Sales scripts help small businesses maximize every opportunity.
They give lean teams the confidence to overcome objections and maintain their messaging's laser focus. So even if you don’t have the budget of bigger competitors, you can still make every conversation count.
In this article, you’ll learn what a sales script is and why they work well for small businesses. You’ll also find a series of example scripts for every major sales scenario and proven ways to improve your sales strategy.
Key takeaways for sales scripts
Sales scripts empower small business teams to make the most of every lead they generate.
An effective script structure speeds up training, improves call quality and helps reps overcome objections.
Efficiency improves further when you pair sales scripts with tools like a CRM, AI and workflow automation.
Pipedrive helps SMBs close more deals by organizing sales scripts, automating outreach and pinpointing the best leads – try it free for 14 days.
What is a sales script and how does it help you with sales calls?
A sales pitch script is a document that guides sales reps through conversations with your target audience.
Rather than word-for-word monologues that make reps sound robotic, sales scripts are strategic roadmaps that contain:
Engaging openers
Calls to action
A good script helps reps cover the key points while still allowing them to adapt to the natural flow of the sales call in real-time.
The results are authentic and engaging conversations that foster rapport and advance deals.
Better customer conversion rates aren’t the only benefit of using sales scripts. Here are three more benefits for small businesses.
What are the benefits of small business sales scripts?
Accelerate sales cycles. Scripts give every call a purpose, keep your team on track and ensure they’re always closing. Reps complete deals, which helps small businesses manage cash flow.
Get new reps up to speed quickly. Sales scripts accelerate the sales onboarding process, helping new hires to start selling faster with a proven framework. It reduces the time and energy sales managers spend training new reps, freeing them up to focus on high-value tasks.
Execute a sales methodology. Scripts translate methodologies, such as SPIN selling, into practical advice. They ensure that the investment you make in sales training has a positive impact on your bottom line.
Reps can use sales scripts during cold calls, sales demos and even voicemails. Whatever the scenario, most scripts share several common elements that you’ll learn about next.
5 elements of a highly effective sales script
Winning sales scripts follow a clear structure that helps reps capture the potential customer’s attention, hold a persuasive conversation and end with a clear next step.
Here are five elements almost every sales script will have:
An engaging opening |
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Pain-point probing questions |
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A compelling value proposition |
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Objection handling |
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A clear call to action (CTA) |
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You know what a good sales script looks like in theory. Now, you’ll learn specific examples reps can use in their day-to-day work.
6 sales script examples for every scenario
Having dedicated scripts for specific situations helps time-constrained SMB sales reps to quickly tailor conversations to the prospect’s needs and stage of the customer journey.
Whether you're breaking the ice with a cold call, leaving a voicemail or booking a meeting, having scenario-specific messages keeps you confident and prepared.
Here are sales call script templates your team can use for the most common scenarios.
1. Cold call script
A cold call sales script is an outline for when you reach out to new prospects who aren’t expecting your sales pitch for the first time.
The goal is simple: don’t let prospects hang up.
A great sales script should include:
An engaging opening line
A short introduction
A brief, relevant value proposition
Permission to continue speaking
The key to a successful first call is being assertive when asking for permission, says Isa Sher, a senior sales manager at Cognism.
Rather than asking if now is a good time or a bad time, ask if they’ve got 30 seconds for you to explain why you’re calling and how it helps. Doing so increases curiosity while keeping you in control of the conversation.
Here’s what that might look like:
Hi [name], this is [your name] from [your company name].
I know I’ve caught you out of the blue, but can I grab 20 seconds to explain how I could solve [prospect’s potential problem]?
This script works because it respects the prospect’s time, while still offering immediate value.
Turn talk into action with these cold calling scripts
2. Voicemail script
A voicemail script is a pre-planned message that encourages prospects to call you back.
It should include:
A clear introduction
A short, relevant value proposition
A reason for calling
A specific call to action
For Jeremy Miner, founder of 7th Level and the NEPQ Methodology, specificity and tone are the keys to crafting a compelling voicemail message.
Telling prospects who you are and why you called stops your voicemail from being vague and easy to ignore.
Including words like “maybe” or “possibly” reduces sales pressure and makes the prospect feel safer returning your call.
Here’s an example script that ties all these points together:
Hi [name], this is [your name] from [your company].
I wanted to share how we helped a business like yours reduce costs by 20% in just three months – maybe it’s something we can help you with, too?
If that’s something you’d like to hear more about, please call me at [your number].
Hopefully, hear from you soon.”
Don’t be afraid to have a go-to line you repeat every time you get put through to voicemail.
The great thing about leaving a message is that you can recite your script word-for-word and still come off as genuine.
3. Gatekeeper script
A gatekeeper script helps you navigate receptionists, assistants and other individuals who control access to decision-makers.
An effective sales script can turn gatekeepers from a roadblock into a valuable ally. It should include:
A polite greeting
The purpose of your call
A request for help
If you want to get past the gatekeeper, then it’s essential you don’t sound like every other cold caller, explains Kevin Baumgart, president at Set Sales.
Do this by asking gatekeepers for help to get them on your side. Rather than trying to trick them, you respect their authority and expertise.
Here’s a script that does just that:
“Hi there. I’m [your name] calling from [your company].
I’d like to discuss [topic or pain point] with [decision maker], but I was hoping to get your opinion first.
Could you give me five minutes of your time to see if this would be a good fit for your business?”
It works because people naturally like helping others. By making the gatekeeper into a collaborator, they’re much more likely to offer advice and connect you.
4. Appointment-setting script
An appointment-setting sales script is a structured guide to booking meetings with prospects.
Reps will have already understood the prospect’s pain points from a previous discovery call, so they can be more matter-of-fact here.
A good appointment-setting sales script will include:
A warm introduction
A reminder of your value
The specific reason for the meeting
Relevant qualifying questions, including about price
A clear alternative-choice call to action
For Ariana Augustine, an appointment setter at Marketing Transformers, a good script should book a “high-quality meeting” rather than any old meeting.
To do that, you need to qualify the prospect during the call while managing their expectations.
Here’s an example script that does this effectively:
“I’d like to set up a brief 15-minute chat to discuss whether we can help you achieve similar results to the ones we’ve delivered for [company in same industry]
I’m looking at my calendar now: would Tuesday at 3 PM or Wednesday at 11 AM next week work better for you?”
Providing the prospect with choices in your call to action encourages them to check their calendar. It maximizes booking rates and increases the chances they show up.
5. Follow-up script
A follow-up script helps sales reps reconnect with prospects after one or more touchpoints, whether that’s during an initial call, after a sales demo or while performing contract negotiations.
The goal is to check in with the buyer, address any objections and nudge them toward the next step.
A good follow-up script should include:
A reminder of your previous interaction
A clear reason for following up
A question or comment to re-engage or move the conversation forward
A specific call to action
Sales representatives should add value on every follow-up, says sales trainer Ren Saguil. She offers several ways to do it, including:
Sharing helpful resources
Proposing new solutions
Celebrating milestones
Here’s a script that helps reps inject fresh value:
“Hi [name], this is [your name] from [your company].
We spoke last week about [topic].
I’m following up because I came across [new information] that I think is relevant to [their issue].
Do you have a few minutes to discuss?”
The script reengages prospects with fresh insights, demonstrates that you understand their situation and helps them take the next step.
6. Sales demo script
A sales demo script helps reps run successful product demonstrations tailored to each prospect’s needs.
It should include:
A personalized introduction
A quick agenda
Questions about the prospect’s workflows and goals
Walkthroughs of relevant features
A clear next step or call to action
Make sure your demo doesn’t feel like a product tour, advises Haris Halkic. You want to feel like you’re co-creating the demo, rather than presenting it.
It will help you sell your product’s potential, rather than showcase its features.
Here’s what that looks like in a sales script:
“Hi [prospect name], thanks for taking the time today.
Before we dive in, I’d love to confirm what you’re hoping to get out of this demo. What are two or three things you’d like to know how to do?
[Prospect explains their goals]
Okay, let me show you how our software addresses [specific pain point]. Here’s how we’d optimize your existing workflow to solve [their problem].
[Repeat until all prospects’ goals are covered]
Based on what we’ve covered, could you see our solution working for your company? If so, our next step would be [specific action]. Does [date] work for you?”
Incorporating phrases like “Let’s explore this together”, “Feel free to guide me” or “How would you change this to fit your team?” makes the demo even more of a joint effort.
If prospects raise an objection during the demo, bookmark the issue and add it to your team’s objection-handling document. That way, you can draft a response ahead of your next call.
How to nail your sales call
While an effective sales script helps reps prepare thoroughly, there are plenty more ways to influence the outcome of the call.
The table below outlines seven essential tactics every salesperson should master to run productive sales conversations that advance opportunities.
Practice makes perfect | Familiarity with your script lets you sound natural rather than reading word for word Schedule role-playing sessions and other sales games where sales teams practice scripts and provide feedback |
Do your research | Personalization improves the customer experience and makes prospects more likely to trust you Review buyer personas, read the prospect's LinkedIn profile, check their company website and look through your CRM notes before each call to identify relevant talking points |
Speak plainly | Complex jargon confuses prospects and makes it hard to understand your offering Use simple language and avoid industry buzzwords unless you’re certain the prospect knows them |
Be confident | A confident sales rep sounds more knowledgeable and trustworthy Stand up during phone calls to project energy and smile while speaking to improve your tone |
Build rapport | Genuine connections increase the likelihood that prospects will continue conversations and ultimately purchase Ask open-ended questions, practice active listening and find common ground early in conversations |
Use social proof | Testimonials and customer stories reduce perceived risk and build credibility Have three to five case studies to hand from similar companies you can reference during calls |
Prepare for objections | Anticipating concerns lets you respond confidently rather than being caught off guard Create an objection-handling document with responses to the 10 most common objections your team encounters |
Sales tools can also help you hold a more persuasive and compelling conversation. You’ll learn how a CRM can help next.
How a CRM can support your sales scripts in a small business
Sales scripts are even more effective when you have an organized and consistent sales process.
That’s where a customer relationship management (CRM) system comes in.
An easy-to-use CRM like Pipedrive acts as a mission control for small businesses, providing data, structure and tools to help reps adopt and deliver sales scripts.
While enterprise tools can feel heavy for small teams, a CRM designed for SMBs makes it easier to track deals, uncover insights and automate processes.
Here are three specific ways a CRM supports sales scripts.
Track your workflow in a visual pipeline
Use a CRM to track your sales process, store notes and quickly see where every prospect is in your sales pipeline.
A visual pipeline lets you tailor your approach and script to each prospect, delivering the right message at the right time, rather than relying on a one-size-fits-all approach.
Here’s what a typical pipeline looks like in Pipedrive:
You can quickly see the stage of each deal and choose the right script accordingly. Pick the appointment-setting script if a deal is in “Contact Made” and the follow-up script if you haven’t heard from prospects in the “Proposal Made” stage recently.
Clicking on a specific deal displays detailed information, such as contact history and notes, that you can use to personalize your script further.
Pipedrive customers can also utilize the SmartDocs feature to store sales scripts in a single location, along with other key collateral, such as battle cards, proposals and sales contracts.
Centralizing everything in this way makes it easy to pivot from a call to sending a personalized contract. That’s because SmartDocs can quickly fill in a template proposal using your CRM’s data.
How Pipedrive helps
Content marketing agency Inkwell uses Pipedrive to manage its entire sales process, resulting in a threefold increase in revenue growth and an average annual growth rate of 32%.
While Salesforce was too complex and unsuitable for its small businesses, Pipedrive was easy to set up, user-friendly and highly customizable.
The CRM provided structure and scale to the team’s sales processes, delivering improved pipeline visibility and enhanced lead management.
As Chris Goodfellow, Managing Director, Inkwell, explains:
Home in on the best leads with AI insights
AI-powered CRMs take the guesswork out of lead generation by automatically analyzing customer data and scoring leads.
Built-in AI CRM features can identify which leads are most likely to convert, allowing resource-strapped SMBs to take a focused approach to outreach.
For example, Pipedrive’s AI-powered Sales Assistant examines historical data, notes, emails and prospect behavior, then flags high-potential opportunities directly in your pipeline.
It’s not always easy for reps to identify the most valuable prospects, even after a strong sales call. AI uncovers hidden patterns so reps can focus more on building rapport and less on qualifying leads.
Imagine your AI uncovers a high-intent lead. Rather than picking up the phone immediately, it’s worth spending a few minutes reviewing their recent LinkedIn activity to personalize your opener.
By letting AI handle prospecting, small businesses can focus their limited resources on the right conversations at the right time, maximizing conversion rates and shortening sales cycles.
Free up your team’s time with workflow automations
A CRM with workflow automation eliminates repetitive manual tasks, letting reps spend more time with prospects.
You can automate many of the time-consuming tasks sales reps have to complete each day like:
Entering new deals
Updating contact information
Sending follow-up emails
Pipedrive customers can create workflow automations to trigger whenever a key event happens, like a new lead from an online form or a change in a deal’s pipeline stage.
Templates like the ones below make it easy to get started:
Or you can create your own. For example, you can send a personalized follow-up email a set number of days after you last spoke to a prospect or automate a reminder to prompt a follow-up call.
Or send a reminder email to prospects one day before your scheduled sales demo.
Automating these tasks boosts the sales team's morale, as well as their productivity. The happier they are, the more likely they’ll be to have a successful script-led conversation.
How Pipedrive helps
Full-service digital agency Spark Interact used Pipedrive to increase revenue by 12% year-on-year without expanding its sales team.
Automations have been a key part of the company’s success, says Mackey Kandarajah,
Marketing Technology Specialist, Spark Interact. Pipedrive’s ease of use also helps new reps get comfortable within days.
Pipedrive’s relentless focus on innovation has also kept Spark Interact ahead of competitors:
Final thoughts
Sales scripts guide customer conversations, providing the structure, confidence and consistency small business sales reps need to advance deals.
Make scripts even more effective by combining them with sales tools, such as a CRM. Pipedrive’s visual pipeline, AI tools and workflow automation features let you centralize your sales efforts and automate processes so you can spend more time speaking with prospects that matter.
Start adding more structure to your sales calls with Pipedrive. Begin your free 14-day trial today.
