Sales Script Examples: Format, Templates, and Best Practices

A sales script template is a structured conversation framework sales reps use to guide calls, demos, or follow-ups while still sounding natural. In other words, it’s a flexible guide that outlines your opener, key questions, value points, and next steps so that you can have a productive first conversation without over-prepping.

As a former sales rep, I used to practice my sales spiels until I could deliver them in my sleep, but I learned quickly that the best calls are tailored to your audience and not merely memorized word-for-word. That’s why I think of sales scripts as a repeatable flow (opener → discovery → value → next steps) with room to personalize.

In this guide, you’ll find sales script examples, a customizable template you can adapt for different situations, and a proven sales script format you can follow to build your own.

Free sales script templates

I’ve created sales script templates as a starting point you can customize based on your product, your prospect, and the goal of the call. Whether you’re running a first conversation, qualifying interest, or setting up next steps, these templates help you stay focused without sounding scripted.

Standard sales script format

Before you worry about what to say, you need a clear sales script format that keeps the conversation focused, natural, and easy to personalize. 

The framework below breaks a successful sales call into six parts, each with a distinct purpose. Once you understand the flow, you’ll see how it shows up across different sales script examples and situations.

Sales script section	Purpose	What to focus on
1. Opener	Earn attention	Respecting their time
2. Reason	Establish relevance	Why this matters to them
3. Discovery questions	Understand needs	Asking more than you tell
4. Value proposition	Tie the solution to the pain point	Outcomes, not features
5. Objection handling	Reduce friction	Clarify; don’t argue
6. Next steps	Move forward	One clear action

Sales script examples and templates

These sample sales scripts are starting points that can help you sound prepared, relevant, and human. You don’t need to memorize these word-for-word. 

Instead, use these templates as frameworks to guide you through real conversations. I’ve also included brief notes on how to customize each template for your specific situation.

Cold/first-conversation sales script example

When to use it: First-touch outbound calls or cold conversations where the buyer did not explicitly request contact.

Script text:

“Hi , this is with . I know I’m calling you out of the blue, so I’ll be brief.

We’re seeing teams like yours run into after . I wanted to ask — how are you dealing with that right now?”

Customization note: Replace the trigger with something current and specific (new hire, system change, regulation). The challenge should come from patterns you’ve seen in closed deals, not assumptions.

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Discovery call sales script example

When to use it: Early discovery calls after the buyer has agreed to talk but before you’ve pitched anything.

Script text:

“Before I walk you through anything, I want to understand your situation.

What’s the biggest thing you’re trying to improve right now with ? And what’s made it hard to solve so far?”

Customization note: Tailor the process or tool to the buyer’s role. Keep the question open-ended and resist the urge to jump in with solutions too early.

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Product demo sales script example

When to use it: At the start of a demo to anchor it to the buyer’s priorities instead of a generic walkthrough.

Script text:

“Before I share my screen, let me confirm what matters most.

You mentioned earlier that is the main focus. If I can show how we address that today, would that make this worth your time?”

Customization note: Swap in the buyer’s exact words for the priority whenever possible. This makes the demo feel tailored without changing the demo itself.

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Follow-up sales script example

When to use it: After a meeting, proposal, or outreach where the buyer has gone quiet.

Script text:

“Hi , I haven’t heard back, which usually means one of two things: timing shifted, or this isn’t a priority right now.

Which one should I plan around?”

Customization note: Adjust the tone based on the relationship. For warmer deals, soften it slightly. For colder ones, keep it direct and neutral.

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Objection-handling sales script example

When to use it: When a buyer raises a common objection, such as price, timing, or internal buy-in.

Script text:

“That makes sense. When other teams raise that concern, it’s usually because of .

May I ask — is that what’s holding this up for you, or is something else more important?”

Customization note: Change the related risk to match what you’ve actually seen stall deals at this stage. The goal is to uncover the real blocker, not win an argument.

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Closing/next-steps sales script example

When to use it: At the end of any call to avoid vague “let’s circle back” follow-ups.

Script text:

“Based on what we discussed, the logical next step would be .

Does that make sense, or is there a better move from your side?”

Customization note: Always make the next step specific and time-bound (demo, pilot, security review). Avoid open-ended asks that invite delay.

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Sales script best practices: What high-performing reps do differently

The most effective sales scripts don’t sound scripted. High-performing reps use scripts as flexible guides. They focus less on perfect wording and more on creating a productive, two-way conversation. These best practices show how top sellers use a sales script to drive better outcomes.

• Leave blanks for personalization. Use placeholders for names, roles, challenges, and goals so that reps can tailor the conversation quickly.
  
  Example: (Ask a question, then stop talking.)
  
  
• Keep it conversational, not polished. If a line sounds good on paper but awkward out loud, it doesn’t belong in your script. Write the way you speak and prioritize clarity over cleverness.
  
  Example: “Can you walk me through how this works today?”

• Ask more than you talk. A helpful benchmark is to listen at least twice as much as you speak. A strong spiel for sales guide discovery doesn’t dominate the call.
  
  Example: “What’s been the hardest part of that process for you?”

• Use permission-based openers. Instead of launching into a pitch, earn the right to continue. Permission-based openers lower resistance and set a collaborative tone.
  
  Example: “Do you have a few minutes now, or would another time be better?”

• Add one sentence of social proof. Include a brief credibility cue — just enough to establish relevance without overselling.
  
  Example: “We work with teams like who use us to .”

• Pause and listen. Silence is part of the script. Build in pauses after questions or key statements so prospects can respond fully.
  
  Example: (Ask a question, then stop talking.)

• Test, review, and iterate. Top reps treat sales scripts as living documents, refining language and sequencing based on real conversations.
  
  Example: If prospects consistently push back here, rework this section or move it later in the call.

• End every call with a clear next step. A strong sales script never ends with a vague follow-up. Always align on a specific, agreed-upon action.
  
  Example: “Does it make sense to schedule a 20-minute follow-up to walk through this together?”

Common sales script mistakes to avoid

A sales script is meant to create clarity and not to constrain the conversation. Many reps struggle because they use scripts the wrong way. Avoid these common sales script mistakes to keep your calls natural, relevant, and effective.

Sounding scripted instead of structured

Reading lines verbatim or sticking too closely to phrasing makes the call feel robotic and transactional. Follow the Opener → Reason → Discovery → Value → Next Steps structure, but use your own words in the moment.

Example of what not to do:
❌ “As stated earlier, our platform enables operational efficiency across teams.”

Better example:
✅ “I want to make sure this is actually useful. May I ask a quick question first?”

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Pitching before qualifying

Avoid jumping into features or benefits before you understand the prospect’s situation. Use the Discovery Questions section of your sales script to gather context first before moving to the Value Proposition.

Example of what not to do:
❌ “Let me tell you about our product and how it works.”

Better example:
✅ “How are you handling this today? And what’s been the hardest thing about it so far?”

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Ending the call without a clear next step

Closing with vague language leaves momentum up to chance. Always use the Next Steps part of the sales script to align on a specific action. Never skip this section, even on short calls.

Example of what not to do:
❌ “I’ll follow up with some info, and we can go from there.”

Better example:
✅ “Does it make sense to schedule a 20-minute follow-up to walk through this together next week?”

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Over-customizing every call

Rewriting your entire sales script for every prospect leads to inconsistency and wasted prep time. Keep one core sales script format and customize only the inputs that matter.

Example of what not to do:
❌ Creating a brand-new script from scratch for each call.

Better example:
✅ “We typically work with teams dealing with — does that line up with what you’re seeing?”

Frequently asked questions (FAQs)

Bottom line: Sales script examples

A strong sales script gives you structure without sacrificing authenticity. When used as a guide, it helps you run more focused conversations, ask better questions, and move deals forward with clear next steps. Start with a proven sales script format, use real sales script examples to shape your approach, and refine your template over time based on what works in real calls.