Five ways to create a results-oriented smart script, Pt. 2

By Bill Bachrach

Bachrach & Associates


Editor's note: This is the second in a series on smart scripts: Five ways to create a results-oriented, smart script, Pt. 1

A smart script is all about them
A dumb script is product or adviser centered; it’s more about you than it is about the client. Many dumb scripts try to impress people by talking about the adviser’s background, credentials and designations. I’m not saying you shouldn’t earn credentials; studying and learning are great ways to improve your competency. But simply having a designation does not make you competent.

Another dumb script is the presentation script. It’s filled with lists of features and benefits, ways to handle rejection and closes that must be memorized. A presentation script is much harder to deliver than a smart script, because you have so many lines to learn.

In all honesty, clients are much more interested in whether you care about them and whether you come across as confident and competent.

A smart script is all about them. There’s no hidden agenda. You’re not using some cleverly designed language just to sell products. You’re not making superficial chitchat — the rapport-building stuff that fills a dumb script.

When you use a smart script, it’s obvious that you’re trying to help people make good decisions that will allow them to achieve their goals for the reasons that are important to them.

With a smart script, your goal is to build trust, not rapport. Yes, you will present some information about the clients that you got from the person who referred them to you, but a smart first interview script is all about discovery. You have very little to say, because the clients should be doing all the talking. You just need to know which questions to ask and how to move the conversation forward.