The most common question I was asked when I was working as a professional actor was this: “How do you memorize all of those lines?” But the tougher question is really, “How do you make a script sound natural and authentic …performance after performance?”
Making a script sound like your own thoughts and words in the moment is a challenge for both actors and for salespeople, but at least actors have the advantage of learning techniques for taking the words “off the page” and bringing them to life! Sellers, on the other hand, are often handed a sales script, instructed to memorize it or just read it on camera, or using notes or a teleprompter app — without any professional guidance.
It’s like handing the lead role to an untrained actor! It’s not fair to the actor, and it’s an instant turn off for any audience!
No wonder many salespeople feel as uncomfortable as if they’ve been asked to recite Shakespeare for the first time. And, with the advent of teleprompter apps, many sellers don’t realize they In fact, many sellers dislike working with sales scripts so much they end up chucking them entirely. While improvising works for some, for others their delivery can be vague and wildly inconsistent. What to do?
I’m going to share some techniques that actors use to memorize and deliver a sales script in an authentic and natural way that showcases your own unique personality. Ready?
5 Acting Tips for Delivering a Sales Script:
1. Don’t jump to memorization. The first thing most sellers do when presented with a script is jump straight to memorization. Improper and immediate memorization is one of the primary reason sellers end up sounding canned and insincere. A professional actor will read through a script several times before attempting to memorize it, allowing thoughts, ideas and questions to develop naturally as he familiarizes himself with the content. Get the big picture of the script first and let memorization be a natural byproduct of that familiarity.
2. Do know your subtext. While you’re getting familiar with your script, focus on the meaning of each line. What’s behind the words you’re using? In other words, what are you really saying and why? This if oten called “your intention” in acting, and intentions can be quite powerful in sales. (Read more about the power of intentions here.) Are you trying to get them excited about this feature? Motivate them to change vendors? Surprise them with industry findings? Just make sure you know what you are saying and why. (And p.s., the answer is not “because it’s in the script.”)
3. Don’t pre-determine how to say it. I know there are some sales coaches or consultants out there who will tell you precisely what words to emphasize, where to pause or smile or gesture. I beg of you, don’t do it!! This advice produces some simply awful amateur acting and reinforces a mechanical delivery that is tough to break. If you watched a great actor do the same scene night after night, chances are she would not deliver her lines exactly the same way every time. Each night is different because each audience is different. Same goes for sales. Stay closely connected to the intention of what you’re saying, respond to verbal and nonverbal cues from your prospect and let each new emotion in the moment express itself in your words. That will keep your delivery fresh and exciting.
4. Do rehearse properly. It’s a common misconception that over-rehearsing a script will cause you to sound phony or canned, when precisely the opposite is true. (read more about common presentation myths that may be hurting your success!) Knowing your lines well enough so that you don’t have to struggle for the words or meaning frees you up to place your energy on delivering your message in an impactful and persuasive manner while adjusting to your audience.
When it’s done right, a sales script should sound and feel natural and fresh each time. If you want to effectively engage and move your prospects to take action, don’t leave it to chance. You can bring even the dullest of business scripts to life by applying these acting tips when you get a sales script.
5. Don’t Use a Teleprompter or App without professional training
Actors don’t have their script on their set whether they’re filming a 30-second commercial or a two-hour movie. And if they do work with a script (as in some industrial films) they invest time and money in training and practicing unique teleprompter reading skills.
Unless you commit to the rigorous training and practice that reading from a script without being caught requires, you’re better off doing an “imperfect” read without a teleprompter or reading from a script than a “word perfect” read with one.
When it’s done right, a sales script should sound and feel natural and fresh each time. If you want to effectively engage and move your prospects to take action, don’t leave it to chance. You can bring even the dullest of business scripts to life by applying these acting tips when you get a sales script.
Want more tips on how to work with scripts on video?
Check out my new Amazing Video Outreach Program which takes you through the proven acting steps for breaking down a script and delivering it naturally and impactfully for videos that get watched – and acted upon!
