The Power Of A Good Sales Script

Cold calling scripts have been used ever since the first cold call team was formed. At Suade, we question why the medium for presenting sales scripts has seen so little innovation. Word documents have long dominated the "sales script" landscape. However, these documents were never designed to accommodate a sales script with all its dynamic twists and turns. This is why we created Suade Docs. Suade Docs is specifically designed for sales calls and complements the unpredictable nature of cold call conversations.

Why Cold Call Scripting is important

Your messaging is the most important part of a successful cold call—not your tone, not your lists, but your messaging. If you don't have words that move or influence prospects, you can speak with confidence all day and still fail.

Having a script is crucial for training, coaching, and quality assurance. If a new sales rep joins the team and is told to make calls without seeing what they're supposed to say, they will fail. Every cold call team I've encountered understands this to some degree. They might dust off an old script or hastily create one days before a new member starts. But at least they have one.

This leads to another point. The friction when it comes to scripting. Many teams don’t maintain their scripts by keeping them updated with the latest objections and conversation strategies.

Why Scripting is Hard

Getting scripts right is challenging because they lack proper representation of a dynamic conversation. Word documents can't adequately capture the flow of a cold call or account for the natural turbulence of these conversations.

Updating scripts is equally difficult—tracking objections encountered during calls is time-consuming, and crafting effective rebuttals for each objection your team faces requires significant effort.

This is why your scripts gather dust so quickly, if they don’t move as fast as your conversations. You’ll get left in the dust.

Lastly, Scripting is also challenging because your team has different personalities. These personalities may fit your script well or not well. Once a sales rep decides (I’m not going to use this) they are close to lost forever unless pushed upon within management.

Why Scripting is frowned upon

Scripting in and of itself is frowned upon becuase of how the word sounds. Script. It triggers a robotic - monotone - voice - read - ing - an - un - person - alized - document. This term was created by the decades of word document scripts that don’t form and shift as the call forms and shifts.

Don’t let this deter you from scripting. You need to understand your messaging. If you don’t align on what the best way to convey your product is, you’ll fail.

How to win with scripting

Suade Docs is specifically designed for the unpredictable nature of sales calls. It adapts to dynamic conversations while providing valuable insights on common objections that need scripting. Additionally, Suade offers a simple roleplaying tool to help you practice and become comfortable with your script. Stop using outdated, primitive scripting methods—start using Suade.