During my decade-long career as a brand strategy consultant, I’ve closed more than 90% of my sales calls, read 50+ books on sales, and went through many $1,000 sales courses.

Here’s a decade worth of sales game in a simple script.

Remember, a good sales call is preceded by good relationship building, prospecting, and qualifying.

The purpose of a sales call is to qualify. Which means you should be actively diagnosing whether your lead is a good fit. Gather as many stories, facts, and specifics to make that diagnosis.

At any point in the script you determine the prospect is not a good fit, stop the sequence. Thank the prospect, explain why your solution is not a good fit, and recommend a better fit solution. You’ll gain credibility and a possible referral depending on how professional you were during the entire process.

Enjoy!

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Zaid’s Non-Salesy Sales Script

1. What made you take this call today?
2. How do you think I can help? What are your goals? Who are you serving?
3. When was the exact moment you started looking for a solution? What was going through your mind? What were the events leading up to that moment?
4. Who else is involved in deciding the solution?
5. If you could wave a magic wand and get the perfect solution what would that look like for you? (Have them describe the before state, the after state in 1 month and 1 year, and what are they willing to change to get there)
6. Have you tried other solutions before? What went right? What went wrong?
7. What are you doing now to solve this problem?
8. What are the pains of the current solution?
9. Why have you tolerated it for so long, and what changed that made you start looking?
10. What was the exact moment that convinced you I’m worth talking to?
11. What are your concerns with my solution?
12. What opportunities will unlock if my solution works for you? What hazards will you avoid?
13. Pitch. Raise urgency = opportunities of starting today, hazards of not starting today
14. Handle objections. Do they lack confidence? Or resources?
15. If it’s confidence, they’re not convinced you can help. If it’s resources, they’re not convinced it’s worth it. Tell them about past successes in A and take on more risk in B.
16. Close by scheduling next sequence and assuming sale.
    If they are uncertain and won’t commit, you didn’t win the client and there’s no point in forcing a close. Thank them and follow up politely in a week. Then stay top of mind monthly. Convert to professional contact.

That’s it! Try to get a fact or a story to back up any opinion-based or vague answers. For example, “it hasn’t work for us” → “why?” → “because abc” → “can you tell me exactly what you did and how long you tried it for”

Get them to recall moments in detail, down to the time of day it happened.

This script demands curiosity over technique. The questions only work if you genuinely care about the answers.

May your sales calls be short and prosperous 🖖