A sales script is a prepared structure for a sales conversation: how to open the call, which questions to ask to establish the situation and the need, how to present the solution, and how to respond to the most common objections. This does not mean reading the text word for word – scripts read verbatim come across as insincere, and the customer will recognise it. The point is that the company works out once what works, so a new salesperson does not have to discover it over years. The most valuable part tends to be the list of questions, because it is questions, not arguments, that decide whether the deal moves forward. The script should be continuously supplemented with formulations that have proven themselves in real calls, ideally based on their transcripts, not on an impression from a meeting. The script should also include what the salesperson must not say, for example promises about deadlines that production cannot keep.
See also: Objection handling, Discovery Call, AI Call Transcription and Analysis.
