How to Make Sales Scripts as Powerful as Kevin Hart (Hint: Don’t Use Them)

Comedians don’t read from a script.

They have a set of well-crafted bits that they refine, test, and execute. They’ve perfected the laugh. Sales scripts are impersonal. They’re no better than speaking to a brainless 1–800 receptionist robot.

Your prospects are human, just like Kevin Hart’s audience.

Break your sales script into bits.

Bits are short talk tracks you can infuse into any conversation.

You use them at any point in a conversation to resonate with a prospect. When used correctly, bits create tiny changes in the sales conversation. In the book Cold Call Like A Comedian, Brendon Lemon says to treat bits like “jokes, anecdotes or short stories, things that you, if you were at a cocktail party would use to entertain an audience briefly and go from point A to point B.”

Bits mold to your audience.

They give you a place to start or transition a conversation. A prerequisite of using bits is to know whom you’re speaking with. Repeat it after me; know-thy-audience/target/prospect.

When you know your audience, you can craft your bits to resonate with the other person.

Bits have three parts.

Every bit breaks down into three sections:

A set-up. Something that opens up very quickly, like “I noticed you operate a fleet of Boeing 747.”

Some value. Give the prospect something worth their time. “My company has helped clients that look a lot like you improve…”

A question. The question is the comedic version of a punchline, such as “Is there someone on your team I can…”

Bits are simple.

They help you avoid blasting a prospect with too much information. People can’t handle too much information, especially from a stranger.

Make it easy on your prospect because their “brain is going to feel less threatened by large words that require them to spend mental energy figuring out what you’re saying.”

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