Small Businesses Need Sales Scripts, Too!

Scripting has been employed in selling for at least 80 years that Im aware of, and perhaps a lot longer.

It is the use of patterned sales talks, predictable and reliable conversational strategies that are believed to garner consistently high sales, and to beat winging-it, using whatever pops into mind.

There is a basic misunderstanding about where scripts apply. Some believe theyre only useful in high-volume tele-selling and customer service applications.

But in reality, they are used by small businesses everyday, with mixed results.

Let me give you an example or two.

I bought some donuts the other day at an independent bakery. After I placed my order, the lady behind the counter asked, Is that all?

I didnt like the tone of that question as it implied that I gave her a puny order, when in fact, my two donuts and one croissant, to me, were quite ample.

The next day, the same thing occurred, and on the following day, as well. Irritated, I simply stopped going there.

Obviously, but not necessarily consciously, her line is a script, and it isnt a good one because it makes her seem ungrateful for my business, that I should be ordering more and Im not living up to HER expectations.

Contrast this script with one that IS DELIBERATELY USED in big city delicatessens, to great advantage.

Its the same, basic situation. You order a few chocolate chip Danishes, and the counter-person asks, And what else?

That little gem of an up-selling question never grows old and it perennially gets people to gladly part with more dough (or is that get more dough?) on the spot. Additionally, after we say, Uh, yes Ill have two of those cheese Danishes, guess what?

The counter-person can repeat the same question: And what else?

Sooner or later, enough will be enough and well reply, Thats it, but we part company with no hard feelings.

These examples show that there is room for sales scripting in even the smallest of enterprises.

The key is to do it deliberately and to test and refine lines that really work without needlessly irritating customers.

Best-selling author of 12 books and more than 1,000 articles, Dr. Gary S. Goodman is considered "The Gold Standard" in negotiation, sales development, customer service, and telephone effectiveness. Top-rated as a speaker, seminar leader, and consultant, his clients extend across the globe and the organizational spectrum, from the Fortune 1000 to small businesses. He can be reached at: gary@customersatisfaction.com

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