What's a Script . . .
. . . a script is a routine sequence of actions, statements, and thoughts that people use to guide their behavior in common situations. If you've ever called for assistance to a telephone service center, you've been through a script. Well, a persuasion script is similar in that there is a structure, that sequence of planned messages, but a persuasion script goes much deeper than simply making sure your people pronounce the company name correctly and offer the latest product or service you're promoting. A persuasion script embeds persuasion principles within the script that improves the odds that clients will want your product or service.
Here’s a standard script for routine contact with customers or clients (i.e. people with whom you do business who are not family, friends, or colleagues). Let’s first look at the functions.
An introduction.
A welcome.
An orientation.
A persuasion setup.
A product or service offer.
A persuasion tactic.
A transition.
An introduction provides the basic, “name, rank, and serial number” of the persuasion agent. A smile should accompany this information.
A welcome details the source. This is the name of the company, your tagline or brand, and your mission.
An orientation gives the receiver a map of “where you are standing” so the receiver understands the situation from the source’s point of view of course. This is the products or services available here.
A persuasion setup lays the groundwork for a quickly following persuasion tactic. It may be a question posed by the source to get the receiver thinking along a certain line. It may be information provided that gives something of value to the receiver without this actually costing the source anything (like those “free” appetizers you get at fancy restaurants before they give you the menu). It may be a whiz bang tactic right out of the Primer. It is your choice and you can vary it from day to day.
A product or service offer is the source’s primary reason for the contact. It is the McGuffin, the main point, the raison d’etre for the source to talk to the receiver. It tells the receiver that the source can do something and that the receiver can act on it now.
A persuasion tactic is a deliberate source move to change the receiver here and now. This is where you would use a tried and true persuasion tactic like "foot-in-the-door" or "door-in-the-face" or "even-a-penny-will-help" to something a bit more sophisticated like Why-Because or Easy, Fun, and Popular. The persuasion tactic may enhance your response to the client's reason for contacting you or it may move them into a new product or service.
A transition moves the receiver from this interaction to the next step. You’ve made a good impression on the receiver, you delivered the service, and you executed the persuasion tactic. Now, send the receiver to the next organization source who will repeat the script, but will provide a new service and perhaps a new persuasion tactic.
Let’s work an example.
An introduction.
A welcome.
An orientation.
A persuasion setup.
A product or service offer.
A persuasion tactic.
A transition.
A Service Example
Let's start with a receptionist in a health clinic. People typically don't feel good when they visit a clinic either because they are ill or injured or because they are fearly they may become sick. Negative affect in your clients can be bad for business. Perhaps, we can build a persuasion script to change affect.
Hi, how are you doing today? My name is Steve and I’m the receptionist.
The Mountaineer Health Clinic wants to be there for you and provide the best care at the best price in our state.
I’ll get your name and appointment information and make sure you get to the people you need to see.
By the way, I hope you like our new waiting area. We asked our clients what we could do to improve it and they suggested we make more space for children and also make the room a little brighter looking. We recently remodeled it and we hope that you find it more comfortable.
May I take your name and the name of the physician you’re here to see today. Okay, do you have any questions about the appointment or insurance or anything else I might be able to help you with?
Please take a seat anywhere. You might like to look at our information kiosk in the new waiting room. It has a lot of helpful free information.
A nurse will come into the waiting room and call your name when they are ready for you. The nurse’s name is Mary.
A Product Example
Let's move to a sales setting where products are important, along with service. How about in a tire store? Here you want to demonstrate that you can get a product to the client rapidly with little inconvenience.
Hi, how are you doing today? My name is Steve and I’m a sales agent.
The Mountaineer Tire Store puts tires where you go and aims to make your driving safe.
If you can tell me your driving requirements, either I can help you right away or get the expert you need to see.
By the way, I hope you noticed our new garage. We’ve expanded the number of bays and hired three more experienced mechanics.
What kind of vehicle do your drive and what kind of driving do you do?
I’ve got three options for you. I’ll show those to you, but you also might want to think about doing a tire balance and rotation, too. With our expanded garage we can get this done faster so you don’t have to wait as long.
I’m gonna send you to Bob on this one. He knows more about SUV tires than anyone else and he can give you the rundown on the best options.
Finally
Do you see the possibilities?
