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<\/a><\/p>\nSince then, I\u2019ve built and tested hundreds of sales scripts across industries, deal sizes, and stages of the funnel. From early-stage startups to enterprise clients, from cold calls to strategic follow-ups \u2014 I\u2019ve seen what works and what falls flat. And here\u2019s what I\u2019ve learned: The best scripts don\u2019t sound like scripts. They sound like confident, relevant conversations.<\/p>\n
You don\u2019t need robotic lines. You need rhythm. Structure. A compass.<\/p>\n
In this guide, I\u2019m going to walk you through the process I\u2019ve refined over the last decade, covering exactly how I build sales scripts that feel natural, convert consistently, and scale trust with decision-makers.<\/p>\n
Whether you\u2019re a new rep still finding your voice or a seasoned seller looking to tighten your messaging, you\u2019ll find examples, templates, and battle-tested tips to help you craft scripts that actually work, without sacrificing authenticity.<\/p>\n
Let\u2019s dive in.<\/p>\n
Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n Let me start with this: I don\u2019t use sales scripts to sound robotic. I use them so I don\u2019t<\/em> sound like one.<\/p>\n When I talk about sales scripts, I\u2019m not referring to word-for-word monologues you recite like an actor. I\u2019m talking about structured, intentional frameworks designed to keep your message clear, your tone human, and your outcomes consistent. A great script is a compass, not a cage.<\/p>\n In my experience, the best salespeople I\u2019ve coached or worked with use scripts not to control<\/em> the conversation, but to guide it. We\u2019re not trying to manipulate buyers \u2014 we\u2019re helping them make decisions. And when you\u2019re in the middle of a high-stakes call, having a well-crafted script in your back pocket can be the difference between staying grounded and going blank.<\/p>\n At its core, a sales script is a repeatable set of talking points, questions, insights, and transitional lines that help you move a conversation forward \u2014 from opener to next step \u2014 with confidence and flow. It keeps your message aligned with the prospect\u2019s needs and your tone aligned with the context.<\/p>\n And here\u2019s why that matters: According to Gong’s analysis of thousands of objections during sales calls<\/a>, top-performing reps respond to objections with clarifying questions 54.3%<\/strong> of the time, compared to just 31%<\/strong> for average reps. Consistency builds trust, and trust closes deals.<\/p>\n Let me give you a real-world comparison.<\/p>\n When I work with startups or consultants building outbound playbooks, script architecture is one of the first things I teach. Not just what to say, but why<\/em> you\u2019re saying it. I tell them to consider who they\u2019re selling to and how to adapt the script in real time. Because when you\u2019re cold-calling a COO or presenting to a skeptical CTO, winging it doesn\u2019t cut it.<\/p>\n I once helped a B2B founder rework their outbound script after hearing one of their reps get shut down three calls in a row. The problem? They were leading with features. No context, no relevance. Once we built a pain-first, benefit-anchored script with real industry triggers, their reply rate jumped by 4.6% in two weeks, and meetings doubled the month after.<\/p>\n Here\u2019s the truth: A script won\u2019t save a bad product or force a decision that isn\u2019t ready. But it will<\/em> help you sound more confident, handle objections with poise, and move from transactional pitches to transformational conversations.<\/p>\n If you\u2019re still thinking, \u201cBut I don\u2019t want to sound scripted,\u201d good. You shouldn\u2019t. Because the goal isn\u2019t to follow a script \u2014 it\u2019s to internalize it so deeply that it becomes second nature.<\/p>\n Just like musicians learn scales so they can improvise, sales pros learn scripts so they can connect.<\/p>\n <\/a> <\/p>\n Let\u2019s be clear: I don\u2019t write scripts to sound polished. I write them to stay sharp. To guide the conversation without controlling it. To make sure my message is clear under pressure \u2014 and to help new reps skip the awkward learning curve I had to stumble through.<\/p>\n Below is my actual process. This is what I\u2019ve used to train SDRs, founders, consultants, and closers across multiple industries \u2014 from SaaS to staffing, supplements to AI tools. I\u2019m not guessing. I\u2019m giving you the blueprint I\u2019ve battle-tested through thousands of cold calls, LinkedIn DMs, and email threads.<\/p>\n Before I write a single line of any sales script, I pause and put myself in my buyer\u2019s shoes. Not just in a general \u201cHey, they\u2019re a CMO at a SaaS company\u201d kind of way, but in a visceral, time-sensitive, emotionally charged way. I ask myself, \u201cWhat\u2019s happening in their world right now that would make them say, \u2018Oh, that\u2019s me\u2019 the second they read or hear this message?\u201d<\/p>\n I\u2019m not trying to impress them with features. I\u2019m trying to interrupt a specific moment in their mental feed. When I built a script for an AI staffing platform targeting overwhelmed tech leaders, I didn\u2019t open with \u201cWe help tech teams scale talent.\u201d That\u2019s safe. That\u2019s vague.<\/p>\n Instead, I said: \u201cYou know that moment when your backlog just doubled and your lead engineer walked out the door? That\u2019s usually when we get the call.\u201d It worked \u2014 not because it was clever, but because it was precise.<\/p>\n The key is timing, not polish. According to a 2023 LinkedIn study<\/a>, 76% of decision-makers say they\u2019re more likely to engage with outreach that reflects a deep understanding of their day-to-day challenges. So, every time I script, I obsess over that<\/em> moment. Not the persona. The pain.<\/p>\n One of the biggest mistakes I see \u2014 and yes, I\u2019ve made it myself \u2014 is trying to cram too many value props into a single message. I used to think I was adding value. But I was just adding noise.<\/p>\n If you give a buyer five reasons to care, they won\u2019t remember any. But if you mention one burning problem they\u2019re actively dealing with, they\u2019ll pay attention. Especially if that problem has a clear, measurable outcome attached.<\/p>\n When I worked with a B2B SaaS company on their discovery call script, we stripped away everything that wasn\u2019t essential. No more bullet-point benefits. No more \u201cWe do this, this, and this.\u201d We landed on one pain point, crystal clear: \u201cWe help ops teams cut manual workflows by 40% \u2014 without adding dev time.\u201d<\/p>\n That was it. And the result? More booked calls and less confusion.<\/p>\n I always tie the pain to a business outcome, not just a task. Because the higher you go in the org chart, the more that matters. The CFO doesn\u2019t care that a dashboard loads faster. They care that faster reporting means faster decisions \u2014 and that impacts revenue.<\/p>\n One shift that\u2019s changed the way I sell \u2014 especially when I\u2019m introducing a product for the first time \u2014 is learning to speak in categories, not commodities.<\/p>\n When I tell a prospect, \u201cWe offer AI voice agents for customer support,\u201d they think: \u201cOh, another chatbot.\u201d But when I say, \u201cImagine your best rep \u2014 but one that never sleeps and handles 80% of calls automatically,\u201d they lean in. I\u2019m no longer asking them to buy a product. I\u2019m inviting them to picture a new way of working.<\/p>\n This technique isn\u2019t just fluffy storytelling. There\u2019s science behind it. Gong<\/a> found that top-performing reps are 55% more likely to use visual analogies in their pitch. Why? Because metaphors build memory. And memory builds momentum.<\/p>\n If you\u2019re struggling to make your product feel \u201cnew,\u201d start here. Reframe it not by what it is, but by what it replaces, simplifies, or amplifies.<\/p>\n The best scripts don\u2019t tell<\/em>. They guide<\/em>. And the most powerful way I\u2019ve found to guide a conversation is through well-crafted, tension-building questions.<\/p>\n I don\u2019t ask, \u201cAre you interested in AI automation?\u201d That\u2019s binary. That\u2019s easy to shut down. Instead, I ask, \u201cWhat happens when your team gets slammed with DMs while everyone\u2019s offline?\u201d That creates friction, and friction is fuel for curiosity.<\/p>\n Great sales scripts lead the buyer to their own realization. Because here\u2019s the truth: When a prospect says the problem out loud, it becomes real. And once it\u2019s real, they need a way to solve it.<\/p>\n I treat every question like a breadcrumb. Each one nudges the prospect toward a gap they didn\u2019t know was costing them time, money, or sleep. The right question at the right time? It doesn\u2019t just move the deal forward. It repositions you from vendor to advisor.<\/p>\n I\u2019ll let you in on something that took me years to learn: The goal of a script isn\u2019t to control the call. It\u2019s to earn the right to keep it going.<\/p>\n That\u2019s why I only script the first 20 seconds \u2014 the intro, the hook, and the reason I\u2019m reaching out. After that, it\u2019s all improv. Intentional improv, yes. But improv nonetheless.<\/p>\n Here\u2019s one I used recently that got a 44% reply rate on cold calls:<\/p>\n \u201cHey [Name], I\u2019ll be super quick \u2014 this is Diego. I help SaaS founders automate outbound without hiring SDRs. Built something that\u2019s been getting wild results \u2014 mind if I give you the 30-second version?\u201d<\/p>\n It\u2019s short. It\u2019s confident. And most importantly, it asks permission. That micro-yes? It shifts the dynamic. I\u2019m not pushing in \u2014 I\u2019m being invited in. And when that happens, the odds of a real conversation shoot way up.<\/p>\n Here\u2019s where most reps go wrong: They wait for objections and then scramble. I prefer to beat objections to the punch.<\/p>\n If I know a founder is going to say, \u201cWe already have a chatbot,\u201d I address it before they do:<\/p>\n \u201cYou might already have something that kinda does this, but most of our clients switch when their volume spikes and things start breaking.\u201d<\/p>\n By acknowledging the objection early, I control the frame. I show empathy without losing momentum. It\u2019s not defensive \u2014 it\u2019s proactive. And it isn\u2019t just good selling, it\u2019s neuroscience. When people feel heard, their resistance drops. So instead of arguing, I validate. And then I reframe.<\/p>\n This technique has saved countless deals for me, especially in competitive markets where status quo bias is strong. If you\u2019re not addressing objections upfront, you\u2019re leaving too much room for doubt to fester.<\/p>\n Here\u2019s a controversial take: I don\u2019t try to close the deal on the first call. I close out of curiosity.<\/p>\n When the call\u2019s winding down, I might say, \u201cThis might not be for you \u2014 but if you\u2019re even 10% curious, I can send you a 90-second demo. Worst case, you steal a few ideas.\u201d That\u2019s it. No pressure. No \u201cWhen\u2019s a good time for a 30-minute call next week?\u201d<\/p>\n This approach works because it\u2019s low-friction. It gives the buyer an easy out while still moving the conversation forward. And the data backs it up. According to Outreach.io<\/a>, calls that end with low-pressure CTAs like \u201copen to a quick look?\u201d have a 31% higher reply rate than hard closes. But honestly? I don\u2019t need data to believe it \u2014 I\u2019ve lived<\/em> it.<\/p>\n At the end of the day, I don\u2019t sell through pressure. I sell through pull. I want my prospects leaning in, not backing away. And a well-placed micro-commitment is often all it takes to spark that next step.<\/p>\n <\/a> <\/p>\n Let\u2019s get something straight \u2014 I don\u2019t believe in fantasy scripts. You won\u2019t find any robotic lines or recycled phrases here. What you\u2019re about to read is the real script structure I\u2019ve used to book meetings with C-level executives, busy founders, and no-nonsense decision-makers in SaaS, AI, real estate, and beyond.<\/p>\n I\u2019ve tested this on thousands of calls across global markets and industries \u2014 and I\u2019ve coached SDRs, founders, and enterprise teams to use it, tweak it, and own it. It works because it\u2019s not rigid. It works because it respects the person on the other end. And, it works because it balances tension and trust in the first 30 seconds, which is where most reps lose the game.<\/p>\n This script isn\u2019t magic. But it\u2019s built to do one thing exceptionally well: start a real<\/em> conversation.<\/p>\n \u201c<\/em>Hey [First Name] \u2014 it\u2019s Diego. I know you weren\u2019t expecting this, so I\u2019ll be brief. Do you have 30 seconds to see if this is even worth a chat?\u201d<\/em><\/p>\n Why this works:<\/strong><\/p>\n I don\u2019t pretend I\u2019m not interrupting them \u2014 I lean into it. This isn\u2019t about tricking someone into a conversation. It\u2019s about being direct, respectful, and composed. When I lead with permission, I shift the power dynamic. I\u2019m not pushing my way into their day \u2014 I\u2019m offering them the option to opt in. That micro-yes? It unlocks the door.<\/p>\n I\u2019ve found that even C-level execs, the busiest people in the building, appreciate this approach. It\u2019s disarming. It signals that I understand their time is valuable \u2014 and that I\u2019ll earn their attention, not hijack it.<\/p>\n \u201c<\/em>I work with [ICP type, e.g., B2B founders] who are scaling but stuck spending 10+ hours a week on manual outreach. Usually, by the time we talk, they\u2019re either about to hire a junior SDR \u2014 or regretting that they already did.\u201d<\/em><\/p>\n Why this works:<\/strong><\/p>\n Notice what I didn\u2019t do here: I didn\u2019t say \u201cWe\u2019re a platform that does XYZ.\u201d I didn\u2019t talk about features. I went straight to their lived experience \u2014 something they feel<\/em> in their body at 8 pm when they\u2019re still typing follow-up emails.<\/p>\n I always aim to hold up a mirror. I want the person on the other end to say, \u201cThat\u2019s exactly where I am right now.\u201d Because once someone feels seen, they\u2019re far more likely to lean in. And the specificity of this hook isn\u2019t accidental \u2014 it comes from actually living these calls, not theorizing them from a desk.<\/p>\n \u201c<\/em>For context, I just helped a SaaS founder in Austin go from zero to 14 meetings\/month in 30 days \u2014 no SDR, no cold emails, just one AI agent doing the heavy lifting.\u201d<\/em><\/p>\n Why this works:<\/strong><\/p>\n I don\u2019t launch into a 3-minute case study here. I don\u2019t name-drop logos. I tease just enough social proof to create credibility, without triggering sales resistance. I call this \u201cthe credibility breadcrumb.\u201d<\/p>\n It\u2019s subtle, but effective. It says, \u201cYou\u2019re not alone \u2014 and this isn\u2019t my first rodeo.\u201d And that creates psychological safety. Because if I\u2019ve done it for someone like them, there\u2019s a chance I can do it again. And that opens the door to possibility<\/em>, which is what keeps a call alive.<\/p>\n \u201c<\/em>Quick question \u2014 how are you currently handling outbound right now? Is it founder-led, or do you have reps doing cold outreach?\u201d<\/em><\/p>\n Why this works:<\/strong><\/p>\n This is the turning point \u2014 from pitch to dialogue. I\u2019m not fishing for surface-level info. I\u2019m inviting them to reflect, to tell me where they are in their journey. And when they answer, I\u2019m not just listening for what they say. I\u2019m listening to how<\/em> they say it. The tone. The energy. The frustration behind the facts.<\/p>\n A great question is one that makes the buyer pause. It reframes the moment. And it lets them feel, not just respond. When I hear a gap in their process, I don\u2019t jump in with solutions. I sit with it. I give it space. Because in sales, silence is often where trust is built.<\/p>\n \u201c<\/em>Got it. Based on that, there might be a fit. I\u2019m not sure yet. But if you\u2019re even 10% curious, I can send over a 90-second video showing how it works \u2014 worst case, you steal the idea. Would that be fair?\u201d<\/em><\/p>\n Why this works:<\/strong><\/p>\n Here\u2019s where I separate myself from the pushy reps. I\u2019m not asking for a full demo. I\u2019m not pressuring for a calendar slot. I\u2019m offering curiosity \u2014 and that\u2019s a much easier yes.<\/p>\n This phrasing matters: \u201cI\u2019m not sure yet.\u201d That one sentence signals honesty. I\u2019m not assuming I can help. I\u2019m exploring if I can. That nuance builds respect. And the \u201csteal the idea\u201d line? That\u2019s pure pattern interrupt \u2014 and it works wonders because it lowers the stakes.<\/p>\n Low-friction CTAs like this can significantly boost reply rates.<\/p>\n Let\u2019s break it down even further. Say I\u2019m selling a Voice AI Agent that follows up with real estate leads in under 60 seconds. Here\u2019s exactly how I\u2019d run this cold call using the structure above:<\/p>\n \u201cHey Mark, this is Diego. I\u2019ll keep this quick \u2014 do you have 30 seconds for context?<\/em><\/p>\n \u201cI work with real estate teams who lose dozens of leads every week because no one has time to call them fast. One client told me, \u2018If we don\u2019t follow up in five minutes, we lose them to Zillow or Redfin.\u2019<\/em><\/p>\n \u201cWe set up a Voice AI agent that calls every new lead in under 60 seconds. It books meetings, answers questions, and sounds human. They went from chasing leads to choosing who they work with.<\/em><\/p>\n \u201cHow are you handling new inbound leads right now? Is it manual or automated?\u201d<\/em><\/p>\n [They answer.]<\/em><\/p>\n \u201cAppreciate you sharing that. If you\u2019re open to it, I\u2019ll send a short clip \u2014 90 seconds tops \u2014 showing how it works in real time. If it sparks ideas, we talk. If not, no worries. Sound fair?\u201d<\/em><\/p>\n No tricks. No push. Just relevance, timing, and tone. That\u2019s what turns a cold call into a warm opportunity.<\/p>\n A sales script should never feel like a script. It should feel like a rhythm.<\/p>\n I write scripts to open space. Space for relevance, for reflection, for trust. That\u2019s what the best scripts do. They don\u2019t shout. They signal.<\/p>\n And the reps who win? They don\u2019t sound perfect. They sound real. They sound like someone worth talking to. Someone who gets it. So take this script. Make it your own. Tweak it. Test it. Say it out loud and stumble over the words \u2014 that\u2019s how you find your flow.<\/p>\n Because at the end of the day, you\u2019re not just selling a solution. You\u2019re selling the experience of being understood.<\/p>\n <\/a> <\/p>\n Download Sales Call Scripts for Free<\/a><\/p>\n Ready to begin creating your own script? Use these templates as a starting point.<\/p>\n Download This Sales Call Script for Free<\/a><\/p>\n The outreach call is the deal-starter. It\u2019s your chance to begin on the right foot with a prospect.<\/p>\n This sales call script from HubSpot allows you to showcase that you\u2019ve done your research, and you\u2019ll begin warming the lead without coming across as overly pushy. It comes with two options, depending on whether the prospect wants to continue the conversation or presents an objection.<\/p>\n Download This Sales Call Script for Free<\/a><\/p>\n Gatekeepers can be anyone, from office administrators to entry-level employees who won\u2019t be using the tool or making the final decision.<\/p>\n Use this sales call script to get to the right contact. That way, you don\u2019t waste time warming a lead who\u2019s not even close to the decision-makers. The script allows you to stay succinct and professional and provides different script options depending on the outcome.<\/p>\n Download This Sales Call Script for Free<\/a><\/p>\n The discovery call is the crowning glory of a new deal. It\u2019s your chance to uncover your prospect\u2019s needs at length \u2014 and to further qualify them. It\u2019s a good time to identify whether they\u2019re a good-fit prospect and therefore worth pursuing.<\/p>\n This script is flexible enough for different industries and personas. You can get as granular about pain points as you\u2019d like \u2014 or, if the prospect still seems reluctant, ask high-level questions that lead them slowly toward articulating their needs. Like all scripts, you\u2019ll have different options depending on your prospect\u2019s response.<\/p>\n Download This Sales Call Script for Free<\/a><\/p>\n Following up is a must to stay top-of-mind and ensure you\u2019re doing everything possible to lead prospects toward a pitch meeting.<\/p>\n This script is short, sweet, and easy to customize. We also love that it includes instructions to ask why the prospect may not be interested. Every call is an opportunity to further qualify prospects and refine buyer personas.<\/p>\n These are not the only call scripts you should incorporate into your sales process. Download the full kit here for free<\/a> and get scripts for making 1:1 connections, sharing a product promotion, and more.<\/p>\n\n
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What is a sales script?<\/strong><\/h2>\n
How Sales Scripts Help Sales Reps<\/h3>\n
How to Write a Sales Script<\/strong><\/h2>\n
Step 1: Start with your ICP\u2019s \u201cOh, That\u2019s Me\u201d moment.<\/strong><\/h3>\n
Step 2: Anchor to one problem (not a list of features).<\/strong><\/h3>\n
Step 3: Frame your solution like a category, not a commodity.<\/strong><\/h3>\n
Step 4: Use strategic questions to pull, not push.<\/strong><\/h3>\n
Step 5: Script the first 20 seconds, not the whole call.<\/strong><\/h3>\n
Step 6: Build objection responses into the flow.<\/strong><\/h3>\n
Step 7: End with a micro-commitment, not a close.<\/strong><\/h3>\n
Sales Call Script Sample<\/strong><\/h2>\n
Cold Call Sales Script (Built for Humans, Not Robots)<\/strong><\/h3>\n
Step 1: Pattern Interrupt & Permission<\/strong><\/h4>\n
Step 2: Role-Specific Problem Hook<\/strong><\/h4>\n
Step 3: Social Proof Tease (Optional but Powerful)<\/strong><\/h4>\n
Step 4: Insight-Based Question<\/strong><\/h4>\n
Step 5: Tension + Micro Close<\/strong><\/h4>\n
Real-World Example: Voice AI Sales Call<\/strong><\/h3>\n
Final Thought<\/strong><\/h3>\n
Sales Script Templates<\/strong><\/h2>\n
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<\/a><\/p>\n1.<\/strong> Outreach Call Script<\/a><\/strong><\/h3>\n
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<\/p>\n2.<\/strong> Gatekeeper Call Script<\/a><\/strong><\/h3>\n
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<\/p>\n3.<\/strong> Discovery Sales Call Script<\/a><\/strong><\/h3>\n
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<\/p>\n4.<\/strong> Following Up Call Script<\/a><\/strong><\/h3>\n
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