Sales Scripts That Drive Action

Brands are obsessed with perfecting their sales script while completely missing what actually drives conversions - a compelling narrative that pulls people in. The fastest-growing personal brands don't pitch, they NARRATE. Every top-converting video sales letter follows the same emotional sequence:  - Denial  - Obsession  - Breakthrough This isn't randomized - it's a psychological architecture that builds belief before asking for the sale. In the Denial phase, you acknowledge the struggle and skepticism. During Obsession, you show the relentless pursuit of a solution. The Breakthrough reveals the transformative moment when everything clicked. This structure mirrors the actual journey your customers take. They don't want your fancy script - they want to see themselves in your story. When we build founder-led narratives for our clients, we're not creating pitches. We're crafting belief systems that make buying feel like the natural next step, not a forced decision. Stop obsessing over word-perfect scripts and start investing in stories that actually resonate. Your conversions will thank you.

You're selling features and functions... And you probably don't even realize it. Sales people often latch onto a generic need because they know their product can help —“We want better SEO,” they hear. And reps rush to pitch their platform. Sound familiar? Here’s what usually happens next: The rep defaults to “Our tool boosts SEO.” we will show you that in the demo. End of story. Demo comes and goes. The deal stalls, you've touched base, checked in, and circled back. Nothing. Crickets. Ghosted. 👉 Instead, flip that script: Start by asking why. Why do they want better SEO? To drive traffic? More traffic = more conversions? More conversions = more revenue? Suddenly, you’re not selling SEO. You’re selling ROI. That shift in language—“Our tool improves SEO, which helps you get more conversions and revenue”—does two things. ✓ It guides the prospect to see real business value. ✓ It connects your solution to what their economic buyer cares about. Frame the conversation around impact, not just features. You’ll lead prospects to discover the value of your product—and avoid the “just features” trap. If you don’t, you may win attention. But you’ll only hope the deal closes next quarter. Make the impact clear. Make the difference real.

Scripting for creating next steps is your intentional way of guiding the recruit toward clarity and commitment. It’s not pushy.  It’s planned.  Here's how it works: Affirm and Create Alignment: “This has been a great conversation. I can see we’re aligned in a lot of areas.” Restate What You Heard “You mentioned that leadership and support are really important to you.” Introduce the Next Step Clearly “Would it make sense to schedule a deeper conversation where I walk you through how we’re different in those areas?” Get Agreement “What does your schedule look like next week for 30 minutes?” Clarify the Goal of the Next Step “That call would be all about showing you what it would feel like to be here, no pressure.” I often say that a key in recruiting is sequencing.  Always having a clear plan for the next move, avoiding vague or passive closes like, “Let me know if you're ever interested.” That kills momentum. Scripting these steps in advance increases conversions. Why??? …..Because it removes confusion and creates momentum. Here’s why: Clarity creates confidence People move forward when they know what’s next. Leaders lead When you guide, you’re seen as trustworthy and credible. Reduces friction No awkward pauses or uncertainty and creates a smooth transition. Avoids open loops Unclear endings lead to ghosting. Clear steps keep conversations alive. Builds expectation When you set the next step, you create a reason for follow-up. When you own the path, more people follow it.

I analyzed 10,000 sales calls and discovered something shocking. The highest-converting calls had zero pitching. Just stories. Here's the systemized approach I use to sell without selling: 1. The Discovery Stories activate mirror neurons in your brain. When I tell you about my transformation, you don't just hear it - you experience it. They literally feel your results. 2. The 4-Part Story Architecture Every conversion story needs these elements: Catalyst → (what changed) Contrast → (before vs after) Conflict → (what you overcame) Conquest → (where you are now) Example: "I was working 80-hour weeks, burned out and barely profitable. Then I discovered that 97% of success is systems. This insight changed everything, but I had to systematize every aspect of my business first. Now I work 4 hours per day while helping 14 million founders achieve freedom." The gap between before and after = their desired transformation. 3. The Advanced Technique Start story A, interrupt with story B, finish story B, then complete story A. This creates hypnotic attention because the brain craves closure. 4. The Psychology Loop Stories create emotion. Emotion creates logic. Logic creates action. When you master this, you're not selling products - you're selling transformations. The founder experience is everything. When founders hear your story, they see their future. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Want more sales tips? Join our community of 172,000+ subscribers today: https://lnkd.in/eDjGzhbv