A sales call is more than just a conversation—it’s the bridge between a potential customer's problem and your solution. Whether you’re reaching out for the first time or following up on a lead, how you structure your call determines its success. A strong sales call script helps you stay on track, handle objections smoothly, and guide the conversation towards a close.

Mastering the art of a successful sales call is crucial for driving sales and building long-lasting relationships with customers.

In this blog, we'll teach you how to make an effective sales call and how to write sales scripts for those calls.

What is a sales call?

A sales call is a phone call that a salesperson makes to a prospective customer in the hopes of generating sales. 

The ultimate goal of any sales call is to convert the prospect into a buying customer or at least move them further across the sales pipeline.

Different scenarios demand different kinds of calls. Sales reps can design a variety of sales call scripts to prepare for different situations.

However, it’s equally important to be spontaneous and improvise in case a call takes a different route than what the sales rep may have anticipated.

The purpose of a sales call is to:

• Sell your product or service
• Create excitement about your product or service
• Secure a follow-up call

How to prepare for a sales call?

🧐 Do your research

Conducting in-depth research before reaching out to a prospect helps you understand their needs and pain points. This ensures that you take the conversation forward in a way that aligns with the prospect’s current needs.

🔍 Identify key decision-makers

It's crucial to find out who the major decision-makers of the business you're reaching out to are. This speeds up the sales process, as you do not have to waste time talking to people who can't actually give you the answer you're looking for.

🧘 Establish expectations before the call

Determining your prospect’s pain points and requirements before the call also helps you set expectations about the direction of the call and avoid last-minute surprises.

✍️ Create a customised presentation

Knowing a prospect’s pain points well allows you to tailor your sales presentation in consideration of their needs and requirements. This makes the prospect feel seen and understood and increases the chances of them agreeing to close.

🤔 Determine likely objections and responses

Using your expertise from past sales calls, prepare responses to common objections that prospects bring up. This will help you handle such objections with ease.

However, please note that you have to be spontaneous there in case a prospect brings up a new objection. 

⭐️ Outline benefits of your product or service

Outlining the key benefits of your product or service ensures that you do not miss mentioning anything crucial and have something to refer to during the call.

‍How to open a sales call?

• Greet the person
• Introduce yourself and your business
• State the purpose
• Ask the right first questions
• Give satisfactory responses to any queries the prospect may have

How to close a sales call?

Recap

At the end of the call, quickly summarize everything that has been discussed to ensure that the prospect understands how your product or service can help resolve their pain points. 

Example: “So, just to recap, with our solution, you'll be able to streamline your workflow and save up to 20% on operational costs.”

Overcome objections

If the customer expresses hesitation or concerns, address them thoughtfully. Offer solutions or alternatives to clear up any doubts.

Example: if you’re selling a marketing automation software and the customer says the pricing seems too high, you can respond with:

“I understand that pricing is a concern. Many of our customers initially felt the same way, but they’ve found that the investment pays off quickly. For instance, one customer saw a 30% increase in conversions within the first three months of using our tool. How do you currently measure ROI for tools like this? I’d love to explore how we can generate similar results for you.”

Confirm details

If the customer agrees to the purchase, confirm details such as pricing, quantity etc. 

Example: “Great! I’ll get the paperwork started, and we’ll have everything ready for you by the end of the day.”

Confirm contact information

Confirm that you have their correct contact number or email to continue the conversation and take the next steps smoothly.

A call to action

 A CTA is a prompt that encourages the prospect to take the next steps in the buying process. It needs to be clear, direct, and easy for the customer to act on.

Example: If you’re selling customer service software and the prospect seems interested, you can respond with:

“I believe this tool could significantly improve your team’s response times and overall customer satisfaction. Let’s get started so you can begin seeing results right away. Shall I send over the onboarding details now to set things in motion?”

Be prepared to walk away

If the prospect isn't ready, don't push it. Politely offer to schedule a follow-up call at a later period in time.

Example: if you’re selling project management software and the prospect mentions that their team isn’t ready to implement new tools yet, you can respond with:

“I completely understand if now isn’t the right time to move forward. How about we revisit this in three months, once your team has had the chance to settle into their current processes? I’d be happy to schedule a follow-up call to explore how we can support your growth when the timing works better for you.”

End on a positive note

Whether the customer agrees to a sale or not, always end on a nice note thanking them for their time.

What is a sales call script?

A sales call script helps sales reps stay on track with key talking points, enabling them to handle objections smoothly and guide conversations toward closing deals.

However, a sales script isn’t set in stone and requires improvisation on the part of the sales rep whenever necessary. Not every call will go exactly as planned, and sales reps may often have to make spontaneous decisions.

Some of the benefits of having a sales call script are:

• It acts as a toolbook for sales conversations, making sure that you don’t fumble or lose track during sales calls
• Newly onboarded sales reps can get on calls quicker without having to shadow other reps
• Reps are better equipped to handle objections
• Speeds up the sales cycle
• Aids in picking the right time to tell prospects about benefits
• Creates a consistent experience across all customers

How to write an effective sales call script?

Step#1: Pick a product or service to focus on‍

Make sure you start by identifying the product or service that will be most suitable to the prospect’s pain points. 

Step#2: Have a target audience in mind

‍Make it a point to do elaborate research on your target audience and understand their pain points and the challenges their company is facing. Gain as much insight as you can about their business. This will help you tailor your sales script and form a connection with the prospect.

Step #3: Work on selling benefits, not features

‍A good sales script highlights the long-term results that the prospect will experience from using a product. It's important to focus on the bigger picture. The prospect should get a strong understanding of how the product or service will benefit them and why it's a choice worth investing in.

Step #4: Connect the benefits to the prospect’s pain points

‍Once you’ve understood the prospect’s pain points, you should be able to list out how your product or service will help resolve the issues that they are facing. The fact that the prospect is having a conversation with you means that they already believe your product will help solve some of their issues. You just have to convince them through careful emphasis on the advantages of your product that make it a great choice.

Step#5: Ask the right questions

‍A great salesperson knows how to ask the right questions and when.If you have done enough research, then you know the prospect's pain points well.

What are some sales call scripts examples?

🗣️ Demo offer sales call script

You can use a demo offer script to encourage the prospect to attend a demo presentation of your product. Once your prospect agrees to this, the ball is halfway in your court.

🤙 Voicemail script

There may be times when the prospect may not pick up the call, and you’d need to leave a voicemail. It may be scary to send across a voice message knowing that the prospect can replay it. So, it’s always useful to have a few sales scripts handy for such situations.

✋ Objection handling script

Objections will always arise during sales calls, and that is no secret. These could be with regards to product pricing or quality or any other issue on earth. However, you can always tailor your sales call scripts to handle such objections. It’s also equally important to be spontaneous in case an unexpected objection arises.

🔥 Opening line script

There are multiple ways to open a call. However, it’s always useful to add a personal touch if possible. If during your research, you discover that you and your prospect went to the same university, you can always use that to tailor your opening line.

Which strategies help you in conducting sales calls effectively?

• Research your new prospect before the call
• Master your product knowledge
• Start with a strong opener
• Set clear call objectives
• Anticipate objections in advance and handle them confidently when they do arise
• Prepare engaging questions
• Practice active listening
• Make “trial, error and feedback’ your sales mantra
• Use real-time insights
• Wrap up the call with clear next steps
• Automate post-call follow-ups and workflows
• Talk about product value, not features