Sales Scripts

Ever since entering the world of sales, I've been increasingly sensitized to sales techniques and strategies that are employed in almost everyday life. One standard sales technique is the use of scripts. Telemarketers, low-end door to door salespeople, or even religious groups employing low-cost and/or minimally trained staff often use this technique. An experienced sales professional will map out opening lines and a tree of responses to give to common objections in order to "harden" an otherwise minimally motivated or intelligent person. The staffer then memorizes this script and delivers the message from rote. For instance, a script may say "if a customer says they have no money, say 'I can offer you an installment plan of 10 payments of only $2.99.'"

A few days ago, some teenage-looking girl shows up at my door with some written paraphenalia in hand and delivers a shockingly monotone:

"Hi, I'm trying to raise money for a trip to Europe. If I can get 500 points, I will receive $5000 to fund an educational trip. Have you been to Europe?"

I reply "Yes."

She follows up with an extraordinarily unenthusiastic: "Really? Where have you been?"

"England," I say.

"Well, if you will buy one or more of the magazines in this list, I will earn X points for each subscription."

"No, I don't need any magazines."

Now, comes the scripted tenacity. She immediately follows up with a quick but dull:

"Many of your neighbors who said the same thing have bought magazines and donated them to charity. Would you like to do that?"

"No thanks."

Then, the clincher: "You don't want to help me?"

"Sorry, no."

I motioned to close my door and that was pretty much the end.

Two things struck me as particularly interesting about this chain of events. The first was the whole "Have you been to Europe" warm-up. The second was the really dejected "You don't want to help me?" I guess I don't realy get a lot of door-to-door sales visits or telesales calls, but among those I recall, this is the most sophisticated script in memory.

It also reminds me of a story Meng mentioned last week where two singing telegram people showed up at his door one night. The end up in his dining room, singing to him and his dinner crew. Suddenly, they stop, and proceed to utterly shock their audience by trying to sell some magazines.

This story then reminded me of the Mossad recruitment story where before getting into the training program, a potential recruit needs to talk their way into a random person's (picked by the trainer) apartment and end up being seen by a spotter on the person's balcony drinking a glass of water.

Connections... Connections...