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When I write scripts for customer service and for selling, I test them, tweak them here and there, and then I deploy them at my clients’ sites.

Minimally, it’s a systematic process of validation, and once my scripts have been proven in dozens, hundreds, thousands and even millions of conversations, I can say, very authoritatively, that they work.

From my standpoint it is important to be as scientific as possible, not only to be dispensing solutions that are assured of producing sales and customer satisfaction, but to overcome the perennial cynicism that salespeople, customer service reps, and their managers bring to scripts.

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I recently spoke with a gentleman who had written and published a book on terrorism’s threat to our water supply. As we discussed avenues for marketing his book, this gentleman remarked that mostly academicians had purchased the book, which he found scary. Here was an individual who had the knowledge and the foresight to write a book on an important subject of concern to our country, and yet he did not recognize the position this placed him in. The first thing this gentleman needs to do in marketing his book is to accept the fact that, since he wrote the book, he is now the expert on the subject of how terrorism could affect our water supply.

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