SALES | 9 MIN READ

The Ultimate Guide to Sales Scripts (With Examples)

Written by Michael Halper

@michael_halper

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.

Access Now: 16 Free Sales Voicemail Script Templates

(Or, skip straight to the examples.)

How to Write a Sales Script

1. Identify a product or service to focus on

2. Hone in on your target audience

3. Develop your benefits

4. Link your benefits to pain points

5. Ask questions about those pain points

6. Don't talk too much

7. 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.

Originally published Oct 11, 2020 12:16:00 PM, updated October 15 2020

Topics: Cold Calling