Sales Script or No Sales Script?

When it comes to reaching out to new clients, real estate agents have several options. From social media and virtual tours to in-person networking and phone outreach, it’s undeniably easier to make contact with new clients in this age of global connectivity.

As communication evolves, it’s vital that we hang on to time-tested methods that consistently yield results. Reaching out via cold calls can be an excellent method for spreading the word about your new realty practice, as well as help you connect with clients in a larger area of your existing region. 

However, as anyone who has fielded a cold call will tell you, it can be tricky to convince someone to listen, even for a few moments. Does that mean you should discard cold calling? Absolutely not.

Today, we’re discussing whether using a sales script during cold calling is right for you. Could using a sales script make the process easier for you, or will it create an obstacle between you and your target client? At Parks Realty, we’ve seen it all over the years, and we’re ready to spill the tea.

Let’s examine the main pros and cons of using a sales script.

Pros:

1.) You won’t have to think about what to say.

As obvious as this advantage is, it should not be understated. If you tend to stumble over your words during cold calls, or struggle to keep your tone consistent overall, a sales script may be perfect for you. Simply practice ahead of time—perhaps going to so far as to record yourself and play it back—until you’re pleased with your delivery.

2.) Every call you make will be consistent.

Remaining true to your brand should be a central part of your professional approach. From your photo to your writing style and your phone call delivery, make sure all components are cohesive. A sales script can be an excellent way to ensure that each call you make conveys your brand’s hallmarks.

3.) Your voicemail delivery will be flawless.

Let’s face it: getting caught off-guard by a voicemail prompt can result in some unprofessional communication. “Hi, uh, hi Mrs. Smith, I’m uh, I’m calling...”

Would you listen to the end of that voicemail? Probably not. Instead, working directly from a voicemail sales script is a great way to make a great impression, even when your call is rejected after two rings. (We’ve all been there; no shame!)

4.) Sales scripts may make training new employees a breeze.

If you want to feel less concerned about what a new agent or assistant will say during a call, you may find that a sales script is the best tactic. Rather than spending weeks working on training, you’ll be able to launch a new cold calling pro as soon as they sound great reading through your script.

5.) Sales scripts are simple to test and quantify.

If you want to know how well a sales script works, you can easily test it a) against a different script, b) between different real estate agents, and c) against no script at all. To find out if your script is the correct length, you can time phone calls and see how well they line up with your target call time.

Finally, you can determine precisely where your script needs further editing by tracking hang-up patterns over time. If there is a spot in your patter where you consistently lose your audience, it’s time to rewrite your script. If your edits don’t lead to improved results, we encourage you to reach out to your mentor and other established agents to brainstorm a better approach.

Cons:

1.) Sales scripts can result in unnatural interactions.

As a rule, a sales script is most effective when the potential client is unaware that you’re using it. If your trial runs with your script reveal that people will be able to detect that you’re not speaking spontaneously, you may need to choose another tactic.

2.) Sales scripts may backfire by being too rigid.

If you are training a spontaneous, motivated agent who has a natural skill for connecting with clients, you may limit their potential by providing them with a set script. There’s no one way to determine whether a trainee should be set loose to speak spontaneously, but we have noticed that agents with outgoing personalities and refined interpersonal skills will have an easier time improvising under pressure.

3.) Sales scripts can trip up some agents.

Whether an agent is a more deliberate reader, or simply struggles to read aloud, there are certainly those who find that a sales script adds to the pressure of a cold call rather than relieving it.

4.) Sales scripts may reduce an agent’s ability to listen.

Clearly, cold calls are intended to bring in new business. However, this can backfire if an agent is adhering so closely to a script that they do not listen carefully for opportunities to respond to a client’s individual needs. The information one receives during a cold call may be unexpected and complex; therefore, having the freedom to go wherever the conversation leads may ultimately improve client satisfaction overall.

The Takeaway

If you’re a new real estate agent, especially if you have limited experience in sales and marketing, cold calling may be a daunting prospect. While this is a common and understandable feeling, it’s vital to your success that you move past your hesitation. 

In fact, the quickest way to get past the initial discomfort you’re experiencing is to practice by making a lot of cold calls.

Whether you choose to use a script or work on your ability to respond spontaneously, we know you’ve got this. In a year, you’ll likely look back at your starting point and be thrilled with your progress! We were all new agents at some point, so please network with those who have experience. Keep in mind: you’re a new agent now, but before you know it you’ll have become someone others look to for guidance.