This is a short bulletin inspired by common scripting issues encountered by my current coaching clients…. they are from diverse industries… 2 software/IT technology companies, employee benefits, travel, corporate mergers and acquisitions and consulting… yet the issues of getting from a first draft to a script that works are remarkably the same.
Let me share 5 issues with you.
1. Instant clarity about what you do
A common response I have after listening to a first draft script is “I don’t understand what you do.” Clarity, particularly in the first few seconds… where your target is just itching to bomb you away…is critical to providing your target “cause for pause.” If they get it within seconds, they can decide you may be worth more of their time. If they don’t, you are gone. You have 3 seconds to provide “cause for pause.” What information are you providing in those first 3 seconds that would enable someone… not just someone,
but someone who has a need you can fill… to conclude they should invest more time with you?
2. Communicating credibility
What are you doing to communicate credibility? Just because you do stuff doesn’t mean you are credible and a target should invest time with you. You must plant the perception in your targets mind that you are experienced, top shelf, above the rest. There are a number of ways to do this, but you must do it. Drop recognizable names of customers. Mention specifics… how many Fortune 2000 firms selected
you… how many local area firms work with you… or mention specific results.
3. Benefits. Get rid of “I” and “we.”
It saddens me to tell you that your targets don’t give a whit about you. They care only about what you might do for them. Don’t write your pitch with an “I” or “we” orientation. Write it from a “you”
and “they” (the companies that work with you) orientation. Relate THREE specific benefits the target will get from you. Forget the “we care,” “we give good service” or “save you money” generalized
non-specific B.S. that everybody says, is totally meaningless and is 100% immediately discounted by your targets. If everybody says it, it is worthless. Relate specific benefits that wake them up and get them thinking “I want that.”
4. Eliminate pauses. Do it all within 30 seconds.
This is uncomfortable I know but necessary. When you pause within your initial script you are inviting your target to speak. The problem with that is you don’t want your target talking before they know what you do, how credible you are, the specific benefits you offer and what you want. If they start talking the odds of you being blown up are pretty high. Relate all that within 30 seconds, no longer, then pause.
5. Ask for what you want
At the end you must clearly ask for what you want. Clearly. “I would like to introduce myself and share information about the strategies that produced these results. Would you have time on Thursday or Friday?” “A 15 minute phone conference with one of our senior technicians would enable you to determine whether this solution is worth a next step. Would you like to schedule a session on Wednesday or Thursday?”
Caution… caution… caution.
There is a lot to successful scripting and knowing how to respond to common objections is just as important as your initial pitch. But let me caution you, scripting is only about 25% – 30% of the
reason why you will set more appointments.