How to Use Scripts Without Sounding Robotic

In the beginning, I sounded like a robot on cold calls. I used words like “optimize,” “synergize,” “solutions,” and “leverage.” It was like I was reading from a corporate dictionary. I had my “sales voice” on. The one that’s supposed to sound polished and professional. It was like showing up to a barbecue in a tuxedo. Sure, you look sharp, but you don’t exactly fit in. The way out? Ditch the jargon. Keep it simple. Talk like you’re having coffee with a friend, not trying to impress a boss. Instead of corporate gobbledygook: “I wanted to discuss how we can help you optimize visibility into your rental workflow,” Try being relaxed and chill: “How are you guys tracking your rentals - are you using a custom-built system, Excel, or is it something more automated that shows what’s available?” It’s casual. It’s real. It illuminates a potential problem. And it’s way more likely to get the conversation going.

"I sound like I'm reading from a script." This is the #1 complaint I hear from sales reps trying to improve their game. And they're right. Most sales conversations DO sound mechanical. But the problem isn't having a process. It's how you INTERNALIZE that process. Early in my career selling rental car insurance as an intern, I was given the same basic script as everyone else. Most reps just read it mechanically and got mediocre results. Instead, I locked myself in my hotel room and practiced it hundreds of times until I could deliver it naturally, adjusting my tone, pace, and emphasis based on each customer's reactions. Within 30 days, I became the #1 performer in my region out of 40 and was outselling reps with YEARS more experience and did it as their full time job. While I was “just a college kid” working his summer internship. The difference? I wasn't using a script. I was using a FRAMEWORK. → Scripts tell you exactly what to say → Frameworks guide WHAT to cover while letting YOU decide HOW to cover it Think of it like a jazz musician. They know the core melody and chord progressions, but they improvise in the moment, reading the audience and adding their personal style. The secret is DELIBERATE practice. Record your calls. Listen for patterns. Identify missed opportunities. Notice where you could go deeper. The goal isn't to sound scripted. It's to internalize the framework so deeply that you can focus entirely on the PERSON in front of you. Remember my rule: FANCY FAILS, SIMPLE SCALES. I've taught this framework method to thousands of sales reps, and the results are always the same… …more natural conversations that convert at 2-3X higher rates. — Want to master 40 years of sales experience in just 2 hours? Grab this video, download it and LEARN: https://lnkd.in/g3CP4v2q

I would NEVER ask sales to use a script written by marketing I mean - who do I even think I am? This was my thought process for a really long time: Marketing provides training on messaging, at a high level. But sales does the talking. No scripts. Then something funny happened... Carl Ferreira started asking for them! "Hey can you just give me a talk track for this slide?" And he helped me realize something: It's not an ego thing. It's just that when you deliver the same message a lot, it is worth being *really* thoughtful about it. Marketers tend to be good at this (in part because they spend more time on it) As a result, you can come up with a talk track that's harder to poke holes in That's the value. Here's the trap: It HAS to be conversational. Otherwise it's impossible to use. I now write scripts for sales sometimes, and here's how I do it: First, I pull up the slide (if there is one), and I talk through it myself. I do it out loud, which is awkward but necessary. I put a timer on so it doesn't run too long. I repeat this several times until I like the talk track. Then I write down what I just said from memory. I read it out loud again to fine tune, then I ship it to sales. If it sounds smart, they use it. If it works the first few times, they keep using it. And that is how I overcame sales script imposter syndrome. #b2bmarketing