How to Write a Sales Script

"Speak clearly, if you speak at all; carve every word before you let it fall." ― Oliver Wendell Holmes

What is a sales script? Is it a pre-written document that one blindly reads out to the prospective customers? Or is it a magical mantra to win over the customer to compel him to purchase your product or service?

A sales script, when utilized properly, can prove to be a powerful tool that portrays you and your company as professionals in solving the prospective client's needs in the best way possible. Drafting a sales script beforehand, can help you formulate this "distinguished" approach.

Just like how carrying a weapon in a war doesn't guarantee victory, having a sales script while speaking to a customer doesn't guarantee a successful sale.

Of course, a sales script will provide you with a steady base on which you can place the foundation of your rapport with a customer, however, this needs to be backed with powerful communication skills, quick analysis, and witty modifications to convince the customer that your dialog with him is anything but a blindly-scripted rigmarole.

Of course, a sales script will provide you with a steady base on which you can place the foundation of your rapport with a customer, however, this needs to be backed with powerful communication skills, quick analysis, and witty modifications to convince the customer that your dialog with him is anything but a blindly-scripted rigmarole.

While most sales executives follow a script to minimize awkward pauses and fumbling while conversing with a customer, you need to reflect your marketing tactics in the script itself. Which means, instead of treating it like a formal letter with your introduction and other requisites, you need to include the element of rapport-building through personalization. The following guidelines will explain how to write a good and meaningful sales script.

It is very important to begin your conversation with something impactful, something that grabs the attention of the customer within the first ten seconds of the phone call.

While the first two or three seconds are spent on saying the good ol' line, "Hello, is this (name of customer)?", and after the confirmation follows the monotonous-yet necessary line, "Hi. I am (your name) calling from (name of company)."

Now, after learning that your call is just another sales call, it is natural for most customers to cut you off by saying something like, "This isn't a good time" or "I am busy right now" or possibly, "I am going to sue your company for wasting my time."

So yes, you clearly need to quickly say something within the next 6-7 seconds that tells the customers that you've most definitely not called to waste their time.

One approach is to say something unexpected yet refreshingly appealing. For instance, instead of saying the foreboded line, "Our company has chosen you as the lucky one to avail of our services at a 40% discount rate", and putting off the customer instantly.

Try saying something unexpected like, "Sir, I appreciate your valuable time. It is my duty to inform you that this is a sales call, would you be willing to proceed?". Including a phrase like this in your sales script would not only grab the listener's attention but also help in rapport-building.

Because you have given the customer an option of whether to choose to proceed with the conversation or not―unlike the usual sales calls―there is a good chance that the response will be, "Okay, I can spare a few minutes. What does your company sell?"

Once you have received the green signal from the customer to present what you have to offer to them, it is important to be confident, assertive, and also continue to build a connection. Therefore, instead of directly advertising the product, ask some relevant questions.

Start by saying something like, "Sir, our company offers (kind of services) and we have a huge customer base of over (number) satisfied customers. Before I proceed with the service details, I would like to ask you a few questions to make sure if you actually need what I'm selling....

...You see, we would never want to force our services on you. We're looking to build a long-term relationship and not just make a one-time sale."

It is only through well-thought questions that you can understand the need or wants of the customer. To put it in the literal marketing sense, you need to understand what the customer demands so that you can fulfill them through your supply.

Or, if you're tactical enough, you need to understand the thought process of the customer so as to present your products and services in such a way, that he believes them to be necessary for his well-being. Therefore, it is necessary to prepare a series of questions that help you comprehend the customer's mind.

Ask questions such as, "Do you feel that in spite of all your efforts, your business is not able to get the exposure it deserves?" or "Would you like to know how we have helped business owners such as yourself to increase their client base by 50% in less than 6 months?"

The key to asking the prospective clients such questions is to give them a chance to introspect and then agree to what you've asked. You are involving them to think, analyze, and confirm that they need what you have to offer.

After they have answered your questions, tell them how you can help them. Do not forget to give testimonials worth mentioning from your company's client base to prove your credibility. Remember, customers always believe what has already been done, rather than what is going be done.

Once you have convinced the customer to avail of your services, work towards scheduling an appointment. It is very important to frame your sentences properly when you make an appointment. We have been prioritizing the need of the customer all this while, however, now you need to stop presenting him with options.

For example, instead of saying something like, "Great, so when can we meet to discuss the plan?", say this, "Great, I have a free time slot between 4-5 in the evening tomorrow, will that work? If not, then I will be free at 6 pm the day after. What would you prefer?"

Framing a question like this would not only make the customer think that you're a busy person with many meetings to attend, but also compel him to choose one of the two choices you have put forth. Make sure that you schedule the appointment within 24-48 hrs from the conversation, as they say, "Strike when the iron is hot".

Also, give your contact details to the customer and say, "I request you to take down my contact details. Please inform me if you are unable to make it, so that I can allot this time slot to another customer."

This is the confirmation line in the script that should be used on the day of the scheduled meeting. Like how you receive a call from your dentist in the morning to confirm an appointment, similarly, you must call the customer and do the same.

Saying something like, "Good morning Mr. (name of customer). This is (your name) calling from (name of company). I'm calling to confirm our appointment scheduled later today at (time)." After the customer has confirmed the appointment, say something assuring to make him anticipate it.

You can say something like, "I promise that you will leave the meeting as a satisfied customer. If you have any questions, you might want to write them down so that we don't miss out on anything."

The last line is very important to put forth. You see, this line projects your concern towards the customer's need, rather than sounding desperate to make a sale.

The role of a sales script is to successfully confirm the meeting with the customer, and eventually commence the sale.

An important tip while framing the sentences in a sales script, is to see yourself as a difficult customer. Evaluate and omit the lines that come off as monotonous, dull, desperate, or expected by the customers. Include lines that sound catchy to a customer.

Remember, the basic idea of writing a script and practicing it well, is to appear confident, assuring, and assertive in a way that appeals to consumers. So, incorporate the aforementioned points in your script and get ready to win the market. All the best.