Script

Definition

A script is a prepared set of statements and questions used during sales calls or outreach. It structures conversations, guiding sales professionals through talking points and anticipated objections. Scripts help ensure consistency, improve conversion rates, and streamline communication. Commonly applied in lead generation and customer outreach, a script can be adapted for different scenarios and sales stages.

Why Use

• Maintains consistent messaging on every sales call.
• Prepares team to handle challenging objections smoothly.
• Improves efficiency and confidence in lead qualification.
• Enables training and speedy onboarding of new staff.

Core Concepts

• Opening statement to quickly engage the prospect.
• Qualifying questions to identify opportunities.
• Objection handling techniques for common pushbacks.
• Clear call-to-action to move the process forward.
• Adaptability for different products or buyer personas.

Examples

Scenario 1: A sales representative opens a call with, "Hello, this is Alex from Acme Corp. May I ask about your current email solution?"

Scenario 2: When facing pushback about pricing, the script directs the rep, "I understand budget is a concern. Can I share how we improve ROI for clients in your sector?"

Common Pitfalls

• Sounding robotic and failing to personalise scripts.
• Ignoring buyer responses in favour of sticking to script.
• Overlooking necessary updates for new products or services.

See Also

For related approaches, see Call Script, Objection Handling, Lead Qualification, and Value Proposition.