Hi folks!
Every week, I’m sharing a practical, hands-on guide on how to run your small business better.
Today’s topic: creating a sales script that steers the conversation the way you want – to close the deal!
Before we start:
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The Playbook: How to create a sales script
Why do you need sales scripts?
Imagine going into a sales conversation cold: you don’t know what to say, how to pitch, or handle even the basic objections.
As a salesperson, you would look unprepared and unprofessional.
And the odds of closing the sale would be slim to none.
On the other hand, a well-built script can do the opposite — it can give even a junior salesperson the tools they need to sound professional, handle objections, and close the deal.
One common misconception: your scripts should not be word-for-word.
Sales scripts should not be rigid, inflexible checklists that make you sound like a robot (we’ve all gotten those calls).
They should be guides. The most successful sales calls will be improvised, letting the sales person have a real conversation that’s informed by your script, not dictated by it.
And the golden rule: use simple, clear language. Make your script easy to understand. Make sure anyone can grasp what you’re offering, without any specialized knowledge.
Where should you start?
There’s one principle that guides everything.
The prospect is always thinking: “What’s in it for me?”
Everything should focus on the client and providing value. Customers only care about what you can do for them.
Prep work
If you’re in B2B sales, spend the time to understand the landscape of your potential clients. What challenges do they face? Who are the big players? What solutions are other companies offering them?
If you’re working through a short enough list, it’s worth doing a little footwork on each client. Check their website, your contact person’s LinkedIn, or other social profiles.
The more you can understand your client, the more prepared you’ll be.
The script
1. Introduce yourself
Greeting: Start with a professional yet warm greeting to set a positive tone for the conversation. If you are not professional enough, you might come across as disrespectful. You should sound genuine and not overly rehearsed.
Personal intro: Quickly introduce yourself by name and your role in the company. This establishes your authority and sets the stage for the professional nature of the call.
Company intro: Provide a succinct but compelling introduction to your company. Highlight your core services, your expertise in the industry, and any accolades or notable achievements. This builds credibility and interest.
Hook: This could be a provocative question, a surprising fact, or a concise statement that highlights a common problem your service solves. The first few seconds of your interaction can make or break the engagement, so start with an opening that grabs attention.
Example: "Good morning/afternoon, is this [Prospect’s Name]? Hi, my name is [Your Name], and I’m the [Your Position] with [Your Company Name]. We're leaders in [describe your service area briefly], dedicated to [short mission statement or company goal]. Over the past [X years], we've helped businesses like yours achieve [key outcome or benefit]."
2. Establish the Connection
Purpose of call: Clearly articulate why you’re calling — but don’t dive into a sales pitch yet. The goal is to arouse their interest, so they want to keep listening.
Permission to proceed: Asking for permission shows respect for the prospect's time and can make them more receptive to listening to what you have to say.
Example: "I’m reaching out today because we’ve developed some cutting-edge solutions in [industry/service area] that have been game-changers for our clients. I’d love to briefly discuss how we might be able to do the same for you. Do you have a moment to talk about how we can help [achieve a specific goal/improve a specific area]?"
3. Do a needs assessment
Open-ended questions: Craft questions that require more than a yes or no answer, encouraging the prospect to share detailed information about their needs, challenges, and goals. Dig deep: ask clients about what they struggle with the most.
Use the 5W1H questions (Who, What, When, Where, Why, How) to gather information.
Listen actively: Demonstrate active listening by summarizing their points, asking follow-up questions, and showing empathy. This builds rapport and trust.
Example: "To make sure I understand your current situation and how we can best help, could you share more about the challenges you’re facing in [specific area]? For instance, how is [a specific issue they might face] impacting your business currently? What objectives are you aiming to achieve in the short and long term?"
4. Present your value proposition
Tailored solutions: Use the information you gathered during the needs assessment to present your services as the solution to their specific problems. .
Focus on what value the client would receive and how their lives or business would improve.For example, instead of just saying "We offer 24/7 IT support," say "You’ll finally have peace of mind with our 24/7 IT support.”
Differentiators: Clearly articulate what sets your services apart from the competition. This could include your methodology, technology, team expertise, customer service excellence, or success stories.
Incorporate stories and anecdotes: Use real-life examples that illustrate your points and show how you’ve helped similar clients. This makes your sales message memorable and relatable.
Example: "Based on what you've shared, our [specific service] is perfectly positioned to help you overcome [specific challenge] and achieve [specific goal]. What sets us apart is our unique approach to [issue], which has enabled us to [share success metrics or a brief case study]. This approach could be particularly beneficial for you because [relevant reason to their situation]."
5. Handle objections
Prepare for common objections: Don’t expect a prospect to open their wallets after hearing your first pitch — especially if you’re selling higher-ticket services or products. Anticipate and prepare responses to the most common objections, such as price concerns, contract terms, or doubts about effectiveness.
Empathy and reassurance: Show that you understand their concerns. Use testimonials, case studies, or data to reassure them of the value and effectiveness of your services.
Example: "I completely understand that [common objection], and it’s a valid concern. Many of our clients felt the same way before seeing the results for themselves. For example, [briefly describe a case study or testimonial that addresses the objection]. This is just one of many examples where we’ve been able to [outcome], and I’m confident we can achieve similar results for you."
6. Close the conversation
Call to action: End the call by suggesting . a specific next step that is easy for the prospect to agree to, such as a follow-up meeting, a demonstration, or receiving additional materials.
Express appreciation: Thank them sincerely for their time and consideration, reinforcing the value you place on the opportunity to work with them.
Example: "Can we schedule a short follow-up meeting next week to discuss how we can help you with [specific service/solution]? It would be a great opportunity for you to ask any further questions and for us to explore how we can tailor our solutions to meet your needs exactly. Thanks so much for your time today, I really appreciate it."
7. Follow-up
Confirmation: If a meeting is scheduled, send a calendar invite as soon as possible, and include a brief agenda that outlines what will be discussed. This shows professionalism and helps keep the meeting top of mind for the prospect.
Thank you note: Send a personalized thank-you email after the call, expressing gratitude for their time and reiterating any agreed-upon next steps. This helps maintain a connection and reinforces your commitment to addressing their needs.
The final step: test and refine your sales script
Your first draft won’t be perfect. Practice with team members and adjust based on what resonates best. Use feedback from potential clients and refine your script accordingly.
And that’s it!
What do you think? Hit reply and let me know.
Michael
P.S. A reminder — Scalepath members get access to a library of playbooks like this one but with more “meat on the bone”. Plus new releases every week, templates, expert video calls, and a great community to connect and learn with. Apply today!
