their needs. These easy-to-apply principles and tools help deliver real value to prospects and increase the odds for sales success.
   --Publishers Weekly, April 28, 2014