Creating a Script

Scott Underhill

Creating a Script

Creating a script is the same as creating a process that you want your customers to work through. By the end of the this guide, you should be able to create your first script.

Audience Script Master

Outcome A call center script

What are the components of the script

The above diagram is an illustration of the core parts of the script and its flow.


The greeting is the very first part of the script. Making it relevant to the customer will assist you in personalizing the script. For example: Good Morning | Good Evening | Happy Holidays ... etc.

The greeting is the first decision point for the customer. If they want to keep talking to you, the second part of the greeting is a self introduction and compliance.

For example, 'Good morning! This is Scott from ABC Ltd on a recorded line.' Every country will have compliance rules, and it is important to follow these as much as possible to avoid issues.

As part of the greeting, you may want to ensure you're talking to the target individual. For example 'May I speak with [the business owner's name]?.

After successfully introducing yourself to the right person, you will move onto the second aspect of the script.

Customer Solution

The second part of the script is the customer solution. This is where you pitch how you will help, grow or otherwise benefit the customer. This part needs to be relevant, concise and clear, so that the customer can understand what you're offering, and if it is relevant to them.


When the customer is unsure if the solution you are offering is relevant to them, this is the time to move onto the benefits stage. This can be done through a collection of benefit statements or benefit questions, to reassure them why they want your solution.

Prequalifying / Information Gathering

This is normally in the format of core questions that you need to ask the customer. These questions will get the customers involved in the process, as well as giving you some relevant informaiton about them. Through this process, you should ask the questions that will ensure the customer will fit into what you are selling, and also collect key information required to assist in future stages of the sales process.


The rebuttals need to be developed based on where you believe the customer will have objections or resistance. For example, asking personal information may be of a concern to a lot of potential customers. When collecting this information, you must put yourself in the customer's shoes, and present yourself in a way that will encourage trust.

Call to Action

A call to action is a clear process of what will happen to the customer at the end of the script. This could be setting an appointment, transferring them to another representative, emailing them information or setting up an account. It is important to have a clear closing statement and a call to action, to ensure the customer moves from this initial process into the next stage of the sales cycle.

Next Tone modelling