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What we can learn from Tiger Woods’ Script he put on his website today

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Tiger WoodsI am sure by now you have heard about the car accident that Tiger Woods was involved in last week.  Let me begin by saying I am a Tiger Woods fan.  I have never been interested in golf but I have always been interested in Tiger.  On Sunday Tiger issued a statement on his website.  That statement is considered web copy.  Web copy is a script.

What really surprised me about Tiger’s script was how long it was.  This was probably Tiger’s most important statement he has made in his life up till  that moment.  Every word counts.  I have read the statement 4 times now.  To me the statement causes more questions than gives answers.

His statement is not a sales presentation like you or I would give to sell a product or service (it absolutely is a sales presentation though).  Always remember this for your sales presentations.  The confused mind doesn’t buy.

To read his statement go to www.tigerwoods.com.

Here are my thoughts on what we can learn from what Tiger said on his website.

Web copy is a script.  Web copy is the words on a website.  Tiger may have written the statement himself, hired a copywriter who wrote it, or worked with a copywriter and they wrote it together.

If I was coaching Tiger on the script I would have had him reverse engineer the statement.  Reverse engineer is a scripting term to begin by identifying the outcome he is trying to accomplish with the statement.  Reverse engineer is like saying the alphabet backwards.  *Tip for you:  Reverse engineer your presentation.

Then I would have had him make a list of all the benefits he wanted to convey.  Then I would have him make a list of the objections that might come up.  For example one of the objections is why didn’t you speak to the Florida Highway Patrol?  One way to handle an objection is to ignore it.  He may have decided to ignore that objection.  *Tip for you:  Make a list of benefits and objections for your presentation.

Next I would have him write his best statement.  Then I would have a script writing expert review it to persuasion engineer it.  Persuasion engineer is to take the script (or in this case statement) and review it line by line looking for ways to improve it.   Tip for you:  Have a script writing expert review your script and provide you high level feedback.

Success,

Eric Lofholm

Filed Under: featured, Objection Handling, sales scripting, Scripting, selling Tagged With: , , ,

Sales Scripts: Seven Secrets of Persuasion and Influence Secrets 3 & 4: Program Questions and Probing Statements, Benefit Bridges

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sales_scriptsSales scripts are one of the most powerful ways to persuade and influence your prospects. Sales scripts can help transform you into a Master of Persuasion and Influence, only if you know the secrets.

Secret 3: Probing Questions and Probing Statements
Many salespeople agree that asking questions is a key component of discovering the prospect’s needs and making the sale. It is the level of detail and the types of questions asked that separates the average salesperson from a Sales Pro.

Sales Pros write out all the possible questions they would want to ask a prospect and then objectively choose the most effective probing questions and probing statements to use in their sales presentation. The probing questions and probing statements are then scripted for maximum impact. A Sales Pro decides what is the best order to ask those new questions.

Probing questions are fairly self-explanatory and Probing Statements encourage a prospect to reveal other important information that will help the salesperson to close the sale.

Here are two examples of probing statements:
1. "Tell me more about that." or
2. "Describe to me your investment style."

A Fundamental Principle of Selling is That People Buy Benefits

Secret #4: Benefit Bridges
A fundamental principle of selling is that people buy benefits. Sales-people, who have been selling for a while, sometimes fall into a trap and feel that the benefits of their product or service are so obvious and self-evident that the prospect will automatically "get it."

Part of selling is education. Use Benefit Bridges to help the prospects understand how the product or service will help them. The structure of Benefit Bridge looks like this:
[Benefit]    [Benefit Bridge]    [Explanation of how the benefit helps the client]

Here's how the Benefit Bridge works in action using the above format:
[Benefit]    "What that means to you is..."    [Explain how the benefit helps the client]

John Kurth
Sales Script Writing Expert

Click here to read Seven Secrets of Persuasion and Influence Secrets Part 1 & 2

Filed Under: featured, Questions, Sales Benefits, sales scripts, Scripting, Uncategorized Tagged With: , , , , , , ,