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A sales script is a guide salespeople use when talking to a lead on the phone and delivering their pitch for the first time. The script outlines your opening, pitch, and close and reminds you what to say throughout the call. This reduces preparation time and helps you hold a productive call that will encourage your prospect to take next steps with you. Sellers often create one main call script they can easily personalize, and they might also have alternative scripts for different situations.
Free General Sales Script Template: Download and customize our free general sales script that follows a standard sales call script format. Read more below.
Standard Sales Script Format: Learn about the basic components of successful sales call scripts so you can create and personalize your own. Read more below.
How to Write Your Own Sales Script: With our template and standard format, learn the process for crafting your sales call script. Read more below.
5 Best Sales Script Template Examples: Check out these script examples for niche-specific scenarios and use them as inspiration for your own situation. Read more below.
This article focuses on the creation of a sales call script for a conversation with an interested prospect. If you already have a script and want the process for actually executing a sales call, we put together an article on how to make a sales call. Additionally, if you need help writing a script specifically for calling cold leads, check out how to write a cold call script.
Free Sales Call Script Template
Take a look at our free generic sales call script below that you can customize to fit your specific needs. It includes the verbiage and crucial elements shared by the most effective sales call scripts, including a personable and professional opening and agenda, a sales pitch that states the prospect's problem as well as your solution and its benefits, and a strong closer with a call-to-action (CTA) prompting next steps.
The standard sales script format can be broken into six sections: opener, brief agenda-setting, diagnosis of their problem, proposed solution, benefits and unique selling proposition (USP), and summary/CTA. These calls usually last about 15–30 minutes, but may go longer if the prospect really likes the pitch. Below, we’ll offer up descriptions of each component and some recommended verbiage directly from our free script.
Opener
Agenda
Prospect’s Problem
Solution & Pitch
Benefits & USP
Summary & Call-to-Action
The opener begins with language for greeting your prospect in a manner consistent with your relationship. This usually means stating your name and company name, exchanging niceties, thanking them for taking the time to speak with you, and kicking off the conversation with a question that encourages small talk. All of this should take less than five minutes — you don’t want to have to rush through a conversation about the solution later on.
Opener from free script template
The agenda section of your script should outline the language you use to share the call’s agenda. This verbiage should state the reason for your call, which is typically introducing a product or service and explaining how it will solve a specific problem for the prospect. Your agenda section should also include a question asking if the prospect agrees to your proposed agenda in case they have something they want to add. Keep this to under two minutes.
Agenda from free script template
This is the beginning of the sales pitch phase of the call. Here, restate the prospect’s main problem. Then talk about the underlying causes of that problem that you found during your discovery call or individual research. Making a diagnosis will paint you as an expert the buyer would want on their side. Keep this explanation of their problem and its cause to under two minutes to avoid losing the prospect’s attention.
Problem from free script template
The proposed solution section of your script names and explains the product or service you believe will solve the prospect’s problem and help them reach their goals. This section also tells the prospect the basics of how the solution works. Sometimes reps will use a product demo to give a visual representation and make it easier to comprehend how they’d use it. Try to limit this to two minutes, as well; if you do a brief demo, you might need a few additional minutes.
Solution from free script template
This section is where you make the buyer want your solution. To do this, share some key benefits that the buyer will receive once their problem is solved. Also, share your unique selling proposition (USP), which explains to the buyer why your solution is the best choice for them when compared to other similar options (your competitors). Three minutes or less will suffice.
Benefits from free script template
Here it’s best to open the floor for questions and handle any objections the buyer might have. If it seems like the buyer is interested, you simply summarize the sales pitch (problem, solution, benefits) and ask them to take specific next steps with you, whether that’s to sign the contract or to schedule another meeting. Your unique sales process determines the optimal next steps.
CTA from free script template
How to Write Your Own Sales Script
Writing a sales script involves creating a document of language you can reuse for any sales call, along with blanks to personalize for each new prospect. If you want to create your own reusable sales script from scratch, follow the step-by-step process outlined below. In short, these steps are choosing a single product, considering your audience, identifying typical pain points, nailing down your value, and writing and practicing your script.
1. Choose One Product or Service
In your sales script, focus on one product or service. Writing about more than one solution in one script might become too complicated since they often have different benefits and solve different problems. If you have multiple products, it makes sense to write an associated script for each.
2. Focus on Your Target Audience
Spend some time reviewing information about your target audience, including any ideal customer profiles or buyer personas you have. Get a sense of the common goals they have and what it takes to reach those goals. Knowledge of this will help you write language in your script that speaks to the average prospect’s interests and needs.
3. Find Common Problems
Although you’ll likely leave the problem section blank in your sales script in order to adapt it to each new prospect, it’s still ideal to get a list of common pain points suffered by your average customers, along with the main underlying causes. A good way to find this is by referring to your ideal customer profile or by asking current customers about the problems they had before finding you. With these on hand, you'll be able to quickly customize your sales script.
4. List Some Benefits & Write Your USP
Brainstorm at least eight of the best benefits that your customers receive from your product or service. The more you have to choose from, the easier it’ll be to quickly adapt your script to fit each prospect. These benefits should be in some way attached to the resolution of one of the common problems you listed in step three. Next, write out your USP. This is a vital part of the sales script because it explains why your solution is superior to your competitors'.
For instance, if a common problem a legal tech company’s customers often have is that legal drafting takes too long, a benefit could be that legal drafting now takes half the time. Then, if your USP is that your product or service has one of the lowest costs in the market, that can help the prospect decide to become a customer.
5. Write Out Each Component of the Script
Write out each crucial element of the script as we’ve done in our free sales script template above. Be sure to leave spaces blank so you can personalize the script for each lead. If it helps, use our template as a guide for writing your own script.
Write out these six components to make an effective sales call script:
Opener: Include greetings, a conversation-starter question, and a segue into the agenda.
Agenda: Explain what will happen during this meeting and tease the solution.
Prospect’s Problem: Restate the problem and explain its underlying causes.
Proposed Solution and Pitch: Introduce your product or service and explain how it works.
Benefits and USP: Name three amazing benefits the buyer will get, as well as your key differentiator.
Summary and CTA: After handling any objections or questions, summarize and close the call by securing a signed deal or concrete next steps.
After you nail each of these components, you'll have put yourself in a good position to personalize the script for each prospect and win their favor.
6. Practice
Once you have a sales call script, get some reps in. Practice enables you to competently navigate your script and remember to hit all the crucial components.
Here’s a practice regimen that will help you become the master of your sales script:
Practice Personalizing It: Your script will have blanks that you’ll fill in after researching each prospect. To learn to do this quickly, find random potential buyers online or in your database and try to fill in the script to fit their title, company, pain points, etc.
Practice Doing It Alone: Practice saying the script out loud in the mirror so that you commit its flow and language to memory. You can do this with a filled-in mock script to make it feel more realistic, or you can just say “blank” whenever you hit a blank space.
Practice With a Mock Prospect: Have a colleague pretend to be one of the potential customers you found online or in your database. Practice the back and forth conversation while using your personalized script.
This three-pronged training plan helps you learn how to customize your generic sales script quickly, memorize the phrasing and order, and use it to guide a conversation with a real person.
Pro Tip:
Remember that your sales call is a two-sided interaction. There will be times when your prospect objects to your pitch or asks unexpected questions. To react to these fluidly and with confidence, it helps to create and study lists of the common questions and objections you hear, plus the answers and rebuttals you come up with. These documents are supplements to the script.
5 Best Sales Call Script Template Examples
It’s a good idea to prepare several sales call scripts for the situations you frequently face as a salesperson. The following sales script examples are templates that deal with common sales call scenarios and are easily customizable to fit your target audience. Keep these on hand for different scenarios that pop up, and feel free to modify them according to your business.
Sales Call Script to Win Against a Competitor
Who Should Use It: Salespeople who are going up against a competitor for a prospect’s business and want to increase their chances of coming out on top.
Why It Works: It’s very similar to a generic sales call script, as it includes the opener, pitch, and close. The main difference is that it hones in on the USP and why customers choose your company over the competition.
Expand this section to see the sales call script to win against your competitor:
You: “Hi {name}, thanks for taking the time to speak with me today. How’ve you been doing?”
Prospect responds.
You: “So, I’d love to start with an agenda for the call so that you know what to expect. How does that sound?”
If the prospect agrees . . .
You: “First I’ll tell you a bit about our product and how it can help you solve {prospect’s main problem}. Then, since I know you’re currently {using/evaluating}{competitor’s product/service}, I’ll tell you a bit why {prospect’s job title}s like you choose us over them. Sound like a solid plan?”
If the prospect agrees . . .
You: “Now, you told me that you and your team were struggling with {prospect’s main problem}. Our solution, {product/service name}, has eliminated this for countless clients by {how it works}, resulting in {benefit 1} and {benefit 2}. In our last meeting, you mentioned you were also checking out {competitor},as well. Is that still the case?
If the prospect says yes . . .
You: Understood — they’re a great company. Like you, a lot of our customers were between {competitor company} and us during their evaluation process. Now, reasons they chose us include {reason 1} and {reason 2}. Most importantly, unlike {competitor}, we offer {USP}. Lastly, I know from our conversations that it’s important for you to be able to {prospect’s need}, and our {unique offer or functionality} is built specifically with that in mind, unlike {competitor}, which focuses on {other main focus}. For example, with ours, you can {valuable, unique use case}. That said, were there any other questions you had about our solution or the differences between us and {competitor}?”
When the prospect is ready to move on . . .
You: Summarize the pitch and differentiators and ask them to take next steps.
Who Should Use It: Salespeople hosting sales calls that include a product demo portion. This will most likely be SaaS salespeople.
Why It Works: The script focuses on naming the two underlying causes creating the prospect’s main problem and then shows in a live demo how the product actually eliminates these two causes.
Keep reading to see the product demo sales script:
You: “Hi {name}, glad you could join me today. Before we dive in, did you see that {industry news}?”
Prospect responds, and you make small talk.
You: “So, I always find it best to start with an agenda for the call so that we're both on the same page. First, I’ll give you a brief overview of the two main causes of your {prospect’s main problem}. I’ll then show you how the product diminishes these two main causes in action in a product demo. At the end, if we have any time left over, I’ll answer any questions or show you other parts of the product you might be interested in seeing. Sound good to you?”
If the prospect agrees . . .
You: “During our recent talks, you told me about how your team is fed up with {prospect’s main problem}. From what I’ve learned about {prospect’s company}, it seems that the culprits are likely {underlying cause 1} and {underlying cause 2}. Does that sound like a possibility to you?”
If the prospect says yes . . .
You: Begin the product demo and start showing the prospect the 2–3 features that solve their issue.“Let me introduce the antidote to these diseases, {product name}. It’s a {two-sentence description} that provides {value proposition} to {prospect’s company type}. Now, as you’ll see here on your screen, here’s {feature 1}. It enables you to {how it solves underlying cause 1}. And now let’s take a look at {feature 2}. As you can see, it’ll get rid of {underlying cause 2} by {how it works}. How could you see your team using these?”
Prospect responds.
You: “That would work tremendously, and with {product/service} you’ll be able to {benefit 1} and {benefit 2}. And, best of all, our company gives you {USP}.”
You: “Now that I’ve given my spiel, do you have any questions or any other features that caught your eye during your research or the demo?”
When the prospect is ready to move on . . .
You: Summarize your pitch and ask for them to take next steps with you.
Who Should Use It: Salespeople selling lower-priced products to consumers. You likely haven’t spoken with them before, but they may have filled out a form expressing their initial interest.
Why It Works: This script gets right to business and then talks pricing. Transactional sales like these should be shorter calls than a B2B sales call because the product is usually simpler.
Open the below for a sales call script to pitch a B2C product:
You: “{prospect’s name}, thanks for taking the time to meet today. How’s your day going?”
Prospect responds.
You: “Great, now I saw you expressed interest in {product line}. Is that correct?”
If the prospect says yes . . .
You: “Awesome. How about I tell you a bit about it, what it can do for you, and then we’ll get into pricing? First off, {product name} is a state-of-the-art {description}. It helps people like you {value proposition} and is unlike any other {product type} in the market in that it {USP}. For example, one of our customers was recently able to {customer success story} with it. Another just told me about how much they love the {useful feature}. They said it makes them feel {positive emotion} because of how {reason it causes this emotion}. How does that sound to you?”
If the prospect agrees . . .
You: “Now, do you have any other questions or are you ready to discuss pricing?”
When the prospect is ready to move on . . .
You: “We price by {how pricing works}. {What size, which type, how many units, etc.} were you planning to buy?”
Prospect responds.
You: “Great, your total price would come to {price}. Are you ready to pay now online through a credit or debit card and start reaping the benefits of {how their life will change}?” Finish up the sale or make a plan to reach out to them again if they’re not ready to buy.
Sales Call Script for Identifying & Handling Objections
Who Should Use It: Sales reps who are selling a complex solution and want to use a sales script that focuses on revealing concerns or confusion so they can handle these objections early in the sales process. This is also useful for reps who know the client or prospect is shy or reticent about concerns that could hold back the deal.
Why It Works: This script asks questions after the pitch that inspire the prospect to share their hesitations about moving on to the CTA. It also builds rapport at the beginning to ensure the prospect is comfortable enough to give their honest thoughts at the end.
Take a look at the objection handling sales script here:
You: “Hey {prospect’s name}, thanks for meeting with me today. How’s everything over at {company name}?”
Prospect responds.
You: “Glad to hear it. I also noticed that you {something you learned about them during online research}.” Express interest and ask a question about it.
Prospect responds.
You: “Awesome. Now, as for today’s agenda, I’ll begin by sharing the probable causes of {prospect’s main problem}, and then I’ll give you a brief overview of {product/service name} and tell you how it resolves them. From there, I can answer your questions and we can start discussing next steps. Does that work for you?”
If the prospect agrees . . .
You: “Wonderful. So, on {date of discovery call}, you informed me that your business was having difficulty {goal they’re trying to achieve} because {challenge holding them back}. We believe that {product/service} can eliminate {challenge} by {how it works}, thereby helping you attain your goal and also {benefit 1} and {benefit 2}. We know there are a lot of options out there to choose from. Most of our clients mentioned our ability to {USP} as their deciding factor, and I think this applies to your situation as well. I’ve spoken for a while now — any questions?”
When the prospect is ready to move on . . .
You: “Alright. Now that you’ve seen what we have to offer, on a scale of 1–10, how confident are you that the solution is right for your business?”
Prospect gives a number (likely less than 10).
You: “Gotcha — what have I failed to address or share with you that might move you from a {number given} to a 10?”
Prospect gives concerns or information they want to know.
You:Listen to objections, acknowledge them, and provide logical rebuttals.
When the prospect is ready to move on . . .
You: “Alright great, this has just been a brief introduction to the solution. I think a more in-depth {presentation or demo} would be valuable in that it’ll show you exactly how {product/service} will {value proposition} for you. Are you open to that?”
Sales Call Script for Landing a Meeting With the Decision Maker
Who Should Use It: B2B salespeople who have to win over an influencer or internal champion before they can have a meeting with the decision maker. An example would be selling to a marketing analyst before talking with their manager who has the purchasing authority.
Why It Works: This sales call script focuses on winning over the influencer while also using a strategic CTA that identifies the decision maker and gets a referral up to them.
Below, check out the sales call script to earn a meeting with a decision maker:
You: “Hey {prospect’s name}, thanks for meeting with me today. How’s everything over at {company name}?”
Prospect responds.
You: “Wonderful. As for today’s agenda, I’ll begin by sharing the reason why {prospect’s main problem} is likely happening. Then I’ll give you a brief overview of {product/service name} and how we plan to help you. From there, I can answer your questions and we can start discussing next steps. That work for you?”
If the prospect agrees . . .
You: “So, you mentioned in our last call that you were most frustrated with {problem}. After learning a bit more about your {team/internal processes},it became evident that the main culprit responsible for this unwanted effect is {underlying cause} — a lot of our clients had the same issue. That’s where {product/service} saves the day. It actually {how it removes cause}, hence no more {problem}. If your results are anything like our current customers, you can expect to experience {benefit 1} and {benefit 2}. How well does this match what you were hoping to achieve?”
If the prospect says they need to speak with their boss . . .
You: “Great, happy to hear you’re sharing our conversation with your manager. Do you think it’d be helpful if we scheduled a meeting for us to present to you both? That way we can answer any questions or concerns they have in real time. And, we’ll know more quickly if we’re a good fit.”
Prospect responds.
You: Schedule dates if positive. If negative, ask what marketing resources you should send over to help the decision maker evaluate the solution, and ask what next steps will likely be if the manager likes it.
Whether you’re selling B2B software or a B2C product, there are some best practices you can follow to ensure your sales script engenders a great conversation. Below are some tips for writing an effective sales script that’s easy to personalize, engaging, and constantly improving:
Use a Lot of Blank Spaces
Blanks allow for personalization, which is key on a sales call. A sales call is unlike a cold call in that you’ll know more about the potential buyer and can therefore bring in more information about them to personalize the script.
Use Conversational Language
The tone of your sales script should be friendly and upbeat and should exclude sophisticated words that might be unfamiliar to prospects. This heightens the chances you’ll connect with the buyer.
Include Reminders to Pause
As you write the sections of your script, also consider including reminders to let your prospect speak or ask questions. This will help prevent you from flying through your script and leaving your prospect behind.
Test & Iterate Your Script
Consider running A/B tests with two different scripts to see which produces better results. Continue tweaking and testing your scripts. Doing this consistently will help you optimize it.
Write a Script for Each Product
If you sell multiple products or services, create a script for each one. This will help you personalize your script template to the item you're selling, then you can further personalize the template for each prospect. Your final script and the call you use it on will communicate to the buyer that you're confident that what you're pitching can truly help them and solve their pain points.
Follow the above tips and you’ll have an effective sales script at your disposal that enables you to streamline the sales script and call process.
Bottom Line: Sales Script
A sales call script gives you the right words, talking points, and conversational flow to most efficiently move the sales call toward the finish line — a closed deal. Reps either create their own or use a premade script template. Regardless, the script should be relatively generic and packed with blanks that are easy to fill in so you can personalize it to the lead you're nurturing.
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