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  • Writer's pictureDan Plowman

Why Sales Scripts Should Be A Factor For Your High Performing Team

Updated: Jul 17, 2020

Scripts have a bad name. After all, no one wants to feel as though they are on the receiving end of a canned response that doesn’t address their needs. But the bad reputation of scripting is almost always the result of poor execution. Scripts are a highly effective tool that can dramatically increase your team’s performance. If you aren’t sure if they have a place in your team’s process, here’s some points to consider.

Don’t have an answer, have the BEST Answer – Scripting out your presentations, cold calls or common questions means that you’ve thought ahead about what you’re going to say. Good scripts strategically design your responses to provide information in the most concise and compelling way. They are what you would say when you are at your best. The scripts we use and share in our coaching program are based on hundreds of exchanges and are optimized over time to build rapport and trust with clients. A response that has been through this much development is always better than an off-hand comment that is subject to your mood or responsiveness. Without being an active team, it would be virtually impossible to stay in tune with the constant changes required for many different team departments or individuals. DPTS, draws from constant updates from Dan Plowman Realty Team, in a fast-passed changing industry, you can be assured you are getting the best.

You can track, measure, and improve. It’s proven across all industries that tracking and measuring effectiveness leads to improvements and greater profitability. The same is true for your scripts. By testing the same script repeatedly, you can observe how it is received, and the responses it commonly leads to, Small corrections over time yield better results. In our organization, we’ve witnessed first hand, how a small change in our script, to book an appointment resulted in as much as a 50% increase in filled appointments. If you aren’t using and thoroughly tracking your scripts, you’re merely guessing if your pitch works, and you have no idea which components are driving the real results.

Scripts can be duplicated and easily taught. This is one of the most compelling reasons to use a script. As a team leader, your people are looking to you for direction, and support. Tried and tested scripts give your team members security and confidence in their process. It is also a good way to determine their effectiveness on the ground. If 3 of your team members are using the same script, one person is closing 15% less deals – you know that further training or support is required. If everyone is working off their own inspirations, it is much more difficult to hold people accountable or troubleshoot, and its nearly impossible to offer a consistent customer experience that supports your brand’s standards.

It’s all in the delivery. Your scripts don’t need to sound rehearsed. In fact, they should always sound like organic conversation – which means if you have a script, you need to know it inside and out. So, practice and Role Play constantly. Ensure that any information you provide to a potential client is always followed up by a great question. Good questions prompt the client to open up to you, to give you insight into their needs and their motivations. Asking good questions gives you a greater impact over the client’s decision making and can convert a fence sitter into a willing participant.

Script writing can be a major block for some new team leaders. What you do organically in front of the client, can sometimes be difficult to translate to paper. It may be challenging for you to anticipate the client’s responses and how to best build off them. Because of the high return on investment, script support is one of the reasons we recommend seeking a coach. A good real estate coach draws from current Real Estate Teams materials, that are constantly up-dating and perfecting scripts. These scripts will be able to give you the magic words that can inspire your team to close more leads and garner more referrals.

Remember doing more deals is just a natural byproduct of doing the right things.

Until next time.

Dan Plowman

“I should not be more excited about your business than you are.” - Dan Plowman

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