One of our employees received a personal message a few months back from an acquaintance who had started a new business: “Hey! Hope all is well! I am reaching out as I have recently joined [Company X]. Let me ask a few questions: are you currently using any face wash, do you have any dark marks, acne, fine lines/wrinkles, or sensitive skin? If you currently have a skincare regimen that you love, great! If you are looking for a new one or don’t have one (or even looking to even out your skin tones), let’s talk more. I would love to tell you more about [Company X] and would love your support in my new business endeavor.”

When our reply was “Congratulations on your new venture, we too love this brand and have been using it for a year” there was no reply. Not even a “Darn! Wish I was able to help you” or a “Way to go! You chose the right products!” We were a bit surprised by this and it then became very obvious that this new business person simply sent out a blanket message that was scripted from her company, with no thought beyond the initial message. Keep in mind, this person is a new Brand Ambassador for this company and a face of these products, and while surely disappointed in our reply, a quick response would have gone far in keeping a positive impression of this brand.

This got us to thinking about scripts in general. A script enables quick communication and can be useful in some situations. Learning a new job can be overwhelming; providing sales scripts can be one of the ways to ease the burden of learning everything all at once. A framework and guidance in situations where nerves may get the best of you provide some peace of mind.

However, there are times when scripts are not useful, appropriate or well-planned. Interacting with others should be a natural process and not "forced." What happens when the other person doesn't answer the way the script says they should? Then what? Continuing to go down the path that the script lays out can be frustrating and counterproductive for both parties. Knowing when to go "off-script" is critical in building relationships. This values everyone's time throughout the process. Another key is to be sure to round out the conversation and always provide a genuine response.

When our potential customer doesn’t reply as we would hope they would (and let’s face it, this happens daily), let’s be sure we’ve formulated a plan of action for these types of responses and not leave the customer to think we don’t care. This is going to require a more natural, human response. I think we can all handle that, right?