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Can You Measure The Effectiveness Of Your Sales Scripts?


I came across this topic recently on a LinkedIn discussion group and it got me thinking, is it really possible to "measure" how effective sales scripts can be? To me it would seem almost impossible to quantify. Sure, you could say it correlates to the output/ performance of the reps you have making dials, but from what I've seen it isn't that simple.Sales Scripts Effectiveness, Inside Sales Metrics, 7 17 Craig

For those of us who've developed calling scripts over the years, you've most likely recognized that there are a multitude of factors that play into a solidly built script. Brevity along with touching on what keeps your prospect up at night are just two important keys that I've touched on in previous blogs, but once you have it nailed, it may not necessarily translate directly into immediate ascension to a sales god status.

All scripts, even the good ones, should be used as a guideline rather than a crutch. As a result, I can say with confidence that reps using the same exact script historically have variable results. This tells me there is no way to predictably measure success from one message vs. another.

As great as we all THINK we are at writing sales scripts, one size might not always fit all. One of biggest things I've learned through the new hire training process over the years is that there is no point in pushing what you perceive to be a perfect script onto a rep. Bottom line is what works for you may not always work for your reps. 

During a new client ramp-up, I have my reps come up with their own messaging after being briefed on the client product info, testimonials and demo.  Once they have a script they're comfortable with, I'll review it all with them and we'll finalize something we can collectively agree upon. As a result they feel as if they "own" the message by being able to provide input and feedback in the script development process. Not only that, going through this process helps them to internalize the content much faster than if they were reading directly from what we've pushed on them.

While quality scripts are important, it's rarely the root cause for the success or failure of the rep. Success starts with well trained rep that has a relative comfort level with the message and how skillfully they’re delivering it.  With so many factors contributing to the success of an inside sales rep’s performance and success (activity numbers, speech cadence, market receptivity), merely trying to “measure” the effectiveness of your scripts would be too difficult to quantify.


I agree that having a rep develop and "own" their script is sometimes better than spoon feeding. But, I struggle with the balance of time. Is it a good use of time to have multiple reps write their own scripts on the same subject when one person could do it and share with the group?Thoughts anyone?
Posted @ Tuesday, July 17, 2023 3:43 PM by Jeanne Fuchs
Thank you for the input Jeanne. I agree that the time balance can be a challenge. Generally I find it helps the new hire rep's level of comfort with the technology if they set a few hours aside during toward the end of training to take a stab at developing a script. I'll then dedicate an hour of my time review it with them. If they're off base with their messaging we can use it an opportunity to highlight areas we may need to circle back on from their training.
Posted @ Wednesday, July 18, 2023 4:01 PM by Craig Ferrara
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