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Sales script: a structure for calls and Telegram
Two managers sell leads from the same ad very differently: one closes many, the other few. The difference is usually not talent but structure. A sales script is a step-by-step plan for the conversation: it helps new managers learn faster and reduces lost sales. Here is the structure of a script and a ready example.
A script isn't robot-speak
A script isn't text to read word for word — it's a map: what to ask at each stage and where to steer. A live conversation adapted to the customer's name and question gets the best results.
6 stages
- Greeting and introduction. Name, company and reason for the call: "Hello, Dilnoza! I'm Sardor from the Home Furniture store — you left a request about a sofa."
- Discovery. Open questions: "Which room is the sofa for? What size? What matters more — comfort or durability?"
- Presentation. 2–3 key advantages and your USP, tied to what the customer said.
- Handling objections. See the table below.
- Closing. A specific next step: an order, a measurement, a showroom visit, a payment.
- Follow-up. If there's no decision, schedule the next contact with a specific date and time.
Objections and answers
| Objection | How to respond |
|---|---|
| "It's expensive" | Explain what the price includes, offer instalments, show a cheaper option |
| "I'll think about it" | "What would you like to think over — the price or the model?" — find the real doubt |
| "It's cheaper elsewhere" | Compare what's included: warranty, delivery, materials |
| "Later" | Agree on a specific date; mention a promotion or price deadline (only if it's real) |
Specifics for Telegram and Direct
- Short messages — one idea per message.
- Photos, video or voice notes are more convincing than text.
- End every message with a question so the conversation doesn't stall.
- Reply fast — see our lead response time article.
How to improve the script
- Record calls and review 3–5 of them together every week.
- Track in your CRM at which stage customers drop off.
- When new objections appear, add the answers to the script.
Conclusion
A sales script is the system that turns ad leads into sales. Write it, train your managers and update it every week. To avoid losing leads, use a CRM; for chat templates, see handling comments and DMs.
