What Does an Effective Sales Call Script Look Like? (Template Included)

Happy call center agent using a sales call script

The secret to a successful sales call is building trust with the consumer. However, that’s a long process as 60% of customers will say no four times before purchasing. A sales call script that balances drive with respect will connect your representatives with your customers without using pushy language.

Learn how to craft the perfect outbound sales call and use our template to improve your conversion rate.

Key Takeaways:
  • Focus on building rapport with your prospect more than selling products.
  • Sell solutions by highlighting benefits over features.
  • Establish follow-up scripts for different situations, like rejections, busy prospects, and those that aren’t interested at that moment.

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Tips for Creating a Successful Sales Call Script

These three tips are foundational to a successful call. Keep them in mind as you craft your sales call script.

Qualify Leads Before Calling

Most sales agents say that less than half of their prospects are good fits for their products. You would waste time and resources if you spent your sales calls trying to convert all your prospects.

Establishing a process of qualifying and nurturing leads before that first sales call can drastically improve your results. Lead nurturing introduces them slowly to your brand, establishes trust, and generates interest in your solutions.

Understand Your Prospects

Companies that personalize their interactions see 40% more revenue than those that don’t.

Before making a call, sales reps should first read about the customer, some of their past interactions and comments, and pain points. Then, they can confidently offer a personalized exchange with relevant solutions instead of a cookie-cutter sales pitch. Understanding intent data helps agents know where the lead is in the sales funnel and adjust their sales call accordingly for greater personalization.

Customers are more likely to recommend, purchase, and repurchase from brands that personalize the experience

Source: McKinsey

Make the Call about the Prospects

Focus your call on the customers, not your business. A shift in mindset from “I’m selling products to them” to “I’m solving their problems” will transform how you approach the sales pitch.

Taking time to listen to the customer will go a long way to showing you care about the customer.

The Ultimate Sales Call Template

Use this five-step sales call script example to create the perfect sales call.

Greet Your Prospect

Start your phone call with a clear and concise greeting introducing yourself and your company.

Example: Hi (their name), this is (your name) from (business name).

Next, add a brief introduction. For example, if a mutual connection referred them to you or you already reached out through a different channel like email, those are ways to establish a relationship.


  • We sent you an email last week with some exclusive offers for your business and wanted to follow up with you about the options. Did you have a chance to review those offers?
  • We have been working with (Mutual connection) for several years, and they have seen some amazing growth. They recommended your business and said you might benefit from our services.

Connect with the Prospect

During your introduction, note how the prospects speak, respond, and engage so you know whether they’re in a rush and are more relaxed or business-focused.

You want to build rapport with the prospect during this part of the call. This step is crucial for building trust as it will help the buyer feel more comfortable, know you understand them, and present an opportunity for the sales agent to get to know the prospect. Brand storytelling is one of the most powerful ways to build rapport.


  • I saw you live in (prospect’s location), I’ve spent some time there, and it’s a beautiful location.
  • Your profile says you work as a (prospect’s job title). That is a fascinating field. How did you get into that?

Some other ways to connect include mentioning mutual interests, discussing public information from their LinkedIn profile you have in common, and congratulating them on promotions or changes.

Make Your Products Relevant

Once your prospect warms up to you, you’re ready to bring the conversation around to your sales pitch. However, it shouldn’t sound like a sales pitch but an extension of the previous discussion.

When you transition to this part of the conversation, focus on the customer’s needs rather than your business’s products. This is where understanding your customer comes into play the most, as you need to understand who they are and what they need to present your products in a customer-centric way. During this part of the conversation, you also want to show that you are familiar with companies like them or people in their unique situations.


  • What are some of the greatest challenges in your position? We work with companies struggling with that and can help you (say how your product solves the challenge).
  • We work with customers that (list relevant details about buyer). Does that apply to your situation? Tell me more about what you need.
  • I was looking at your profile/researching your company and noticed you do (List a task your business can help with). We can help you perform that task faster (or other benefits of your products or services).

Focus on an End Goal

Your sales call should ultimately lead the prospect towards a decision. Keep this goal in mind from the start to keep your call focused. To guide your prospect to the main decision, ask them to make smaller choices before committing to any more substantial action.


  • Do you want more information?
  • (List two or three options) Which one are you most interested in/is most relevant to your situation?

After asking several minor questions, you can assess their interest and match them with the best offer. Finally, finish your call with that main offer, including what steps come next. To increase the chances of them saying yes to the proposal, make it as easy to complete as possible, with minimal strings attached.

Prepare for Rejections

Rejections are part of sales calls and aren’t entirely avoidable. However, not converting a prospect on the first call doesn’t equate to rejection. Most leads require several follow-up calls before they make a decision.

Have a script ready for standard rejections.


  • Customer: “We already have that.”

 Response: “How do you like your current product/service? (Explain how you’re different).”

  • Customer: “Now is not a good time.” 

Response: “I understand. What is a good time and date that works for me to call you back?”

  • Customer: “I’ll think about it.” 

Response: “Can I send you more information for you to look over?”

80% of sales require five follow-up calls

Source: Invesp

Convert More Leads

Improve your sales call by automating your lead distribution process. MXTR helps seamlessly and promptly distribute your leads to the right sales agents.

Schedule a demo to learn more about our marketing automation software.


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