7 Key Simple Points to Turn Ineffective Sales Scripts to Effective Ones to Increase Sales

In the rush to increase sales, some organizations are returning to the old tried and true sales scripts. Yet, these well intended business owners to sales managers have forgotten one key and very critical aspect when using a sales script.

In the last several days, I have personally experienced this critical key aspect and both experiences have left me with the same feeling as probably most of the other people who have been called.

The first call was from a female who was making an outreach for her CEO. She stammered and stuttered several times within the first 10 seconds. This lack of confidence quickly turned off my listening ear. The phone call was quickly put into the saved messages for me to review later.

I called back the first caller after listening to the saved voice mail that went on for over 3 minutes (I timed it). In speaking with the young woman, I had to have her repeat her name and company name two times because she spoke very softly and very quickly. Then she went on talking about what she wanted from me without even asking me if this was something I would be interested in. I did learn one thing. There appears to be a new killer filler phrase that begins with “Basically.”

Call number two was a follow-up call that was probably at least 2 years old if not older. I had made a minor Internet purchased specific to some Internet marketing. The one thing I remembered from this purchase was that it was for the most part useless and I was reminded of a valuable lesson – buyer beware.

In both calls, the speakers really had trouble speaking. Their words were mumbled. I had to have them repeat their names and the names of their companies more than once.

Their messages were confusing especially when I asked them a question for clarification. Questions seemed to throw them off their directed path and confirmed to me that they were using a sales script.

Sales Coaching Tip: Sales scripts are part of the sales process. However, when the script is not practiced, the results can be disastrous. This is the critical key – practice.

Both of these callers had not practiced the sales scripts. Nor had they practiced for any questions the potential customer (a.k.a. prospect) might ask of them.

Coach Vince Lombardi understood the value of perfect practice makes perfect. Businesses and organizations need to emulate his philosophy if they truly wish to increase sales.

If your sales organization is going to use sales scripts, then follow these simple guidelines:

  1. Speak clearly
  2. State your name and organization
  3. Make your script unique so that the person will call you back
  4. Keep the message brief and to the point
  5. Remove all fillers including Basically, You know, Well, etc.
  6. Leave a compelling call to action (this should be part of your script)
  7. Practice, Practice and More Practice

By following these tips, your sales script will increase sales and leave person on the other end of the telephone waiting to speak with you in a good way.


SMB coach, sales and organizational culture authority, Leanne Hoagland-Smith is the People and Process problem solver for forward thinking leadership who want to dramatically improve their business and sales results. What this looks like differs for each SMB and why a phone call to 219.759.5601

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