15 Key Benefits of using Sales Scripts

Ever been stuck with the right things to say? 

Have you often thought that what you said could have been delivered in a better way? 

Most people don’t utilise the power in any way of using a prepared sales script. These people just shoot from the hip and hope that they will get the results they want. These same people do not keep score of their customer activities and therefore have no record of what works and what doesn’t work. 

Let’s now look at some of the myths that people spread. 


  1. They don’t work, tried one in previous job, nobody used it.
  2. People can tell when you are using a script. 
  3. You sound like a SALESPERSON, trying to sell something, whether I need it or not.  
  4. Limited customisation. You are unable to tailor your presentation to the individual needs and wants of your clients. 
  5. You sound like a robot. You have a limited flexibility of what you can say. 
  6. You sound like a telemarketer with the call centre as your background. 
  7. I am a PRO, at the job for 10 years. I know what to say! 


1. Improves how you sound 

We believe when conversing with another person, particularly on the phone, your results will be improved dramatically through the use of scripts. This is because there are no gaps in the conversation and no awkward moments of not knowing what to say. You have a script/plan. 

2. Improves the impression you make 

By sounding more confident and more professional, you will automatically improve the impression you make. With time on the phone a critical issue, a script will give you a measurable improvement in the impression you make. 

3. Improves rapport 

Rapport is improved in concert with the impression you make. Remember, that people do business with people they like. Customers love to hear their own name and a courteous tone when building rapport. 

4. Improves effectiveness 

Your effectiveness on the phone or in person will immediately be improved when you follow the key points of your professionally prepared script. Confidence will be improved, retention of what the prospect says to you will also be improved along with a more professional discussion. 

5. Improves confidence 

When your sales and service team members know that they can rely on a good script, their confidence when handling a customer enquiry will grow. 

6. Decreases stress 

When new people join your sales and service team, they will be unfamiliar with what they should be saying and how they should be responding to your customer enquiries. A book of scripts or computer link to where they find your company’s tailored scripts makes this a far less stressful situation. 

7. Increases activity level 

You will be able to do more in less time with a professional script. They keep you organised and totally accountable for your results. With a happy and good attitude, you really can increase your activity levels with a good script hugely. 

8. Promotes consistency 

Consistency in what they’re saying is really important for your sales and service team. When the team has a company tailored and agreed-upon scripts they become more powerful. Consistency brings with it professionalism and better results. We need the same response given every time to a customer enquiry. 

9. Increases your confidence 

Following a script will increase your confidence level because by using a script you are asking all of the relevant information required to move forward with your prospect. You don’t have to remember anything……Just use your script! 

10. Reduces training time 

The length of training sessions can be reduced for individuals and teams by using script books, charts and computer-generated programs. 

11. Increases customer satisfaction 

With a script, you will be able to measure an individual’s KPI’s and performance. With this information, you will be able to spend time with poor performers in order to increase the customers’ approval rating. 

12. Assists in maintaining compliance 

Compliance to laws and regulations today is not a choice. They must be regulated and adhered to 100%. We must ensure all of our sales and customer service team members are using compliant scripts and replying truthfully and ethically to all customer requests. 

13. Avoiding human error 

When we have a script, we are encouraged to cover all of the points in the script. When we do this, we avoid human error of forgetting certain key questions that need to be asked. 

14. Measuring results 

When scripts are used, we can hold people accountable for their activities. We are able to measure KPI’s in all of their activities. This gives us the opportunity of continuous improvement. We can highlight problems and tweak scripts when necessary. 

15. Overcoming objection 

You will handle objections so you much more easily when you have a script or a list of bullet points to cover when responding to your customer’s objections. This gives you the power in any conversation. 

It’s in front of you….You don’t have to keep thinking of what you have to say. It’s all in front of you on your script. 


  • Update and refresh your scripts often in order to keep staff motivated to use them. 
  • Actively listen to your customer….Never interrupt the customer. 
  • When you listen, you learn. You will gain more information with little effort about your customers’ needs and wants by listening, and nodding of your head to indicate that you are listening. 
  • Know-how and when to deviate from your scripted approach. 
  • The customer will often ask you for information and advice not covered in a script. It is important that these be answered when you are asked. Make a list of things that the customer may say or object to in your script, so that you are prepared no matter what. 


Here are four of the major benefits that are achieved by those who do some role-play, or as we prefer “real play”, with these proven and time-tested scripts. 

1. Practising 

No matter the activity, all professionals practice their skills. Practising and fine tuning your scripts can really be fun. It will also allow you to personalise the scripts you are delivering to your client with a more meaningful message. 

2. Building confidence 

When you review or practice something constantly, your confidence will grow. Real plays develop confidence in you leading to a far more successful sales winning conversation. 

3. Developing active listening skills 

When you use a script, because you have the words in front of you, you don’t have to be constantly thinking about what you’re going to say next. This allows you to listen a lot more intently to what your prospect is saying. 

4. Developing group problem solving abilities 

When in a group situation or group discussion, fine tuning of your scripts will pay huge dividends. Concerns and problems can be raised and extinguished through meaningful discussions and changes to the set script. It is essential that everyone, and I repeat everyone, is happy with and uses the same script. 


  • Be different 
  • Be and sound professional 
  • Be a user of customer friendly and results measured scripts 
  • Ask for referrals 

About David Jackson CSP 

David is internationally known as “THE SALES DOCTOR” for his “Vitamins for Success” and highly effective “Sales Problem Solver”. He has over 30 years of experience as an internationally recognised Sales Skills and Communication Coach including Keynote Speaker. David brings the ability to positively transform the skills and attitudes of his audiences with humour and real world experiences. He will lift you and your team to a new level. 

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