I remember feeling very awkward as a teenage boy trying to ask a girl out on a first date.

My throat would get dry.  The palms of my hands would begin to sweat.  Often, when I began to speak my voice would crack and it sounded as if I was going through puberty again.   Ahh… such good memories!  🙂

Of course, I didn’t have a script exactly, but I vividly remember that my opening statement usually started with the word, “Uhhh”, as I shuffled my feet.

Very smooth.  Yes, I was definitely a little Don Juan.

I finally learned how to talk to girls – and gratefully got past that stage in my life.  However, I remember my first days in outside sales feeling pretty much the same way.  It took me a while to find the right phrases that would actually encourage my prospect to meet with me.

Getting your prospecting verbiage “scripted” enough that your value proposition is communicated quickly and effectively is vitally important to your sales success.  Your prospect needs to feel they have a reason and desire to meet with you.  And they certainly are not going to get that feeling if your communication is all about your company and your product or service.

As a matter of fact, the principle should apply to every part of your sales interaction with potential and existing clients.

Jill Konrath has a fantastic article on communicating your value proposition in your prospecting script.  For my friends in the employee benefit arena, this is a must read.