Five ways to create a results-oriented smart script, Pt. 1

By Bill Bachrach

Bachrach & Associates


As a financial professional, your initial contact with potential clients will almost certainly be a telephone conversation. To maximize your results and progress to the next point of contact, do what the most successful advisers do: Have a smart script and be prepared to use it.

Learning how to effectively utilize written and proven scripts is vital to success. The advisers I train will often argue that they’ll sound like they’re reading and the prospects will be turned off. That’s about as logical as an actor saying, “I don’t want to memorize my lines because I want to be more natural.” An actor’s job includes both memorizing lines and internalizing the role.

The good news is that you’re not pretending to be a financial adviser. Being scripted isn’t about being canned, it’s about being prepared for your conversations so they flow better and your prospects have a better experience. Using a smart script is efficient and effective; in an initial interview of just 45 minutes to an hour, you can give prospects all the information they need to make the decision to hire you.

To avoid sounding canned, follow these two simple rules:
    1. Read the script so many times that you no longer sound like you’re reading.

    2. Practice in the real world. To master anything, you have to be willing to look foolish.
Advisers who choose to wing it often sound wishy-washy, uncertain and unsure of themselves. Prospects sense their uncertainty and unconsciously judge their ability as an adviser by how they communicate. On the other hand, well-prepared advisers sound smart, articulate, confident and certain. They give the impression that they know what they’re saying and they’re saying it on purpose.

Practice and preparation are only half of the equation; the other half is having a smart script. Here are three ways to tell a smart script from a dumb one.
    1. A smart script arouses interest. A dumb script — such as, “Hi, I’m a financial adviser” — causes people to say, “I already know what you do and I already have one of you. I don’t want to talk to you because I’m afraid you’ll try to sell me something.”

    2. A smart script causes your listeners to be curious, interested and eager to talk. When you tell them what you do, you articulate it in a way that will cause them to ask, “Oh, you help people make smart choices about their money. How do you do that?” or “You’re a life adviser who specializes in money. Tell me more about that.”

    3. A smart script triggers a conversation instead of a preconception.
Five ways to create a result oriented smart script, Pt. 2