Five Ways to Be Yourself in Sales Conversations

You may have been asked to use a sales script for your sales conversations if you've been selling for a while.? Despite your feelings about scripts being unnatural and impersonal, you've probably used them anyway because they were your only means of starting a conversation with prospects.? It's possible you've even made some sales using scripts.???

There are, however, some questions you should ask yourself:???

• When you use a script, how do you feel????
• Is it unpleasant for your prospects to know you're following a script? (And they do know)???
• Most importantly, how many sales are you losing because you use a script????

First thing I ask people when they call to ask how they can ditch their scripts and have sales conversations naturally is whether they are willing to roleplay with me based on their scripts.???

Several things happen as soon as they begin reading their script. The volume of their voices increases, so they sound enthusiastic. As well as talking faster, their voice takes on a canned, robotic quality. As a result, negative stereotypes associated with salespeople are triggered.???

They suddenly sound completely different from the one who called me and talked with me so naturally about their sales problems a few moments ago. I gently stop them and tell them so.???

Do you know what they always say? “Ari, you are so right. When I use a script, I feel as if I can’t be myself. I feel like a robot or an actor, and it’s very awkward and uncomfortable. Is there any way I can be myself again?”?????

Take this list of 5 simple steps to get back to being yourself and throw out your linear selling script:

1. Admit that scripts make you sound “scripted.”???

The very subtle difference between your natural voice and your scripted voice is detected by prospects within seconds of beginning your sales script. Maybe you think, "Well, I'll just make myself sound natural." However, this creates a conflict.???

You cannot "work at" being natural. That is the first step. The script, however, does not have to be a crutch. At first, the idea may seem scary since you've been told that you must have a script to succeed in sales.? However, you can learn another way to have sales conversations without following a linear script.???

2. Don't give a one-sided pitch, start a dialogue.???

When you're used to scripts, you might be wondering, “How will I ever come up with something to say?” You should ask yourself why you think you won't be able to come up with anything to say. This means you're focusing your sales conversations on what you can offer rather than what the prospect values.???

A linear sales script's biggest problem is pitching your solution right away. It triggers sales pressure and causes prospects to react defensively or even reject you instantly.???

Another option is available. List two or three core issues or real problems that your product or service solves (not benefits or features). I call this statement a "problem statement," which I then translate into simple language your prospect can understand. Because they use these words every day in their business, your prospects should be familiar with the wording when you start discussing the issue, so they will feel comfortable knowing your goal is not to make the sale, but to help them solve problems.???

3. Avoid forcing a "yes" by creating openings.???

The purpose of selling scripts is to help you move sales conversations in a specific direction. According to traditional selling theory, this should lead to a "yes," as if you don't get a "yes" at the beginning, you aren't "selling." But scripts are overly reliant on yes. You can only follow one path.? ?

By starting a conversation that elicits a “What do you mean?” response from your prospect, you can learn what you need to know by flowing naturally with the conversation, without feeling off-track. It is much easier to accomplish this if you develop a problem statement.???

4. Talk with someone you know and tape-record it. Then record yourself reading your script.???

Is it possible that you have ever heard your script while you are speaking to a prospect? Most likely not. Because of this, most people think scripts sound natural. They have never heard themselves before. However, if you role-play with someone, you'll find the same types of differences I hear.???

Getting to know others and communicating with them are the most important aspects of our interpersonal relationships on a daily basis. Scripts, however, have an agenda: to make the sale. Due to scripts' perception that we only want that, people perceive this immediately and put up their guard. There is no chance of building trust through communication when our agenda is hidden. Scripts also make it difficult for us to be flexible in how we communicate and build trust, since we've been taught for so long that we have to control the process.???

5. Refocus your sales conversations on a new goal. Don't try to control the conversation, but rather open it so prospects can feel comfortable opening up.???

Feeling apprehensive about surrendering your script? Feel free to try this alternative. Try starting the conversation with “Hello, maybe you can help me out for a moment...” Most people will respond with, “Sure, what can I do?” You can say, “I’m just calling to see if (problem statement)...,” which makes it easy for the prospect to reply, “What do you mean?” or “Tell me more.” And after that, the possibilities of your conversation is endless.???

Why do I say this? Prospects will share their truth with you if you target their issues, create a conversation around the problems they're facing, and explain how your solution solves those problems without any sales pressure. You'll know whether fixing the issue is a priority, whether they have the resources to do so, and everything else you need to know.???

Taking the conversation away from your sales process and into the prospect's buying process, you won't have to struggle for words if prospects get "off track" by taking the conversation away from your sales process. The truth is, you hope they'll do this, because it means they're telling the truth.???

Knowing how linear step-by-step scripts create the negative "salesperson" stereotype by preventing you from being yourself, you can begin learning how to engage strangers in a way that feels as natural as talking to a friend.???

There is no reason why it can't be done, and don't let anyone tell you otherwise.???

Unlock The Game?, a new sales mindset that overturns the notion of selling as we know it today. His personal insights on how to build trust between buyers and sellers continue to break new grounds. Thousands of Business Owners worldwide have been transformed by his trust-based sales approach. Get access to the Free Masterclass at www.UnlockTheGame.com/Video and subscribe to this podcast or to be a guest on the show, visit www.UnlockTheGame.com/Podcast?