A sales script is a strategically thought-out and written down set of questions for your sales team to use every time they approach or reach out to potential customers. A script is a useful tool because creates consistency amongst your team to ensure they are asking the right questions in each interaction.

When planning your sales script, consider the following:

1. Identify your market: You don’t want your team reaching out to anyone who would not be interested in your product or service.

2. Implement a system: It’s unlikely your sales team will sell large, expensive items in one step, but they should be able to close a $50 sale in two steps or less. 

3. Define your message: People can put off buying forever. If you don’t give them a reason to act now, your script will be unlikely to work.

4. Focus on the customer: The language of your script should be targeted towards the buyer. If it says “I” and “we” throughout, it’s likely you will struggle to hold their attention. Aim for wording such as: “It sounds like quality is very important to you. By buying from us, you will get that plus a whole lot more.” 

Your script should have a clear goal— it needs to take people from point A (your initial statement) to point B (where you ask the prospect to take action). Before writing your script, clearly define what your point B is. Do you want them to purchase right then and there, or do you simply want them to commit to a consultation? The nature of your script will change depending on your objective.

While scripts vary based on their objective and unique situations, every successful script follows a basic formula:

• Greeting 

  • “Hi there, could I speak to Mr. or Mrs. X? … Hi, my name is _____ and I’m from [company name]. How are you today?”

• Explanation

  • “Great. Can I outline the reason for my call? … As I said, I’m from [company name] and we are [scheduled to have two appointments near [street name] over the next week…]”

• Engagement 

  • “When was the last time you ______? (or) What problems have you noticed with your current _____?”

• Confirmation 

  • “So it sounds like you’d benefit by [benefit 1], [benefit 2], and [benefit 3], is that true?”

• Reponses to Objections 

  • "Can you elaborate on that for me? … If I could show you a way to get around that problem, would you be interested in that information?”

• Close 

  • “I’d like to book you in for your appointment now—would you prefer tomorrow or Thursday?”

If you have a great offer and product and you’ve done your research on the best market to target, having a well-developed sales script is your best tool to solidify the sales process. Keep your message clear, quick, and customer-minded, focusing on building relationships in each interaction. Around 80 percent of a person’s buying decision is based on emotion and whether they trust the salesperson or not. Only 20 percent is on logic. Each interaction can help build your database and grow your business. 

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