A different kind of sales script

The Cognitive Sales Script

Say “sales script” to most salespeople and watch their eyes roll. Everyone associates “script” with the singsong voice of a bored telemarketer trying to sell you something while you’re trying to make dinner.

But there’s a different kind of sales script. It’s called a “cognitive” script, and studies show that it can be an enormously effective training tool, especially for new hires. It’s a good way to capture the knowledge of your most successful salespeople and transfer it to others.

It’s just one example of what researchers call “vicarious” learning. That’s the sort of learning that happens through observation and modeling, versus through direct experience. And according to one researcher, “vicarious learning may be the most effective way to learn” complex social skills such as sales.

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