How To Write A Winning Sales Call Script

Sales call scripts can be extremely helpful in helping you close the deal. We share 5 tips to transform your script to get you more wins.
Reading time: 5 minutes

Whether you’re making cold calls or follow-up calls, outbound selling is an extremely effective method to generate more leads. In fact, 41% of salespeople said that phone calls are still the most effective sales tool

Given the nature of outbound calls, many SDRs turn to sales scripts to guide them through their pitch — to serve as a safety net for when they forget important points or have trouble answering cold call objections

Then again, there are many reps who use sales scripts that focus on everything except the value their product or service provides. Without this foundation, even the most skilled sales executives won’t sell water to a thirsty person.

In this post, we’ll share tips on how to develop transformative sales call scripts that will win your clients without trying too hard. Let’s dive right in!


Break down the different components of your call script

To pace your script effectively, you need to know what goes into it. Below are the common parts of a sales call script:

  • Introduction: This includes greetings along with a short introduction about yourself. You can also include a question to help set things into the next stage of the call.
  • Agenda: State the purpose of your call. Then show them a glimpse of the potential solution to their problem with the help of your business.
  • Pain points: State the common pain points prospects have and why it’s happening in their organization. From here, you can dig deeper regarding their issues about asking industry-related questions.
  • Pitch: Introduce your product or service as the solution to their pain points and briefly describe how it works.
  • Benefits: Limit the benefits to three relative to the issues experienced by the prospects. Also, discuss what makes your solution different from the rest.
  • Call to action: Provide concrete steps of what the prospect needs to do next after the call.

Using this format for your script, you already have the structure to build upon your sales call script. 

This makes it much easier for your sales team to measure your sales call performance. They can then make suggestions or changes to it.

Identify your target audience

Most of the sales call script depends on who you’re talking to. Each prospect you’re talking to holds a particular position in a specific industry with certain needs and demands.

Identifying what these are will help you create a buyer persona that is a collection of your ideal clients’ characteristics. 

You can also profile your current clients according to their demographics, psychographics, and even technographics (which assess prospects according to their technology stack). This way, closing prospects who share similarities with your current ones should be easier.

To help you expedite the process, use a customer relationship management (CRM) tool. There’s no beating CRM and its benefits, especially if you want to cultivate better relationships with your audience. It achieves this by helping you store information about your clients and prospects in a single place and write down notes about each. 

With a proper buyer persona in place, you can develop scripts with a single person in mind instead of drafting a single script for each prospect.

Doing this also requires you to reach out to prospects who fall under your buyer persona. By attracting the right prospects, you increase the chances of closing them into clients with your script.

Determine how the product's benefits solve your prospects' pain points

After building your buyer persona, you must figure out how your business can alleviate your prospects’ pain points. 

Ideally, you want to be looking at potential issues preventing them from growing and pulling in more revenue. And if your sales calls aren’t working as well as you’d like, you’ll also want to analyze your sales process to improve your results. For example, have you done enough research to personalize your approach? 

There are different types of pain points a business experience, and you can categorize them into four:

  • Finances: Is the prospect spending too much money with the current product they’re using or the service provider they’re with.
  • Process: Is the business running inefficiently with multiple bottlenecks and stopgaps slowing down the process? In line with these questions, what tools and software are they using to implement their processes? These questions also pertain to productivity: are people in the organization wasting too much time waiting for something to happen before continuing with work?
  • Support: Is their customer support more of a liability than an asset to their business? Why?

From here, you can narrow down which among your products and services serve as a solution to any of their pain points.

Once you’ve identified that service, you need to break it down into its pros and cons. You want to focus on its benefits and how they nicely solve your prospects’ pain points. But it would be good to know its shortcomings as well. 

Having a full understanding of your product enables you to write your script away from what it can’t do and focus on what it can. You don’t want to cast a spotlight on your product’s shortcomings. Instead, maximize what the benefits of your product can do for your prospects.

Give the floor to the prospects

Ironically, one of the primary purposes of the sales script is to listen to what your prospects have to say. This is one of the top outbound sales mistakes people make. After all, a call is a conversation, but not if you’re the only person talking.

You must space out your script to give room for prospects to speak. You don’t want to bombard them with too much information at once. Pace your script to discuss only a handful of ideas before engaging with them with a question. 

Regarding the questions you’ll ask, make sure to get more than just a “yes” or “no” answer from them. Even better, ask them questions about pain points related to their work.

Ask them questions that engage them on a deeper level to show that you’re trying to understand them professionally and personally, allowing them to trust you even more.

At the same time, such questions allow you to extract information from them that you can use to help sell your product or service much more effectively. 

After you’ve gained valuable information about what is important to them, you’re ready to start talking about the value your product or service can bring.

BONUS: Practice, practice, practice!

Just as important as the sales call script is its delivery. While this isn’t part of writing a script, it has everything to do with your credibility and how the prospect perceives your interest in them.

It’s not unusual for a sales call to run off the track. This happens when prospects ask a question or do something that isn’t part of your script.

In line with this, another issue with representatives regarding sales calls is sticking too much to the script. When something not according to plan happens during the call, some either freeze up or awkwardly continue with the script and pretend nothing happened.

Objections from prospects are common during outbound sales calls, and inexperienced reps will cause your sales outreach to fail.

Your representatives must strive to stay within the script, and they can only do this by adapting to unexpected situations on the fly. And that only works if they practice the script until they’re comfortable enough to make calls. 


Your outbound sales call effort is an integral part of your marketing campaign. While inbound marketing is arguably much more affordable in the long run, outbound sales allow you to acquire more sales in a fraction of the time.

And regarding sales calls, it all boils down to how you draft your script. Keeping it simple can help your business, and it starts by following the tips above.

Ultimately, you should emphasize the value that your business brings to prospects, allowing them to solve their pain points and generate more revenue moving forward.

Picture of Christopher Jan Benitez
Christopher Jan Benitez

Christopher is a freelance writer for hire who specializes in the digital marketing field. His work has been published on SEO and affiliate marketing-specific niches.

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