How to Create a Sales Script for Phone Calls

In the world of Brisbane small business, your voice is often the first real interaction a customer has with your brand. A well-crafted sales script isn't about sounding like a robot or a pushy telemarketer; it’s about having a reliable roadmap that ensures you hit the right notes, handle objections gracefully, and lead the prospect toward a solution that helps them.

Whether you’re a tradie following up on a quote or a professional services firm cold-calling local leads, a script gives you the confidence to lead the conversation rather than just reacting to it. Let’s build one that actually works.

Before You Start: What You’ll Need

Don't just open a blank Word doc and start typing. To make this effective, gather these things first:

• Your Ideal Customer Profile: Who are you actually calling? (e.g., Property managers in New Farm vs. homeowners in Ipswich).
• Your Primary Goal: Is this to book an appointment, sell a product, or just get an email address?
• A List of Top 3 Objections: What do people usually say to get off the phone? (Usually "Too expensive" or "Send me an email").
• Your USP (Unique Selling Proposition): What makes your Brisbane business better than the mob down the road?

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Step 1: Define the Specific Objective

One of the biggest mistakes I see business owners make is trying to do too much on one call. If you are a landscape gardener, you probably aren't going to sell a $20,000 backyard renovation in a three-minute cold call.

Your objective should be the next logical step.

• Cold call? The goal is a discovery meeting.
• Inbound inquiry? The goal is a site visit or a formal quote.
• Follow-up? The goal is a deposit or a signed contract.

Step 2: The Hook (The First 10 Seconds)

This is where most people get stuck, and honestly, the interface of human social interaction doesn't help us here. You have about 10 seconds to prove you aren't a scammer or a waste of time.

Avoid the "How are you today?" trap. In Australia, this is a dead giveaway for a sales call, and most people will immediately put their guard up.

• Greeting: "Hi [Name], it's [Your Name] from [Business Name] here in Brisbane."
• The 'Why': "I’m calling because I saw you recently [downloaded our guide/requested a quote/are a member of the local chamber]."
• The Permission (Optional but effective): "Have you got a minute, or have I caught you at a bad time?"

Step 3: The 'Why You' (The Value Proposition)

Once they know who you are, they need to know why they should keep listening. This isn't the time to list your ABN or your 20 years of experience. They care about their problems, not your history.

Step 4: The Discovery Questions (The Heart of the Script)

A great script is actually 70% questions. This is where you uncover the "pain points." If you do all the talking, you're just guessing what they want.

• "How are you currently handling [Process]?"
• "What’s the biggest challenge you’re facing with [Problem] right now?"
• "If you could change one thing about your current provider, what would it be?"

Step 5: Bridging to the Solution

Now you take what they just told you and mirror it back. This is the "secret sauce" of sales.

Step 6: Handling Objections (The "Bear With It" Part)

Yes, this step is annoyingly fiddly. You need to write out exactly what you will say when they say "No."

• "Just send me an email": Respond with "I certainly can, but so I don't send you a 20-page PDF you won't read, which specific part of [Service] are you most interested in?"
• "We already have someone": Respond with "That’s great—most people we talk to do. I’m not looking to replace them today, but I’d love to show you how we handle [Specific Niche Task] differently just so you have a backup plan."

Step 7: The Call to Action (The Close)

Never end a call with "Let me know what you think." It’s the fastest way to kill a deal. You must be the one to suggest the next step.

(Giving two options is much more effective than asking a yes/no question!)

Step 8: The Wrap-Up and Confirmation

Before you hang up, confirm the details. This is vital for reducing "no-shows."

"Great, so I’ve got us down for Wednesday at 2 pm. I’ll send a calendar invite to [Email Address] now. If something comes up, just let me know. Looking forward to it!"

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Common Mistakes to Avoid

• Sounding too formal: You're in Queensland. We're generally a bit more relaxed. Use "Hi" instead of "Dear Sir/Madam."
• Talking too fast: When we're nervous, we speed up. Take a breath between sentences.
• Ignoring the Gatekeeper: If you're calling a company, the receptionist is your best friend, not an obstacle. Treat them with respect and ask for their advice on who the best person to speak to might be.
• Reading word-for-word: Use the script as a guide, not a teleprompter. If you stumble, just laugh it off. "Sorry, haven't had my coffee yet—what I meant was..."

Troubleshooting

• The Fix: Your hook is likely too salesy or your tone is too "high energy." Try lowering your pitch and slowing down. Make sure your 'Why' is relevant to them immediately.

• The Fix: Your Call to Action (Step 7) is probably too weak. You might be asking for permission instead of suggesting a time. Be more assertive with the next step.

• The Fix: Think of it as a "Conversation Map." Even the best pilots use checklists. It’s not about being fake; it’s about being prepared so you can actually listen to the customer instead of worrying about what to say next.

Next Steps

Once you've drafted your first version, try it out!

• Roleplay: Grab a colleague or a friend and run through it twice. It will feel silly, but it helps find the "tongue twisters."
• Record and Review: If your phone system allows it, listen back to a few calls. You'll be amazed at how many times you say "um" or "ah."
• Iterate: A sales script is never finished. Update it every time you hear a new objection or find a phrase that really resonates with people.

Need help refining your sales process or generating more leads to call? The team at Local Marketing Group can help you align your marketing and sales efforts to grow your Brisbane business.

Visit us at https://lmgroup.au/contact to chat about your sales strategy.