There is something that rubs customers the wrong way when sales people work from a script. That’s the latest advice from sales expert Gene Slade, the CEO and Founder of Lead Ninja System and Lead Ninja AI, who believes that sales professionals are far better off with an alternative approach. According to Slade, salespeople shouldn’t rely on scripts to win favor. First, salespeople should demonstrate that they truly care about their potential customers.
Slade calls it the power of “just asking.” If a salesperson takes a genuine interest in improving the customer’s situation, it’s a strategy that builds more trust and comfort than any script ever could. “People don’t care what you know until you know about them,” said Slade in a recent post on Instagram. “It’s something small that separates me from the competition. ‘If he cares that much about preventing anything from ever happening to my driveway, can I trust him in my house?’”
In his coaching events, Slade regularly advises salespeople about the power of discovering customer intent off the bat. This is part of his EGSPA framework, wherein the “E” refers to establishing the customer’s needs. According to Slade—who has coached many struggling salespeople to million-dollar sales income—it’s how salespeople should begin every interaction.
Sales Success Through Focusing on the Simplest Approach
While Slade offers his students a reliable sales framework, he’s quick to point out that it’s not a script. Slade’s sales approach is more fluid than that. First, he directs salespeople to identify each customer’s specific needs. Establishing this baseline need kicks off the EGSPA framework, allowing salespeople to build unique interactions with customers every time. According to Slade, this not only creates more meaningful and authentic client interactions, but leads to better closing rates and higher customer satisfaction.
As Slade told LA Weekly, it begins with a simple philosophy: just ask the customer what they need. “Sales reps should memorize the six ways to turn a statement into a thought-provoking question. For example, ‘Did you know…? Were you aware…? Do you suppose…? Would you believe…? So you didn’t know…?’ Or, ‘So, you weren’t aware…?’”
These questions guide salespeople to more meaningful interactions because they get to the heart of the customer’s problems, not the script that the salesperson is trying to run through. Slade mentions that this approach’s simplicity—requiring no script memorization—can be very effective for new salespeople.
Using the Art of Listening to Beat the Power of a Script
Slade’s advice doesn’t end at asking the customer a question, however. For example, Slade recommends salespeople practice a form of active listening with their customers, preferring to use the phrase “got it” rather than “okay.” This simple verbal switch, according to Slade, shows a more active approach to the conversation. Rather than simply running through a sales framework, the goal of establishing the client’s need first and foremost is a two-way interaction. The customer supplies the answers while the salesperson takes their feedback into account.
At Slade’s events, he often points out the importance of the art of listening, asking students: “Do you remember the last time any of you felt really ‘listened’ to?” Interacting without using a script and instead employing active listening with specific, dedicated questions is how Slade’s students often differentiate themselves from other sales professionals.
An Unconventional Approach to the Traditional Sales Script
Sales scripts can be problematic for a number of reasons. If a salesperson starts to memorize them at the expense of actively listening to the customer, it’s possible to lose sight of why the customer wants to buy in the first place. Even worse, sticking to a script as the top priority over a customer’s objections can start to make an interaction feel forced and jilted.
For Slade, the concept of “just ask” gets to the core of what drives good sales. Asking clients questions and being confident in how he answers them—with the goal of providing helpful tips—is key to his approach. “Did you know that sales is really not much more than a transfer of confidence from one human to another?” said Slade in one Instagram post. When salespeople never have to worry about being “off-script,” it can lead to more confidence.
For anyone interested in learning more about Slade’s sales tips, Slade is set to host a new event in December: December 1st kicks off the check-ins for service and maintenance technicians, while December 6th will start the event for high ticket salespeople and comfort advisors. The events will be held at the Grandhalla Mansion near the Orlando International Airport.
Gene Slade
About Gene Slade
Gene Slade, CEO of Lead Ninja System and Lead Ninja AI, is a pioneering force in the realm of sales training, conversational AI, and business development in the HVAC, plumbing, and electrical industry. With a steadfast commitment to empowering professionals in the trades, Gene offers transformative coaching experiences that revolutionize the way business owners approach sales and growth through personalized guidance, community support, and access to exclusive resources. For more information, call or text Gene himself at (239) 848-6533 or visit https://leadninjasystem.com/ and http://leadninjaai.com
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