A few years ago I took the plunge and set up my own business. It took a lot of time, money, and commitment. It was not easy, as any business owner rightly knows. But after a while, I had gotten past all the tiresome setup and was finally ready to start bringing in clients. So I thought.

I spent countless nights searching all over the web where i could buy exclusive final expense leads. For anyone who isn’t in the know, these are potential customers that you can contact. And them being exclusive means you aren’t going to have any competition when contacting them.

But there is where I made my blunder. I thought I could just call them up and wing it. And I found I was bringing in no customers at all. Because I was missing a key ingredient. A call script.

The Script

We all know the pain of sitting down to dinner with the family and suddenly getting a cold call. Someone working in a call center reading off a pre-written script, which they will stick to with a passion. And this might seem like it is ineffective and repetitive. But believe me when I tell you there is a method to the supposed monotony.

A typical call script for a cheap call center is not very long. But for a proper business, a call script is more like a manual than anything else. It aims to contain all the possible questions a customer could have and gives the caller the correct answer to it. They take a lot of work to make, so we are going to unpack what you need to do and why.


The easiest way to lose a potential customer is not knowing your stuff. If they ask you a question and you can’t instantly answer it for them, they have immediately lost confidence in you. So your script needs to anticipate what they will ask.

The best way to do this is to bring in fake customers. Instruct them to try to think of as many questions for you as possible and note them down. Then you can start constructing your script to contain all the needed information to make sure you secure the sale.

You also want to make sure the information you are giving the customer is accurate, but not too boring. Try to simplify the responses. Remember you want to keep them engaged while on the phone. If you start rattling on about specifics you could lose them. Unless they ask you to be specific.

Language Matters

Not everyone is a born writer. And there is a huge difference between a working document, meant to convey information to your staff, and a script meant to bring in new customers. The language you use in the script needs to be friendly and engaging, while also being informative and straight forward.

To that end, we recommend you seek out a professional writer to work with you in creating this script. They will better understand the flow and pacing of language and will be able to construct a script that will put your potential customers at ease and help reel them in.


It might not always be you making these calls. Instead, it may be your staff. And no two people are the same when it comes to how they talk or interact with others. It would be easy to tell your staff to stick to the script word for word, but a better idea is to leave room in the scripts for your staff to ad-lib or banter with the customer.

In any given section you will have information that the staff member must recite exactly. But you can have sections in brackets informing the staff they can wing it and try to build a more authentic relationship with their client.

People don’t like talking to machines. It’s impersonal. And if your staff is just repeating text word for word, you’d be better of using machines. Customers want that human connection. They want to feel heard and they want to banter. So don’t be afraid to let your staff engage with them.


There is no quicker killer of your business reputation than lying. Even if it was an honest mistake, your customer won’t see it that way. So you need to make doubly sure that everything you are relaying to the customer is 100% correct and true.

It is tempting to try to sneak in hidden costs or trick your customer into signing up. But trust us, this is a one way street to failure. Treat your customers as you would your closest friend and they will be as loyal to your business as you need them to be.

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