A sales coach argues reps must follow the script word-for-word so the team can measure what works and improve close rates. Deviation kills the ability to iterate. The first two-thirds of every call should be identical across reps, even if it costs some deals.
Follow the fucking script. If your team does not follow the script, there is no point in having a script. Script adherence, in my opinion, is the first thing that you drill. I would rather have 100% of my team saying script word for word and us close no one, because then I could then change the script and then get everyone to close. If people aren't following the script, you can't change anything. The first part of the sale, the first two-thirds of the sale, should be pretty much word for word the same.
