The Importance of Sales Scripts

One of the best ways to increase your sales results is to create a powerful sales script. When I talk about the concept of scripting most salespeople frown upon the idea. The truth is, we all use scripts, even you. In this article you will discover how this often-misunderstood idea can dramatically increase your sales results.

What is a script?

A script is simply a sequence of words that makes sense. For example the sentence you just read is a script. What isn’t a script is glossolalia. Glossolalia is how schizophrenics speak. They speak in word salad. They say things like chair, book, car, dog, computer. These words when spoken in that sequence mean nothing to the listener. So you are either using a script or you are using glossolia. Now that we agree you are using scripts the real question is how powerful are your scripts?

Why do powerful scripts work?

Powerful scripts work because human beings respond in predictable ways. Here is one of the first scripts I learned.

“If you do what a millionaire does you will get what a millionaire has. If you invest your money where millionaires currently have their money invested, what will you become?”

I have asked this question of over 1,000 people. Every single one of them has always answered a millionaire. Isn’t that powerful? If you didn’t fully grasp the power of the example above let me restate my point. You can create PREDICTABILITY in your sales presentation. That is what the sales superstars do. They use the same scripts over and over again because they work. Would you like to learn a script that generates quality referrals over 95% of the time? I knew you were going to say, “Yes.” How did I know? I knew because human beings respond in predictable ways. Here is the script.

“As you probably know, I work with referrals. A good referral for me is _____ (share with them what a good referral is, for example I say, “a sales manager with six or more people on their sales team). When you think of a good referral think of _______ (jog their memory, for example I say, “other offices in your company, where you have worked in the past). Of everyone you know, who would be the best referral for me?” This script produces a quality referral almost every time.

How did I learn about the power of scripts?

I was introduced to scripts by my first mentor Danté. I watched Danté deliver his sales presentation over 50 times. Every time he delivered it he said virtually the same thing. He told the same stories and the same jokes. He used the same closes. He handled objections the same every time. Did scripts work for Danté’? He is the only sales person I ever met who drove a Ferrari to work. I was then trained by one of Dr. Moine’s students, named Tony. Tony taught me the psychology behind how to create a script. Dr. Moine then trained me. I have been working with Dr. Moine for over 11 years. Dr. Moine is the author of “Unlimited Selling Power.” To learn more about Dr. Moine go to www.salesandmarketingbootcamp.com.

What kinds of scripts are there?

Here is a list of different types of scripts:

1. Objection handling

2. Referral

3. Closing

4. Rapport

5. Identify customer needs

6. Appointment setting

7. Entire sales presentation

The next step is for you to make a list of scripts you need to create for your business. Once you have created the list select the most important script to complete. Lastly take action.

Eric Lofholm is the president of Eric Lofholm International, a global sales training company. To receive a sales audio go to www.7secretstosalesgreatness.com. To learn more about Eric go to www.ericlofholm.com.


Eric Lofholm is a Master Sales Trainer who has trained tens of thousands of sales professionals nationwide. He is President and CEO of Eric Lofholm International, Inc., an organization he founded to serve the needs of sales professionals worldwide. Eric began his career as a top-producing sales representative for 3 different sales organizations. His consistent track record of regularly outperforming his fellow sales reps earned a reputation of success that follows him to this day. Eric ha...

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Have a question for Eric?

Shane Grills
8th July 2016 6:04pm
Where can I get your new book, Sales Script Mastery...
You are very very Good...
Thank you

James Williams
20th September 2016 9:54am
I have struggled to get my sales team to use scripts. I already know the importance of using sales scripts for both the phone and the sales presentation however, iv'e not been able to convince most of the managers and sales personel you have given me more reasons that i believe will help me implement scripts.

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