Learn about the top lead generation strategies for optimizing and improving your existing inbound or outbound lead generation process.
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 the three phases of a sales call — opening, pitch, and close — and reminds sellers what to say or do during each. This reduces preparation time and helps them hold a productive call. Sellers often create one main call script they can easily personalize. They might also have a few alternative scripts for different situations.
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 a piece on how to make a sales call. Additionally, if you need help writing a script specifically or calling cold leads, check out how to write a cold call script.
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, a problem-oriented sales pitch, and a strong call-to-action (CTA) that should close the deal or, at minimum, secure positive 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.
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.
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.
This is the beginning of the sales pitch phase of the sales 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.
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.
This section is where you make the buyer desire 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, 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.
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.
Writing a sales script involves creating a document that includes language you can reuse verbatim for any sales call, along with blanks that allow you to personalize it for each new prospect. You should also have material at your disposal, like common benefits to choose from, to easily personalize your scripts. If you want to create your own reusable sales script from scratch, follow the step-by-step process outlined below.
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 multiple associated scripts.
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 and pain points that you’ll write about in your script. Knowledge of this will help you write language that speaks to the average prospect’s interests and needs.
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. Having these on hand will allow you to quickly customize your sales script.
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 unique selling proposition (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.
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:
If you nail each of these components, you’re putting yourself in a good position to win the prospect’s favor.
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:
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.
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. In order to react to these fluidly and with confidence, it helps to create and study a list of common objections and rebuttals and a list of common questions and answers. These documents are supplements to the script.
It’s a good idea to prepare several sales call scripts for the situations you frequently face as a salesperson. The following scripts 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.
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, agenda, pitch, and close. The main difference is that it hones in on the USP and why customers choose your company over the competition.
Who Should Use It: Salespeople hosting sales calls that include a product demo portion should try this sales call script. 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 goes on to show in a live demo how the product actually eliminates these two causes.
Who Should Use It: Salespeople selling lower-priced products to consumers should use this script. 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 works because it 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.
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 them 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.
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.
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:
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.
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 prospect you're lead nurturing.