"A great salesperson knows when to follow a script and when to go off the cuff."

- Dan Rochon

The Case for Sales Scripts

Sales scripts provide a structured framework for conversations. They ensure consistency, help overcome objections, and keep the conversation on track. Here’s why they work:

• Confidence Booster: Scripts eliminate hesitation, especially for newer salespeople who might struggle with what to say.

• Consistency: A well-crafted script keeps messaging uniform, reducing the risk of losing prospects due to miscommunication.

• Objection Handling: Scripts prepare salespeople for common pushbacks, allowing them to respond effectively rather than getting caught off guard.

• Scalability: When training a team, scripts create a repeatable process that maintains quality across multiple sales reps.
  

However, the downside is that a robotic delivery can make interactions feel impersonal. Prospects can sense when someone is reading from a script, which might reduce engagement.

The Case for Freestyle Selling

Freestyle selling relies on natural conversation, adaptability, and quick thinking. It’s the approach of seasoned salespeople who trust their instincts. Here’s why some prefer it:

• Authenticity: Conversations feel more genuine, leading to stronger connections with prospects.

• Adaptability: Freestyle selling allows salespeople to pivot quickly based on the prospect’s responses.

• Engagement: Personalized conversations often lead to deeper engagement and better rapport.

• Problem-Solving: Since no two sales situations are identical, freestyle selling allows reps to tailor solutions in real-time.

The challenge? It requires experience and confidence. Without a structure, there’s a risk of rambling or missing key points.

So, Which One Works Better?

The answer isn’t one-size-fits-all. A hybrid approach—using scripts as a foundation while allowing room for natural conversation—often works best. Sales scripts provide guidance, but adding a personal touch ensures a more engaging interaction. The key is to know the script well enough to deviate from it when needed, making the conversation both structured and fluid.

At the end of the day, the best approach is the one that fits your style, connects with your prospects, and, most importantly, closes deals.