This document provides guidance on creating an effective sales script. It recommends structuring the call to first introduce yourself, then ask company-specific questions to learn more about the customer and steer the conversation in a focused direction. Next, ask product-specific questions to understand how you can help the customer. Finally, close by asking the customer if they are available for a demo. It provides examples of questions and responses for each stage of the call. The goal is to learn about the customer's needs and lead them to booking a demo by the end of the call.

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CREATE A SALES SCRIPT

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Any startup focussing on B2B sales has exactly the same
approach. They need to create leads, interest people, demo
the product and then sign them up on a trial to then upsell
to become a long term customer.
TO MAKE A SALES SCRIPT
YOU NEED TO GET THE
STRUCTURE CORRECT FOR
THE WHOLE CALL.

3. 3
YOU CALL TO
INTRODUCE YOURSELF.
The responses and topics from the
customer are very broad and
conversation can go in any direction.
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YOU ASK
COMPANY SPECIFIC QUESTIONS.
The responses now are more limited
and the topic of conversation is now
heading towards a more focused
direction.
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5. 5
YOU ASK PRODUCT SPECIFIC
QUESTIONS.
The responses are now all focused
on how you can help the customer.
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CLOSING QUESTIONS.
You ask the customer if they are
available for you to demo your product.
You have led the customer down a
path where their only option is to book
a time for a demo as the context of the
call has been set up correctly.
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SALES SCRIPT
7
OPENING CALL
• Introducing yourself confidently.
• Always ask for permission.
• After you’ve introduced yourself don’t feel
you need to justify anything.

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SALES SCRIPT
8
PRODUCT INTRODUCTION
• You have to make sure your company
description is succinct and clear.
Customer: Yes, just two minutes.
How can I help?
You: Great. So at (insert company
name) we (insert one line tagline for
the company). For example: “Great,
so at Teamgate CRM we are an all
in one platform for sales teams”.

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SALES SCRIPT
9
You: We work specifically with
startups to help them improve their
sales conversions. I just wanted to
check if you are using a CRM at the
moment?
BUILD THE INTRO MORE THEN ASK
1st VALIDATING QUESTION
• To establish whether they are a suitable
customer to sell to.
• To learn more about them so we can help
them.

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SALES SCRIPT
10
You: Sounds great and how do you
find (insert product specific question
that you know will highlight their
vulnerability), e.g.: “sounds great and
how do you find their sales reporting?”
LISTEN, LISTEN MORE THEN ASK 2nd
VALIDATING QUESTION
• Being comfortable with listening
• Ask questions to try and highlight to the
customer all the areas where they are
vulnerable

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SALES SCRIPT
11
Customer: It’s ok, but I can’t set a
calls per day target or find out where
my sales leads are coming from.
You: I completely agree. With any
CRM it’s so important to be able to
understand what is working well for
making sales and what needs to
improve.
SYMPHATISE AND AGREE
• Showing that you agree with the customer
and flatter that they know what they are
talking about.
• Highlighting your industry knowledge to
show expertise.

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SALES SCRIPT
12
You: (insert customer name) I
appreciate how busy you are and
thank you for explaining your business
in more detail. At (insert company
name) we………..(insert more detailed
product description that will excite the
customer).
THANK THEM FOR THEIR TIME

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SALES SCRIPT
13
Customer: Yes, Tuesday at 10 am
would work for me.
You: That’s great and I really
appreciate your time. I look forward to
running through everything next week.
CLOSE AND FINISH THE CALL
• Let the customer choose different times.
• Finish the call politely.