What is a sales script

A sales script is a script of a conversation between a manager and a client, built according to a certain algorithm and containing templates for answers to possible objections of the interlocutor.

Simply put, sales scripts are cheat sheets that help a manager build a conversation with a potential buyer and direct the conversation in the right direction, bringing the interlocutor closer to buying a product or service. They suggest what to say in each case, as well as how to avoid difficult situations and not lead the conversation into a dead end.

Such blanks are used in almost any business sector where one way or another you have to interact with customers.


A well-written script increases the likelihood of a successful transaction and minimizes the influence of the “human factor” on the outcome of the conversation. This is not a rigid set of specific answers. Each of them can be adapted to the situation and the client.

Scripts are used to work with incoming customer calls, for outgoing cold, repeated, periodic contacts (calls and meetings), for taking orders from regular customers, for working with claims and refusals, for developing cross-selling, etc.

What the script consists of (examples are given in brackets):

  • greeting and establishing contact;
  • identification of needs;
  • product/service presentation;
  • handling objections in the style of “I don’t need it / I need to think about it / it’s too expensive”;
  • closing the deal.

Factors that increase the efficiency of scripts

Good knowledge of their offers (product, service), their advantages and benefits – unlike competitors;

good knowledge of competitors’ offers;

competent oral speech and clear diction, without hesitation and pronunciation defects;

a solid vocabulary, the absence of slang words and expressions, parasitic words, profanity and jargon in speech;

a pleasant timbre of voice and intonation that can win over a client and arouse confidence and interest;

maintaining a positive background of the conversation, smiling during the conversation;

the skill of quick orientation in the context of a conversation;

the ability to be tactful and listen to your interlocutor.

You can develop a script yourself or with the help of specialists. It is also possible to search for a ready-made script on the Internet.

Sales script goals

Sales scripts are a pre-designed scenario of interaction with a client, starting from the moment of the first greeting and ending with the completion of the target action. The goal of a sales script is to increase the likelihood of a planned targeted action by a client.

The target action is a specific, unambiguously measurable result, which should end this contact with the client. For example, in case of retail sales in a store, this is actually a fact of sale (there may also be an addition in the form of filling out a bonus program questionnaire); when working at an exhibition, the target action can be – filling out a questionnaire and getting contacts; in cold calling, the target action can be an appointment or a “lead” – the primary interest and the expressed need of the client, or a completed client card with predetermined information, etc.

If the sale is not carried out in one phone call, then the entire chain from acquaintance to sale is divided into stages. At the same time, the end of each of the stages will have its own target action, and for each stage its own script is prescribed, again, starting with a greeting and ending with the achievement of a specific goal of the stage.

Accordingly, the script has a constructive basis – a “skeleton”, so to speak – this is a prescribed step-by-step algorithm of actions that maximally provides for possible turns of the conversation and the client’s reactions. And what is based on this basis are ready-made speech modules, which, ideally, are prescribed taking into account the knowledge of psychology, the specifics of the business and the practice of the most successful sellers.

The pipeline is effective where there is a large flow of fairly simple operations of the same type. And it becomes unprofitable where products are created in small batches, or even in single copies (reconfiguring the conveyor is longer and more expensive). And also where we have not yet been able to break the process into simple operations due to the fact that each time the choice of actions depends on too many factors. (The key word here is “yet”. In fact, almost any human activity – even the most complex or “creative” one – can be algorithmized and broken down into simple operations.

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