Charles Gaudet

Charles Gaudet

Sales Script – Part 2: Building Understanding

In Part 1 of this series, we covered why sales scripts can be so integral to the success of your sales team, and your business as a whole.

We talked about using scripts like the one presented here as a framework for developing your own process. There were some tips for documenting changes, training your staff, and becoming so familiar with this process, you can move away from the script entirely! 

Today, let’s get into the script itself.

There are plenty of different types of sales calls. To recap, the script we’re giving you today assumes that:

  • You prequalified your prospect ahead of time
  • They are a warm lead
  • They are prepared to purchase during this call

If those are all true, let’s go right into the 55-minute strategy session:

Step 1: Rapport

Before your call, take 2-3 minutes to visit their LinkedIn or Twitter profiles (these are public facing pages, so it won’t appear creepy if you reference something from those pages).

Find something you have in common (sports, kids, pets, travel, geography).

You want to spend 2-3 minutes establishing rapport.

Rather than the typical salesperson’s approach of “How’s the weather in New Hampshire?” you could say: “Charlie, I saw on your Twitter profile you fight in BJJ. There’s a Renzo Gracie gym near me, and I was actually thinking about doing that myself.”

^ This works great if it’s sincere.

Step 2: Take Control and Establish an Upfront Contract


Awesome, {NAME}! Just so we’re on the same page – I have 55 minutes scheduled for this call. It might not take the entire time, but to be sure, do you have 55-minutes blocked off on your calendar as well?


So look, the point of today’s call is to dive a bit deeper than our last call and really understand what needs to happen to {INSERT PROSPECT’S GOAL}. Sound good?

Naturally, I’ll have some questions for you – and I want you to feel free to ask me some questions. 

At the end of this hour long session, we’ll typically be at one of two places. Either one, or both of us, may come to the conclusion that we don’t see a fit and we’ll part as friends… Or we might find out there’s something here.

If that’s the case – and everything I tell you looks good, we fit within your budget, and you think I can help you – what do you see happening at the end of the call? 


Excellent. You seem like a nice person, and nice people tend to say “maybe” when they really mean “no.” Can we agree that we’ll be at only one of two places at the end of the call? Either ”yes” you’d like to {ANSWER}, or “no”? The only thing I want to avoid is a “maybe.” 

Sound good?


Step 3: Figure Out What Motivated Them to Get On the Call

Awesome. So, {NAME}, I realize you’re busy. To make sure I give you the most out of our time together, what’s the biggest thing you hope you get out of today’s call?


Why did you choose that?


Okay. What’s the hardest thing when it comes to {WHAT THEY’RE LOOKING FOR}?  

Look for an emotional answer filled with their problems/issues. Continue to ask probing questions like: 

  • Huh, interesting, tell me more about that…
  • Can you be more specific? Maybe give me an example?
  • This may be a dumb question, but how long have you been trying to fix this?
  • What have you tried to do about that?
  • How’d that work out for you?
  • Wow… Out of curiosity, how much do you think this has cost you?
  • Probably a stupid question, but how is this impacting you personally?
  • Do you mind me asking, how does that make you feel right now?
  • What sort of stress has this problem caused you?

Remember, this is just a sales script. These questions are ideas, and you can make them your own.


Step 4: Understand Their Current Situation

Get them talking about their current situation – how they’re doing, what they’re doing – as it relates to your product or service. Ask probing questions to find out exactly what they’re doing as it relates to your solution.

Step 5: Quantify Their Pain

You want them to put a number to their pain and attach it to a problem they’re solving… $$ of opportunity lost, # of days, # of pounds, etc.

Here’s an example to use in your sales script:

Let’s dig into your sales process a little bit more to see exactly what we’re up against. So {LAST MONTH}, ballpark, how many leads did you receive?  


And where did those leads come from?


Interesting. And ballpark it for me, how many of those people purchased?   


So, help me out here… What did that mean in terms of revenue last month?


Okay, so you brought in $_______ last month. Is that pretty typical each month, or are sales pretty erratic from month-to-month?


IF ERRATIC: Huh, why do you think that is?

IF TYPICAL: Wow. That’s great that, at minimum, you can at least count on $______ every month. That’s awesome. (MANY TIMES, THEY’LL PUSH BACK – “I didn’t mean every month” – then you say, “Okay, I’m confused, what do you mean by that?” Most businesses have erratic sales.)


And what happens to all the people who say ”no” or “not now?” What process do you have in place to convert those people into buyers?  


And once they become buyers? How often are they buying from you?


In an ideal world, how often should they be buying from you?


Step 6: Why Is This Important to Fix Right Now?

Cool. Alright, so let me ask you… Let’s say you had all the {ANSWER: FEATURES OF YOUR PRODUCT/SERVICE} you needed to help you {SOLUTION} – what’s your ultimate goal?  


Great! I’m curious, where did you come up with that number? Why not more?


And I have to ask you, what’s your motivation for getting to ________ / month? 


Now, how would things be different for your life/business if you got to ____________ / month?


Maybe a dumb question… But what happens if you don’t reach those goals?


With these 6 sales script steps, you’ll have laid the most important groundwork for understanding what they need, why they need, and what they’re looking to achieve. This understanding should not be underestimated! This is the knowledge that arms you to be their best  and most trusted solution…

In Part 3 of this series, we’ll cover the second half of the sales script. These steps transition from building your understanding to making the sale. This is some of the most important stuff we’ll cover – see you then! 

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