What Is a Sales Script?

Of all the enablement content you can develop for your sales team, sales scripts are some of the most valuable. That's especially true for new hires and people without tons of experience. But even seasoned sales professionals can use this content to leave an impact on potential buyers.

So, what is a sales script anyway?

Simply put, it's a guide that helps your sales reps communicate more efficiently with prospects. Contrary to popular belief, scripts don't have to be word-for-word speeches. Reciting something verbatim often sounds forced and opposite to what you want.

Think of a sales script more like a list of key talking points. It might include product information, competitor intelligence, pricing data, etc. Whatever the case, the goal is to provide your salesforce with a clear strategy and an easy-to-follow conversational structure..

Why Use a Sales Call Script?

Now that you understand the definition of a sales call script let's talk about the "why."

There are many reasons why sales scripts should be part of your sales enablement arsenal.

Have you ever tried cold-calling someone blind? It's a nerve-wracking experience! Sales can be stressful enough as it is, and having to come up with appropriate responses to questions and objects on the spot only makes things worse. Scripts can eliminate some of that stress, making it easier for your reps to approach calls confidently.

But that's not all.

Scripts can also be the thing that helps you sales professionals close more deals. A strong sales pitch will provide consistency to your company's messaging. More importantly, they can help your team navigate challenging conversations.

Every prospect is different. A big part of sales is knowing how to adapt your techniques to cater to the unique needs of each sales lead. But let's be honest: That's not always possible unless you have tons of real-world experience selling to all market segments. For the average sales professional, coming up with responses on the spot is challenging.

A sales call script takes care of the heavy lifting. Reps can follow the guide, know precisely what to see, and make a positive impression on potential buyers. All the while, they can remain personable and develop a good rapport with every prospect they try to sell to.

Examples of Sales Scripts in Action

Need help writing a good sales script? You're in good hands!

Sales pitch scripts come in many forms. What works for your company won't necessarily work for others. The key is to develop multiple scripts that cover all conversational scenarios.

This isn't something you want to "wing." A bad script can be as harmful as not having one! To help you avoid missteps, here are several sales script examples you can use to build content for your salesforce.

The Cold Call Opener

The dreaded cold call! Is there anything more daunting in the sales world? A cold call is when a sales rep calls someone who fits your target demographic but isn't considered a lead. The goal of a cold call is to cultivate a lead and hopefully guide them through the sales pipeline.

Not everyone responds well to cold calling, so scripts must be strategic. Best practices for cold call scripts are to remain light and informative. Most scripts include qualifying questions, allowing reps to paint a picture of what a product or service can do.

While some reps can close deals during cold calls, the main priority is to turn the prospect into a lead for the future.

The Follow Up Call

The follow-up call script typically occurs when the prospect has shown some interest. However, your sales rep wasn't able to make a full pitch. Maybe the call was cut off, or the prospect didn't have much time to talk. They expressed interest, and your reps are looking to further the buyer's journey by following up for more information.

During this call, scripts can provide essential product information points. They can also include responses that keep those on the other line interested.

The Discovery Call Script

The discovery call is similar to the follow-up. However, it's usually the first time a sales professional truly gets to know the prospect. It's called the "discovery" call because your reps get to learn more about the person's unique problems, ask questions, and figure out how your company's product or service fits the bill.

During this call, you learn more about the lead and gain more insight that you can share with the entire team.

Sales scripts are a must for the discovery call. It needs to be a two-way conversation with questions and responses. A good sales script will have some interactivity, focusing on validating pain points and keeping things positive.

The Objection Handling Script

Here's one of the most challenging types of calls to navigate without a script. Objections will arise from prospects as they go through the sales pipeline. Few people decide to make an outright purchase without toying with the idea and the potential drawbacks.

Objections are just that; They're the reasons a prospect doesn't want to go through with a deal. There are countless types of objections, and they all seem pretty valid at face value.

An objection call script flips these conversations on their head. The goal is to have a response to every objection a potential buyer might have. You want to reassure them that the purchase is worth it, blasting through their hesitations to make buying the product seem like an obvious choice.

The Product Demo Script

Sometimes, prospects need a little more convincing before they make a purchase. That's where the product demonstration comes in.

During this interaction, your sales rep will show the lead what your product can do for them. They might go through its features, provides a hands-on demonstration, or talk about some of the bigger-picture feats it can achieve.

The point of a product demonstration is to show why a prospect needs this product, stressing that it's an essential buy they can't live without.

The Closing Sales Script

Finally, there's the closing sales script. Once you're reps reach this point, they're about to cross the finish line! But it's not over yet.

The closing script provides that final push. You have many ways to approach the closing argument, and how your agents interact with potential clients depends entirely on the conversation thus far. A good script lets them choose the appropriate closer for the situation, avoiding any last-minute changes that remove the deal from the table.

Ensure the Right Enablement Resource Is Always Ready

The importance of a sales script is in its definition. This core enablement content helps your representatives communicate more efficiently with prospects. They ensure that your team always says the right thing at the right time, driving new sales with every conversation.

If you want to make this enablement resource (and more) readily available to your salesforce, turn to Flockjay. This all-in-one platform is the ultimate sales content and enablement software. It puts the right content in front of every rep, giving them all tools they need to succeed.