Insurance sales scripting is one of the most highly debated items that I discuss with independent agencies. The basic argument against it is that when reading a sales script you lose the sincereness of having a conversation and can come off as robotic. The easy way to prevent this from happening is to simply not read them!
I think this is a big misunderstanding in the reason for scripts and how to utilize them at an independent insurance agency. I think this mostly stems from a lot of the information out there on how large call centers utilize scripts. In these cases, the scripts are typically built into the lead management software and automatically adjust based on the original campaign source, product, and responses to other questions. They are typically read verbatim by employees that are trained on how to sell by mostly following scripts.
One of our greatest values that we bring to the table as independent insurance agents is the personalization that we bring to the process. Having said that, we can still take a lesson from the way that larger organizations utilize scripts to make our sales process a little more transactional in nature to build in efficiencies and increase effectiveness without eliminating the personalization of the process.
There are a number of different reasons why utilizing a script can be helpful. This blog will cover 5 of the most valuable of these reasons: engagement, consistency, testing options, proven methodology, and ease of responses.
From an engagement perspective, sales scripts can prevent us from stumbling through the opening of the phone call. Before we get into the call there is an unknown factor that can create awkward pauses or gaps in the conversation. By having a scripted call process to start, we can create a smoother entry into the call. I know it’s a cliche but you really never do get a chance to make a first impression.
Sales scripts also create a consistent process. This eliminates sales reps from coming up with statements that are either untrue, don’t work, or are not within our brand tone. It also creates a better customer experience when our clients can come to know what to expect when they contact us.
We can also test our process if we have it written out. We can discuss in our weekly sales meetings what is working and can look at our metrics to identify where we are losing leads. This allows us to make changes to the process in a logical way and in a way in which we can identify if the new way is providing better results than in the past.
Testing the sales scripts also leads to creating proven scripts. There is no need for the sale staff to try to come up with a new way to sell each time or to have one rep struggle to sell business because he or she is trying to recreate the approach with the client when other reps are being successful. That is not to say that each sales rep must use the same script but by working together to develop a proven script, each rep can work with the team and their manager make it their own without sacrificing consistency or brand tone.
Similarly, creating responses to objections by working as a team to identify the most common reasons why a client says “no” and creating the best responses to overcome those objections allows more success for each individual as well as the team. Trying to come up with a way to overcome objections each time as if they are new will just lead to stumbling and lack of trust from the prospect.
I realize that many natural salespeople may not have utilized sales scripts in a formal way. However, many of them have developed them more organically over the years by creating a consistent introduction, opening pitch, rapport building, transition to the close, and the close itself. By recreating this in a more formal setting, we are helping develop our sales skills more quickly and working towards earlier success.
Although sales scripts are a major component to helping salespeople become more successful, they are not a magic pill that can make anyone succeed overnight. There is no substitute to a good training program, ongoing practice, and experience but sales scripts are a vital component toward a more positive result.
