Sales Scripts Start with a Sales Plan

Whether you are a software, retail, or service business, selling your product requires planning and forethought. Before you and your employees start pounding the pavement and making cold calls, create a sales outreach strategy and plan.

How do you do that?

First, bring your sales managers and sales reps together. Identify your company’s selling points, weaknesses, target audience, and frequently asked questions. Document everything that sets you apart from your competitors. Then craft the following:

Objection Handling Statements

List as many barriers, obstacles, or objections your customers may use as reasons to reject your company or product. Some common ones include high price, lack of urgency, or already having another product in mind. Create compelling responses that rebut each objection you can identify. These are your objection handling statements.

So for example, when a prospect says, “We are looking closely at your competitor, XX”, respond by highlighting your current customers’ success rates using your product. “We have 98% customer satisfaction from thousands of customers also in your vertical who rely on our software daily.”

The Elevator Pitch

The usefulness of having an elevator pitch for your product or service is that it’s short and to the point. How short and to the point? If you are in an elevator with a prospect and they inquire what you sell, members of your sales team should be able to tell them before they arrive at their floor. Of course, you can use this anywhere, but the concept is that this statement quickly highlights your product or company. The right elevator statement should be brief (less than 30 seconds), clear, and memorable.

Here is an example our sales team here at Sonary might use: “With our reviews, we highlight your product so you gain brand recognition by being seen by millions of high-intent buyers looking for specific solutions. We drive relevant prospects to your site so you sell more solutions, faster.”


Pin down the price points for your products. When negotiations start, make sure your team knows what leeway they have with discounts and incentives. Do you offer discounts for upfront payments? Free trials? An example for software as a service, or SaaS, pricing may be, “Our flat-rate pricing is $400 a month for full access. We offer a free month to businesses that pay upfront, annually. Access all features for free with our 14-day free trial.”

Unique Value Proposition

This is the hook for your customers. Clearly articulate what it is about your company and/or product that sets you apart from your competitors. Why are you the preferred provider? Capture the unique qualities of your product and show why you have the perfect solution for the customer. Slack’s value prop statement is an example of one of the best. “Make work life simpler, more pleasant and more productive.”

Crafting the Script

You’ve done the hard work and defined your product and your ideal customer. Now, before your salespeople start dialing, supply them with script templates specific to your company. Create some sample conversation openers and closers, mix and match the pieces from your sales guide for the conversation, and you can craft a script for any occasion, from emails to events to phone calls. Give even the most seasoned professional the confidence that every sales call and sales pitch will get them one step closer to a deal.

Here are some tips to get you started crafting different sales call scripts.

Cold Calling Tips

Cold calls can instill fear in almost any salesperson, but they don’t have to. Outbound sales calls are a chance to build rapport with a potential client.

This sample cold call script assumes agreeable responses from the client.

“Hello [prospect name]. This is [name] calling from [company name]”  Pause for the response.

“We have a mutual friend [name drop].” Establish a connection, follow the small talk.

“I work with other companies like yours, and I’ve found that [value proposition] is something they all want.” Get to the point fast. You may also use the elevator pitch here.

After this, you will be tempted to say, “Is this something you want?” Don’t do it, as that opens you up to a “no,” and an end to the call.

Instead, say, “How do you achieve this?” The open-ended question leads to a discussion of how they do business.

Now that you have their attention, invite them to a demo using your scripted blurb. Don’t forget to send a follow-up email.

Our sample cold call script template – Download Now. 

Tips for Discovery Calls

Discovery calls are designed to assess whether the client is a good fit for your product. They have shown interest, so now is your chance to get to know them and “discover” if they are a good prospect. The BANT sales qualification method is one technique to use. BANT, developed by IBM, stands for Budget, Authority, Need, and Timeline. This call is very direct, you need the answers to BANT, but you want to take a subtle approach to avoid an interrogation-like call.

Here are a couple of sample sentences to use in a discovery script:

Instead of “What is your budget?”, generate discussion. “What sort of budget do you usually allocate to a project like this?” Have your pricing information close by.

To determine who has the authority to make a decision about purchasing your product ask, “Who’s the decision-maker for something like this?”

Assess their needs by asking, “What are your biggest pain points today?”

Ask a follow-up question to determine the timeline. “How quickly do you want to address those issues?” Have your common objection handling statements nearby to address their barriers to moving forward.

Follow-Up Calls

Your follow-up call is the chance to address the concerns your prospect raised previously. These calls work best if you sent a follow-up email after your initial discussion or voicemail. The email should include the date and time of call, agenda and/or talking points, and copies of any material you will reference.

Start with your customary “Hi, how are you,” but don’t get too caught up in the small talk. You have a time limit and you want to respect the customer’s time as well.

Remind them of the reason for the call.

“When we spoke before, you were concerned that [problem] was leading to [negative business result].”

Now move right into how your product or service can solve the problem and lead to a positive outcome.

If they offer an objection, explain how the product overcomes their specific objection. During the discussion, you may need to rebut numerous objections.

“It looks like our product could be a good fit for you. I will email you our pricing options and give you a call back next week to discuss them.”

Immediately send an email with all the details.

Sales Scripts and Other Tips

Get peace of mind that your sales team is all on the literal same page with a tried-and-true sales script that can help everyone close deals more often. Even your first-time callers can get their foot in the door with a script that helps break the ice.

Find more resources in our Learning Hub. At Sonary, we provide you with the knowledge to make better-informed business decisions. We offer software reviews for eCommerce, Merchant Services, POS, Payroll Services, and more.

Sonary’s Basic Cold Call Sales Call Script Template – Download Now.