Cognitive Selling Scripts and Sales Training

Abstract

Sales training commonly capitalizes on such methods as direct observation, role-playing, and videotaping of sales presentations. These vicarious learning approaches are recognized to be more efficient than self-learning through direct selling experiences. Recent evidence suggests that vicarious learning may be the most effective way to learn as well. Complex skills, especially social skills such as selling, are more completely and accurately learned when cognitive prework and feedback are provided. This paper discusses the potential of the cognitive selling script in enhancing the effectiveness and efficiency of sales training programs. Scripts are described as cognitive structures concerning how to sell. Incorporation of the selling scripts of experienced, successful sales personnel into sales training promises to further enhance the effectiveness and efficiency of such programs.