Sales Training

Everything You Know About Sales Scripts is Wrong, Part 2

Today we will go into how your script should fit into your sales process and campaign.
Jared Braverman
Marketing Director
July 3, 2019

Sales Scripts - Conception and Process

Welcome back to our series on sales scripts. In part one, we talked about how old fashioned sales scripts simply talked at prospects while modern sales scripts are about talking with prospects. Today we will go into how your script should fit into your sales process and campaign. Your sales team deserves it.

Why can't I just write my script?

A script that is written without understanding the campaign sales process and your goals is going to fail. Understanding the prospect, your campaign structure and measurable performance is the heart of good sales process,and the sales script sits at the center of it. You might think of the script as merely a detail,  but it’s at the ground zero of your success.

Preparing your script idea - process, persona and expert opinion

The key to creating a winning sales script is in preparation. Facts need to be prepared, the flow of the script needs to tie into your sales structure, and the script should have measurable outcomes in it’s flow while still being warm and conversational. As we talked about in one of our prior pieces, understanding the sales process is very important for success.  

Sales campaign and purpose - what do you want to talk about with the prospect?

Since your sales script needs to be part of your sales process, you need to identify the purpose of your campaign, and what your desired end results are.

Each of your campaigns should of course have a seperate sales script. How to create a sales campaign is a bigger question than we can discuss here, but a sales script needs to address these questions:

First, consider the buyer persona. Who are you talking to? What are their pain points, what problem can you help them with? Ideally, you will have already constructed buyer personas to guide your marketing and sales efforts. A series of guided questions can help you identify these points and work on helping to solve the prospect’s problem.

Then, consider the campaign goal. What do you regard as success? These should be measurable outcomes. What is a conversion to you?

The type of lead is also important. A warm lead with prospect information will be easier for the salesperson on the line to customize. An example of this  is a lead which has already expressed interest and has been qualified by an SDR, for example. The rep will be able to immediately jump to pain points and address value propositions based on what the prospect needs.

Cold leads, on the other hand, will be be addressed by more standardized introductions and questions. In both cases, sales conversations should be to the point yet also empathetic. The job of the salesperson is to listen to the prospect and help with solutions, not rush through the script.

Research and credibility - how to make data points actually interesting

One big issue with sales calls and presentations is dealing with boring information. The call is about the prospect and their problems, not about your products features. So, when composing the script, these things should be kept in mind:

  • Personalize everything to the prospect, as much as you can. This can be hard in the case of cold leads, which is why a set of probing yet empathetic questions needs to be crafted. Qualifying questions  are essential to determine whether or not the prospect is a good fit. These questions are also essential in figuring out how you can best help the prospect. They bring you and the client together, and are at the heart of your script and the sale flow.
  • Make sure that your info sources and expert opinions are concise and deal directly with the client’s issue. Have citable sources; with data that shows the superiority of your offering and illustrated solutions to their issues and problems.


As you research and prepare to write out your script, make sure to use credible data, use cases and documentation that not only speaks to not only your product features but to the story and needs of the prospect and their business. If you keep the three principles of process, persona and expert opinion in mind, you’ll go along way to making the case for your product or service in your script.

What do you think of our points and process? Do you agree? Disagree? Do you need help with script development? Reach out to us at or tweet to @weareoverpass. We want to hear from you.

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