Sales Script Development and Approval Workflow

Estimated Time: 10 days Difficulty: Intermediate Team Size: 2-4 people A structured sales enablement process for creating, testing, and deploying phone and email scripts that ensure consistent customer communication. This workflow guides your team from auditing existing materials through role-play testing to final deployment, delivering battle-tested scripts for cold calls, discovery conversations, objection handling, and follow-up sequences.

7 steps

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Process steps

Audit current phone scripts and identify communication gaps

2 day from previous step

task

Gather all phone scripts currently used by your sales and support teams. Evaluate effectiveness by reviewing call recordings and win/loss data. Document which scripts convert well, which cause confusion, and where reps are improvising due to missing guidance. Identify the top 5-10 call scenarios that need standardized scripts.

Organize and categorize email templates by sales stage

2 day from previous step

task

Collect all email templates currently in use across sales and support functions. Categorize each template by purpose and sales stage: prospecting outreach, discovery follow-up, proposal delivery, objection handling, and customer support. Flag outdated templates that reference old pricing or features, and note coverage gaps where no template exists.

Map customer scenarios and common sales objections

3 day from previous step

task

List the 10 most frequent situations your team encounters: initial cold outreach, discovery calls, demo follow-ups, pricing objections, competitor comparisons, support escalations, and renewal conversations. For each scenario, document typical customer concerns, buying signals, and the specific outcomes you want to achieve. Prioritize scenarios by frequency and revenue impact.

Draft conversational scripts with objection handling frameworks

5 day from previous step

task

Create first drafts for each priority scenario identified. Keep the tone conversational rather than robotic - these are flexible guides, not scripts to read verbatim. Structure each script with four sections: a compelling opening hook that earns attention, key value messages tailored to customer pain points, specific objection response frameworks with proven rebuttals, and a clear next-step call to action. Include pause points for active listening.

Conduct role-play testing sessions with sales team

7 day from previous step

task

Schedule structured practice sessions where team members use the scripts in realistic role-play scenarios. Assign experienced reps to play difficult prospects. Collect specific feedback on what sounds natural versus awkward, which customer questions are not addressed, and where the script flow breaks down. Document all suggested improvements and revise scripts based on team input.

Create buyer persona-specific script variations

9 day from previous step

task

Develop tailored versions of each core script for different buyer personas and decision-maker levels. A C-suite executive needs strategic ROI framing while a department manager focuses on operational efficiency. Technical evaluators want capability details. Keep the core value message consistent but adjust examples, terminology, and benefit emphasis to resonate with each audience segment.

Deploy scripts to CRM and schedule quarterly reviews

10 day from previous step

task

Publish final approved scripts to your CRM, sales enablement platform, or shared knowledge base where the team can access them during live calls. Configure any call software integrations for real-time script display. Set calendar reminders for quarterly script reviews to update messaging as your product evolves, competitive landscape shifts, and new objections emerge from the field.