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The Ultimate Guide to Creating Sales Scripts that Help you Win

The Ultimate Guide to Creating Sales Scripts that Help you Win

Chetna Sabharwal
Chetna Sabharwal
November 11, 2022
5 min read

Michael, a sales rep at a leading B2B SaaS organization, took his work quite seriously. He was diligent, believed in following a sales checklist, and prepared well for his sales interactions with prospects. Before making a cold call, he always revised his buyer persona and re-read the important points from his research about the prospects. That sounds like a dream rep, right?

Aye, aye, captain Specter!

He sharpened his persuasion skills and went head-on to make that sales call. Michael had everything he needed, from skills to research, but he didn’t take one important tool along.

His sales script.

He was confident he didn’t need one. He dialed the lead’s number, and this is how it went…


"Hello Bob, this is Michael from Sales Intelligence International. Have I caught you in the middle of anything?"

The call went on for 5 minutes, and Bob started asking some tricky questions. Michael was ready and had an answer for everything, but suddenly with the unexpected objection, he lost track of the questions and lines he needed to ask and say.

The call went on for another 15 minutes, and with so much on his mind, Michael forgot to close with a CTA.

Ah, the absolute bitter taste of regret!

Had he taken a pre-written sales script with him, the result would have been completely different. He could have covered the important points and navigated smoothly through the call.

A sales script is the ultimate guide to help you with objection handling, cover the important points, stick to the flow, and leave room to answer the prospect’s concerns.

Your sales script is your map in the sea so that you don’t get lost. So, it is imperative that you create a sales script template that helps you close deals and increase your conversion rates.

How to write a sales script that boosts sales?

Know your target audience

A generic sales call script might just help you get started, but unless you tailor it to the prospect’s challenges, you are still far from success. Depending on the industry, prospects face different pain points and have different needs and preferences.

Hone in on your target audience and know who you're selling to. A crisp sales script that is specific to the prospects you are dealing with and tailored to suit specific buyer personas can help you win.

If you know your prospects, you'll know where to hit the hammer.

To create a to-the-point script template, you need thorough research that includes the prospect’s pain points, their competitive landscape, and their goals. It should include relevant questions and important talking points with personal insight about your potential customer.

With sales intelligence tools (like Wingman), you can identify common pain points and mold your responses accordingly in your cold call script.

Tout the bigger-picture

Your product might be loaded with features, but how does it impact the SaaS business in the end?

Does your solution increase productivity?

Will it help in cost-cutting?

How does it help your prospect in their day-to-day challenges?

Your sales script shouldn’t just go on and on about features. Rather, it should contain at least three key benefits. For example, if you are providing a recruiting service, then tell your potential customers the benefits of your service like:

  • Shortens the time it takes to place a new hire.
  • Reduces internal time spent searching, screening, and interviewing applicants
  • Helps with onboarding and training

Also, make sure that your sales call script covers the bigger-picture results that your product or service will generate.

Link the benefits to pain points

There are oh-so-many benefits that your product or service provides, but when you are talking to your prospect, which ones should you talk about?

Your leads turn into qualified leads when they have some pressing issues that need to be resolved and which your product/service will help solve. In the previous section, you must have framed the benefits. In this step, gather your prospects’ key pain points and link them to the benefits.

Wondering if you are a sales rep or a therapist? 

Like in the previous examples, one of the pain points that your potential customer is facing could be that it takes too long to get the desired results from a new hire. List out those problems and concerns and incorporate them into your script.

Ask questions about your prospect’s pain points

You can’t be cold on the cold calls. Be thoughtful and probing. Ask insightful questions that establish sincere interest. It shows that you have done your homework and that you have faith that your product is just what your prospect needs to fulfill their requirements and solve their pain points.

Once you know their pain points, frame some qualifying questions that shed light on every challenge that you've included in your sales script.

Ask questions like:

  • Is the elongated onboarding process for new hires impacting your business operations?
  • If you had [your product’s value point], would it help you onboard the new hires faster?
And then wait and watch as they realize your product's value by themselves.

By asking such questions, the SDR appears as a friend helping the potential customer solve their concerns.

When to stop talking

Everyone likes to be heard. And being a good listener is a very important quality of a sales representative. Leaving enough room in the sales script allows the prospect to share the pain points, ask questions, and give comments. These insights are essential to the entire sales process and will help you close the deal.

You don't want to be Jim Carrey in this case.

Take the help of your sales team and read your sales script to them. If you get the feedback that your pitch is more like a narrative rather than a conversation, you  would need to step back and rework your script. Remember, if you want to sell, you want your prospect to talk. After all, it is not an ad; it is an outbound sales call - the whole point is to converse, build rapport, and unearth crucial aspects of your prospects’ business. So, don’t forget to leave space for the prospect to speak in your script.

Ask questions like:

So, [mirror what your prospect had said to you on call earlier]. Am I correct?

What are your quarterly goals?

Is there anything else that I haven’t mentioned and you would like to add?

What's your biggest priority at the moment?

You need to make your prospect want to answer you and tell you more about their problems and areas where they need help. Pausing and lending an ear to listen sure goes a long way and also helps you build trust.

Close with a call to action

All's well that ends well. This applies to your sales pitch too! 

Your salespeople should have closing statements in mind before every phone call. And when you are about to end the call, don’t ask questions like “Does that interest you?” Instead, add a call to action (CTA) to your script template.

Now is the time to schedule an appointment or get them to book a demo. Refer back to the sales call objective. The prospect will not move through the sales pipeline unless they are pushed to take the initiative. Helping them take the next step is the best way to grab their attention and take control of the process.

Sales script example to help you ace the next deal

Introduce yourself with a zing 

"Hello [prospect’s name], this is Tracy from Sales Analytics Ltd. Is this a good time to talk?"

Set the agenda and give an overview of your top selling & value points

"Perfect. I am calling to share a few insights into how we can help you boost your sales by analyzing your sales calls:"

[Talk about your product’s value points]

Use qualifying questions to.. well.. qualify your leads

"Could you quickly tell me:"

[qualifying questions to establish if your prospect is a good fit]

Befriend them by sharing some common pain points

"Oh, okay. Well, we know that businesses like yours face [pain points]. Do these areas concern you?"

Time for the meaty part of the convo - the value proposition

"I understand that you are currently concerned about these three [pain points] Our product offers [product feature] that help you drive [product benefit] to boost your [required business metric].” 

Closing statements

“I do not want to take more of your time right now. You seem like a busy one. But I am definite we can help you solve the problems you have shared. Let’s talk about it in more detail over our next call. I can tell you more about how we can employ [product’s feature] to help you solve [pain point]."

That went well.

If you think you can schedule a meeting then and there, don’t hold back. Nothing else could be better than that!

You need a sales script to navigate through a sales call, but what happens when the prospect changes the course of your sales call? When going gets tough, Wingman helps you sail through your sales calls.

Smooth? Nah! Very smooth. More like streamlined. (Pun-alert!)

Wingman - an intelligent sales buddy to make sales easier

With Wingman, your sales script works according to the plan. It offers the data you need to anticipate objections and understand your prospect.

  • Wingman delivers actionable insights from your sales calls in just a matter of clicks.
  • It records your sales calls so that you can go back and go over the script that you’ve been using.
  • Wingman helps you understand your prospect’s behavior and moments of hesitation as you’re pitching to them.
  • Metrics like talk-to-listen ratios tell you when to stop talking and let the prospect speak.
  • Integrates seamlessly with messaging apps like Slack and other business and CRM tools.

Curate your sales call scripts and the ultimate formula for success with Wingman’s sales intelligence! Book a demo today!

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