There are two kinds of scripts in sales.
The first kind exists to make you feel productive. It's a checklist of value propositions, a parade of features, a carefully crafted pitch that sounds impressive when you practice it in the mirror. It's designed to get through your call quota, to cover all the bases, to make sure nothing gets left unsaid.
The second kind exists to create understanding.
Notice how the best doctors don't walk in announcing their credentials. They ask questions. They listen. They seek to understand before they prescribe. They know that their expertise only matters if it addresses the actual problem.
Most sales scripts are solutions in search of problems. They assume the pain, project the need, and prescribe the remedy—all before understanding what's actually broken.
But your prospect isn't broken in the way you think they are. They're not lying awake at night thinking about your product category. They're wrestling with something specific, something your script doesn't know about yet.
The script you're reading from is either about you or about them. It either showcases your agenda or explores their reality.
One approach scales your pitch. The other scales your impact.
Sales tip: Before your next call, delete your opening pitch. Replace it with three genuine questions about their current state. You'll learn more in five minutes than your script could cover in thirty.
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