Consistency of sales messaging is important. In today’s regulatory climate, it is often critical. Helping make sure that employees are saying things that represent your brand well and remaining compliant with current regulations isn’t always easy, but there are tools out there that can help. From a compliance perspective, ensuring that employees are using approved language can have legal ramifications but that is only one good reason to use sales scripts. Your bottom line benefits from sales scripting in many ways.
First of all, consistency of sales messaging strengthens your brand and builds trust. When prospects reach different members of your sales team and get varying levels of service it contributes to an idea that the company is not managed well. And in the age of customer empowerment, one bad apple can tarnish your reputation when the dissatisfied customer posts reviews about their poor experience.
Secondly, scripts can help establish best practices and spread through your team and take hold. When certain questions and statements have been identified as being helpful at distinct phases in the sales cycle, that language can be put in front of employees at just the right moment. This is particularly useful in a ‘new hire’ scenario where you want to provide extra guidance for new employees as they are gaining experience.
Knowing what to say to whom and when is one of the fundamentals of successful salespeople. Creating scripts that put successful language in front of sales people makes it easy to create and enforce standards around your sales efforts.