Using a Sales Script to Win More Jobs

What is a sales script?

A sales script is an outline of the key talking points you want to cover when talking to a potential customer to win a job. 

It helps you improve customer interactions, handle objections, and guide conversations in different sales scenarios so you can close more deals.

A good sales script usually includes: 

• An introduction that includes your company name and an overview of your services
• Questions about the customer’s pain points or goals
• An explanation of how your services can address their needs
• How to respond to common objections
• A next step, like sending a quote, visiting the job site, or booking a service

Sales scripts can be used for new or existing clients after they reach out to inquire about your services or when you’re cold calling a prospective customer.

READ MORE: Reconnect with old customers with free, customizable email templates

How to write a compelling sales script

To write an effective sales script, you need to put yourself in your customer’s shoes. 

While your goal may be to move along the sales process and get them to book a job, their goal is to solve a problem they’re having, like finally having their basement finished so they can use the space or trying to get their neglected lawn in better shape. 

Follow these steps to write a successful sales pitch that balances both of your goals.

1. Start with building rapport

When the client picks up the phone, your introduction should be centered around building rapport instead of selling. 

Start by telling them who you are and what company you’re calling from and asking them how their day is going. Bonus points if you have any common ground to refer to. 

For example, if you went to the same school, share mutual connections through a referral, or you’ve done work for them in the past. 

“The more we talk to ’em, the more rapport we can build, the more information we can give them, which gives us, which just gives us closer to ultimately closing and, and, and taking care of the project.” —Andy Wines, owner of Camo Crew Junk Removal

2. Find out what the client needs

Next, start a sales conversation by asking open-ended questions to figure out what the client’s needs are. 

Dom Rubino, host of The Profit Toolbelt Podcast, recommends starting by covering these four bases: “I ask questions about budget, need, timing, trust.”

For example, ask questions like: 

• Do you have a budget for this project?
• What services are you looking for?
• When do you need this done by?
• Do you have any questions or concerns about working with us?

Your aim here is to understand as much as you can about the client, job, and budget so you can clearly see what the next step is. 

3. Position your services as a solution

Once you know what the client wants, position your services as a solution to their problem. This is where you use a value proposition to showcase your ability to meet their needs. 

Based on what they asked for, give a brief explanation of why you’re the best contractor for the job. 

Donovan Quesenberry of DIV Cleaning Service recommends highlighting how you stack up against the competition: 

“My transitional question for Christmas lights is, ‘Have you hired a professional Christmas light company before?’ And they’re gonna say, ‘Yes, I have’. And I’m gonna say, ‘Awesome, let me tell you how NC Christmas Lights does it because we’re probably a little different than what you’ve used before.’”

You’re not necessarily trying to sell just yet. Instead, you’re working to develop trust and showcase your expertise. Use this part of your sales call script as an opportunity to establish credibility, not close the sale. 

4. Address any objections

As a service business owner, you already know what common objections to your services are. Prepare for potential objections and hesitation by knowing the answers to questions about budget, timing, and your industry. 

For example, if a potential client is stuck on budget, have a small discount or promotional offer in your back pocket to offer them.

Dom Rubino of The Profit Toolbelt Podcast also recommends being ready to answer technical questions related to your work. 

“If you’re selling painting services, the family’s technical question might be, what about the smell or what kind of paint are you using? Or is this environmentally sensitive? That’s their technical question. If you’re doing window washing or window cleaning, there’ll be different technical questions, but you know what those are because, typically, we’re experts in our trade already.”

Not all sales calls will include this step, but by having answers in advance, you won’t have to scramble to think of something to say in the moment. 

READ MORE: How to overcome pricing objections

5. Close the sale

After putting the customer’s mind at ease about any objections or questions, it’s time to close the sale. In a service business, this could mean: 

• Booking a job
• Scheduling a site assessment
• Sending a quote

Which route you take depends on the job and client, but it’s important to always have a next step at the end of a sales call. This ensures you maintain contact with the customer and have a strategy for moving the job forward.

Sales script example

Customize this sales script template for your business, industry, and clients to move more customers through your sales funnel.

Best practices for sales calls

Whether you’re cold-calling a potential client or you’re responding to a request for a quote, having a sales pitch script isn’t enough to seal the deal. 

Follow these best practices to increase your chances of closing the deal and keeping your sales calls on track. 

1. Keep it short

Your customers probably don’t want to be on the phone all day, especially for a sales call. Keep your sales script short and to the point by letting the customer’s responses to your questions guide the conversation. 

When answering questions, remember not to get too technical unless the customer asks you to. They’re looking for a solution to a problem, not a complete walkthrough of how you do your job.

2. Listen to the customer

If the customer seems disinterested or like they aren’t ready to commit, don’t push. While you can answer any questions they have or address their concerns, it’s also important to consider they may be too polite to just say ‘no’.

Listen to their responses to gauge their interest, and if they don’t seem excited or ready to move forward, accept it and move on. 

3. Be polite

Sales calls, especially cold calls, are usually unexpected and can disrupt a client’s day. Be considerate about what time of day you call, and offer to call back at another time if the customer is busy. 

Keep your tone friendly and casual throughout the call, and do not interrupt or talk over the customer. 

4. Be professional

A sales call gives customers a clear impression of your business. If you swear, badmouth competitors, or brush off their concerns, they may choose not to work with you even though they need the work done. 

Lean on your experience and knowledge to position yourself as the right service provider for the job. 

5. Be genuine

Show genuine interest in the client’s problem. By demonstrating that you care about their pain point and want to help them find a solution, you’re making them feel like they matter. 

Customers don’t want to feel like you’re only interested in a paycheck. 

Ask questions that help you to understand their problem so they feel heard. This will give them the confidence they need to move forward.

6. Leave the door open

Not all clients will say ‘no’ outright. But that doesn’t mean they’ll be ready to book a job, either. 

If they’re uncertain about whether they want to move forward or they need more time to think about the budget, leave the door open at the end of the call by saying something like: 

• Feel free to reach out if you think of any other questions!
• Let me know if you’d like me to write a free quote for you!
• Don’t hesitate to reach out if you change your mind!

That way, you leave the customer on a good note, meaning they’re more likely to get in touch again when they do decide to move forward. 

Whether you’re making sales calls yourself or training a sales team, selling your services over the phone is a big part of developing your sales strategy and growing your business. 

But handling all this manually can be a lot of work.

Use field service management software like Jobber to keep clients organized, move them through the sales funnel, and close more jobs.