Having the ability to be good at sales script writing has an immediate impact on sales results. Simply writing out the first thing that comes to your mind is not as effective as using some logic and structure to make things easier and more effective.


1. Use an outline format

Scripting out word-for-word everything that you want to say on a cold call is an option, but there is a big downside to doing so. First, it can have a very negative impact on your cold calling results because it is difficult and intimidating to memorize a full page of text. By using a script that is cumbersome, you are creating more challenges for yourself while making cold calls.

Because you never know how a cold call is going to go, a word-for-word sales script doesn’t provide a lot of flexibility and the ability to adjust to all of the different directions that the prospect goes or tries to take the call.

An outline format when performing sales script writing is a better option. The reason is that it involves shifting from writing everything out word for word in continuous paragraphs to using an outline of bullet points of statements and questions that can be delivered easily throughout the flow of the call.


2. Break down the call

Another step in building an outline format is to break down the cold call to list out the different compartments of the ideal conversation. In doing so, you break up your outline into different sections which gives you more clarity as to where you are on a call and what needs to be done.

The following are good sections to include when working on sales script writing:

Introduction: Every call will have an introduction. There could actually be two introductions scripted – one for the gatekeeper and one for the prospect.

Value statement: Delivering some sort of value statement is a great way to start your call.

Disqualify statement: Including a soft disqualifying statement when speaking with the prospect to decrease their guard can be a great thing to add when sales script writing.

Qualifying questions: By taking time to qualify a prospect, it will make a very positive impact on the overall sales call.

Common pain points: Sharing some common pain points that other prospects are experiencing is a great extra step to add to the sales script writing process.

Building interest points: The need will arise to find a way to build interest on the prospect’s side. You may be in disbelief that there are some ways to script some points to assist with this.

Closing language: In conclusion, it’s all about closing, and there should be some sort of closing language at the end of the script to assist with this.


3. Don’t make it too long

It is important to point out not to make the script too lengthy. Realistically, there are only between 2 to 5 minutes to work with when on a cold call so the script needs to be powerful yet crisp and not overloaded with information.


SalesScripter provides cold calling coaching, helping sales pros with sales script writing.