Sept. 22, 2025
To Script or Not to Sales Script? | Ep 31
In this episode 31 of The Impact Sales Podcast, Joe Beck, founder of The Sales Activist, dives into one of the most debated topics in sales: scripting. Should you script your calls, meetings, and follow-ups—or is it better to go in without a plan? Joe explores why scripting can be a powerful foundation for sales success when done right, and why making scripts with your own voice and style is the real key to impact.
You’ll learn how to transform scripts into natural, authentic conversations, the role of micro-scripts in staying on track, and how to avoid sounding robotic while leveraging AI tools for script creation. Joe breaks down how scripting is less about memorization and more about building confidence, consistency, and momentum in your sales process.
Whether you’re a coach, entrepreneur, or sales professional, this episode will give you practical strategies to master scripts without losing authenticity—helping you close more deals and elevate your sales performance.
sales scripting, sales coaching, sales process, sales success, authenticity
The Impact Sales Podcast Show Links:
Spotify Podcasts:
https://open.spotify.com/show/3cThgJH6JW7AeMzT8bR1xF
Apple Podcasts:
https://podcasts.apple.com/us/podcast/the-impact-sales-podcast/id1617201046
YouTube:
https://www.youtube.com/@thesalesactivist
Podcast Website
https://www.spreaker.com/podcast/the-impact-sales-podcast--6437358
Adore Network
https://www.adorenetwork.com
The Sales Activist Company Website
https://www.thesalesactivist.com
M3Linked Company Website
https://www.m3linked.com
WEBVTT
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Welcome to the Impact Sales Podcast. I'm your host, Joe Beck,
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founder of The Sales Activist, and today we have a
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great episode in store for you. Today, we're going to
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talk about whether or not you should be scripting your calls,
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your appointments, all of your interactions. We're going to be
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talking about the importance of scripting and how that can
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impact your success. Now, whether you are for scripting or
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not for scripting, if you're against it, it's okay. We're
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going to be talking about that today during today's episode.
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And the title of today's episode is to script or
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not de script? That is the question. So we're going
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to be digging into that. In just a moment, we'll
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be right back and we're back. This is Joe Beck,
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founder of The Sales Activist, and welcome to the Impact
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Sales Podcast. Today we're going to be unpacking all about
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the topic of scripting. You know, descript or not descript?
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That is the question. So one of the things that
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happens with a lot of people as it relates to
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their sales effort, their sales process, their sales interactions. It's
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obviously the topic of scripting. How much should you script
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for your interactions now now more than ever before, in
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the day of AI and AI support and all that
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we do, I thought this was an important topic to
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talk about. Now I'm going to go on the record
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to say that I am hugely in favor of scripting
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all that you do. Now here's what I want to say, though,
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I want to put a little disclaimer behind that. Just
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because I'm in favor of scripting, it does not mean
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that you should sound like it's a script. I believe
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that the power behind scripting really comes from the opportunity
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to develop your skills from that script outward. And here's
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what I mean. If you have a script for something
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that is important to you and your business, whether it's
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scheduling an appointment, whether it's an actual sales interaction, whether
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it's whatever a follow up. If you have a script
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that works for your business or is a part of
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your business, it's important that you use that script as
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a foundational piece to build on your communication with the
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people that you're speaking with. It's not the end all,
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it's not going to do everything for you. In fact,
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the worst thing that you can do is have a
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script and sound like you're scripted. So to avoid that,
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how you get beyond that is to start with the
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base script, but use it as a living, breathing document
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that works through the work that you do. It's a
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starting point, it's a foundational element. It's not where you stop,
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it's really where you begin. And I'm going to tell
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you why that's so important. A couple of things that
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are really critical, especially in today's day and age. Look,
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you know, if you're like me, like most people, when
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it comes to repetitive task things that you know can
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take a little bit of time. Once you started working
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with AI, whether it's chatch Ept or any other of them,
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you start to utilize it as a tool to do
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some of the things that may previously have taken you
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some time. So it's very common to go in there
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and say, write me a script for this, write me
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a script for that, and generate a script and it
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will understand your tonality, it will understand your messaging. Typically
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it'll understand you to a degree. But the challenge with
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that is that now now we're becoming dependent on these things.
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And here's what I'm going to tell you about scripting.
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If you become dependent on those tools which I look at,
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don't get me wrong, The tools are amazing, and I
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think they're critical to your success. But if you become
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dependent on that tool doing that piece of what you do,
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you need to understand that you're only scratching the surface
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with it. You need to go further. And here's what
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I mean. If you are forced to follow a script,
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you need to make sure that you make it your own.
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I talk about this all the time. There's nothing wrong
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with scripting, but you need to make it your own.
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If you use AI to generate, make it your own.
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If you find a script from somebody else that you
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like and you want to modify, make it your own.
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I think scripting is important, but the really important piece
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to this process is not not just the scripting. It's
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learning from it, adding to it, and using it in
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a way that benefits your business. And I want to
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give you a methodology to follow to make that happen
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in a big way for you and your sales efforts.
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So the first thing that I will tell you is
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when it comes to scripting, especially if it's a short script,
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you need to try to add as much personality to
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it as you can. Now I don't mean somebody else's personality,
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and I don't mean the AI's personality, I mean your personality.
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It needs to be your personality. Now, why is that
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important to your success? Well, what happens is when you're
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using something that isn't in alignment with your style, your personality,
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your approach, it will come off in all the wrong
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ways for you. It won't resonate with your audience. You
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will be perceived as either nervous or anxious, or by
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some people, maybe even a little deceptive. Because while the
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script may be sound, if you don't deliver it the
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right way, it's not going to resonate with the audience.
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And I'll give you a comparison. It's like having somebody
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else write a song and that person masters the performance
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of that song, and then they hand the lyrics to
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you and they say, go ahead and sing it. Go
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ahead and sing it now? Can you sing it? Sure?
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You could sing it. Can you go out there and
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mimic what they do? Yeah, you could probably do that.
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But by not making it your own, you're leaving something
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short in the process. Now, if you take that song
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and you make it your own, you change it up
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a little bit, you make it special, you personalize it. Well,
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in that scenario, that's going to be more powerful. And
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here's why, because as human beings, we will naturally and
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more comfortably align ourselves with things that we feel a
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deeper connection to. If we feel connected to it, if
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we make it our own, we will deliver it more effectively.
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We'll deliver it more effectively. Now that's not to say
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that we do a horrible job delivering somebody else's script
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or somebody else's lines or lyrics. Right, of course we
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can deliver it. But when you make it your own,
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it is in complete alignment with you and your personality.
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It has a much higher likelihood for success. And look,
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that's the bottom line, guys. That's why we're here to
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improve your performance, to give you better outcomes, better successes,
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better results. Well, how we go about doing that is
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doing things a better way. So when it comes to
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sales and scripting, you need to figure out how to
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make at your own. Now. I will also go as
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far as to say that the more it is yours,
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the more likely it will succeed. Now, it still has
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to functionally operate as an effective script, right. You can't
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just go off the reservation and start talking about things
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that don't necessarily apply to your prospect. Or client situation,
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it still needs to be relevant. But assuming it's relevant,
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if you're scripting something using your own voice, using your
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own approach, and your own personality, I would take that
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script against anything else that you grab from a third
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party and try to deliver as your own. And the
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reason goes back to pride and confidence. Whether you know
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it or not, if it's something that you're a part of,
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you're going to have a higher degree of pride with it.
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Your confidence will be high. Right, your confidence will be
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higher absolutely, you know if it's you, if it's if
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it's your words, your approach, your personality, your confidence will
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be sky high. Now, how you go about converting that
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script to being your own is really the topic that
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we're talking about today. Look, look, I will tell you
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I don't think there's anybody out there that won't say
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that scripting is important. How you script is what the
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difference is. If you script the right way, if you
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script and personalize things, if you make it about your personality,
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if it's in alignment with you and the way you
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approach things, that is much better than not scripting. Because
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the alternative, and this is this is why I'm in
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such big support of script scripting. The alter alternative is
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not having a plan. Not having a plan. Now, I
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know that there are people out there that will say, well,
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I like to go into every engagement organically. I'm not
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arguing that. I think that's great. I think though, pieces
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of that interaction should be scripted. Now. I don't mean
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scripted to the point that it has to follow that path.
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I just mean that when you get to a certain point,
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you should say certain things, like in your opening, when
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you're following up, when you're working through the sales process
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or the discovery process. I think there are things that
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should be scripted. I think you run the risk of
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getting off track and losing momentum in the sales process
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if you don't script Look, you can easily engage people
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organically and see where things go. But here's what happens.
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It's like a dog seeing a squirrel. You will find
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yourself or sometimes the prospect will take off in another direction.
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And if you don't have the scripting down, if you
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don't know what you should say, if you don't know
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how to bring them back, if you don't know how
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to get back on point, staying on target, you're going
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to struggle with your sales momentum. If you script, if
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you build in a script that you've customized, that you've
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made your own, that doesn't come off as a script,
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but it's known so well by you that you just
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jump right into it, you will always stay on track,
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and when things tend to try to go off track,
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it's easier for you to nudge them back in line. Now,
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I think scripting is an important element to your success.
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But just as important as scripting is, I think it's
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important that you stack up multiple mini scripts in what
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you do. And here's what I want you to do.
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This is a little exercise. I want you to think
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of your sales interactions as this little mini puzzle that
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you need to plug in different pieces a certain way.
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In the middle of those pieces, there might be static
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pieces that are what they are that you don't control,
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and that's your prospects responses. That's your prospects reactions and
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their feedback. Right, those things you don't completely control, that's
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a third party. But the pieces that you can control,
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the elements of the puzzle that you place in there,
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you have complete autonomy and control over them. And if
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you know what scripting piece to use and where to
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place it in the puzzle at the right time, you
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can build a very successful sales puzzle. Now. I know
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it seems counterintuitive to use the word sales and puzzle
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in the same conversation, because it's not a puzzle. It's
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simply a matter of taking things step by step. I
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don't want anybody to hear puzzle and get nervous and anxious, like, oh,
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this one more thing I have to solve for right,
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you were solving it anyway. You were out there trying
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to put the puzzle pieces together all on your own.
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I'm just gonna simplify it for you. So in any
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productive and highly results oriented sales process, you're gonna have
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little mini scripts, little mini puzzles inside the overall puzzle,
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the pieces that make up the final picture. And it's
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your job, your role as a founder, an entrepreneur, or
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a coach, a consultant, somebody who's selling for another company,
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it's your job to be a master puzzle maker to
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build those pieces. The right way. How you go about
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doing it is in the messaging of the script. Now,
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here's why this is so important to you. If you
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choose the right pieces in the right place, things snap
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in place very easily and you maintain and build momentum.
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If you choose the wrong piece, it doesn't fit. And
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this is exactly how I want you to envision scripting.
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If you choose the wrong script, or if you choose
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a script that isn't personalized, if you choose a script
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that isn't in your own voice, in your own tone,
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in your own personality, it's very much like to trying
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to take a puzzle piece and jamming it into a
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spot that just won't hold it. It's not going to
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get you where you want to go. You're not going
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to have the pieces fit nicely. Now, on the opposite
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end of that, if you're able to piece together the
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right script in your own tone, your own style, with
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your own personality, and it could just be a piece
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of that sales interunt, you drop it in that open spot,
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it fits nicely, and the picture, the overarching picture of
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your sale starts to take place. And that's how I
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want you to look at scripting. Don't think that you
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have to script the entire thing step by step, all
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the way through a sales process or all the way
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through a presentation. Yeah, it's great that you know you could,
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but you don't have to do that. But what you
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do need to do is you need to make sure
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that certain elements, certain pieces, certain functional chunks of your
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sales interaction you have down cold, and you have it
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done in a way that your personality shines through that,
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