Practice Makes Perfect Business: The Importance of Scripts for Your Business

MikeyTips & Advice

Have you ever had this experience?
You get on the phone with a client or prospective client and all of a sudden words fail you?
Yeah. It happens to everybody.
But it doesn’t have to.
That’s where scripts come in.


Scripts can be for any kind of contact: on the phone or leaving a voicemail, in person, via email – even knocking on a door. Having scripts is a way to ensure you get your message across succinctly, professionally and personably.

When you are well-practiced with scripts you’ll be prepared for cold calls, elevator speeches and client objections. No more will words fail you.

A little apprehensive of being scripted? Let’s look at a case study of success. Ben Kinney has build his real estate team and empire on the practice of scripts. Every morning at 8:30 AM his team gathers to practice, working through possible objections and developing strong language to drive a clear and direct conversation.

Why does he have his team practice scripts? “It’s important that we practice on our peers, not our customers” Ben advises, “scripts are just proven words that help agents help customers make a decision that is best for them”. Their outcome? They are in the top 25 teams in the nation, selling over 1000 homes a year. Practice pays off.

When to use scripts

  • For your listing presentation. Why would a client want to put their home in your hands? You better know, and be prepared to blow them away with the why and the how. 

  • Prospecting. This is your first interaction with this lead, how will it go?
  • Working with clients on: price reductions, contract extensions and negotiations, and marketing efforts. We know these conversations can be difficult, wouldn’t it be nice to be prepared to navigate them with ease?

  • Emails. And by that we mean templates. Scripts and templates are near synonyms, both helping you keep consistent and clear. Develop email scripts for time-saving communications.

  • Open houses, aka prospecting in-person. Get yourself ready with: a greeting, a qualifying question, and a follow-up.

Once you have developed your own scripts, it’s time to get prepped. Here are three tips for practicing with and using your scripts.

  1. Practice. Practice with team members, colleagues, friends and family. Then practice some more. Keep at it until your scripts become automatic – and don’t sound like scripts anymore. Know your main points out of order in the event of an interruption or a turn in the conversation.

  2. Assess objections. You know you’ll run across objections, so be prepared for them ahead of time. Practice answering these objections, re-routing them and preparing alternate value propositions ahead of time.

  3. Adapt. Scripts help you stay on course with a conversation, but no two conversations will be alike. This is way it’s important to know you’re scripts so well – so that you can flex and deviate, but always bring it back to your core message. When you’re practiced in multiple scripts you can piece together elements from several to fit your needs in the moment.


Before long, your scripts will become a natural part of the language of doing business, and will feel as comfortable as your favorite pair of slippers. Until then, keep practicing!

Want to see an example? We love to share. This video will get you ready for your next open house. Follow us, because there are more to come!

Do you use scripts? What is one that has worked for you?


Share this Post