The Importance of Sales Scripts

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Brandon Bornancin
October 3, 2022
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min read

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Sales scripts are an essential part of every successful salesperson’s toolkit. They supplement your sales software  to help you close deals. Sales scripts help you prepare for conversations and guide you through the process of selling, making it easier to have natural interactions with any kind of buyer including a company CEO

When you write good scripts, your buyer will feel like they have a friend in the room who cares about their needs—and that’s exactly what they should feel like!

What is a Sales Script?

A sales script is a prewritten conversation guide where you write down exactly what you are going to say and in some cases what you think a prospects response will be to what you are saying. Sales scripts can be used in any sales interaction. Sales scripts can be used in most sales interactions. You can use them in a one-on-one meeting or a presentation to a group. You can also use scripts over the phone or via email. Sales scripts are useful for helping you stay on track and keep your message consistent across different contact points.

The main parts of a sales script are the opener, the value proposition, and the close.

There are three main parts to a sales script: The opener, the value proposition, and the close.

The opener is where you introduce yourself to the buyer and build rapport. 

The value proposition is where you explain what you've got to offer them to solve their problem. 

And the close is when you ask for the sale.

Be sure to personalize your script so it feels natural.

Your script should be natural, using your own words and voice. It's important that the language feels authentic and sounds like it came from you. You never want to sound like a detached robot trying to hawk products. Keep in mind that your voice is unique and no one else can speak for your company or product like you can! Lean into that. 

Your script should also reflect other aspects of who you are as well—the tone of voice, the examples or stories used, and even the language used. Your scripts should sound like they come from someone who knows what they're talking about and wants to share their knowledge with others.

Don’t memorize your script word-for-word. Instead, focus on understanding the concepts behind each section of the script.

The best salespeople don't memorize their scripts word for word. Instead, they understand the concepts behind each section of the script, and then use body language and tonality to add to their delivery. This is because one size doesn't fit all when it comes to sales scripts. In other words one script may work for one prospect, but then it may need to be tweaked with another prospect. With this in mind, you need to tailor your presentation according to who you're talking with and what they're looking for.

The most important thing to remember is that your script should be written around your personal style of communication, not vice versa. 

If you have trouble speaking in front of others or you're uncomfortable reading aloud from a piece of paper, try recording yourself saying each line first and get comfortable with the content of the scripts.  This way during training sessions later (or even just practicing alone at home), it'll feel more natural and there won’t be any awkward silences because you can’t remember what to say next. 

Additionally, to really get good at your script practice in front of a mirror and pay attention to the facial gestures that you make because this plays a part in how persuasive your script is. 

Use body language and tonality to punch up your script.

Increase the persuasive appeal of your scripts with body language and tonality

A sales pitch isn't just about words, it's also about how you say those words (check out this great article on tone and sales success). The way you carry yourself can help your prospects understand how much you believe in the value of your product or service, and whether they should trust you as a source of information. 

When writing out your scripts, think about how to use your body language and tone of voice to convey that confidence:

  • Use a friendly tone of voice
  • Nod attentively when someone speaks
  • Smile naturally when appropriate

Your script is a roadmap, but don’t be afraid to veer off course and improvise. 

Once you’ve developed a sales script, don’t be afraid to improvise using your script as a roadmap for the conversation. 

You may find that the buyer responds best by hearing more details about the product, or perhaps they want to discuss their own projects first before getting into yours. Either way, don’t worry about sticking to every word of your outline.

A sales script is an excellent way to run effective one-on-one interactions with buyers.

A sales script is an excellent way to run effective one-on-one interactions with buyers.

A sales script helps you stay on track by allowing you to focus on the most important aspects of each conversation. It also helps you stay focused, because it's easy to get distracted when having a conversation with a buyer. A well thought out sales script can help you avoid getting off topic, and stay focused on asking questions and listening effectively.

In addition to being more effective, using a sales script can make your interactions feel more natural and less forced. With scripts you’re forced to carefully craft responses that help guide the prospect through the buying process. 

Finally, using a well thought out and carefully refined sales script gives buyers confidence. When you can speak clearly and confidently, you let the prospect know that they're dealing with someone who knows what they're doing and isn't wasting their time!


Sales scripts are an essential tool for any salesperson. By using a script, you can focus on building rapport and addressing the buyer’s needs in a structured way. Sales scripts give you something to refer back to when questions arise so that you can get back on track quickly without having to think too hard about what comes next.

Use this article as a sign to start sales script writing today. And if you need some inspiration along the way, check out our Amazon bestseller, Seven Figure Social Selling. It’s jam-packed with script ideas that you can use as a launching pad for your own scripts. 

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