Creating Scripts for Sales Presentations

Small tweaks in your sales script can turn “no thanks” into qualified sales calls. We reviewed a client’s outbound calls, made five key adjustments, and saw a 20% boost in engagement. Here’s what worked: 1. Start with a Permission-Based Opener Jumping straight into the pitch made prospects feel cornered, often leading to resistance. What We Changed: We switched to a permission-based opener like, “Hey, this is (name) from (company), we haven’t spoken before, I’m calling you out of the blue, but it'll take me 30 seconds to tell you why I called and then you can tell me if you even want to keep talking after that, does that sound fair” This gave prospects control and set a respectful tone. Prospects felt more comfortable and engaged when they had the option to continue, leading to smoother, more productive conversations. 2. Use “You” Instead of “We” The scripts were too brand-focused with “we” and “our” statements, making it sound impersonal. Shifting to “you” language made a huge difference. Instead of “We offer the best solution,” we said, “You deserve a solution that actually fits.” Prospects felt the call was about them, not us. 3. Add Specific Social Proof Generic claims weren’t cutting it. Instead of “We’ve helped hundreds,” we got specific: “Last quarter, we helped [X industry] achieve [result].” Specifics boosted credibility and helped prospects see the potential value for themselves. 4. Ask Open-Ended Questions Closed questions led to dead-ends. We replaced “Do you struggle with [problem]?” with “What challenges are you facing with [problem]?” This invited prospects to share more, making the conversation richer and helping us respond better. 5. Frame Price with Value Mentioning price early often scared people off. Instead, we tied price to benefits: “With an investment of $X, you can achieve [result].” Positioning price in correlation to perceived value kept the conversation moving forward. These small changes led to big improvements in qualified booked appointments. ___________________________________ Follow Dylan Rich for more tips on scaling your sales team

I’ve spent years helping B2B companies build and standardize sales messaging. Here’s my model, in five acts. 1️⃣ Define the problem Your prospect called because they have a problem to solve. Help them tell you. ▶ Reflect domain knowledge about the big issues that trigger buying cycles ▶ Land on a clear, simple, mutually agreed statement getting to the heart of the problem 2️⃣ Frame the decision You’re talking to someone trying to understand their options and choose the right one. Help them make sense of what’s in front of them. ▶ Offer your expert perspective on their options, what makes them different, and where your product sits ▶ Be honest about the advantages and disadvantages 3️⃣ Share your unique value Your company or product solves your buyer’s problem in a certain way, which unlocks value that’s hard to get anywhere else. ▶ Tell them what the unique value is ▶ Make it short, sharp, and simple 4️⃣ Break down product capabilities What new abilities do buyers gain from your product? ▶ Tell them what they will do with it that they couldn’t before ▶ It will probably come down to 3-5 short present-tense action statements ▶ Then, reinforce this narrative with your demo 5️⃣ De-risk the decision Prospects are looking for reasons to say no. Take them off the table. This means speaking directly to things like: ▶ Your bona fides ▶ Relevant case studies  ▶ Value relative to cost (i.e., the price and the business case) ▶ How you support the implementation ▶ How you stand by your product ▶ Support after the sale And anything else you need to say to diffuse concerns. After that, you’ll have your obligatory call-to-action/next steps section. But you know all about that already because you’re smart. That’s pretty much it. PS: I am sharing this as a highly distilled, foundational mental model, not a template. You can use it as a framework for writing a deck, developing a sales elevator pitch, or as a jumping-off point for deeper sales messaging and assets. This framework can support a big, lofty narrative as well or a nitty gritty, in-the-weeds approach. Treat it as a springboard, not a Mad Libs exercise.

Most presentations fail before they even begin. Why? Because they’re too generic. If your presentation doesn’t speak directly to your client’s needs, goals, and pain points, you’re losing engagement—and deals. Works for: ✅ Sales pitches ✅ Investor presentations ✅ Client onboarding I’ve seen too many professionals rely on one-size-fits-all slides. Here’s a common mistake I often see: People assume their audience will connect the dots between a generic presentation and their specific business challenges. I know it’s costing them lower engagement, less buy-in, and fewer conversions. However, this simple framework can help: The 3-Step Client-Specific Pitch Framework 1️⃣ Know Their Pain Points - Research their industry, recent news, and public data. - Ask questions to uncover their key challenges. - Example: Instead of “Our software improves efficiency,” say, “Our software eliminates bottlenecks in your manufacturing process, cutting lead times by 20%.” 2️⃣ Align Your Solution to Their Goals - Tailor your messaging to their objectives (cost savings, growth, efficiency). - Use relevant data, case studies, and examples. - Example: Instead of a generic product pitch, say, *“With your goal of market expansion, our platform can increase penetration by 15% in six months.”* 3️⃣ Speak Their Language - Avoid jargon unless your client is familiar with it. - Mirror their communication style—concise for execs, detailed for analysts. - Example: Marketing teams care about conversion rates; finance teams care about ROI. Here’s an example: A SaaS company pitching to a retail chain tailored their presentation by replacing general product features with case studies from similar retailers. The result? Immediate interest and a deal closed 30% faster. A client-specific presentation builds trust, strengthens relationships, and increases your chances of closing the deal. Use this framework to make your next pitch land with precision 👌🏻 What’s your go-to approach for personalizing presentations? Let’s discuss in the comments! 🚀