THE RADIO ANNOUNCER…lessons in life are all around us. Not sure if Sales imitates Life or it is the other way around. At one of my Seminars the participants were all standing up and role-playing with one another…in this case they were practicing handling objections. A little uncomfortable at first, within 15 minutes everyone was “right into it”. They were both having fun and improving their delivery skills at the same time. I was role-playing with a relatively new Salesperson named Geoff who had one of those amazing voices that exudes confidence in every syllable. I complimented him on this and he shared with me that he had been a radio announcer for 20 years prior to moving into Commissioned Sales.
Geoff went on to share a fascinating story with the whole Seminar audience….
“In the radio broadcast business we worked extensively with scripts. It became second nature for everyone to practice their delivery over and over using scripts. It was never questioned, the wisdom of knowing what to say in advance was simply accepted. By taking the thinking out of what to say, we eliminated hesitancy and inconsistent delivery. This was mandatory to be a top-notch radio personality”.
What Geoff then told us was even more intriguing. He went on to say that when he became a Commissioned Salesperson he resisted using scripts.
“I thought it would not be necessary any longer. I felt I had enough experience, that I would know how to communicate effectively. After three months of struggling I surrendered and invested in scripts that would address all the things I was dealing with every day in my new career. Needless to say, everything turned around at that point. My familiarity with using scripts paid off and I was able to convert this material into my own style very quickly. Eureka!… It worked. Funny how I resisted what I knew was the right answer all along.”
Here is your ACTION STEP… there’s not much more to say for this Daily Sales Tip. There is really only one other point to make… knowing what to say is one thing… practicing it is another! Here are some statistics recently distributed by publisher Darren Hardy that show how infrequently most Salespeople take the time to practice their scripts…
Hours Spent Training Vs Hours Spent in Live Performance by Professional Groups
1. NFL Football Player… 15 hours practicing to 1 hour performing
2. PGA Golfer… 9.5 hours practicing to 1 hour performing
3. MLB Baseball Player… 6 hours practicing to 1 hour performing
4. Classical Voice or Instrument Performer… 5.6 hours practicing to 1 hour performing
5. AVERAGE NORTH AMERICAN SALES SPECIALIST… 0.12 hours practicing to 1 hour performing (that works out to roughly 8 minutes!)
Statistic #5 is pretty embarrassing, isn’t it? On the other hand it really does open up the door for some pretty exciting overachievement. Because most Salespeople don’t practice, that leaves a tremendous amount of room for you to stand out! So the message is very clear… take Geoff’s advice and get comfortable using scripts to help you develop What to Say & How to Say It plus be one of those rare Salespeople who actually practicestheir craft every day. NO Excuses
Watch Geoff's White testimonial HERE and see how "All The Right Words" changed his sales game!