How to build a sales call script
- Choose the type of call: a cold call, a discovery call, a follow-up after a demo, or getting past a gatekeeper.
- Fill in who you help, what you help them achieve, one proof point and the goal of the call.
- List the objections you hear most. The script includes a suggested response to each.
- Copy or print the script. Highlighted parts in brackets, like [name], are for you to fill in live.
Use a script as a guide, not a speech
A good call script gives structure without making you sound robotic. The opener earns permission to continue, the reason for calling explains in one or two sentences who you help and what changes for them, and the questions get the prospect talking about their situation. Listen more than you speak: in discovery calls, the best sales people talk for less than half the time and ask follow-up questions such as "Tell me more about that" and "What happens then?".
Objections are usually requests for more information or reassurance. Acknowledge them, ask a question to understand what is really behind them, answer briefly, and come back to the next step. Always end with a clear, specific next action and a date, rather than "I'll send something over". Practise the script out loud until it sounds like you, then adapt it to each conversation. Check calling rules where you work: many countries restrict cold calls to consumers and require you to screen numbers against do-not-call registers such as the UK's TPS. Nothing you type leaves your browser.
How long should a cold call opener be?
About 20–30 seconds: who you are, why you are calling them, and a question to start a conversation.
What should I ask in a discovery call?
How things work today, what is not working, what it costs them, what they have tried and how decisions get made.
How do I handle "send me some information"?
Agree, then ask one or two questions so you send something relevant, and arrange a time to discuss it.