If you’ve been wondering how to make a sales call script that your team will actually use, it’s easier than you’d think.
After years of managing inbound and outbound sales conversations for hundreds of businesses across multiple industries, we’ve learned at Responsive Answering Service that the teams that are successful with scripting don’t sound robotic; they sound prepared.
Why You Need a Sales Call Script
A sales call script is not a teleprompter. It serves as a framework to ensure your reps stay on track when the conversation takes a turn you did not expect, and it will.
The biggest benefit of a solid script is consistency across the team. When every rep follows the same basic format, you can finally start measuring what works and what doesn’t. Without a script, you’re comparing apples to whatever each rep decides to say that morning.
A good script does not limit your team. It provides a framework for your team to lean on so they can focus on listening rather than trying to come up with what to say next.
What Are the Essential Elements of a Good Sales Call Script?
There are five key elements to every effective sales call script.
Strong Opening
You have approximately 10 to 15 seconds before the prospect determines whether to continue listening to you or find a way to leave the call. The opening should establish who you are, why you are calling, and what is in it for them.
Clear Value Proposition
Within the first 30 seconds of the call, the prospect should be able to clearly understand what problem you solve and why it is important to them. Not your whole product suite. Just the one thing that is relevant to the call.
Speak to the outcome, not the feature. “We reduce missed inbound sales calls by 60%” will resonate much more than “We provide 24-hour/7-day a week answering services.” The first speaks to a problem. The second speaks to what you do, which the prospect doesn’t care about yet.
Discovery Questions
Good discovery questions are open-ended and allow the prospect to speak freely. Your goal is to understand the prospect’s situation well enough to position your solution as the correct fit, or to qualify them out quickly if it is not a fit.
Do not stack questions one on top of the other. Ask one, listen to the full response, and then proceed with the next question based on what the prospect has told you.
Dealing with Objections
Every sales call will encounter obstacles at some point. The most common objections are predictable, and therefore the script should include frameworks for your reps to draw upon in the moment.
The tone of the rep is everything. If the rep sounds defensive or like they are reciting lines, the prospect will shut down. The script provides the foundation for the rep to deliver the message.
A Strong Call-to-Action
Never conclude a sales call without establishing a clear next action. “Let me know if you are interested” is not a close. It is a method for losing the sale quietly.
Regardless of what it is, agree on the next action prior to hanging up.
See our guide, Why Is It So Important to Rely On a Specialty Answering Service, to learn more about the power of a reliable answering service.
Creating an Effective Sales Call Script Step-by-Step
Step 1: Establish the Objective of the Call
Not all calls are attempting to close the sale. Some are qualification calls. Some are appointment setting calls. Some are follow-ups. The script should reflect the objective of the call.
Step 2: Determine Your Target Audience
The language used for a VP of Operations will differ significantly from the language used for a small business owner wearing multiple hats.
Step 3: Map the Call Flow
- Introduction and opening
- Value statement
- Discovery questions
- Objection management
- Closing and next steps
Step 4: Write It Conversationally
Read every single line of the script out loud. If it reads like something you would read off of a PowerPoint presentation, rewrite it.
Step 5: Test, Record, and Revise
A script is never completed after the initial draft. Implement the script, record the calls (while obtaining the appropriate consent), and review what is working and what isn’t.
For more tips and tricks, see our guide, What Makes A Great Virtual Receptionist and How to Find One.
Mistakes to Avoid When Creating a Sales Call Script
Some mistakes to avoid:
- Reading the script verbatim. The prospect can tell. The script is a framework, not a screenplay.
- Including too much detail in the script.
- Failing to consider the tone and pace.
- Never revising the script.
Final Thoughts
A sales call script is about clarity, confidence and consistency. A well-written script gives your representatives a guide to help ensure all calls move in the correct direction. A sales call script, when written correctly, will not only make your representatives appear more polished, but will result in increased revenue.
At Responsive Answering Service, we have the background and expertise to help your business thrive with a powerful sales call script. Contact us today.
FAQs
In most cases, yes. Teams that consistently use a structured call framework tend to produce higher levels of consistency in conversion rates than teams that don’t use a scripted call format.A sales call script typically ranges from a half page to two pages in length.No. Representatives need to become familiar with the overall flow and key talking points of the call.Yes. While the overall structure of a sales call script can remain the same, the language, examples, and value statements should be tailored to the specific industry you are targeting.
