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5 Reasons Why Your Sales Scripts Aren’t Working

By Chris Bibey
5 Reasons Why Your Sales Scripts Aren’t Working Feature Image

Photo by Chase Chappell on Unsplash

6 minute read

It’s imperative to create a sales script that you can rely on when communicating with leads. 

This is particularly true when it comes time to get on the phone with a prospect. 

“Winging” it and hoping for the best isn’t a strategy you should rely on. 

Let’s look at some reasons that a sales script just isn’t working for your goals. 

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Why use a sales script?

There’s no shortage of reasons to use a sales script, with these four among the most powerful.

Put your mind at ease

There’s nothing simple about cold calling prospects. Even the most experienced sales professionals get nervous when it comes time for cold outreach. A sales script will put your mind at ease, which gives you the confidence needed to get the job done. 

Something to lean on

It’s easy to get off track when speaking with a lead for the first time. A sales script can help you rein in the conversation if necessary. 

Reduce the risk of overlooking an important detail

Your sales script should outline the primary points that you want to touch on during your conversation. Without it, it’s possible you could forget to discuss an important detail. 

Simple to practice

The best way to practice cold calling is to read through a sales script. But if you don’t have a script, there’s no easy way to practice. 

These are four of the best reasons to use a sales script, but they’re just the start. The more you rely on scripts the more you’ll realize how important they are to your success. 

Why aren’t my sales scripts working?

The best way to determine why your sales scripts aren’t working is to closely review each script and its performance to date. 

If you find that one sales script is working and another is not, look for differences between the two and adjust the underperforming one accordingly. 

1. They’re boring

This doesn’t mean you have to tell a joke or attempt to entertain the lead in another way. 

But it does mean that you should add some “life” to your sales scripts. The second a prospect becomes bored is the second they stop listening. And of course, boredom increases the risk of them hanging up on you.

Search for a way to spice up your sales scripts, even if it’s only one line in your introduction. Something like this could work: 

“Did you know that 75 percent of drivers in your city are overpaying for car insurance?”

Give your prospect a reason to stay on the phone and hear you out. 

2. They don’t make an instant impact

You only have so much time to make an impact. If you don’t get to the point, you’ll lose the prospect before you ever have a chance to win. 

Create an effective sales script that makes an impact within the first 10 to 15 seconds of the sales calls. 

Any longer than that and there’s less chance of keeping the conversation going. 

3. They’re “cookie-cutter”

The best sales scripts are customizable. You should be able to easily swap out specific details to personalize them to the lead. 

Examples of customizable details include location, life stage, and budget. You want each and every lead to feel like your one and only prospect. 

Remember to personalize any sales call script examples you find online. 

4. They’re too long

This goes along with points number one and two above. 

You have a limited amount of time to connect with a prospect in the sales process. A long sales script is less effective than a short sales script. Short and sweet is the name of the game. 

On average, an initial sales call lasts less than 60 seconds. If your sales script eats up all this time, you can forget about hooking the prospect. 

Get to the point, engage the lead, and determine what comes next. 

5. They lack an actionable takeaway

Your sales scripts can have the best hook, but if they lack an actionable take away it doesn’t do you any good. You hope to make a sale the first time you connect, but don’t count on this happening. It’s rare. 

An actionable takeaway in your sales script improves the likelihood of another conversation. 

Examples include:

  • Setting a time and date for a follow-up call.
  • Sending the prospect additional information via email or mail. 

Gauge the tone and direction of the conversation so that you can employ the appropriate action item. 

How to write a good sales script 

Now that you know why your sales scripts aren’t working, let’s turn our attention to what you can do to write a high-performing script before your next batch of calls. 

The first thing to remember is this: There’s no right or wrong way to create a sales script. 

If it works for you, it works for you. Forget about what everyone else has to say. The goal of your sales scripts is to engage the prospect and make a sale. 

Here are some tips shared in our “Ultimate Guide to Writing Sales Scripts.”

  • Know your audience.
  • Develop a list of benefits.
  • Keep it short and sweet.
  • Make it customizable.
  • Always be closing.

Need more? Here’s an example of a high-converting mortgage sales script:

Hi, (first name). This is (your name) calling from (your company name). 

I understand you’re in the market for a new home, so I wanted to reach out to share more about our services. Do you have a minute?

At (your company name), our focus is simple: to help our customers secure a low rate that saves them money. We do this by using advanced technology to shop for more than 500 lenders across the nation.

It checks all the boxes above, including being fully customizable to match your audience. 

If you’re ready to put your sales scripts to work, Aged Lead Store is a good jumping-off point. We make it easy to purchase quality leads at an affordable price. 

Register for an account to get started. 

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About Chris Bibey

Chris Bibey is a freelance writer with 15+ years of experience in the insurance and finance industries. Clients include Sales Hacker, Outreach, Discover, PayChex, and Moran Insurance. He has also worked as Head of Sales for Verma Media.

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