Book Review: Sales Scripts That Sell – A 1.0 sales book on how to sell poorly

As promised, I have dusted a tome off the shelf that someone gave me years ago. This book is an example of what not to say when trying to build rapport in the modern selling world.

Sales Scripts That Sell by  Teri and Michael Gamble has 20 pages of decent advice and 80 pages of scripts that make buyers mad. I tried with all my might to find good information between all of the bad, but it was challenging. For every good script there are 5 or 6 really bad ones.

Delivery: 3

One of my real beefs with this book, is that it is written by non sales people. Without being in the trenches, they do not really know how to talk to us or talk like us. Most of the scripts end with a, “wouldn’t you agree?” or something of the sort. The question asked is one that everyone would agree with. In essence you are challenging the intelligence of your prospect. That is my issue with this book’s delivery, it treats the reader like they are stupid.

Concept: 5

While I may not be happy with the scripts themselves, I do agree that having an arsenal of scripts is important. I am a memory man, so mine are internalized, but you should write down you key points no matter what. My trick is to write out 4 or 5 compelling e-mails and use the points in those e-mails for delivery. When handling objections, I have some bullet points, or a personal FAQ. All of these written tools make it easier for me to listen instead of brainstorm while my prospect is talking.Message:3

Bad script, “You are concerned about your company’s interest, aren’t you?”

Rude question, because no one would answer truthfully if they did not. Therefore the answer is “yes and true” and you have insulted me, or “yes and false” and I am a liar. Either way we ar on a negative starting path.

Bad script, “How is it possible that saving money and savng time doesn’t interest you?”

This assumptive statement is probably the rudest thing you could say. First it is assumptive, then it is again making someone feel like you think they are dumb. Use it at your peril.

OK Script, “Would you share with me what you believe your present supplier does best?”

This is better, and there are a few of these in there. It is digging into possible reasons to work together. I find that I never have to use it. Why? Because I get the answer simply by understand my buyer. If you go back to my trainings on prospecting or qualifying, there are much better questions there.

Overall score: 3

Again, I do not believe that non sales people can teach you the language of positive difference making. While the writers may be bright people, they do not understand the sales process at all. What is worse is that without a filter of experience you will not get much out of this book. Unfortunately this book is intended for newer sales people. If they pick up this book and read it, they will struggle to differentiate. DO NOT BUY THIS BOOK TO LEARN WHAT TO DO. I would recommend buying it only to learn what not to do.

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