Now that Labor Day is past, it’s time to think about getting back to work, pushing hard in September to set yourself up for the fourth quarter and….and….wait a minute. Fourth quarter? That reminds me the NFL season has just begun! Are you ready for some football? I sure am!
In preparation for the season, all 32 teams have been working hard on scripting out every play on offense, defense and special teams. They have studied the talents of their players and developed plays to maximize their strengths. They have analyzed their competition looking for tendencies and weaknesses, and they have scripted out the plays most likely to be successful against them.
After they designed these plays, they organized them into a playbook and then gave a copy to every player and coach – usually on an iPad, by the way – and they told them to study, learn and memorize every play and position during that play. It’s absolutely crucial that the players internalize each play so they react rather than think. As Dan Shula, the Superbowl winning ex-coach of the Miami Dolphins once said, “If you have to think about what to do next, it’s too late.”
An NFL playbook is a sacred thing. Most players are responsible for always knowing where their playbook is, if not to always having it with them. They bring it to every meeting they attend, take it home with them, and spend hours each day studying it. The only time they let it go is if they get cut. And no player ever wants to be told, “Coach wants to see you. Make sure and bring your playbook…”
No NFL team is without a playbook because no NFL team could be successful without it. And the same is true for a company with an inside sales department. If you own or run or are a part of an inside sales team, your playbook is your complete script book. Just like in football, your playbook also has sections. These sections include cold calling and qualifying, closing the sale and objection handling, and for call backs. It should also have a section of best emails and voice mails.
And just like in the NFL, every one of your sales reps need to study, learn and memorize every best practice response for every situation they get into. Just like in football, your sales reps need to automatically know how to handle the situations that find themselves in. When they get an objection or stall, they must automatically know how to respond. If they have to think about what to say, it’s too late!
In football, as in sales, being prepared with a proper game plan is crucial for success. No football team would just go out on a Sunday and wing it. That would be suicide for the coach and the team. Yet it’s amazing how many sales reps and sales teams do just that. Instead of taking the time to script out the best responses, they insist on ad-libbing and winging it. And then they wonder why they don’t win more sales.
To succeed in the game of sales, take a tip from the NFL – identify the selling situations your team gets into, identify every objection, question and stall, and then script out the best, most likely to succeed response to each of them. Give them to your team members and make them drill, practice and rehearse them. The most prepared team on Sunday tends to win. And the most prepared sales rep tends to close the most deals.
If you’re in sales management or an owner of an inside sales team, then it’s your responsibility to equip your team with the tools and techniques they need to win. And that starts with a playbook of scripts that will help them properly qualify prospects, overcome stalls and objections and close the sale.
Remember: No NFL team would think of entering the season without a carefully constructed playbook, and your team shouldn’t either.
Note: If you need help in writing the most effective playbook with rebuttals and scripts that really work, then contact me. I’ve written script playbooks for companies of anywhere from 25 pages to over 135 pages, and the sales teams that use them see increases of sales of as much as 34% in 90 days. Your team can, too!