Complete Sales Scripts

Script 1.1: Signal-Based Cold Email (Payment Processor)

Subject: [Company] + instant settlement for your marketplace sellers

Hi [First Name],

I noticed [Company] just raised your Series B and is hiring three payment infrastructure engineers — which usually means you're scaling transaction volume significantly.

Most marketplaces at your stage face the same challenge: sellers expect instant payouts, but your current processor settles in 2-3 business days. That creates support tickets, seller churn, and a competitive disadvantage.

[Our Company] processes instant settlements for 200+ marketplaces. [Similar Company] switched six months ago and saw a 40% reduction in seller churn.

Worth a 12-minute conversation to see if there's a fit?

[Name]

Follow-up (Day 4):

Hi [First Name], quick value-add — we just published a benchmark report on marketplace settlement times across 150 platforms. [Company] would find the peer comparison useful. Happy to send it over.

Break-up (Day 14):

Hi [First Name], I've reached out a few times about instant settlements. Should I close your file, or is this something [Company] is still evaluating for Q[quarter]?

Script 1.2: LinkedIn Connection Request

Hi [First Name], I work with [segment] companies on [specific problem]. Noticed [Company]'s expansion into [market] — would love to connect and share some relevant benchmarks when helpful. No pitch, just value.

Script 1.3: Cold Email (Lending Platform)

Subject: Working capital for [Company]'s growth — without personal guarantees

Hi [First Name],

[Company] has grown [X]% in the last 12 months. Congratulations. That growth likely creates working capital pressure — inventory, payroll, and supplier payments often outpace cash collection.

Traditional banks require personal guarantees and 30-60 day decisions. [Our Company] offers revenue-based working capital with decisions in 24 hours and no personal guarantee.

[Similar Company] in your industry draws $50K monthly to smooth their cash cycle.

Open to seeing what [Our Company] could offer [Company]?

[Name]

Script 1.4: Referral Request Email

Subject: $50 for you, $50 for a friend

Hi [First Name],

You've been using [Product] for [time period] and have saved [amount/time]. We're guessing you know other [segment] who could use the same.

Give $50, Get $50: Send a friend your referral link. When they make their first transaction, you both get $50 credited to your account.

[Referral Link]

Thanks for being part of our community.

[Name]

Script 2.1: The 15-Minute Discovery Call

Opening (0-2 minutes):

"Thanks for taking the time, [Name]. I promised this would be 15 minutes and I'll keep it. Before I tell you about [Our Company], I'd love to understand what prompted you to take this call. What's the challenge you're trying to solve right now?"

Problem Exploration (2-8 minutes):

Quantification (8-12 minutes):

Transition to Next Step (12-15 minutes):

"Based on what you've shared, [Our Company] could specifically help with [specific solution to their problem]. I'd like to show you exactly how — would a 20-minute demo focused on [their use case] make sense for [Day] or [Day]?"

Script 2.2: The B2B Infrastructure Discovery

Opening:

"[Name], I know your time is valuable. I did some research on [Company] before this call — [specific observation about their stack/growth/announcement]. My goal is to understand if [Our Company] can solve a specific infrastructure challenge you're facing. Fair?"

Technical Discovery:

Stakeholder Mapping:

Script 3.1: The Outcome-Driven Demo (20 Minutes)

Minutes 0-2: Context Confirmation

"[Name], last time we spoke, you mentioned [specific problem] was costing [Company] approximately [$X] per month and creating friction with [specific stakeholder]. Today I'm going to show you exactly how [Our Company] solves that. Sound good?"

Minutes 2-8: The Live Demo

"Let me walk you through exactly what [Company]'s experience would look like. I'm going to use [their industry/use case] as the example."

[Demonstrate the exact workflow they described]

"Notice how [specific feature] eliminates the [specific pain point they mentioned]. This happens automatically — no manual intervention required."

Minutes 8-14: Outcome Evidence

"[Similar Company] implemented this exact workflow and saw:

Let me show you their dashboard six months post-implementation."

Minutes 14-18: ROI Calculation

"Based on what you shared about [Company]'s volume, here's what the math looks like:

Minutes 18-20: Next Steps

"Does this solve the problem we discussed? Great. The next step is a technical proof-of-concept. We can have [Company] processing test transactions in our sandbox by [date]. Does that timeline work for you?"

Script 3.2: The API Product Demo

Opening:

"[Name], I know you're evaluating API providers for [use case]. Rather than walking through a slide deck, I'd like to do something more useful — let's make a live API call together and see the response time."

[Make live API call, show response]

"That's [Xms] response time. Our SLA is [Yms] at the 95th percentile. Let's look at what just happened under the hood..."

[Walk through the technical architecture]

"For [Their Company]'s volume, here's the integration timeline: sandbox access today, first test transaction this week, production live in [X] days."

Script 4.1: "Your Price Is Too High"

Response:

"I appreciate you sharing that. Let me ask — when you say the price is too high, are you comparing it to [specific competitor], to your current cost, or to the budget you had in mind?"

[Let them answer]

"Got it. Let me show you the total cost of ownership comparison. [Our Company] includes [feature A, B, C] that [competitor] charges separately for. When you add those in, here's the actual comparison:

Plus, [Our Company] delivers [specific outcome] that saves [time/money]. That alone is worth [$value] per [period]."

Script 4.2: "We Need to Think About It"

Response:

"Absolutely, this is an important decision. Can I ask what specifically you need to think through? Is it [budget/timing/stakeholder approval/technical validation/something else]?"

[Address specific concern]

"What would you need to see or know to feel confident moving forward?"

[Provide exactly that]

"Would it help if I connected you with [Customer Name] at [Similar Company] who was in the same position [time period] ago? They can share their experience firsthand."

Script 4.3: "We're Happy With Our Current Provider"

Response:

"That's great — [Current Provider] is a solid company. Most of our customers were happy with their previous provider too. What they discovered was that 'happy' was hiding [specific cost/inefficiency/risk].

Let me ask: when was the last time [Current Provider] proactively showed you [specific insight/optimization/savings opportunity]? And when was the last time you benchmarked their pricing against the market?

We're not asking you to switch everything today. What if we ran a 30-day pilot alongside your current setup? You keep [Current Provider] as backup, and we demonstrate the difference with real data. No risk, no commitment."

Script 4.4: "We Don't Have Budget Right Now"

Response:

"I understand. Let me ask — if budget wasn't a constraint, would [Our Company] solve the problem we discussed?"

[If yes:]

"Great. The problem we're solving costs you [$X/month] currently. Our solution is [$Y/month]. That means every month you delay, you're effectively spending [$X-Y] more than you need to. By [specific date], the savings would have paid for the annual subscription.

What if we started with our [lower tier/pilot program] at [$Z/month]? That gets you [core value] with the option to upgrade when budget opens. And we can backdate the savings calculation to justify the full upgrade."

Script 4.5: "We Need Approval From [Stakeholder]"

Response:

"Makes complete sense. [Stakeholder] will want to understand [financial impact/technical risk/security/compliance].

What I can do is prepare a one-page business case with the ROI calculation specific to [Company]. It will include the security brief, compliance documentation, and [Similar Company] case study. That should give [Stakeholder] everything they need to make a decision.

Would it help if I joined a call with [Stakeholder] directly to answer any technical questions?"

Script 5.1: The Value Anchor

"Before we discuss pricing, let me confirm the value. [Problem] is currently costing [Company] approximately [$X] per [period] in [direct costs + indirect costs]. Our customers typically see a [Y%] reduction in that cost. So we're talking about saving [$Z] per [period].

Our pricing is [$Price] per [period]. That's [percentage]% of the value you'll capture in the first [period]. Does that feel fair?"

Script 5.2: The Annual Commitment Close

"I can offer you two options:

The annual plan also includes [bonus feature/priority support/dedicated manager]. Most of our customers choose annual because the savings are significant and it locks in this pricing.

Which works better for [Company]'s budgeting?"

Script 5.3: The Enterprise Negotiation

"For an enterprise deployment at [Company]'s scale, here's how we structure it:

Platform fee: $[X]/year — this covers the infrastructure, security, compliance, and dedicated support.

Usage fee: $[Y] per [transaction/user/event] — this scales with your volume.

Success fee: [Z]% of [value delivered] — this aligns our incentives with your outcomes.

At your projected volume, the total first-year investment is approximately $[Total]. Based on the ROI we discussed, that generates [$Value] in savings/revenue, for a net return of [$Net].

I'm authorized to offer a [discount]% commitment discount if we sign by [date]. Does that structure work for [Company]?"

Script 6.1: The Assumptive Close

"[Name], we've agreed that [Our Company] solves [specific problem], the ROI is [$X] annually, and the implementation timeline works for your team. I'll send the agreement over now. Once you sign, we can have your sandbox environment live by [day]. Does that timeline work?"

Script 6.2: The Alternative Close

"[Name], it seems like [Our Company] is a good fit. Would you prefer to start with the [Starter] plan to validate, or go straight to the [Professional] plan to capture the full value immediately?"

Script 6.3: The Urgency Close

"[Name], our current pricing changes on [date] — that's [X] days away. If we get the agreement signed before then, I can lock in the current rate for your first [12/24] months. That saves [Company] $[Amount]. Shall we move forward?"

Script 6.4: The Pilot Close

"[Name], I understand [Company] needs to validate before committing. Let's do this: a 30-day pilot with [specific scope], [specific success criteria], and a pre-negotiated contract that activates automatically if we hit those criteria. If we don't, you walk away with the data and no obligation. Fair?"

Script 7.1: The C-Suite Conversation

Opening:

"[Name], I won't waste your time with a product demo. What I want to discuss is [specific strategic outcome] — how [Our Company] helped [Similar Company] achieve [specific business result] and what that could mean for [Company]'s [revenue growth/cost reduction/risk mitigation] objectives this year."

Strategic Framing:

"[Company] has [X] [customers/employees/transactions]. At scale, even a [small percentage] improvement in [metric] creates [$Y] in [value]. That's the conversation worth having — not features, but business outcomes."

Risk Mitigation:

"I know switching [infrastructure/providers] feels risky. Here's how we de-risk it: parallel processing for [period], no migration of [critical system] until [milestone], and our 99.99% uptime SLA with [penalty] credits. The risk of staying with [current provider] who has [specific issue] may actually be higher."

Script 7.2: The Security/Compliance Conversation (for CISO)

"[Name], I know your primary concerns are security, data protection, and compliance. Let me lead with those:

Here's our complete security whitepaper and our latest penetration test summary. I'm also happy to have our CISO join a call with your security team to answer any technical questions."

Script 7.3: The CFO Conversation

"[Name], here's the financial case for [Our Company]:

Current state: [Company] spends [$X] annually on [current solution/process] with [specific inefficiencies].

With [Our Company]:

I've attached the detailed model with your numbers. Happy to walk through any assumptions."

Script 8.1: The Platform Partnership Outreach

Subject: [Platform] + embedded finance = $[X]M incremental revenue

Hi [First Name],

[Platform] has [X] active [users/merchants]. Every month, those users leave your platform to manage their finances elsewhere — creating friction and losing you valuable engagement data.

[Our Company] provides embedded [banking/payments/lending] that keeps your users inside your ecosystem. [Similar Platform] integrated our [product] and saw:

This isn't a referral partnership — it's a native integration that feels like your own feature. I'd love to share the integration mockup our team prepared for [Platform].

Worth a conversation?

[Name]

Script 8.2: The Partnership Negotiation

"[Name], we've agreed the integration creates value for both sides. Here's our standard commercial structure:

Revenue share: [X]% of net revenue from [Platform] users

No minimum commitments or platform fees

We handle: compliance, infrastructure, support escalation

You handle: front-end UX, first-line support, co-marketing

This aligns our incentives perfectly — we only make money when [Platform] users transact. Most of our partners see $[Y] per active user per year.

At [Platform]'s scale, that's approximately $[Z] in shared revenue annually. Shall we get the integration team together?"

Script 9.1: The Quarterly Business Review

"[Name], it's been [period] since [Company] joined [Our Company]. Here's what we've accomplished together:

Looking ahead, there are three opportunities to increase value:

Which of these is most interesting to explore this quarter?"

Script 9.2: The Expansion Conversation

"[Name], you've been using [Product A] successfully for [period]. Based on your growth, [Product B] would be a natural addition — [specific use case].

[Similar Customer] added [Product B] and saw [specific outcome]. Since we already have your [data/integrations/KYC] on file, the setup takes about [X] minutes.

I can activate a 30-day trial right now. Interested?"

Script 10.1: The Churn Intervention Call

"[Name], I noticed [specific signal — declining usage, support ticket, balance withdrawal]. I wanted to reach out personally because I care about your experience with [Our Company].

What's going on? Is there something we could be doing better?"

[Listen actively]

"I hear you. Here's what I can do right now: [specific solution — fee waiver, feature training, account manager assignment, product change].

And longer term, [specific improvement coming]. Your feedback just helped us make the product better.

Will you give us another 30 days to show you the [Our Company] you signed up for?"

Script 10.2: The Win-Back Email

Subject: We built what you asked for

Hi [First Name],

You were one of [Our Company]'s early users, and your feedback helped shape the product. I know we didn't deliver everything you needed at the time.

Since then, we've shipped [specific feature they requested], reduced [specific pain point] by [X]%, and [specific improvement].

We'd love to have you back. Here's a [$X credit] to reactivate your account — no commitment, just see what's changed.

[Reactivation Link]

[Name]

Script 10.3: The Win-Back Phone Call

"[Name], this is [Your Name] from [Our Company]. You closed your account [period] ago, and I wanted to understand what happened. Not to sell you — genuinely to learn.

[Listen to their experience]

Thank you for sharing that. I want you to know [specific change made based on feedback like theirs].

If you ever want to give us another try, I'll personally handle your reactivation and ensure you have a completely different experience. Here's my direct line: [number]."

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