Ultimate Guide to Writing Sales Scripts

A sales script is exactly what it sounds like. It’s a description and talking points that a salesperson can reference when engaging a customer.

Think of it as a conversation framework. It doesn’t tell you exactly what to say, but it can help guide your conversation. And with that, you’re less likely to stumble on your words or overlook an important point of discussion.

As you gain experience as a salesperson, become more comfortable in your position, and come to understand your target audience, it’s easier to write a sales script that plays to your strengths.

But of course, there’s nothing wrong with a push in the right direction. And that’s where our writing sales scripts guide comes into play.

There’s a lot that goes into this, but here are five steps you can use as a jumping-off point.

1. Know Your Audience

This is job number one. If you don’t know your audience, you can’t write a script. Or at the very least, you can’t write a script with conversions in mind.

It’s okay to have a basic sales script that’ll work for every type of prospect. However, the most effective scripts are those that target a specific buyer persona.

For example, it’s easy to fall into the trap of believing that one prospect is the same as the next. Here are three examples — based on the insurance industry — showing why this is a bad approach. 

  • One prospect may be buying their first policy while another is adding to the coverage they already have.
  • One prospect may have pre-existing conditions, while another is young and healthy.
  • One prospect may be interested in whole life insurance, while another is focused on term or universal coverage.

There’s nothing wrong with having a sales script for every possible situation (within reason, of course). This will help you choose the right one for each prospect. 

2. Develop a List of Benefits

You know your audience. You also know what type of product you’re trying to sell them.

Now, you need to craft your sales script with the idea of sharing the benefits of purchasing your product.

You’ll use these throughout your scripts to engage your audience. Decide on two or three benefits. Here are some insurance industry examples:

  • Life insurance will help provide for your loved ones upon your passing.
  • Home insurance will protect your biggest investment.
  • Car insurance will protect you and your vehicle in the event of an accident.

You get the point. Connecting with prospects isn’t enough. You need to show them what you have to offer. 

3. Keep it Short and Sweet

There are two things to remember here:

  • Your sales script shouldn’t be too long. Keep it short, sweet, and simple. Remember, this is to be used as a guide, not something you read word for word. Aim for no more than four paragraphs, with one to two sentences each. 
  • You don’t want to do all the talking. That’s why it’s critical to be concise. Get to the point and then leave time for your prospect to share comments and ask questions.

The more times you use your sales scripts, the easier it becomes to eliminate unnecessary content that’s getting in the way. 

4. Make it Customizable

It’s okay to have the same basic format for each type of prospect but leave the option to customize them as applicable.

Here’s an example:

What’s the biggest reason why you haven’t purchased life insurance? Is it the confusion between term and whole life coverage?

That would work nicely for a life insurance prospect.

However, if you’re selling to a car insurance prospect, you could customize it as follows:

What’s the biggest reason why you’re looking to change car insurance companies? Is it a lack of affordable coverage?

The basic idea and format are the same, but each question is customized to match your audience. 

5. Always be Closing

It sounds cliche, but it’s true. If you’re not trying to close the sale or move it forward, you’re simply hoping for the best. And that’s not a sustainable sales strategy.

You don’t want to be that pushy salesperson. But at the same time, if you never take the next step in regards to closing, your business will suffer.

Here’s the catch: you don’t have to always close for the sale. You can close for other things, such as:

  • Another phone call with the prospect.
  • Permission to share more material via email.
  • The opportunity to complete an application or answer questions over the phone.

Yes, there will be times when you have to ask for the sale. But that’s not the only type of closing. 

Additional Tips

The five steps above will put you on the right track to writing sales scripts that convert. Here are some additional tips that can help you as you work through the process:

  • Draft your script, read it back to yourself, and then make edits. Do this as many times as it takes to find the right words and approach so that it feels natural. 
  • Practice, practice, practice. Even if you only read your script to yourself, perhaps in front of a mirror, it’ll help you when the time comes to get on the phone. And of course, don’t hesitate to ask a friend, family member, or co-worker if you can practice with them. 
  • Write your phone sales scripts with email in mind (and vice versa). Even if you do most of your selling over the phone, make sure you can easily convert your scripts into email messages. This will save you time when/if you decide to ramp up your email marketing efforts. 

Use Your Sales Scripts to Connect with Leads

With the help of our writing sales scripts guide, you now have a foundation for getting started.

Final tip: the sales scripts you rely on today may not generate the same level of results down the road. Don’t be shy about tracking your results and adjusting your approach.

Are you seeking leads to experiment on? If so, contact us to learn more about our large selection of high-quality, affordable aged leads spanning a variety of industries. We’ll make sure you always have leads to call on! 

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.