“I don’t like using a script.” “The script isn’t how I talk.” “I don’t like being confined by a script.” “I do my best when I can wing it.”
Those are the first few comments that come to mind that I’ve heard from canvassers, both veterans and newbies. I’ve heard them all over the past 20 years. I get it, virtually no one likes scripts, but there’s no disputing the empirical data that using a well designed and proven script will produce better results than just ‘winging it’, relying on their personality.
I’m going to share how I train canvassers and show/event promoters on my script. This is how I work with face-to-face marketers, as well as their managers, to get them to memorize, recall and deliver a very effective presentation. Often times when I’m teaching my script it’s brand new to them. They’ve probably worked with scripts before, but my system is different. Not only do they learn a new script, but also have to learn a new way of doing this. Breaking old habits is sometimes a bigger challenge than teaching a new person a method and script.
First, you have to have a prepared presentation to organize your thoughts and know what you’re going to do with the prospect in front of you and getting them to respond in a predetermined manner. The script is nothing more than the language you communicate with. For the marketer, it’s keeping them ‘on the message’, or the task you want them to accomplish.
It’s not about memorizing the script. It’s clear to a prospect when a marketer is reciting a script; it’s robotic, unnatural. Memorization is only the first step in the process. As they progress they’ll be able to deliver it naturally, conversationally … for maximum effectives. This will be my focus here.
I’ve written about this, but it’s important to understand, as a baseline, what makes for an effective presentation. This is based on a research study by UCLA professor Albert Mehrabian and conducted in the early 1960’s. The majority of Dr. Mehrabian’s career has been dedicated to the study of communication.
Here’s the overly-simplification of Dr. Mehrabian’s findings and how it pertains to us.
- 55% of communication occurs non-verbally, in our body language and facial expressions
- 38% of meaning behind what we say is in how we say the words, tonality, inflection and speech pacing
- 7% of meaning is in the actual words said
Here’s the conclusion drawn from this study. 93% of the impact of your communication with prospects has nothing to do with the words you say and has almost everything to do with how you deliver and say the words.
So when we talk about working with scripts the words on the paper are the least important part of the presentation. Now, that’s not to say if you have a lousy script you’re going to generate leads or appointments. The words are important, they make sure your presentation is organized and you’re delivering your message properly, but the greatest impact on those words are how they’re delivered. The focus of so much of my work with marketers and managers is on the presentation of the script more so than the actual scripts. If the presentation relied only on the words of the script then marketers would be able to have the printed scripts in their hand when they’re standing in front of a prospect. It’s the presentation that makes the delivery of the script genuine to prospects.
You Have to Get Out of the Way
I script every aspect of the presentation. This includes the 5 steps of my presentation with a prospect as well as obtaining contact information, appointment confirmations and how to schedule appointments. Even for a person who’s worked with a script before, memorizing the 8-10 pages of script I create for clients can be a daunting task. It’s intimidating, but you have to detail it. Now, I reassure people they don’t always have to say all of it. Often there are materials to guide and follow, such as the lead sheet, appointment calendar or app, and wrap up appointment reminder flier. These can act as cheat-sheets. Some of it doesn’t have to be memorized because it’s basic follow and fill in the blank oriented. The compliment of the script shows you how to finesse your way through the materials.
From a training aspect this is critical because it takes away some of the intimidation from the overall script.
Next, to lessen the intimidation I break the script down into sections. For example, the introduction, I train on those few paragraphs. Go back to when you were new to this business, put yourself in their shoes. They know they need to do this, but initially they have anxiety over approaching people and speaking this script. The old adage applies here, “How do you eat an elephant? One bite at a time.” That’s my entire approach to training on the script. Taking it in small segments at a time.
Additionally, you have to consider the marketer you’re training has probably worked with or been trained on a script. Here are the problems I find that exist inherently in these folks. First, the scripts they’re taught are poorly written. They’ve not provided the kind of results the manager wants, ever. Even in the hands of the best marketers the script doesn’t work. I find people with a sales background tend to write these scripts. Your scripts can’t be written with a sales mindset, they have to be written for the face-to-face marketing function they’re intended.
Secondly, the scripts aren’t thoroughly coached on or explained. There’s a methodology to delivering a proven script; an effective way to deliver the words on the paper and the best place to start is getting the ‘mind-junk’ out of the way first.
(I’m not going to breakdown my script here, nor have the space on this newsletter to go into detail on the techniques that I covered on my last telecoaching call for Canvass king Members. However if you’re a member make sure you listen to the live Silver Telecoaching call recording on 7-22-15. If you want details on obtaining access to the calls by becoming a Silver Member go to my website www.canvassking.com. I post all the calls recordings on the membership site).
You can’t be someone or something you’re not, but you do need a script to give you the words and direction you need to achieve the kind of results you want. The right script combines the right words as well as incorporates the marketer’s personality in order to make it natural.
The objective of any script should be to understand how and why it influences and persuades a prospect. From that you can teach marketers to learn a script, how to get them to memorize and deliver it effectively. There’s a lot of information available online about memorizing information. For example Ron White is a leading expert on memorization. A core foundation of the Dale Carnegie training is on memorization.
Once you have a proven script follow my 4-steps in teaching that script:
- Reading the script out loud
- Understanding the script structure
- Breaking down the psychology/methodology behind the script
- And then practice, drill and rehearse on the script, over and over again
Some people can naturally memorize words, but for the rest of us we need structure and guidance. I encourage you to listen to my live Silver Telecoaching call from July 22, 2015 where I go into much more detail on this subject and offer numerous application examples on this subject.
That’s all for now. If you don’t have a script you can contact me at cthompson@canvassking.com
Committed to your canvassing success,
Chris Thompson, The Canvass King