Script
Suggested words for one moment in a conversation, such as an opening or an objection, not a speech to read.
In plain words
A script is a short set of tested phrases for one moment of a sale. Typical moments are the first reply to an inquiry and the opening of a discovery call. Others are the budget question and a common objection. Each script covers one moment, not the whole conversation.
Scripts give a new seller words that already work, so they do not improvise under pressure. They also keep the team consistent: customers hear the same promise from everyone. Keep them in one shared document that is part of your playbook. Name the moment at the top of each script.
Worked example
For example, a script for the price question: "It depends on what you need. Can I ask two questions first, so I quote the right thing?"
How to use it
Once a week, the head of sales listens to a few calls or reads a few message threads. The check is simple: did the seller use the script at the moments it covers, and did it work? A script that sellers skip is either unclear or wrong for the situation.
Scripts change when the same problem keeps coming back. If many deals are lost after the price question, rewrite that script and practice it. Review the loss reasons in the CRM monthly to choose the next script to fix.
Scripts live inside the playbook, which describes the whole process step by step. Each common objection deserves its own script. The discovery call needs a script for the opening and for the key questions. Role play is how sellers learn a script before they use it with a real customer.
Common mistakes
- Writing a full speech. Sellers read it aloud and sound like a recording. Keep each script to two or three sentences and a question.
- Making scripts mandatory word for word. Customers notice, and sellers stop listening. Agree on the meaning and the key question, and let sellers use their own words.
- Writing scripts at a desk. A script nobody tested on a real call is a guess. Try it on a few calls, keep what works and change the rest.
- Never updating them. Customers, prices and offers change, and old scripts drift out of date. Put a review date on the document and check it each quarter.
NEXT STEP · TOOL
By Friday, the head of sales picks the one moment where deals most often stall, for example the price question. Write a script for it: two or three sentences and one question to the customer. On Monday, run a short role play with each seller using it. After two weeks, check the deals where it was used and keep, change or drop it.
Six areas of the job on one map, with a self-assessment and a plan for your first month.