Sales Scripts Aren’t Shackles

June 15, 2017 Jennifer Wyne

The most gifted public speakers seem natural, authentic, and knowledgeable. They inspire people to act. These orators don’t sound like they are reading, nor do they sound as if they are fumbling around to find answers. As a sales professional, this is the level of delivery that you and your team should aspire to with every sales call you make. Remember that many eloquent speakers prepare by practicing a written speech; salespeople should follow suit by using a terrific call script.

A well-written inside sales script combined with practice, coaching, and logical branch scripting technology can unlock more productive sales calls. However, some salespeople will argue that sales scripts get in the way of their authenticity – that scripts stifle their “sales mojo.” If you hear that objection from your team, they’ve likely had to deal with poorly written scripts, overly-rigid procedures, or hard-to-use sales platforms in the past.

It’s time to change your sales reps’ minds (maybe your mind, too) when it comes to using scripts. Here are three reasons you need to incorporate inside sales scripts into your process.

1.) You sound like a salesperson

I know, I know – as a sales professional myself, it pains me a bit to hear my career choice used as a smear. With that said, you know what I’m talking about. We’ve seen the archetypal “salesperson” in entertainment and real-life. It’s almost as if you can hear the “Jaws” theme playing in the background as this person circles you in the store or stalks you on the phone, email, and social media. When the rep opens his or her mouth, all you hear is sales-speak and pressure tactics.

A good sales script plus practice, coaching, and technology can prevent this tragedy from happening. When you get the process and components right, you will sound natural, approachable, trustworthy, knowledgeable, and helpful. Who wouldn’t want to speak with someone like that?


  • Write the script in the manner that people speak – make it sound conversational when spoken allowed.
  • Practice the script and set up role-playing scenarios, so representatives get comfortable and don’t need to read the text word-for-word.
  • Provide the team with logical branch scripting that helps salespeople deal with various caller scenarios and objections.


  • Force team members to read scripts word for word. It will sound robotic at worst, insincere at best.
  • Let some people wing it. Get everyone on the same page to ensure consistency in messaging and data capture (see point three).
2.) You’re not taking steps to prepare for the next call

Superior scripts aren’t enough when you want to make the most of every call – especially when it comes to your warm and hot leads. Let’s face it: most prospects are guarded every time they answer a call from a number they don’t recognize. If they quickly sniff out that you’re a salesperson, their shields will intensify.

Your inside sales platform should help you quickly research key facts about the contact you call and the company he or she works for so you can use your script to maximum effect. The ability to immediately review personal information, check social media profiles, and perform some quick web searches on companies from within the inside sales solution makes calls easier. How? You can quickly identify pain points or common interests to build a connection. When you can touch on issues that are important or interesting to the contact, you will see the contact lessen his or her guard and become more receptive to the essential message in your script.


  • Ensure your inside sales script and guidelines help inside sales reps build genuine connections with contacts by allowing a natural conversation to occur.
  • Train team members how to pinpoint important contact and company details that they can use to guide the discussion. Logical branch scripting is useful here.
  • Give your reps access to tools that makes research quick and easy.


  • Spend hours researching prospect details. That’s wasted time that could be spent selling.
  • Get too personal. You did some research online to get to know your prospect, but make sure you don’t come across as creepy.
3.) You’re not collecting important data

Your sales script isn’t just a set of words to help you say the right things to potential customers. It’s also a tool for prompting data capture. After all, not every sale closes on the first (or even second or third) call. Having history and details from previous interactions can be the key to closing future sales.

A solid inside sales script solution prompts salespeople to capture critical data. Reps who wing it may not be collecting necessary details needed for follow-up. Or worse – they may have their own system of capturing details. If your “wing it” guy leaves, you’re left scratching your head trying to figure out what’s going on with his past calls.


  • Integrate data capture points throughout the sales script.
  • Capture the most important data in specific fields. This will make it easy for you to quickly find and use the data when on a call with the prospect.


  • Let reps pick and choose the data they capture.
  • Capture the critical details in a general notes section or a separate note taking program.

A well-written script, practice, and coaching can give sales reps confidence and polish. Take time to explore what the right script, process, and platform can do to facilitate better, more productive sales calls.

To learn more about developing a dynamic call script, check out Dynamic Inside Sales Call Scripting.

Today’s post is by guest author Genie Parker, VP of Operations for VanillaSoft, an award-winning provider of lead management software for inside sales and appointment setting.

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