How to write a telephone sales script

Written by kelly gear
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How to write a telephone sales script
Successful Telemarketing (sales person making an appointment image by Peter Baxter from

Persuading prospects to listen to your sales pitch over the telephone can be challenging. Capturing their attention is one thing; holding their interest is an entirely different hurdle. It's self-defeating to attempt to present your idea or product without forethought or direction. Before you can sell the product you have to sell yourself. Winging it is not an option. A well-written, well-thought-out sales script will give you the advantage you need to make the sale.

Skill level:


  1. 1

    Write the script in a natural, conversational tone. Avoid lengthy sentences; instead use short phrases and expressions with confidence and enthusiasm. Don't write, "Mr. Jones, I have this wonderful product I would like to tell you about, if you would please be so kind as to allow me a moment of your time?" Instead write, "Mr. Jones, this product is great! Let me tell you about it."

  2. 2

    Let your opening pave the way to presenting the pitch, by being professional and personable. Begin with a greeting and introduction. Ask for the decision maker by name and introduce yourself and the company you represent. Using an outbound calling scenario, you could start by saying, "Good morning. My name is Sarah, calling on behalf of Awesome Products. May I speak with Mark Jones?" Once you know you are speaking with the decision maker, continue like this: "I hope this is a good time to tell you about our innovative, energy-efficient widget."

  3. 3

    Build rapport by including probing questions that create familiarity and identify the customer's needs. Compose a list of benefits your product offers. If you are selling exercise equipment, you could ask him how much time he spends at the gym and tell him how he could save on the cost of a club membership by purchasing the machine, and how convenient it will be to exercise from the comfort of his home. Include incentives such as free shipping, instalment plans or deferred payments.

  4. 4

    Pitch your idea or product as exclusive and superior. Use key phrases like "higher standards, superior quality, first rate." Always speak as an expert, with authority. Your script should highlight the product's benefits and advantages. Whether you're selling a product or a service, setting yourself above the rest is the master key.

    Example: "Mr. Jones, our company strives to deliver a superior product/service at remarkably low prices, without compromising our high quality customer service." Exuding confidence in the company and its product builds up the customer's trust.

  5. 5

    Build a list of anticipated questions and answers to prepare you for objections and rebuttals. Word your answers to reflect eagerness and product knowledge, and in a way that allows you to go right back to the script, keeping you in control of the call. If the customer says, "I have to talk to my spouse about it," you can respond by saying, "How about you try it for 30 days, and if you and your spouse aren't completely satisfied, you can return it for a full refund because we offer a 30-day money back guarantee, so you have nothing to lose." Sounding confident and knowledgeable creates trust in the product or service and respect for the salesperson.

  6. 6

    Assume the sale. After you have pinpointed the prospect's need, stated the benefits of your product or service and overcome any objections, immediately ask for the sale with assertiveness and confidence. Respond as if he has already agreed to the sale by saying something like, "I can get that out to you today, OK?" or, "Which credit card will you be using?" If setting a service appointment, say something along these lines: "Our next available day is Thursday. Would you like a morning or afternoon appointment?" Closing is the most crucial point in any script. Don't expect the customer to make the sale for you.

Tips and warnings

  • Keep the script short and to the point.
  • Create a script that is simple to follow and easy to modify.

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