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Create a Sales Script*

When training a new sales person, it can be hard to know where to get started. Having a solid and effective sales script is a great way to get the new salesperson familiar with the product and ready to make some calls. The best sales scripts aren’t word for word guidelines of exactly what to say and when to say it. Rather, they are loose templates that lead the salesperson through the call and provide a rough timeline on when they should hit on each of their points. Follow these 5 steps to create the best sales script for your team.

What is a Sales Script?

A sales script is a pre-planned set of talking points and responses used by sales professionals to engage potential customers, address their concerns and persuade them to take a desired action, such as making a purchase or scheduling a follow-up call or meeting.

What Makes a Sales Script Effective?

An effective sales script is one that is tailored to the target audience, is conversational, and focuses on the benefits and solutions that the product or service offers to the customer. It should be clear, concise, and easy to understand, avoiding jargon and technical language. An effective script should also be flexible enough to adapt to the specific needs and interests of the customer and their particular situation.

How to Use a Sales Script

To use a sales script, sales professionals typically follow a structured approach that includes opening with a strong hook or attention-grabbing statement, introducing the product or service, highlighting its benefits, addressing any objections or concerns the customer may have, and finally closing with a clear call-to-action. They also need to actively listen to the customer's responses and adapt the script accordingly to maintain a meaningful conversation and build a relationship of trust and rapport. Regular practice and refinement of the script based on feedback and results can also improve its effectiveness.

5 Steps to Creating a Sales Script


Identify the product(s) you’ll be selling

First and foremost, you must decide on which product(s) you will be pitching. Choose the product(s) and familiarize your salesperson with the basics of how it works.


Create buyer personas

Creating personas for your potential buyers will help you to cater the script to each individual caller. While potential customers may share some things in common, chances are they are still drastically different from one another. Knowing which buyer persona each caller is allows the salesperson to cater the call to their needs.


Choose 3 product benefits you will share with the potential customer

Pick three outcomes that your product will provide and make sure to illustrate these outcomes as benefits to the potential buyer. These should be broad and understood by all as clear benefits.


Relate those benefits to customer pain points

Now that you’ve told the potential customer the benefits you can provide, make them relevant by relating them to pain points the caller is currently experiencing.


Prepare questions that guide towards the pain points

Prepare a few witness leading questions that guide the caller towards the pain points. For example: “Do you have questions deciding what to eat for lunch? The new MyFoodNow app has great recommendations!”

Frequently Asked Questions about Sales Scripts

Why do salespeople use scripts?

Sales scripts provide a consistent approach to selling that helps salespeople stay on message and convey key points to prospects. They can also help salespeople feel more confident and prepared during sales conversations, which can lead to better results.

How should I structure my sales script?

Your sales script should include an opening that grabs the prospect's attention, a brief introduction of yourself and your company, an overview of your product or service and its benefits, a discussion of the prospect's needs and how your offering can meet those needs, and a clear call to action.

Should I memorize my sales script?

While it's important to be familiar with your sales script, you don't necessarily need to memorize it word-for-word. Instead, focus on understanding the key points and messages you want to convey, and practice delivering them in a natural and conversational way.

How often should I update my sales script?

It's a good idea to review and update your sales script regularly to ensure it remains effective and relevant. This can involve incorporating feedback from sales calls or meetings, keeping up-to-date with changes to your product or service, and adapting your script to address new market trends or competitive pressures.

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