The ultimate guide to sales scripts

Welcome to the ultimate resource for your sales script needs! Whether you're a seasoned sales professional or just starting out, you know that a well-crafted sales script can be the key to opening doors and closing deals. That's why we've assembled an extensive collection of sales script templates designed to give you the edge in various selling scenarios.

Here, you'll find everything from templates for engaging an interested prospect to strategies for handling the uninterested, managing objections, and even making crucial follow-up calls.

Our templates are more than just scripts—they are a roadmap to successful sales conversations.

But we don't just hand you the templates and leave you to it. We guide you through the essentials of what makes a sales script effective. You'll learn the elements of a successful call, how to tailor your script to your audience, and the best practices that set top salespeople apart.

We understand that sales is not just about talking—it's about connecting, understanding, and solving problems. That's why our templates and tips focus on what to say and how to listen, respond, and build relationships.

With these tools at your disposal, you'll be equipped to turn every elevator pitch into an opportunity. Let's dive in and explore how you can enhance your sales approach with our comprehensive collection of sales script templates and tips.

What is a sales call script?

A sales script is your conversational compass in the world of sales. It blends predefined talking points with a structured approach to guide interactions with prospects. 

Think of a sales script as a playbook for your sales strategy that prepares sales representatives for various conversational twists and turns, equipping them to answer common queries and smoothly navigate objections.

However, it's crucial to understand what a sales script is not. It's not a rigid script to be followed verbatim. Instead, it offers a framework that allows flexibility, personalization, and the crucial ability to improvise. This adaptability is key, enabling reps to build rapport and align their approach with each prospect's unique needs and personalities.

What is a cold call?

Cold calling is the art of initiating a conversation with potential customers who haven't previously shown interest in your product or service. 

Despite the initial unfamiliarity, a successful cold call script targets individuals who fit the ideal buyer persona—those likely to find value in your offering.

The relationship between cold calls and sales scripts

Cold calls and sales scripts are two sides of the same coin in the world of sales. While cold calling is the act of reaching out to potential customers without prior contact, sales scripts are the tools that guide these conversations.

A cold call is like stepping into unknown territory. You're reaching out to someone who might not be familiar with your product or service and who hasn't shown prior interest. This is where a well-crafted sales script comes into play. It serves as a roadmap, helping you navigate the conversation in a structured and flexible way.

A good sales script for cold calling anticipates the common scenarios you might face, including initial resistance or skepticism. It helps you quickly establish a connection, introduce your offering, and respond to questions or objections naturally and engagingly.

While cold calling is the method, a sales script is the means to make this method effective. It's about striking the right balance—using the script as a guideline while also personalizing the conversation to the unique individual on the other end of the line. This combination of preparation and adaptability is what can turn a cold call into a warm lead.

Elements of a successful call

Cold calling can feel like navigating uncharted waters, and being unprepared is a surefire way to miss out on potential sales. Here's what your sales team needs to make each call a success:

• Researched: Knowledge is power. Understand who you're calling by researching your prospects, finding commonalities that have led to success with similar customers.

• Scripted (to an extent): While each call is unique, a baseline script can guide you through the conversation, helping you steer towards a successful outcome.

• Personalized: Balance your script with personal touches. Tailor your approach to resonate with each prospect, allowing for dynamic shifts based on their responses.

• Prepared (for objections): Objections are inevitable. Arm yourself with practiced responses that come across as natural and confident.

• Positive: Attitude is everything. Maintain a positive demeanor throughout, regardless of the call's direction.

• Practiced: Remember, practice makes perfect. The more you rehearse your approach, the better your chances of making that 'sale.’

How to create a successful sales script

Crafting a successful sales script is about balancing structure with engagement. Your script should keep the call focused and cover all critical points without sounding monotonous or rigid. Here's how to strike that balance:

Define your offering

Start by pinpointing the exact product or service you're offering. It's essential to understand and articulate your value proposition clearly. Focus on how your offering addresses the specific pain points of your prospect. Explain precisely how your solution can ease their challenges, rather than jumping between different solutions. Highlight the key benefits of your core offering and its impact on making their job easier.

Know who you’re selling to

Preparation is key. Research the buyer persona and the specific challenges faced by your target audience. Understand their industry, their competitors, and their role within the company. Use resources like LinkedIn to gather insights about their professional interests and challenges. If you end up speaking with the wrong person, politely ask for the contact details of the appropriate person to talk to. Tailoring your approach based on these insights can make your call more effective and personalized.

Create a connection

Use the information you've gathered to personalize the call. Mention relevant details about the company to show that you’ve done your homework. A small but crucial detail is to pronounce their name correctly. It shows respect and attention to detail, which helps build a connection.

Address pain points and ask questions

Directly address the customer’s pain points. Prepare to ask meaningful questions that uncover deeper insights into their challenges. Questions like, “What aspects of your current solution aren’t working?” or “What’s hindering you from achieving your goals?” demonstrate your genuine interest in their situation and willingness to help.

Deflect objections

If the prospect seems hesitant, reassure them you’re not pushing for a sale immediately. This approach can ease the pressure and keep the conversation going.

Sell your value

Share concrete examples of how your product or service has been helping other companies with similar challenges. Use real metrics and success stories to underline the value your solution offers. Speak naturally and focus on delivering facts that highlight the impact of your product.

Ask for what you want

Wrap up the call by proposing a follow-up meeting or appointment to discuss your product or service in more detail. This direct approach shows confidence in your offering and respects the prospect's time by suggesting a dedicated session to explore the solution further.

9 Sales script templates

Every call in sales is an opportunity, and the right script can be your secret weapon. Here are nine tailored scripts to handle different scenarios and make each conversation count.

Sales script for an interested prospect

This script is perfect when you've got an interested party on the line. It capitalizes on their interest by diving right into how your product or service can benefit them. It's effective because it's direct and focused, quickly establishing the value you bring. Use this sales pitch when a prospect has shown clear interest, either through previous interactions or immediate enthusiasm during the call.

Hello, [PROSPECT’S NAME]. This is [YOUR NAME] from [COMPANY]. How are you today?

I wanted to give you a quick call because we’re working with a few companies similar to yours who are looking to [SOLUTION OFFERING], and that’s what we do. Can I have a few minutes of your time to talk about how we can help you get your [OFFERING] where you want it to be?

[Prospect answers—if no: try to set up another time to talk—if yes: proceed with the script]

Can you explain what you’re using now and what results you’re getting?

[Prospect explains]

Good news. We should be able to help you via our [SOLUTION]. Are you available [DATE] to meet with me and [COLLEAGUE] to explain how our features like [FEATURE], [FEATURE], and [FEATURE] can help you [GOAL]?

Sales script for an uninterested prospect

This one's a needle mover for engaging prospects who initially seem uninterested. It's brief and to the point, respecting their time while piquing their curiosity about your solution. Use it when you sense hesitation or disinterest from the prospect. It's designed to quickly shift their perspective and open them up to a potential discussion.

Hello, [PROSPECT’S NAME]. This is [YOUR NAME] from [COMPANY NAME]. I understand your time is valuable, so I’ll be brief. We offer [SOLUTION OFFERING], and I believe it could significantly benefit your business in [SPECIFIC WAY].

I'm not here to sell you anything right now, but I'd love to have a quick 5-minute chat about how we might be able to help you with [SPECIFIC ISSUE]. Would [DATE/TIME] work for you, or is there a better time to discuss this briefly?

Sales script for voicemails

In scenarios where a voicemail greets you, this script ensures you leave a concise, compelling message. It focuses on the key benefit of your offering, prompting the prospect to consider a callback. It's most effective when you've missed a direct call and want to leave a lasting impression that encourages a response.

Hey, [PROSPECT’S NAME], this is [YOUR NAME] from [COMPANY]. I'm calling companies in [INDUSTRY] to discuss [BENEFIT YOUR SOLUTION PROVIDES]. 

Please give me a call back at [YOUR PHONE NUMBER]. I'll follow up with an email on [DAY OR TWO LATER]. Looking forward to hearing from you, have a good day.

Sales script for follow-up via phone calls

This script is tailored for follow-up calls, building on previous conversations. It's structured to remind the prospect of your last discussion and then smoothly transition into how your solution can further benefit them. Ideal for use after an initial call that showed promise, it helps cement the relationship and advance the sale.

Hey [PROSPECT'S NAME], this is [YOUR NAME] again from [YOUR COMPANY] NAME]. How are you doing today?

[Wait for a response, then remind them of your previous call]

That's great to hear. I was following up on our call from [LAST WEEK/MONTH]. You'd mentioned [OBJECTION OR NEXT STEP]. Were you able to [NEXT STEP PREVIOUSLY DISCUSSED]?

[Adjust based on response]

If discussing a proposal: "I was thinking more about how [YOUR COMPANY] can help [PROSPECT'S COMPANY], and I thought you might be interested in some results from [CLIENT]."

If they needed to consult someone: "I have some great resources that might help when you talk to [BOSS'S NAME OR POSITION]. Would you like me to send them over?"

Sales script for follow-up via voicemail

When your follow-up call hits a voicemail, this script comes in handy. It's brief yet informative, reiterating the prospect's pain points and offering additional help or resources. Use it when a follow-up call is unanswered, but you want to maintain the momentum and keep the conversation alive.

Hey, [PROSPECT’S NAME], this is [YOUR NAME] from [YOUR COMPANY] NAME]. I was thinking more about [THE PAIN POINT THEY MENTIONED], and I wanted to [SHARE A RESOURCE/GIVE MORE DETAIL]. Give me a call back at [PHONE NUMBER] when you have [FIVE/TEN MINUTES]. Thanks so much. Have a good day!

Sales script for working with a gatekeeper

Gatekeepers can be your allies if approached correctly. This script acknowledges their importance and seeks their opinion, which can help get through to the decision-maker. It's most effective when navigating through a gatekeeper to reach a potential client.

Hi [GATEKEEPER'S NAME]. This is [YOUR NAME] from [YOUR COMPANY] NAME]. I'd like to talk with your team about [BENEFIT OR OFFER], but I’m not completely sure it's the right fit. Can I steal 10 minutes to get your opinion? I know your time is valuable, so I promise to keep it short.

[If they agree, schedule the call. If they decline, politely ask if there's another appropriate contact.]

Sales script for breakup via phone call

Use this script when you need to follow up on a previous call that didn't elicit a response. It’s tactful and focuses on reiterating the value of your solution, potentially reigniting the prospect's interest. It’s particularly effective when a prospect has gone cold, but you believe your solution still aligns well with their needs.

Hi, [PROSPECT NAME]. How are you?

[Let them answer]

I didn't hear back after our call last week, but I know things can get busy this time of the year! You mentioned [PAIN POINT OR CHALLENGE]. I really believe [YOUR SOLUTION] can address this challenge effectively. [OPTIONALLY, ADD STATS FROM CASE STUDIES].

Would you like more information on this? If not, no worries at all, just let me know, and I can let you get back to your work.

Sales script for breakup via voicemail

This script is for when you need to leave a final message on a prospect’s voicemail after several attempts at contact. It’s succinct and respectful, emphasizing the key benefit of your offering one last time. Use it courteously to conclude your attempts while leaving a positive impression.

Hey, [PROSPECT NAME], I'm not sure if you got my [CALL/EMAIL/VOICEMAIL] from last week, but I wanted to touch base one last time to see if you’re still interested in [THE BENEFIT YOU OFFER/FREE TRIAL, ETC.]. If so, please call me back at [PHONE NUMBER]. I don't want to waste your time, so this will be my last call. Take care!

Sales script for managing objections

This script is a powerful tool for handling common objections. It demonstrates understanding, empathy, and offers a solution to their concerns. It’s most effective when a prospect presents an objection, as it helps to reassure them and keeps the door open for further discussions or a demo.

Hello, [PROSPECT’S NAME]. This is [YOUR NAME] from [COMPANY]. I hope you’re doing well today. 

[Listen to their response, then address any objection they might have]

I understand your concerns about [OBJECTION, e.g., budget, timing, etc.]. Many of our current clients initially had similar reservations. We found that our [PRODUCT/SERVICE] helps in [ADDRESSING THE SPECIFIC OBJECTION]. For example, [BRIEF CASE STUDY/EXAMPLE].

I'd love the opportunity to discuss this further and show you how we can [PROVIDE A SOLUTION/ADD VALUE]. Would it be possible to schedule a quick product demo or meeting to explore this in more detail? How does your schedule look next week for a brief 20-minute chat?

17 Sales script tips and best practices

To enhance your sales call effectiveness, here are additional sales tips and sales call script examples to elevate your approach and maximize success.

Deep research for hyper-personalization

Deep research is the cornerstone of personalization in sales calls. By thoroughly understanding your prospect's activities, interests, and professional background, you can tailor your approach to resonate with them. 

Start by exploring their LinkedIn profile to understand their professional interests, group engagements, recent employment changes, and content interactions. This information allows you to personalize your call around topics that are meaningful to them. It's an effective strategy to transform cold calls into warm interactions and ensure you address the prospects' specific needs and interests.

Create a structured outline

A well-structured script is key to effective cold calling. It should include an introduction, where you state your name and company—an opener that personalizes the conversation—the reason for calling, clearly outlining what you offer—a value proposition, highlighting your unique selling points and targeted qualifying questions to gauge interest. 

Finally, end with a clear close, directing the prospect towards the next step, whether it's booking a demo or scheduling a meeting. This structure ensures you cover all necessary points while maintaining a natural flow in the conversation.

Build an environment to focus

Creating a focused environment is crucial for successful cold calling. Set personal goals, such as a specific number of calls within a designated time frame, and reward yourself upon achieving these goals. 

If necessary, find a quiet space to minimize distractions. This disciplined approach helps maintain focus and productivity, increasing the quality and effectiveness of your calls.

Cold calling for learning

Treat cold calling as a learning process. Reflect on each call to identify areas for improvement. Pay attention to where prospects typically lose interest or object, and adjust your script accordingly. Sticking to proven scripts initially is advisable, but as you gain confidence, experiment with different approaches to find what works best for you. 

Listening back to your calls can provide insights into, not just what you say, but how you say it, helping you refine your approach.

Prepare for objections

Expect and prepare for objections and rejections, which are a normal part of the sales process. The more calls you make, the better you'll understand common patterns in objections. Develop strategies to address these, like offering a brief call time to discuss further or asking about the best time for a quick chat. Handling objections skillfully can turn a dismissive prospect into an interested one.

Timing and trigger events

Timing is crucial for cold calling. Research and understand the best times to call your prospects. Additionally, keep an eye out for trigger events like new hires, mergers, or funding rounds in your prospect’s company, as these can be opportune moments to reach out. Monitoring behavioral triggers, such as email opens or website visits, can also provide timely cues for making a call.

Be an active listener

Active listening is crucial in sales calls. It not only shows that you're genuinely interested in what the prospect has to say and helps build trust. By repeating and confirming key details, you demonstrate that you fully engage and understand their needs. Use this approach to solidify the connection with the prospect and ensure that your solution accurately addresses their specific requirements.

Sample script:

“To ensure I've got this right, you're seeking to boost employee productivity and require a system that integrates seamlessly with yours, correct? Excellent. Just to confirm, you're also interested in a demo to understand how it functions, right?”

Measure interest before diving in

It’s important to gauge a prospect’s interest early in the conversation. This approach shows respect for their time and helps you tailor the discussion based on their response. 

If they express interest, you can dive deeper into your pitch. Use this tactic when initiating the call to set a positive and respectful tone for the conversation.

Sample script:

“Hello, [PROSPECTIVE CLIENT NAME]. This is [YOUR NAME] from [YOUR COMPANY]. How are you today?

We have some new solutions that have effectively assisted others with recruiting and training marketing team members. Would you be interested in hearing more about this?”

Set time expectations

Clearly stating the expected duration of the call upfront can make your prospect more likely to engage. It sets a respectful boundary for the conversation, showing that you value their time. This tactic is particularly useful when you sense the prospect is busy or hesitant to commit to a longer conversation.

Sample script:

“Hi, [PROSPECTIVE CLIENT NAME]. Thank you for taking my call. Could you spare two minutes for me to outline why I'm calling and address any queries you might have about our product?”

Highlight product benefits

Emphasizing how your product addresses specific problems is a key strategy. Using real-world examples and aligning them with the prospect’s pain points makes your pitch more relatable and compelling. This approach is effective when you want to demonstrate the practical impact of your product or service.

Sample script:

“I'm [YOUR NAME] from [YOUR COMPANY], and we specialize in software that enhances overall customer experience.

I'd like to share some best practices and discuss how companies similar to yours are leveraging our solutions to meet customer communication preferences.

Could we arrange a 30-minute chat this week to dive into these benefits?”

Showcase what makes you different

Distinguishing your product from competitors is vital. Respectfully highlighting what sets you apart can capture a prospect's interest and establish your product’s unique value. Use this strategy when a prospect is familiar with or currently using a competitor's product.

Sample script:

“Great to hear you know about [YOUR COMPETITION]. While similar, we're pioneers in relationship management. Our range of customer service tools is tailored for businesses of all sizes.

How about a 20-minute demo next week to see what sets us apart?”

Use social proof

Utilizing social proof like testimonials and case studies can significantly boost your credibility. Demonstrating the effectiveness of your product through others’ experiences can be a persuasive tool, especially when dealing with skeptical prospects.

Sample script:

“Hi! I’m [YOUR NAME] from [YOUR COMPANY].

We're committed to exceptional customer service, much like [YOUR COMPANY]. We've aided businesses like Doordash in boosting their CSAT scores by 70% and helped Jetblue reduce customer wait times by 30% through automation.”

Mention if it’s a referral

Referrals are a powerful way to establish immediate credibility and trust. When a prospect knows that a colleague or industry peer has benefited from your service, it can significantly influence their decision. Use this approach when you have a mutual connection with the prospect.

Sample script:

“Our mutual colleague, [NAME] from [COMPANY], recommended us after experiencing significant results with our purpose-built marketing CRM.”

Be clear about the next steps

After a successful call, it’s important to be explicit about what comes next. This clarity helps maintain momentum and guides the prospect toward the next phase in the sales process. Use this when you sense the prospect is interested and ready to move forward.

Sample script:

“Our automation features could revolutionize your team's efficiency. How about a demo next Wednesday or Thursday for 20 minutes to showcase the impact on your ticket times and productivity?”

Be polite and persistent 

Persistence, combined with politeness, can be effective, especially if the prospect is initially hesitant. Highlighting the value and benefits of your offering while respecting the prospect’s decisions can eventually lead to a positive outcome. This approach is best when you encounter initial resistance.

Sample script:

“[PROSPECTIVE CLIENT NAME], integrating [YOUR COMPANY] with your systems can elevate your customer experience. How about a 15-minute demo next week to see how our solution can benefit your business?”

Leave voicemails

In a digital world, a well-crafted voicemail can make you stand out. It’s a personal touch that can differentiate you from others who rely solely on emails or texts. Use this tactic when you can’t reach the prospect directly and want to leave a memorable message.

Sample script:

“Hello, [PROSPECTIVE CLIENT NAME]. This is [YOUR NAME] from [YOUR COMPANY]. I’d like to discuss how we can enhance your customer experience. You can reach me at (555)-867-5309, or I’ll follow up with an email. Looking forward to connecting.”

Remove barriers

Positioning your discovery call as a low-pressure, informative conversation can make it easier for the prospect to agree to further discussions or demos. This approach is effective when you want to engage the prospect without overwhelming them.

Sample script:

“Would you be open to a no-obligation Zoom call next week for a demo to see how we can improve your operations? Wednesday or Thursday for about 20 minutes would be great.”

That's a wrap! With these sales script templates and tips in your arsenal, you're all set to tackle any outreach sales call with confidence. 

Remember, these scripts are just the starting point. It's your personal touch, active listening, and adaptability that will truly make each conversation resonate with your prospects.

Practice these scripts, make them your own, and watch as your sales conversations turn into opportunities for growth and success. At Freshworks, we're here to support you every step of the way, providing a unified CRM and insights to enhance your sales journey. Here’s to more successful calls and stronger customer connections. Let's get selling!