How to Write a Sales Script for Sales Enablement [With Example]

Convincing prospects about your products or services is a daunting challenge. You have to literally read their minds and be cautious while interacting with them, over calls, or emails. You might be a seasoned sales executive with substantial experience, but there is always an interaction that could go wrong. 

To be confident and extra sure of everything going your way, it’s wiser to play smart by utilizing some well-crafted sales scripts that can help you win over clients.

What Is a Sales Script?

To put it simply, a sales script is nothing but a set of talking points that should form a part of a conversation between a sales executive and a prospect. It is sales enablement content in the form of a predefined dialogue that states how the interaction with a prospect should be. 

Think of a sales script as a map that guides you in the right direction so that you can reach your destination of conversion. Don’t mistake it with a robotic monologue. A sales script is not carved in stone. It offers you the flexibility to play around with it, according to the prospect you are talking to and the product you are selling.

Common Perceptions About Sales Scripts

Many sales executives today are of the notion that using sales scripts makes their conversations robotic and leaves a wrong impression on their sales prospects. They feel being completely natural during a conversation is the best way to go about it. There is no harm in being impromptu and human-like while speaking with your target audience. In fact, it’s the key thing that will help prospects connect with you and your product. 

But, being completely natural can also go wrong sometimes. 

What if you suddenly forgot mentioning about a particular feature of a product? What if you are in a bad mood and didn’t care to greet a client? And what if one day you completely forgot that your target audience for a particular product is from Australia, hence the time zones are different. There are multiple possibilities of things going wrong. 

This is where a handy sales script comes to your rescue. 

It provides you with a strong background and consistency across the sales funnel. By equipping you with the right information and the right kind of words to use, it helps you have a useful conversation with your prospects. This eventually gives a boost to your sales enablement efforts and leads to conversions. 

The common notion that a sales script blocks your creativity and makes you sound robotic is not completely correct. Sales scripts offer you the freedom to mold content in a way that it becomes more suitable for the prospects or products you are dealing in. 

What’s more, most of the common objections are about poorly written sales scripts that don’t serve the purpose. If you use a well-crafted sales script whose main purpose is sales enablement, it will surely help you to

• pitch better to your prospects
• establish a connection with them
• close deals faster

Caution: Sales scripts are not meant to be read word-to-word to your target audience. Instead, they should be used as a guide, that helps you converse better with prospects and maneuver through the sales funnel phases easily.

 How to Build a Winning Sales Script?

A compelling sales script can work wonders for your business. It might look insignificant at first, but with time, you will realize how essential it is to seal high-value sales deals.  

Creating a sales script becomes extremely easy when you have a knowledge base in place. You can directly write your scripts in your online knowledge base and access it conveniently anytime and from any device. The reason why a cloud-based knowledge bank is the right platform to write scripts is simple. First, you don’t have to waste time going through a clutter of word files to find one single folder that has ready-made scripts. 

Second, since the knowledge platform is completely online, you can access it even on your mobile phones or laptops. This means you don’t necessarily have to be in the office to shoot an email or talk to a prospect.

Wondering how to create a sales script that makes selling effortless and smooth? Here’s how you can do it right-

1. Have a Clear Objective

There can be multiple reasons for you to create a sales script. It can be to boost sales, set an appointment, follow-up with a prospect, renew a contract, etc. Whatever your goal is, be clear with it and start creating a script accordingly.

2. Connect Product Benefits with Prospect Needs

Find out exactly how your product can benefit prospects. Visualize your prospects’ needs, find their pain points, and then match your product’s offerings with what they need. Basically, your scripts should talk about the general problems faced by prospects and how your product can resolve them. List down the features of your product and their respective benefits in your script, which will make you confidently present your facts during your conversation.

3. List down Possible Objections

Although some prospects might have specific objections regarding your product, yet, there are a few objections that we can categorize as generic. Some of these are related to money, fickle-mindedness, time, etc. It is best to have meaningful responses ready in your scripts to deal with such objections. Not only will it save you time, but will also prevent an awkward break in your conversations.

4. Include Relevant Questions

Getting your prospects to talk during your call is paramount, which will keep them engaged. The best way to do this is by asking them relevant questions about their needs. Keeping these questions handy with you will also help in getting useful information from prospects.

5. Make It Prospect-Centered

Your script should revolve around your prospects, their requirements, pain-points, etc. because convincing them is what matters in the end. Besides the benefits of your product, your script should detail out the common issues faced by clients. You can refer to them while interacting with your target audience.

This is an example of a basic sales script that works most of the time. Here you can see a sales rep digging out an existing problem and providing a suitable solution. There can be many such follow-up scripts, referral scripts, etc. 

Food for Thought: According to research by HubSpot, Sales executives, spend just one-third of their entire day interacting with the target audience. During the rest of the day, they spend:

• 21% of work hours in writing emails
• 17% of their time in doing the data work
• 17% of their time in researching about leads
• 12% of the time in internal meetings
• 12% in scheduling calls

These statistics make it clear that the actual time spent in speaking with clients is way less than what it should be. With a sales script in hand, sales reps can save time, be more efficient and close high-value deals for your business. 

This was all about how to write a sales script for a phone conversation. Now let’s unravel a few hacks on how to write email scripts. After you are done talking to prospects, the next step is to shoot emails. This becomes a lot easier if you have a ready outreach and follow-up emails, a one-page document about your products & services, which you can share after the phone call. 

Tips for Writing a Winning Email Template

• Have an attention-grabbing subject line. It can either be a question, a fact or a plain thought that evokes interest. 
• Write about the challenges your prospect discussed over the call and also state the solution your product offers. This will reiterate the fact that your product is a perfect fit to address the issue. 
• Include a case study or a testimonial to validate your claims.
• Ask for a suitable time to call again. You can even include a calendar link and ask him or her to schedule a call. 

The example below will give you an idea of how a sales email template looks like:

Food for Thought: You can tweak an email template as per your goal and different use cases. Customizing email templates according to different prospects and industries makes your pitches better and more relevant. 

Good Sales Script – Crucial Part of Sales Enablement Strategy

A carefully crafted sales script forms an essential part of any sales enablement strategy. The information included in a sales script should match the information provided to prospects. It can also have new content that can give a fillip to your efforts of convincing prospects to buy a product or service. A script written in the right way ensures consistency in the sales funnel, while also keeping you and your sales team on the same page. 

Further, it’s essential to optimize your sales scripts so that they are updated with the latest information. For this, you can touch base with your sales team to get insights on which parts of a script are working and which aren’t. Making your sales script a streamlined reference point for all prospect interactions will become a lot easier, once you have this information.