The Ultimate Guide to Sales Scripts (With Examples)

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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.

First, let’s walk through the sales script creation process. You can follow this framework to craft your pitching strategy -- then simply plug in your unique value props into the template.

(Or, skip straight to the examples.)

Step 1: Identify the Product or Service You Want to Focus On

Start by identifying the product or service you would like to ultimately sell to the prospect.

For example: Recruiting services

Step 2: Hone in on the Target Audience (Type of Buyer)

You can certainly create one sales script that works for every type of prospect -- but it’s more effective to adapt your questions and points to the specific buyer persona. In this step, consider the different types of buyers you’ll be selling to.

For example: Hiring managers

Step 3: Identify Benefits

Take the product you selected and then think about the buyer that you are planning on talking to. How does the product help them increase productivity, cut costs, improve accuracy, etc.? Come up with at least three benefits.

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

Step 4: Identify the Pain Points You Solve

Build a list of pain points to discuss by looking at the benefits you identified in the previous step. For each benefit, there is usually a related pain point that is resolved, minimized, or avoided.

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
  • 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

Step 5: Create a List of Powerful Questions

The best salesperson is the one who asks the best questions. To develop a strong list of questions, look at each pain point identified in Step #4. Use one or two questions per pain point to determine if it’s a relevant challenge for the prospect.

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.

Sales script examples

Call template

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?

Email template

Voicemail template

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.

Voicemail follow-up email template

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.

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