Using Scripts With Your Sales Team

William Shakespeare (1564–1616)I am not a big believer in rote learning; after all, folks work best when they have internalized content and can work nimbly with it.  However, to ensure that your sales team is nimble, they need a solid foundation, and working from scripts will provide this for them.  Training using scripts is powerful.

Additionally, crafting carefully thought out scripts ensures that you express your message (value proposition, benefits) clearly and focus on your buyer persona.  Getting thoughts onto the page ensures that you distill them, dispel ambiguity and are consistent in your messaging.

What to Create Scripts For?

I like to create scripts for the following uses:

  1. Messaging
  2. Voicemail
  3. Live intro call
  4. Common objections
  5. Intro slide deck
  6. Demo

Write these in plain English, making them clear and fluid.   Focus on how best to communicate the benefits that y0ur product offers.  With the slide deck and demo, I will lay out a table with three columns: 1. Slide or demo view; 2. text; and 3. benefits focused on, problem addressed.

How Do You Get to Carnegie Hall?

Practice, practice, practice.  Have your sales team work with the scripts you have prepared, practicing them until they are committed to memory. When they have them down word perfect, then let them begin to riff, but not beforehand.


You should review your scripts at least twice a year and have your team do regular role plays of voicemails, demos and presentations – you will learn from each other and keep things from getting stale.

A Comment on Writing

A quotation from the English writer George Orwell (of 1984 and Animal Farm) is an excellent guide to generating solid business writing (like the scripts referenced above).

“Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.  Never use a long word where a short one will do.  If it is possible to cut a word out, always cut it out.  Never use the passive where you can use the active.  Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.  Break any of these rules sooner than say anything outright barbarous.”

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