Everyday, prospective clients, current clients, and vendors ask questions about your business. Are yours sales pros giving the right answers? Encourage them to use scripts – prepared wording – to respond quickly, with predictably profitable results. Here are some points to remember:

Imagine a first-time customer walking into a store. The salesperson greets the customer with the script, “May I help you?” The customer responds on cue with another script, “No thanks, I’m just looking.” In his book “The E-Myth,” Michael Gerber suggests a different script for the sales clerk: “Is this your first time in the store?”

With this simple change of script, the clerk has an opportunity to initiate the customer. “Cards are to your left; blank books and photo albums are along the back wall; colored pens and confetti are up here in front. And there are sale items on this table. I’ll be working right here, if you have any questions. May I get you a cup of coffee while you browse?”

According to Gerber, this script change will result in a 16 percent increase in sales in just three weeks! That’s a powerful script.

Good scripts work, because they allow you to pay attention to the person you’re speaking with instead of focusing on what you are going to say. With the prepared words coming easily from your mouth, your eyes and ears can focus on your listener. You have the upper hand in the conversation.

Consider your telephone scripts.

When I place a telephone call, I always respond to the person answering the phone with the script “Kim Smith, please. This is Wendy Kinney calling.” (I use this script even if I think Kim is the person answering the phone – just in case I’m wrong!)

What I’ve noticed is that receptionists are much more likely to put my call through when I tell them who I am before they ask. They know I’m not trying to hide anything – and that makes them more comfortable with me. (I like it when the receptionist is my friend!)

When Kim answers the phone, I use this script: “Hello Kim. This is Wendy Kinney.” Even though I’ve given the receptionist my name, I can't be sure she’s told Kim I’m on the line. By starting with my name, I give Kim the courtesy of joining the conversation immediately instead of spending the first few seconds frantically searching his memory to recognize my voice. And I always use my first and last name. I don’t know how many “Wendy’s” Kim knows, and I don’t want him to mistake me for someone else.

If Kim isn’t in and I get his voice mail, I use this script: “I’m going to be in and out of the office this afternoon, so I’ll call you back around 4:30.” I never ask Kim to call me back. I don’t know what his schedule is or where I may be on his priority list. I want the ball in my court.

By including a time in my script -- “I’ll call you back around 4:30”-- I’m also building credibility. When I call at 4:30, he’ll know I do what I say I’ll do. And all it took to build that credibility was a script. Powerful!

Have a script ready when:

• Asked, "What do you do?"

• Asked, "How much does that cost?"

• Working a trade show booth

• Attending a networking function

• Asking for a referral

• Introducing a client to a co-worker

• Training a new employee

• Giving directions

• Inviting someone to a three-way lunch

With an inventory of scripts, you can build friendships effortlessly, avoid misunderstandings, and establish credibility.