How to Write a Sales Script (With Template and Example)

By Indeed Editorial Team

Published May 8, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Sales scripts are highly effective inside-sales tools for building rapport, increasing leads and driving sales. When implemented, they can also reduce stress and promote confidence in any sales team. Knowing how to write a sales script can increase the chances of its success. In this article, we discuss what a sales script is, tell you how to write a sales script, explain the benefits of using one, and give you a template and example to help inspire you.

What is a sales script?

A sales script is a written dialogue guide used by inside sales representatives to talk to clients over the phone or via voicemail. A sales script could be a detailed word-for-word script or a list of key talking points and common responses. Sales scripts can help nervous sales reps know what to say when they get flustered or respond to tough questions from clients.

Related: What is Inside Sales? (With Strategies for Success)

How to write a sales script

Consider the following steps to learn how to write a sales script:

1. Clarify your objectives

Start by determining what the purpose and goals are for the phone calls you and your team plan to make. Many companies and teams have different goals. For example, an insurance company's goal may be to sell an insurance policy, while a marketing company's goal may be to onboard new clients. Some common goals are:

  • To make a sale

  • To schedule an appointment

  • To build a relationship with a new lead

  • To renew a contract

  • To get a referral

2. Position our product to meet the client's needs

Once you determine your goals, identify who your target audience is. This can help you adapt your sales script to that specific audience, allowing you to build a stronger relationship with them and improve the chances of success. Determine your target audience's problems, needs, and wants are so you can note ways your product or service can help them. Try to think of at least three benefits our product or service has for our audience to try to convince them to make a purchase.

3. Introduce yourself

Clarifying your goals and identifying your target audience allows you to start writing your actual script. Include a section at the beginning of the script where the sales representative can introduce themselves. Have the sales representative be direct and straightforward about who they are and where they're calling from. This ensures the customer immediately knows the reason for the call. Emphasize the importance of the sales representative sounding confident and enthusiastic to encourage the customer to stay on the phone.

Remind the sales representatives to articulate their words so the person on the other line can hear them clearly. After the introduction, insert a five- to eight-second pause into the sales script. As silence is challenging for people during a call, the other person on the phone may start talking to the sales representative voluntarily.

Related: How to Introduce Yourself in a Professional Setting

4. Establish rapport

After introducing themselves, the sales representative can establish rapport with the person on the other end of the line. This allows the sales representative to demonstrate that they're already familiar with the individual or company on the phone. This may require some minor research beforehand. For example, the sales representative can look at the company's website for any information, such as biographies, of the person they're calling.

Then, mention specific details in the call. For example, the sales representative could say, "Wow! You've been at Evergreen Marketing for eight years already. How did you get started there?" Establishing rapport also helps keep the conversation light and flowing and encourages the person on the phone to continue talking.

Related: How to Make Small Talk (With Example Questions You Can Ask)

5. Use a positioning statement

Include a positioning statement in your script that sales representatives can read word for word. A positioning statement briefly describes the company, the product or service it sells, and how it fulfills the needs of the company's target audience.

For example: "The reason I'm calling is because we work with small-to-medium sized companies in Toronto who want to increase their brand awareness and develop a social media following. Does that sound like you?"

6. Ask about pain points

To go more in-depth with the conversation, the sales representative can ask about the person's pain points. Pain points are problems the individual or company is having that you may be able to solve. You may already know what these pain points are as they may have motivated your call, but it's important to encourage the person on the phone to talk about them so you can explain how your product or service can fix these pain points. Here are some examples of questions you can ask to identify pain points:

  • How much time does it take to fill open positions at the company you work for?

  • Are you happy with your current customer relationship management software?

  • How successful is your lead generation process?

  • Is the printer your team uses efficient? What would you change about it?

  • Do you currently have health insurance? And if so, does it include all the features you'd want in a policy?

7. Close

To end the script, include some type of closing. The closing you choose depends on the objective of the call. If it was a cold call, the sales representative can thank the person for their time and ask to follow up again sometime in the future. Or if the objective was to schedule an appointment, the sales representative can close the call by doing so.

For example: "Thank you so much for taking the time to talk with me today. It was great learning more about you and your business. Can we schedule a time to talk about this in more detail next week?"

Benefits of using a sales script

There are a number of benefits of using a sales script, including:

  • Improving effectiveness: Using a sales script increases the likelihood that your sales team can quickly grab the attention of prospects, qualify them, identify their pain, and build interest in the offer.

  • Improving rapport: Approaching calls with a sales script helps your team members sound more professional and polished, which will help them to more rapidly build rapport with prospects.

  • Improving lead generation: Sales scripts generally lead to an immediate improvement in lead generation and sales.

  • Decreasing stress: Using a sales script can help to decrease the stress of your salespeople, particularly with cold calling. It can help them feel more prepared, confident, and ready for any objections that prospects may have.

Related: Relationship and Effect of Customer Service in Sales

Sales script template

To help you write our own sales script, use this template:

This is [name] from [company].

[Pause and count to eight.]

Ask a question based on something you find online about the company or individual. Some examples are:

• So [name of prospect], I see you went to [university name]. How did you like it? I had a friend who went there and loved it. Did you enjoy your time there?
• Congrats on your recent promotion! How are you liking the new role?
• Wow! I see that you've been with [company] for [X years]. How did you get started with the business?

I work with [type of customer] with [name specific goal/company or team structure]. My customers are typically looking to [goal they want]. Does that sound like you?

[prospect speaks]

Okay, so just so I know I'm understanding you fully, what I'm hearing is… [repeat back any problems the person is having that you can solve]

I would love to set up a time we can talk about this further with [other employee or sales rep]

[Set up a time to talk again.]

I look forward to speaking with you more then!

Sales script example

Here's an example of what a sales script can look like to help inspire you to write your own:

Hi there!

My name is Chrissy and I'm from Cyber Corp. How's your day going?

The reason I'm calling is because we work with small-to-mid-sized companies in the GTA who want to improve their office workflows to increase productivity and reduce costs around printing and security. Does that sound like you?

I'd love to set up a time for you to speak with our account manager, Jessica. She does our free consultations and can help identify where your greatest needs are and where the opportunities are for improvement. Do you have 20 minutes next Tuesday or Wednesday to talk with her?

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