Download this complete kit to get a sample sales script. This document will provide you with one cold call script, one cold email message, one voicemail script, one appointment script, and one objection rebuttal list.
Example Scenario
To help you use this sales script kit, here is an example scenario in which we use our process to create a sales script and sales message. We created this after analyzing a cold call from a salesperson selling sales outsourcing services. If you want to hear that cold call and our full analysis, you can do that here – Cold Call for Sales Outsourcing.
Open With a Pattern Interrupt
The first step in the sample sales script is a brief cold-call introduction. One change that we like to make from what most salespeople do is we recommend replacing the question of “How are you doing today?” with the question of “Did I catch you in the middle of anything?”, which can look something like this:
Hi Tom, it is Michael Halper calling from Outsource Pros. Did I catch you in the middle of anything?
This small change can have a big impact on your ability to open cold calls because it is a pattern interrupt. The question asking how you’re doing is what most salespeople do, so when you do something different, it snaps the prospect out of autopilot mode and gets a more live, authentic response.
It also makes you sound more familiar and less professional, as if it were something a friend or colleague would ask. This can not only help build rapport but also minimize the likelihood of triggering the prospect’s guardedness.
Share Your Value Proposition
The next step in this sample sales script is to share your value proposition by saying something like:
The reason for the call is that we help businesses to:
- Get more clients and revenue
- Increase sales revenue from new clients
- Generate more leads
- Decrease time spent generating leads
This can be effective because it differs from what most salespeople do: the most common approach is to explain or describe what they sell at the very beginning of a cold call. And while that might seem like a logical thing to do, it flags you as a salesperson cold calling to try to sell something, which immediately triggers guardedness, leading to objections and rejection.
Use a Sales Takeaway
After you share your value proposition, you can use a sales takeaway. This is a soft expression of doubt, and when you do it right after the value proposition, it can create a nice “push/pull” effect where you talk about improvements but then take them away by saying something like:
But I am not sure if those are areas you want to improve or not and that is why I am calling with a question or two.
This is extremely effective at decreasing the prospect’s guardedness because they will get the feeling that you are not going to try to push something on them.
Ask Fine-Tuned Probing Questions
The next step in the sample sales script is to ask a few questions. Our goal is to learn what is going on with the prospect in the area where our product fits and, hopefully, identify areas for improvement.
To accomplish this, you can ask two types of questions: 1) pain questions and 2) current state questions.
Pain Questions
These are questions that align with the pain points your product or service helps address, and should be extremely efficient and effective at giving you a picture of how things are going. Here are some pain questions for this example scenario:
- How much of a priority is it to increase your growth rate?
- How do you feel about your ability to get into new accounts?
- How do you feel about the number of leads you are currently generating?
- How important is it to decrease time spent on lead gen activities?
Current State Questions
These are questions that are designed to learn what the prospect is doing in the area where your product fits. They are more designed to gather current details, but they can also uncover pain in many circumstances. Here are some current state questions for this sales script:
- What are you doing to generate leads?
- Are you performing any type of cold outreach or outbound lead generation?
- Are you working with a provider or agency for lead generation?
- Do you have internal resources to work on generating leads?
- How many salespeople do you have?
- How many meetings are you currently scheduling with potential new clients per week or month?
Talk About Common Pain Points
If you are unable to identify any challenges or needs in your questions, you can share the problems your product or service helps solve. This is what that might look like:
Businesses that we work with often find it difficult to:
- Always a need to get more clients and revenue
- Challenging to generate leads
- Difficult to get a foot in the door of new accounts
- Time-consuming to work on lead gen activities
Are you concerned about any of those areas?
Introduce Your Product and Company
If you can identify areas for improvement, you can introduce your product or service as a solution to the prospect’s need. Here is what that could look like:
Well, it might make sense to talk more because we provide sales outsourcing services:
- We are a direct sales organization.
- We work on all stages of the sales process.
- frontend development, developing prospects, setting next stage appointments.
We are different from a lot of other providers out there in that:
- We work on a contingency model.
- We use AI and other tech to improve results.
Share a Story of a Customer You Helped
A nice step in your sales script is to share a story about a current or past customer right before you go for the close. Here is what that might look like:
- We worked with ScaleSoft.
- They weren’t getting enough leads.
- We helped to solve that with our Appointment Setting.
- This helped to increase their leads by 40%.
- This ultimately led to an increase in revenue by 15%.
Close the Prospect on the Next Step in the Sales Process
The last step in this sample sales script is to close the prospect on the next step of the sales process, which in most cases should be simply talking more in the form of an appointment, meeting, or call. Here is what that might look like:
But I have called you out of the blue, and I don’t know if this is the best time to discuss this.
Are you available for a brief call next week to discuss how we have helped businesses like yours to generate more leads?
We hope this sample sales script provides some new ideas for your sales efforts!
