How To Draft A Script For Sales Pitches That Won’t Sound Canned

Originally published on Forbes.com.

Many sales teams will develop a loose “script” to follow as a foundation for their pitch to new prospects. While it’s smart to have a basic script as a jumping-off point, it’s crucial to ensure that the language used in any communications with potential clients or customers doesn’t come off as scripted or generic. Consumers can be turned off by canned pitches, sense dishonesty and end up taking their business elsewhere. Instead, a sales team should strive to always be perceived as open, helpful and informative.

The members of Forbes Communication Council know the best ways to pitch your company’s true value in an effective and authentic way that will resonate with prospects, making them feel connected and more open to hearing about the solutions you can offer. Read on to see 15 members weigh in with rules of thumb you and your team can use to avoid overly salesy, rehearsed-sounding language in your pitches.

3. Flip The Script

Instead of writing something that tries to hard-sell your products or services right out of the gate, try earning the right to deliver that messaging by offering something of value first. Provide some market insight or other educational value to open the conversation. If nothing else, you are providing value, a relief to the barrage of traditional pitches, and you will be remembered. – Scott Schoeneberger, Bluewater Technologies Group, Inc.