How to create a sales script

Sales Scripts for Phone Sales: How to Boost Cold Call Efficiency

A sales script is a pre-prepared scenario that helps a sales manager guide a conversation with a client, avoiding common mistakes and increasing conversion through a structured approach. By understanding how to create a sales script, you can achieve significant improvements in cold calls, effectively handling objections and addressing client needs.

Phone sales require a specific approach: information must be conveyed quickly and clearly to keep the client's attention. A script helps a salesperson stick to key stages of the conversation, including identifying needs and responding to objections. This approach makes the process more convenient for both sides and increases the likelihood of closing a deal. A structured script minimizes errors and creates a logical sequence of questions and answers, aimed at engaging the client.

Target Audience Analysis: How to Prepare a Phone Sales Script

To make a script truly effective, it's important to carefully analyze the target audience. A well-conducted analysis helps understand what interests clients, as well as their pain points and needs. By identifying key characteristics of the TA, you can better determine what to focus on. For example, if a client prioritizes cost savings, the script should highlight the benefits of the product from that perspective.

Additionally, CRM systems can be used for a deeper analysis and personalization for each client. CRMs store the history of client interactions, allowing conversations to be conducted based on available information. For example, the ScriptCaller service integrates CRM data directly into the script, enabling managers to see up-to-date client information during the conversation and personalize the approach. This helps build trust and demonstrate an understanding of the client's needs.

A data-driven script prepared with client information helps not only improve phone sales but also tailor the approach to various categories of the TA, making conversations more personalized.

Structure of a Sales Script: Stages of Client Interaction

An effective sales script takes a structured approach to each call, dividing the process into essential stages that help guide client interactions. Below is a detailed description of the stages involved in a well-crafted phone sales script, starting from the greeting to closing the deal. These stages help capture attention, identify client needs, and formulate the offer in a way that increases the chances of a successful sale.

Greeting

The first stage of client interaction is the greeting. It is recommended to start the call by addressing the client by name to create a friendly, trustful atmosphere. This gesture increases client engagement and builds a more personalized connection, immediately encouraging conversation. Using the company’s corporate style demonstrates professionalism and instills trust. Appropriate opening phrases, such as “Good afternoon, my name is [Name] from [Company],” help create a positive impression in a short time. The greeting should be concise and non-intrusive to respect the client’s time and smoothly transition to the next stage.

Setting the Purpose and Interest

After the greeting, it’s essential to quickly state the purpose of the call and explain why the client might want to continue the conversation. Here, capturing attention from the outset is key, as this reduces the likelihood of a conversation refusal. Explain how your offer aligns with the client’s interests or needs, possibly mentioning how the product or service could benefit them. Stating the purpose not only helps maintain the client’s attention but also prepares them for the next stage, where their needs will be addressed. This is especially important in phone sales, where every second is crucial for keeping the client’s interest.

Identifying Needs

At the needs identification stage, the manager should ask questions that help better understand what the client truly needs. This stage in the sales script provides a structured way to uncover the client’s pain points and offer a solution. Questions may be clarifying or open-ended to allow the client to freely express their expectations. This approach avoids a generic script and makes the interaction more personal, enhancing trust. Sample phrases for this stage include, “Please tell me, what’s important to you in [product/service name]?” Properly identified needs simplify handling objections and increase the likelihood of closing the deal.

Product Presentation

After identifying the client’s needs, it’s important to conduct a product presentation effectively. At this stage, you should highlight the benefits of your product or service, focusing on the aspects that are most relevant to the client. The presentation should be brief but informative, avoiding overload with unnecessary details. Here, it’s crucial to steer clear of generic descriptions and focus on benefits that will particularly interest the client. For instance, you might say, “This product addresses your issue with [problem name], helping you [benefit related to the problem].” A good product presentation brings the client closer to making a positive decision.

Handling Objections

In the objection-handling stage, the manager should be ready to answer common questions and client concerns. It’s important to remain calm and confident, demonstrating professionalism and a willingness to help. Client objections may relate to price, lack of information, or doubts about the necessity of the service. Effective sales scripts usually contain pre-prepared answers to typical objections, such as “It’s expensive” or “I’m not ready yet.” For example, you might say, “I understand your concerns, but our product offers [benefit], making it worth the price.” This approach to objections helps the client see the product’s value and build trust in the company.

Closing the Deal

The final stage of the script aims to offer a proposal that encourages the client to take action, whether it’s making a purchase, setting up a meeting, or subscribing. Here, it’s important to summarize the conversation and emphasize the advantages of the solution. The closing should be gentle but persuasive so that the client feels confident in their decision. For instance, you might say, “Let’s complete your order so you can soon enjoy the benefits of [product/service].” This kind of conclusion helps the client make a decision without hesitation, finalizing the deal.

Practical Examples and Phrases for Sales Scripts

Well-chosen phrases in a phone sales script help a manager smoothly transition from one stage to another, maintaining the client's interest and creating a positive impression. This section includes examples of phrases that facilitate transitions between script stages, as well as phrases to avoid in order to not come across as intrusive or unprofessional. These tips help make the conversation more natural and productive.

Sample Phrases for Stage Transitions

Greeting and Establishing Contact:
- “Good afternoon, [Client’s Name]. My name is [Your Name], and I represent [Company Name]. May I take a couple of minutes of your time?”
- “Good afternoon, my name is [Your Name]. I would like to share how [our product/service] can help you with [problem/need that the product/service addresses].”
It’s important to create a positive impression from the first few seconds. Using the client’s name and politely asking about their time creates a friendly tone for the conversation. This helps establish contact and avoids coming across as pushy.
Setting Purpose and Interest:
- “Today, I would like to share how our product can simplify [task name] and offer more benefits in [product’s area of application].”
- “My goal is to provide you with all the information about [product/service] so you can assess if it’s right for you.”
At this stage, phrases help the client understand why the conversation may be useful. Avoid words that sound too obliging, like “I’m sure this is what you need.” Instead, invite the client to evaluate the benefits independently.
Identifying Needs:
- “Please tell me, what is important to you in [product/service name]?”
- “What could improve your current situation with [problem/task]?”
- “Could you share which requirements are most important to you when choosing [product or service]? This will allow me to suggest the option that best meets your needs.”
This stage is crucial for gathering information, and it’s important not only to ask questions but also to listen carefully. Open-ended questions help to better understand the client’s needs and personalize further communication. The phrases should sound non-intrusive and emphasize the product’s benefits, sparking the client’s interest and easing any tension in the conversation.
Product Presentation:
- “Our product [product name] can help you solve [problem name] by providing [key benefit].”
- “Are you interested in how [product feature] can make it easier for you to [task/need]?”
The product presentation should target the client’s needs identified in the previous stage. Focusing on key benefits rather than listing all features helps avoid information overload and keeps the client’s interest.
Handling Objections:
- “I understand your concern, which is why we offer [feature/benefit] to address that issue.”
- “Concerns about cost are normal. However, given that [product benefit], our clients often note a high return on investment.”
Handling objections requires prepared responses to maintain confidence. Avoid phrases like “You just don’t understand,” as they can cause irritation. Instead, acknowledge the objection and provide a helpful response.

Below are common objections and response options:
Objection: “It’s too expensive”
1. Response: “I understand, the price may seem high, but it reflects the quality and reliability of the product. Our clients often note that thanks to [product’s key benefit], the costs are quickly recovered. Shall we discuss how this investment could help you?”
  - Explanation: This response shows you understand the client’s concerns about price and emphasizes that the cost matches the product’s value.
2. Response: “I agree, price is an important aspect. That’s why we offer several plans that can suit different budgets. Let’s explore together to find the best option for you.”
  - Explanation: Emphasizing that pricing varies based on client needs helps the client feel the company is flexible and willing to accommodate their requests.
Objection: “I need to think about it”
1. Response: “Of course, a decision requires time. May I send you additional information or perhaps answer questions to make it easier for you to decide?”
  - Explanation: This response reduces pressure and offers additional assistance, showing you’re willing to support the client without rushing them into a decision.
2. Response: “I understand. Is there something causing hesitation? I’d be happy to answer any questions to provide you with all the information you need to make a decision.”
  - Explanation: This response opens a dialogue, helps clarify the client’s reasons for hesitation, and builds trust.
Objection: “I’m not interested”
1. Response: “I understand, the offer may seem irrelevant. Perhaps it would be helpful to clarify which tasks are currently a priority for you? This way, I can suggest how our product might benefit you specifically.”
  - Explanation: This question clarifies the client’s actual needs, making it easier for them to express specific expectations.
2. Response: “Thank you for letting me know. I work with clients who have similar needs to yours, and I’ve seen how our product helped them with [problem solution]. May I explain further?”
  - Explanation: This response conveys the product’s value based on other clients’ experiences, potentially sparking interest and reducing resistance.
Objection: “We already have a similar product”
1. Response: “Great, that means you already understand the importance of such solutions. Our product offers [unique advantage], setting it apart from others. Perhaps you’d be interested in learning how it’s particularly useful?”
  - Explanation: This emphasizes the product’s unique aspects and potential improvements over the current solution.
2. Response: “It’s great that you already have a tool for [product’s purpose]. Some clients combine our solution with existing systems to expand functionality. May I explain how that works in practice?”
  - Explanation: This focuses on integration possibilities, sparking interest in enhancing current client solutions.
Objection: “I’m not sure we need this”
1. Response: “I understand, it can be challenging to immediately assess the need for a new solution. Our clients with similar tasks have noted that the product helps them [resolve a specific issue]. Let’s see how it could assist you?”
  - Explanation: This response helps the client consider the product from a different perspective and understand how it might benefit their business.
2. Response: “Thank you for your honesty. I can share a few key cases where our clients found the product particularly helpful. This may help you better understand its potential.”
  - Explanation: Focusing on real examples and cases builds trust and presents the product from a practical standpoint.
Objection: “I don’t make these decisions”
1. Response: “I understand. Could you tell me who in your company might be interested in such proposals? I could send them a brief product overview for their consideration.”
  - Explanation: This response helps identify the decision-maker without pressuring the current contact.
2. Response: “Thank you for the information. May I leave some materials with you to pass on to your colleague who handles these matters?”
  - Explanation: This allows the conversation to end respectfully and preserves contact, avoiding any sense of pushiness. Here is the complete translated continuation of the text as requested:
Closing the Deal:
- “Shall we discuss how we can start working together? I can arrange [option] for you right away.”
- “We can take the first step towards [desired client outcome] right now. What do you think?”
At the end of the conversation, it’s important to gently guide the client towards action. Posing this as a question instead of a direct request makes the proposal softer and less intrusive, increasing the likelihood of a positive decision.

Anti-Phrases to Avoid

To successfully close a deal while maintaining a professional image, it’s essential to exclude phrases from the script that may come across as pushy, rude, or overly self-assured.

Overly definitive statements: Avoid phrases like “You absolutely need this” or “This is definitely the right fit for you.” Such phrases create pressure and may cause the client to resist.
Clichéd expressions: Phrases like “The best product on the market” or “We’re number one” sound unconvincing and can raise doubts. It’s better to highlight specific benefits that are relevant to the client.
Excessive familiarity: Refrain from using terms like “Buddy” or “Hey” if they do not align with the company’s communication style. This can appear unprofessional and may alienate the client.
Words with negative connotations: Words like “Problem” or “Drawback” create a negative tone. It’s better to focus on the positive aspects of your offering.

By choosing the right phrases and avoiding anti-phrases, you can foster a high-quality interaction with the client, keeping their interest at every stage of the conversation.

Script Configuration and Testing

Creating a sales call script is just the first step. For the script to be truly effective, it needs regular testing and adaptation. Testing is important because it reveals weak points in the structure of the conversation and allows for adjustments to meet the specific requests and expectations of clients.

The Importance of Testing

Testing not only allows for practical assessment of the script but also enables operators to provide feedback based on their daily interactions with clients. The ScriptCaller service helps streamline this process: operators can leave comments on specific parts of the script, pointing out problematic areas. For example, they may indicate if certain parts of the script lack key product or service information, or if there are client questions that lack prepared answers. This simplifies the process of script improvement, taking into account both operator experience and actual client requests.

Collecting Performance Data

To refine the script, analyzing call results is essential, and here a CRM system becomes invaluable. It helps collect and organize data for each call, enabling sales managers and leaders to track key metrics: call duration, the success rate of deals, and the frequency of objections. Based on this data, it’s possible to identify successful phrases, points of resistance, and suggest solutions to improve conversion rates. Integrating CRM with ScriptCaller analytics makes the optimization process more convenient and accurate, allowing real-time tracking of the impact of changes.

Conclusions and Recommendations

An effective sales script requires not only thoughtful initial writing but also constant refinement. Key recommendations for creating a successful script include:

Test and improve. Don’t assume that a script written once will remain effective forever. Regularly gather feedback from operators and analyze call results to understand what elements work and which need adjustment.
Address objections. Pre-formulate responses to common client objections and incorporate them into the script. Handling objections effectively builds trust and increases the likelihood of a positive outcome.
Focus on client needs. Aim to understand the client’s needs from the first seconds of the conversation and tailor the product presentation to these needs. Personalizing the script helps increase the client’s interest and makes the sale more natural.

Continuously refining the script based on call analysis and operator feedback helps maintain high sales effectiveness and adapt to market changes.