How To Make a Script Sing
Jan 21, 2025“It’s the performance not the song that counts”
Here’s some great sales advice from, of all people, Oscar and Grammy award-winning singer, Celine Dion.
When asked about her music, Celine said, “It’s the performance that counts, not the song.” Think about that. Even though she chooses from among the best songs from the best songwriters in the world, she believes that the performance or delivery of that song is what makes it a winner.
And she’s right.
Think about your favourite singer. Wouldn’t almost any song they sang be appealing to you? And what about the other way around? Haven’t many great songs (say, national anthems) been butchered by a bad performance?
So, here’s the sales lesson. Even the best strategy and script delivered or performed poorly will fail. You see, Sales is a performance business. It’s not just what you say but how you say it that makes all the difference. It's what separates pros from pretenders.
Think about it… Do you speak confidently and without hesitation? Do you use the best words and questions all the time? Do you add passion and real meaning to what you say? Is your tone of voice appealing? Do prospects like listening to you?
If so, you can make almost any script or idea work. And if not, it doesn’t matter how good your idea is, you won’t make the sale. In Sales, style matters more than substance. But when you put them both together, like Celine and a great song, you too will be an award winner!
That my friends, takes practice.
