Many salespeople believe they won’t sound good if they read from a sales script. While I agree you should never read from a script when selling, a sales script can greatly improve your results by preparing you with the best questions and lines to say and ask.

Here, we'll take a closer look at what a sales script is, review the sales script creation process, and see some examples of what these guides can look like in practice.

Free Resource: 10 Sales Call Templates for Outreach

Sales scripts shouldn't be taken as rigid, repeatable, word-for-word checklists with no room for deviation — it's better to think of them as guides and not formulas. Any successful sales conversation will take some degree of improvisation and finesse.

Still, having a baseline sales script to help shape the course of a conversation can be extremely valuable when engaging with prospects. Going into a sales conversation blind — without a solid concept of the talking points you'd like to hit or an ideal trajectory of where it should go — can make you look sloppy, unprepared, or uninterested.

Let's take a closer look at how to put one of these scripts together.

1. Identify a product or service to focus on

Start by identifying the product or service you would like to ultimately sell to the prospect. You need a focal point. Bouncing from solution to solution, clumsily saying, "Well actually, this could work for you too," over and over again makes you seem unfocused and impersonal.

Stick to the offering that best suits your prospect's needs — project confidence in a product or service, and show that you understand your potential customer's circumstances.

For example

Recruiting services

2. Hone in on your target audience

Different prospects in different industries holding different positions are bound to have different needs and preferences. Though you can try to create a one-size-fits-all sales script that appeals to several kinds of prospects, you're better off tailoring your questions and points to suit specific buyer personas.

Know who you're selling to. Conduct research that covers the challenges they face in their role, their competitive landscape, the issues their company is dealing with, and other factors that can shape relevant questions and talking points. Remember, sales is a personal practice, so gather as much personal insight as you can when putting your script together.

For example

Hiring managers at mid-size SaaS companies

3. Develop your benefits

Take the solution you selected and then think about the buyer that you are planning on talking to. What can they expect to see by leveraging it?

Selling features is less effective than selling benefits. Your sales script shouldn't cover all the neat bells and whistles that come with your product or service — it should tout the bigger-picture results that it will generate.

Does your solution increase productivity? Does it cut costs? Does it take strain off employees' day-to-day? Try to come up with at least three key benefits, and fold those into your sales script.

For Example

  • Shorten the time it takes to place a new hire.
  • Reduce internal time spent searching, screening, and interviewing applicants.
  • Build top-caliber teams leading to the best business results.

4. Link your benefits to pain points

Why is your prospect talking to you in the first place? Clearly, they have some pressing issues they need to resolve — otherwise, they wouldn't be interested in a solution like yours at all.

You should be able to surmise some of your prospect's key pain points through the research you've conducted and the benefits you've framed in the previous steps.

List out those problems and concerns, and link them to the benefits you've identified. Every perk you can reference stems from a specific pain point your prospect is facing. Have them ready, and incorporate them into your script.

For Example

  • It takes too long to place a new hire.
  • It is difficult to find time for interviewing process because of everyday responsibilities.
  • They lack top-caliber employees.

5. Ask questions about those pain points

The ability to ask thoughtful, probing, insightful questions is the mark of a truly exceptional salesperson. Those kinds of lines of questioning demonstrate sincere interest, show that you've done your research, and indicate that you actually believe that your solution is the best possible one to suit your prospect's needs and interests.

Take a close, thorough look at the pain points you've identified when developing your questions. Try to come up with at least one or two thoughtful questions for every challenge you've decided to reference.

If you can do that, you can frame yourself as an interested, consultative, helpful figure who's equipped to help your prospect navigate their unique problems and concerns.

For Example

  • "How do you feel about the amount of time it currently takes you to fill open positions?"
  • "How happy are you with the quality of candidates you are being presented with? Do you feel like you can choose from top-caliber talent?"
  • "How important is it for you to decrease the amount of time you spend interviewing?"
  • "How do delays with filling positions impact business operations and the bottom line?"
  • "Do you feel like you have the internal resources and processes necessary to fill positions quickly and with the right quality talent?"

Using the points you came up with in steps one through five, adapt these scripts to your own product, company, and prospects.

6. Don't talk too much

If you're doing more talking than listening, you're doing it wrong. A script should leave ample time for your prospect to ask questions, share comments, and generally be heard.

Record yourself giving your pitch to a friend or colleague. When you go back and listen, if more than half the pitch is you talking, rethink your approach, edit your script, and include more moments to ask your prospect questions.

For Example

  • "So, what I'm hearing from you is [repeat what you've heard from your prospect]. Is that right?"
  • "What are your goals this quarter?"
  • "Is this relevant to your company goals this year?"
  • "What's your single biggest pain point right now?"
  • "How long have you been thinking about this?"
  • "Is there anything I've overlooked?"
  • "What's your biggest priority at the moment?"
  • "How will this solution make your life easier?"
  • "What is your manager hoping to accomplish in the next year?"
  • "Have I earned two more minutes of your time?"

Work a few of these questions into your script and entice your prospect to answer. It's an easy way to keep the conversation going and learn more about them.

Want more question inspiration? Check out these probing questions, this ultimate list of sales discovery questions, and this rundown of questions that identify your customer's core needs.

7. Always close for something

Sales pro Jeff Hoffman says a salesperson should have a close in mind for every interaction they initiate. It might be as simple as asking for five minutes more of your prospect's time. Or it might be asking for their business.

Hoffman explains, "Your talk track should always be about your prospect. Don't finish with 'Does that make sense?' or 'Is this something you'd be interested in?' These closing questions feel like a quiz and are more about you than them."

He continues, "Instead, close with, 'We have clients who love being able to build software anywhere in the world. How many software engineers do you have at your company?'" This question doesn't assume your prospect followed your whole pitch. If you lost them, this type of question can gain their attention back.

But every time you send your prospect a message, make sure you have a call to action for them.

Sales Call Script Sample

So, what do these seven tips look like in action? Let's take a look.

Salesperson: "Hello, [Prospect name]. My name is Michael Halper and I help hiring managers like you reduce the time it takes to interview, hire, and onboard new talent in 50% less time than the industry average. How many new hires do you have planned for the year?"

Prospect: "Well, my department has the budget for seven new hires in 2019."

Salesperson: "What's your biggest pain point in the hiring process right now?"

Prospect: "I've got a million other things going on, and finding qualified candidates has been a challenge. We need to get these positions filled, but I'm having a hard time making it a priority with everything else on my plate."

Salesperson: "I hear that a lot. I'd love to set up a 10-minute call to learn more about your goals this year, and share how Recruiters International might be able to help. What about this Thursday?"

Prospect: "Um, sure. I think I've got an 11:00 open."

I've introduced myself but also gotten straight to the meat of what I can offer to make my prospect's life better. Then, I've asked plenty of questions to get her talking. I ended by closing for another call. Simple, straightforward, and prospect-focused.

Sales Script Examples

Sales call script templates

sales call scriptDownload 10 Free Sales Call Script Templates

Introduction

"Hello [prospect’s name], this is Michael Halper from Recruiters International. Have I caught you in the middle of anything?"

Value Statement

"Great. The purpose of my call is that we help hiring managers to:"

[Insert your value points here]

(Optional) Disqualify Statement

"I actually don't know if you are a good fit for what we provide so I just had a question or two."

(pause or ask for agreement or availability) If you have a couple of minutes?

Pre-Qualifying Questions

"If I could ask you quickly:"

[Insert your questions here]

Examples of Common Problems

"Oh, OK. Well, as we talk with other hiring managers, we have noticed they often say:"

[Insert your pain points here]

"Are any of those areas you are concerned about?"

Company and Product Info

"Based on what you have shared, it might productive for us to talk in more detail."

"As I said, I am with Recruiters International and we provide:"

[Insert some brief details about product, service, and/or company]

Close

"But since I have called you out of the blue, I do not want to take any more of your time to talk right now."

"You have asked some good questions and there is a little more information that I would like to share. I would also like to learn more about you. Are you available for a 15-20 minute meeting where we can discuss your goals and challenges and share some examples of how we have helped other managers build top-caliber teams?"

Sales Script for Working a Gatekeeper

Hello,

My name is [Your Name]. I'm calling on behalf of [Your Company]. I was hoping to reach [Prospect's Name]. Could I get your name?

(Acknowledge and repeat their name)

It's great to meet you. I was wondering how I could connect with [Prospect's Name] — could you let me know the best way to make that happen?

Sales Script for Referencing a Mutual Connection

Hello [Prospect Name],

I was speaking with [Mutual Connection] about leaders in your space, and he mentioned you recently [recent achievement of theirs]. Congratulations!

We actually helped [Mutual Connection] achieve [achievement/result]. I was wondering if we could book some time to go over how we could do the same for you.

Sales scripts aren't specific to sales calls — they can also be leveraged to send effective emails to prospects.

Sales Script for Email

Download Now: 25 Proven Sales Email Templates [Free Access]

It takes too long to fill open positions

Hello [prospect name],

I am with Recruiters International. Hiring managers often tell us:

It takes too long to place a new hire

It is difficult to find time for interviewing process because of everyday responsibilities

They lack top-caliber employees

Are you available for a 15-20 minute meeting to discuss your goals and challenges and share some examples of how we have helped other managers solve these challenges?

You can book time on my calendar here: [Link to Meetings tool].

Best,

Michael Halper

Recruiters International

[phone]

[email]

[website]

Sales scripts can also come in handy when your sales calls go to voicemail.

Sales Script for Voicemail

"Hello [prospect name], this is Michael Halper from Recruiters International.

Many hiring managers tell us:

  • It takes too long to place a new hire
  • It is difficult to find time for interviewing process because of everyday responsibilities
  • They lack top-caliber employees
  • Placing a new hire demands too much time
  • Interviewing gets in the way of regular work
  • Despite the investments they make in hiring, it’s still hard to find the best employees

We help to improve all those areas, which is why I am reaching out to you.

I will try you again next week. If you would like to reach me in the meantime, my number is [phone].

Again, this is Michael Halper calling from Recruiters International, [phone].

Thank you, and I look forward to talking with you soon."

Follow-Up Email Script

Following up my voicemail -- Recruiters International

Hello [prospect name],

As I mentioned in the voicemail I just left, I am with Recruiters International. Most hiring managers we speak to struggle in three major areas:

  • It takes too long to place a new hire
  • It is difficult to find time for interviewing process because of everyday
  • responsibilities
  • They lack top-caliber employees

We can help you solve all three challenges.

Are you available for a 15-20 minute meeting next Tuesday or Thursday morning to discuss your goals and challenges and learn how we’ve helped other managers address these?

You can book time on my calendar here: [Link to Meetings tool].

Best,

Michael Halper

Recruiters International

[phone]

[email]

[website]

Breakup Email Script

Is this the case?

Hello [prospect name],

I've reached out a few times and we've been unable to connect about how I might be able to help you reduce recruiting time by up to 50%.

Usually, when this happens it means recruiting isn't a priority for you right now. Is that the case here?

If so, I won't take up any more of your time.

Regards,

Michael Halper

Recruiters International

[phone]

[email]

[website]

Breakup Call Script

Salesperson:"Hello [prospect name]. I noticed you rescheduled our demo again today. Usually, when this happens a few times, it means this isn't a priority at the moment, is that the case here?"

Prospect: "Actually, I just forgot I had a dentist appointment today. I'd really like to reschedule for tomorrow if you're free."

Salesperson: "Absolutely. How does 9:00 am sound?"

Breakup Voicemail Script

"Hello, [Prospect name]. I've left a few voicemails now and we still haven't connected. Usually, when this happens, it means recruiting just isn't a priority for your company at the moment. If that's the case here, I won't bother you again. If not, I'd love to hear from you. Thanks."

If you're interested in more scripts beyond the ones listed here, check out our 10 Sales Call Templates for Outreach.

With these examples and templates, creating a sales script should be simple. And remember, you don't have to follow it word for word. Use it as a tool to prepare and practice.

sales call templates

 sales calling prompts

Originally published Jan 24, 2022 8:00:00 AM, updated January 24 2022

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