What Is A Sales Script? And Three Winning Sales Script Examples

Ah. Gross sales scripts — the elusive and oft-discussed matter on each gross sales workforce’s agenda (or needs to be).

Positive, some Gross sales groups appear to be extra script-driven than others, however have you ever ever thought-about precisely what makes up a gross sales script? Or how you might use a gross sales script to spice up your conversion charges? 

As all the time right here at Gong, our suggestions are based mostly on information … not assumptions. You’ll probably take a look at just a few suggestions under and say (out loud?), “Wait. Actually?” The reply to that query is, “Effectively, yeah, in case you consider in information.”

This text will dive into all the things gross sales script-related, breaking down examples into 3 levels of the gross sales cycle — chilly name, discovery, and demo. Alongside the best way, we’ll share concrete examples that you may copy/paste/customise … in addition to a free PDF to get you in your strategy to success.

However earlier than we begin, let’s reply the query: What’s a gross sales script?

What’s a gross sales script?

A gross sales script, typically known as a “name script,” is an in depth design or blueprint for a way you want to a gross sales dialog to go, relying on which stage of the gross sales funnel (chilly name, discovery, demo, and many others.) you’re in. The objective: enhance your success price in any gross sales scenario.

For extra on gross sales scripts, try these 3 money-making scripts.

Chilly name gross sales script instance #1: Chilly name opener

Ask any gross sales rep what they give thought to chilly calling, and they’re going to soar on the probability to let you know their ideas and emotions.

Usually talking, it’s both LOVE or HATE (principally hate, if we’re being sincere) … and never a lot in between.

Chilly calling can really feel robotic and compelled for many who are usually not followers. However in case you are on the opposite finish of the spectrum, chilly calling will be one of the best a part of your day.

An amazing chilly name — one that’s extra prone to result in success (a booked follow-up assembly) — is the place all of it begins.

Right here’s a profitable chilly calling instance:

At all times lead with their first title. As Dale Carnegie as soon as mentioned, “An individual’s title is to that particular person, the sweetest, most necessary sound in any language.” The science backs up that declare.

Observe your “Hello [FIRST NAME]” together with your FULL title. When you introduce your self together with your full title, you instantaneously command respect. Which sounds higher?

A: “Hello, Jim, that is Jon.”

B: “Hello, Jim, that is Jonathan Costet.”


Observe your full first title together with your group’s title. This tactic lets you management the dialog. As an alternative of the particular person on the opposite finish saying, “Who is that this and who are you with?” you’ll be able to transfer proper into the following half.

“How’ve you been?” is a sample interrupt — it breaks the “regular” chilly name examples we “ought to” be utilizing (quotes intentional).

Scrap the “Can I’ve a minute of your time?” kind opening query for a “mind scrambler” open-ended query corresponding to “How’ve you been?”

The info helps this tactic: Chilly calls utilizing the opening line “How’ve you been?” are 6.6X extra profitable in getting a gathering booked.

Lastly,*, shut with the rationale to your name — to take pleasure in a 2.1X greater success price in reserving that first assembly. This method works as a result of people want causes. You’ve answered it earlier than they’ll ask, “Why are you calling me?” 

*It goes with out saying that you could allow them to reply your query earlier than ending this opener!

Chilly name gross sales script instance #2: Focused worth prop

When you nonetheless have a dwell physique on the opposite finish of the decision, it’s time to drive dwelling your focused (learn: not generic) worth proposition, aka TVP << I made that up.

Here’s what it appears like:

targeted value prop

Focused means all the things in brackets ([ ]) is custom-made and personalised to this purchaser. That‘s to not say you’ll be able to’t have just a few account personas (suppose: account based mostly advertising or ABM) the place you plug in particular gross sales scripts that match these accounts “related firm” and “ache level” and “high-level worth prop.”

After subbing in [YOUR COMPANY] with, nicely, your organization’s title, it’s time to discover a buyer that you need to use as social proof. After all, the shopper should belong to the prospect’s “tribe” – related trade, dimension, geography, and so forth. That is crucial: This tactic backfires in case you plug within the mistaken [SIMILAR COMPANY]. Gong information present win charges plummet by 47% in early-stage offers. Eeks.

Equally necessary, {PAIN POINT] and [HIGH LEVEL VALUE PROP] should be aligned with and recognizable with (a) the prospect you’re talking with and (b) related to that account’s trade.

Lastly, shut out this part with an curiosity CTA
, a query corresponding to “Does it make sense for me to present you extra element about how we try this?”

The Curiosity CTA is the very best performing name to motion for chilly emails — 2X higher than different CTAs.

Why? You might be promoting the dialog, not the assembly

You might be NOT asking for time (finite) … simply curiosity.

As soon as the prospect offers the go-ahead — Yeah. Positive. Sure. HECK YEAH! Let’s do that! — it’s time to go in for the shut (booked assembly).

Chilly name script instance #3: Closing

You’ve made it to the tip of the chilly name gross sales script. You might be rising for the dunk, on the objective line, about to hit that 3-2 pitch over the fence for the win, [INSERT ANOTHER SPORTS ANALOGY HERE]. 

The shut: Getting the assembly booked.

Right here’s what it appears sounds like:

closing question

The primary half, “It appears like …” needs to be framed as a suggestion.

  1. To present you extra particulars about how our product/service can resolve your ache (like we did for related firms), you could comply with a gathering.
  2. You get the specifics about how we get you to your required state/end result/outcomes.
  3. All it’s a must to do is say sure.

Then the shut (shut) is definitely getting a selected date and time for the follow-up assembly booked.

No want for the aforementioned “curiosity CTA,” as they’ve already mentioned but (#3 above). established! It’s time for a direct method — take away friction, make it straightforward to your purchaser to maneuver on to the following steps.

Wait. What if they are saying NO to #3? We’ve obtained a gross sales script for that too.

Discovery name script: Meet them the place they stand

You’ve made it by the difficult (or straightforward?) half — the chilly name. 

Your purchaser mentioned YES! They’ve agreed to fulfill. They confirmed up for the assembly. 

Now what?

It’s your flip to fulfill. Particularly, meet your purchaser the place they stand.


Stated one other means, match your gross sales discovery inquiries to the client’s journey — the particular purchaser you’re talking with, in fact.

Refresher on the levels of the client’s journey:

When you lead with gross sales discovery questions that uncover latent ache, but your purchaser is already

evaluating merchandise, you’re NOT assembly them the place they’re. So as an alternative, begin with a query like: “What do you hope to realize by implementing an answer?” There is no such thing as a weirdness round this query, as that is (hopefully) why your purchaser is speaking with you!

Let’s begin on the prime: Latent ache.

Discovery name gross sales script instance #1: Latent ache

Latent ache is on the prime of the client’s journey “funnel,” as depicted within the picture above.

That is the stage the place the client KNOWS (acknowledges, overtly or of their head) they’ve an issue, however … nicely … they aren’t fairly able to do something, not prepared to make a change. 

Their enterprise downside is annoying, possibly even hindering them by some means, however not sufficient to (a) do the analysis or (b) make investments time/sources/$$ right into a services or products.

They aren’t actively trying to find what you’re promising.

Your objective in asking a latent ache query is to get the client to open up a few potential match between what’s necessary to them and what you’re promoting.

“What do you hope to realize by implementing an answer?” is a protected opener. There is no such thing as a friction because it’s what they need to focus on.

This “what” query and different “why/what/the place/how” questions are the reply to drag out the data you want throughout discovery.

example questions

Discovery name script instance #2: Energetic ache

Many patrons skip the latent ache stage and transfer immediately into lively ache. Suppose: Nearly each inbound lead — particularly demo requests, normal gross sales inquiries, chatbot clicks on “join me with a gross sales rep proper now,” and many others. 

These are the leads all of us need — heat and even scorching.

The stager — lively ache — is all concerning the prognosis. You’re a nurse or physician, and the affected person has simply entered the eval room.

You want to ask questions that can:

  1. Consider the signs,
  2. Discover present fixes, and
  3. Decide urgency. 

These are your key discovery name questions:

questions examples

Consumers at this stage are well-aware one thing just isn’t working or may very well be improved. They’re actively in search of an answer that can “treatment” that ache. You don’t want to persuade them of their ache as you do throughout the latent ache stage.

Any discrepancy right here is extra ammo you need to use to maneuver into impression questions.

Discovery name gross sales script instance #3: Resolution improvement

What occurs if …

What’s your boss in search of …

Your objective on this resolution improvement stage is to, nicely, present options! The important thing: the client must let you know “what would occur if … “ So your questions should be these that can assist the client focus on the potential (constructive, we hope!) impression your providing can have on them and their job/enterprise.

Questions it is best to think about asking throughout the resolution improvement stage of the client’s journey embrace:

solution development

All of those questions assist your purchaser envision a world the place your product or resolution does NOT exist.

You might be serving to your purchaser collect information to (a) decide or (b) persuade their workforce/boss.

Discovery name gross sales script: Intention for 11-14 questions

Asking extra questions throughout the discovery stage of the client’s journey will serve you nicely (result in a demo and finally a brand new brand) IF these questions are “good” questions … questions that dwell within the candy spot for that purchaser.

However watch out to not ask too many questions (15+) or too few (<11) … or between 1 and 6 (not good).

The best variety of (focused) questions per name is between 11 and 14:

11-14 targeted questions

Heads up: this information doesn’t maintain water with the C-suite. In that case, fewer questions are higher.

Lastly, when do you ask these 11-14 questions? The non-top notch reps frontload the invention name with a barrage of questions. The very best reps unfold out these questions — a dialog, not an interrogation.

Demo name gross sales script instance #1: Tear aside the established order

In a fairly, Gong’ified picture:

tear apart the status quo

However what does that imply?

The established order is “the prevailing state of affairs.” It’s “the best way we’ve all the time performed it, the best way we at the moment do it.” 

From a gross sales perspective, the established order is what’s inflicting your purchaser ache and discomfort … the factor that’s making their job tougher or much less environment friendly or extra error-prone (or all 3).

The very best sellers take that established order and present the client why it’s not an choice. If you are able to do that successfully, you usually tend to persuade them your product solutions all their issues.

And that places you within the driver’s seat.

Among the finest of all time at shattering the established order? Steve Jobs, particularly in his 2007 MacWorld keynote (iPhone reveal), the place he famously mentioned, “Essentially the most superior telephones are referred to as smartphones (so they are saying).” Then shared how they had been removed from sensible (or straightforward to make use of).

The visible helped drive the purpose dwelling:

iphone keynote

This tactic is super-effective throughout a gross sales product demo, particularly one over video: Lean into the established order and crush it — highlighting the hazards of the “doing what we’ve all the time performed” mentality.

Establishment destruction is tied to loss aversion — the concept that individuals go to extra extraordinary lengths to keep away from losses than they do to realize advantages.

Right here’s the way it’s performed, utilizing a “loss pitch” as an alternative of a “advantages pitch.”

sales demo example

Demo name gross sales script instance #2: Construct off of your purchaser’s present downside

Construct off your purchaser’s present downside. Re-validate all the things you uncovered beforehand. 

Get your purchaser to say YES (and sure and sure and sure).

Don’t simply assume (by no means an excellent factor) what your purchaser instructed you in discovery is 100% correct or nonetheless true. Priorities change. Wants shift, transfer round.

And the very last thing you need is to be caught off-guard, heading down one path when a distinct one is the trail.

Don’t deal with that valuable discovery name as “one and performed.”

Right here’s the way it’s performed. Begin each (sure, each) gross sales dialog with a query like this:

sales demo

If they are saying something apart from sure (until it’s HECK YEAH!), make clear the brand new path till you get to sure.

Demo name gross sales script instance #3: Body case research as earlier than/after tales

Salespeople are fairly darn good at telling “after” tales.

Among the finest/best/most easy methods to try this: ROI.

But main with ROI just isn’t a successful system.

The psychology: ROI triggers the logical (crucial evaluation) a part of the mind. It offers them ammo to problem your calculations: “That’s an enormous leap between what you say your product can do and the anticipated return. How did you calculate that once more?”Once more, not a successful system.

Observe: Utilizing ROI works while you’ve already satisfied your purchaser to purchase. At this level, ROI may help to rationalize their determination.

As an alternative, add the “earlier than” half to the “after” buyer story to neutralize the client’s logical mind … to place it to sleep for a bit.

Tales faucet into the emotional mind. You’ll be able to point out ROI as a part of your story, however it shouldn’t be the primary focus. A contact of ROI permits your purchaser to rationalize their feelings.

Individuals purchase on emotion and justify with logic.

With out the “earlier than,” the “after” has no context.

Right here’s what a wonderful before-after story appears like:

Before and After ROI In Sales

You’ve snuck in ROI, however now it’s in context, embedded with a logical, well-crafted, earlier than/after story.

Right here’s what it may sound like in gross sales script format:

customer story

Seize these 3 money-making gross sales scripts examples (templates)

What we supplied above is simply a place to begin to success, a tease, if you’ll. 

The entire story lies within the precise name scripts we’ve constructed out for you. Seize them right here, now.

These gross sales name scripts use psychological shortcuts to affect decision-making and are all (in fact) backed by Gong information.

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