The Ultimate Guide to Sales Scripts (With Examples)
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The Ultimate Guide to Sales Scripts (With Examples)
You can follow this framework to craft your pitching strategy — then simply plug in your unique value props into the template.
You can follow this framework to craft your pitching strategy — then simply plug in your unique value props into the template.
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.
How to Write a Sales Script
Identify a product or service to focus on
Hone in on your target audience
Develop your benefits
Link your benefits to pain points
Ask questions about those pain points
Don’t talk too much
Always close for something
Step 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.
For example: Recruiting services
Step 2: Hone in on your target audience
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: Develop your 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: Link your benefits to pain points
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: Ask questions about those pain points
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 number four. 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.
Step 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 of 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. Here are a few example questions:
“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 discover questions, and this rundown of questions that identify your customer’s core needs.
Step 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
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 email template
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 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.”
Sales voicemail follow-up email template
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]
Sales breakup email template
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]
Sales breakup phone call template
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 9:00am sound?”
Sales breakup voicemail template
“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.”
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.
Want more script examples? Check out the best cold call script ever, these customizable scripts for handling objections, and these pitch examples too good to ignore.
Michael Halper is the founder and CEO of SalesScripter, a sales prospecting platform and training company that helps to increase sales by improving how reps communicate with prospects throughout the sales process.
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