The Art Of A Sales Script

Do You have a Sales Script? Do you want one but don’t know where to begin? Do you have one but feel you could do better? Keep reading.

If you want to increase your sales, you must have a sales script. You might be rolling your eyes a tad, but I’m not talking about the type of sales script that makes you sound like a robot or out of touch. Well, thought-out sales scripts will increase your sales- bottom line.

What is a sales script? A script is simply an organized way to talk to your prospects and clients so that you stay on track and make the sale.

I know a lot of people that prefer going off the cuff with conversation. Here’s the issue:

  • It takes longer to get to the point.

But do scripts *really* work? Yes. They do. They work because you can predict what you say and how your client or prospect will react.

You can create PREDICTABILITY in your sales presentation. That is what the sales superstars do. They don’t try to re-invent the wheel. When something works, they go with it. Sales scripts work.

See below, a sales script that statistically works so much that I’ve kept it secret until now:

“As you probably know, I work with referrals. A good referral for me is ___ (share with them what a good referral is, for example, I say, “a business owner that demands high quality, compliant products that they can brand as their own). Of everyone you know, who would be the best referral for me?” People aren’t alone in their industry. They have friends, colleagues, and contacts. Ask them who they know by jogging their memory and getting a referral!

How did I know about sales scripts, and when did I start using them?

As an entrepreneur, I love to learn and train. When I was younger, I would listen to all the classic sales training audios from people such as Jim Rhone, Jim Collins, Dale Carnegie, Anthony Robbins, etc. They all had the message to create predictability in your conversations. For example, If you listen to “live” recordings, most of the pros make the same jokes and tell the same stories to each audience. They know when the laugh is coming. They know where a slight pause will make the viewer self-reflect. They know where to jolt the listener with something outlandish. Listening to the GOATS is how I started using sales scripts. Because every prospect/client is like the same audience in a new city, you can use sales scripts to help you get in and stay in the flow, all while creating predictability!

The meat and potatoes. Write Your First Sales Script:

  1. Start with asking a question. (Questions that help them see their business in a new way are extra helpful and hooks them into the rest of the conversation.) Open-ended questions are better than “yes and no” questions, and if you do ask a “yes/no” question, aim to have them answer “Yes”. The psychology behind this is remarkable. So go ahead, ask a question that dangles a carrot! Write down a question that you can ask your prospects right now.

Wahlah! You officially have a sales script!

You most likely need more than ONE sales script. You are not a robot. You’ll need to handle certain situations with specific scripts. Here are some common topics you will need a script for:

1. Handling Objections

2. Asking for a Referral

3. Closing the Deal

4. Building a Relationship/Rapport

5. Learning Your Clients Top Need(s)

6. Scheduling Calls/Appointments

7. Your Sales Pitch/Presentation

Make your list of situations you will need a script. Sales Scripts are your playbook, and now you are ready to take your sales to a whole new level.

Originally published at on June 28, 2021.



Aaron Bouren, CEO of Bouren Ventures, is an entrepreneur, public speaker, sales trainer, and marketing expert. Learn more at

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Aaron Bouren

Aaron Bouren, CEO of Bouren Ventures, is an entrepreneur, public speaker, sales trainer, and marketing expert. Learn more at