How to write a Sales Script: Crafting the Perfect Structure for a Setter Call

Setter call
Table of Contents

Understanding Setter Calls

Setter calls play a pivotal role in the sales process of digital B2B processes.

Executed by a sales representative, a setter call is a sales call that includes successful lead qualification, gathering essential information, and paving the way for conversion. This initial interaction guided by the sales rep serves as the foundation for establishing meaningful connections with potential customers. In a streamlined sales process, setter calls also lay the groundwork for the closer.

Sales teams of digital B2B enterprises are more successful when designing effective setter calls that are specific to the respective industry. A setter call is not merely a sales conversation; it’s a structured engagement that requires finesse and a well-crafted sales script.

This comprehensive guide to writing sales scripts delves into the role and details of setter calls in the digital B2B space, and explores the key components of sales scripts that contribute to their success. 

An effective script for the setter call will convince prospective customers to book follow-up calls and finally lead to more deals.

The Strategy for Setter Calls for Small Businesses

What is a Setter Call?

In dynamic digital B2B businesses a setter call serves as a crucial component in the sales cycle. Guided by a skilled sales rep, it involves initiating the conversation and setting the stage for the closer. This important initial sales call is designed to qualify leads, gather essential information, and pave the way for a successful sales conversion.

A setter call is a strategic move in the sales process. It marks the beginning of a process towards converting leads into satisfied clients. Skilled sales reps use setter calls and sales scripts to engage prospects, deliver compelling sales pitches, and gather crucial details. This proactive approach for the sales call sets the tone for the closing phase, making setter calls an indispensable step in the fast-moving world of digital B2B sales.

Key Elements of a Setter Call:

  1. Qualifying Leads: Beyond the initial engagement, setter calls involve assessing the suitability of leads to ensure a suitable target audience. The sales rep gauges the potential of converting a lead into a valuable customer.
  2. Initiating the Conversation: Setter calls are about taking the lead in conversations. Sales reps initiate the dialogue with the opening line, setting the stage for a productive interaction.
  3. Big up the Closer: There is a setter and a closer in the process. Within this process, it’s the setter’s responsibility to emphasize the expertise of the closer. The setter strategically positions the closer as the authority in the field, enhancing credibility.
  4. Gathering Essential Information: Setter calls are not just about pitching; they’re about collecting vital data on the potential customer beyond knowing the company name. The sales rep strategically uncovers information that will guide future interactions and show that different pain points named in a previous conversation were taken seriously. 
  5. Give Homework (Pre-Sell): Prior to the next interaction, the setter can build trust by providing prospects with valuable materials, encouraging them to explore the company’s website, or inviting them to delve into client success stories. This pre-sell approach sets the stage for a productive and informed follow-up conversation. 
  6. Scheduling a Follow-Up: Summarizing key points from the sales call and highlighting the value proposition of the products or services again is crucial. A clear call to action in the end, setting up a follow up call as well as the agenda for the subsequent sales calls help to bind the prospective customer.

A successful Setter Call

The Setter-Closer Principle in B2B

The Setter-Closer principle takes center stage in digital B2B outbound sales. Here, the sales rep focuses on engaging prospects, delivering a compelling sales pitch, presenting their product or service, and gathering key details. Simultaneously, the closer capitalizes on this groundwork to finalize the sale. This collaborative approach ensures efficiency and effectiveness in converting leads into satisfied clients. The synergy between the setter and closer maximizes the potential of every interaction in the B2B sales process.

Understanding the Setter-Closer Dynamic:

  1. Engaging Prospects: The setter’s role is to engage prospects effectively. This involves delivering a pitch that captivates attention, addresses pain points, informs about the product or service, and establishes the foundation for a successful sales journey.
  2. Gathering Key Details: While engaging prospects, the setter gathers crucial information to understand the target audience. This data becomes the bridge that connects the initial setter call to the subsequent stages of the process.
  3. Closing the Deal: The closer steps in to finalize the sale. Armed with the insights gathered during the setter call, the closer capitalizes on the groundwork laid by the setter, ensuring a seamless transition from engagement to conversion.

Setter-Closer Principle - Script templates for sales pitch script as a tool

Importance of Having a Strategy for Setter Calls

A well-defined strategy for setter calls, carefully embedded in the sales script, is non-negotiable for digital B2B businesses. It sets the tone for the entire sales process, maximizing the potential of each interaction and contributing to a higher conversion rate. A strategic approach ensures that every setter call aligns seamlessly with the company’s objectives and adapts to the nuances of the dynamic digital landscape.

Key Elements of an Effective Setter Call Strategy:

  1. Goal Alignment: The strategy should align with broader sales and business objectives. Settersetter calls become an instrumental sales call in achieving specific goals, whether it’s lead generation, client acquisition, market expansion, or product promotion.
  2. Continuous Improvement: A successful sales call strategy involves constant evaluation and improvement. Analyzing the outcomes of setter calls allows businesses to refine their approach, adapting to changing market dynamics.
  3. Integration with Sales Funnel: The setter call strategy should seamlessly integrate with the overall sales funnel. From lead qualification to conversion, every stage should be interconnected, creating a cohesive and efficient sales cycle.

Sales pitch script

Crafting Effective Communication for Setter Calls

Effective communication during setter calls is a game-changer in B2B interactions. With an effective sales script the sales rep can deliver a powerful opener that grabs attention and aligns seamlessly with the prospect’s needs and challenges.

Clear and concise communication, coupled with active listening, establishes rapport and builds the foundation for lasting sales conversations. Crafting effective communication is vital in ensuring that setter calls yield valuable outcomes. This active communication further includes transparency among the sales team to ensure seamless sales calls and processes.

Key Elements of Effective Communication in Setter Calls:

  1. Powerful Openers: The introduction sets the tone for the entire conversation in a sales call. An effective opener grabs attention, communicates value, and establishes the relevance of the call to the prospect.
  2. Active Listening: Communication is a two-way street. Sales reps must actively listen to the prospect, understanding their pain points, goals, and expectations. This information becomes the cornerstone for tailoring offerings.
  3. Building Rapport: Setter calls are not just about pitches; they are about building relationships. Effective communication involves building rapport, creating a positive impression that extends beyond the call.

Sales script examples, sales pitch script, cold calling script

Navigating Challenges in Setter Calls

Setter calls come with unique challenges in the digital B2B environment. Overcoming resistance, adeptly handling objections, and adapting to the digital landscape require a combination of skill and strategy from the sales rep.

Frequent challenges can include the complexity of the product or service that is difficult to grasp for leads or the miscommunication of needs of the potential customers, the pain point, and the target market.

  1. Navigating Product or Service Complexity: One of the primary challenges faced in setter calls is the complex nature of certain products or services. Leads may find it challenging to grasp the offerings. To tackle this, sales reps need to develop a knack for simplifying and communicating the value proposition in a way that resonates with the potential customer. Utilizing visual aids, concise explanations, and relatable analogies can aid in overcoming comprehension barriers.
  2. Aligning Communication with Diverse Needs: Miscommunication regarding the needs, pain points, and target market of potential customers can hinder the effectiveness of setter calls. Sales reps must refine their communication strategies to ensure a clear understanding of the client’s unique requirements. Active listening, asking clarifying questions, and customizing the conversation based on gathered information are crucial in aligning communication with diverse client needs.
  3. Efficient Time Management: Given the limited duration of setter calls, managing time efficiently becomes critical. Sales reps must strike a balance between gathering essential information, delivering a compelling pitch, and ensuring a smooth transition to the next phase without extending the call beyond the allocated time. It is therefore advised to include notes on key information, concerns to be addressed, and a reminder to discuss follow-up steps in the sales script.
  4. Handling Objections and Mistrust: Overcoming objections and addressing mistrust is a common challenge in setter calls. Sales reps should be armed with responses within the sales script to common concerns, objections and be ready to provide transparent explanations. Real-world examples can effectively alleviate doubts. Introducing the closer as an expert during the call, emphasizing their track record, builds credibility. Leveraging the closer’s expertise through success stories addresses mistrust and reinforces confidence in the entire sales team. This approach establishes trust and sets the stage for a successful sales process.

Navigating these challenges ensures that setter calls remain a valuable asset in the sales rep’s arsenal, contributing significantly to the overall success of the business. Addressing objections and overcoming challenges become key components of a successful setter call strategy.

Understanding the Sales Script

The Role of a Sales Call Scripts for Sales Reps in Setter Calls

The sales script is like a strategic guide for setter calls, providing a written-out roadmap for sales reps to navigate conversations effectively. It’s not a strict set of rules but a flexible tool tailored for each prospect. The script helps reps to make setter calls more structured and more to the point. Detailing it out beforehand will facilitate setting goals for the call and the overall streamlining of the calls.

A well-structured sales script serves as the backbone of effective setter calls. Sales scripts provide a step-by-step process for sales reps, ensuring that key elements are covered, potential objections are addressed preemptively, and conversations align seamlessly with broader sales strategies. The art of tailoring a sales script to the unique needs of the respective digital B2B businesses improves the precision and impact of each setter call.

Crafting the Perfect Sales Script:

  1. Structural Framework: Effectively crafted sales scripts in the digital B2B realm should prioritize a well-defined structure. This structure enables the seamless execution of multiple setter calls while ensuring consistent quality and extracting the most relevant information from each interaction. It is in the setter call phase that the emphasis on structure becomes essential to pave the way for optimal information gathering. 
  2. Emphasis on Key Talking Points: Sales scripts should highlight key talking points that showcase the unique value of the solutions. These points become the foundation of persuasive communication.
  3. Adaptability: Robust sales scripts are adaptable to the dynamic business world, allowing sales reps to tailor their approach based on evolving trends and client needs. Adapting the content to the customer base to generate interest with current topics is vital.

Writing a Sales Script

Building the Sales Script Foundation: Setter Call Structural Framework

Introduction: Creating a Powerful Opener

The introduction to a setter call holds immense significance since the first minutes of a call can set the tone for the collaboration. The sales rep, a well-crafted sales script on hand, can deliver a powerful opener that not only grabs attention but also aligns seamlessly with the prospect’s needs and challenges.

Components of a Powerful Opener:
  1. Relevance: The opener should immediately convey why the call is relevant to the prospect. Establishing a connection between the offered solutions and the prospect’s needs creates a strong foundation for the conversation.
  2. Value Proposition: Clearly articulate the value early in the conversation. Highlight how the digital solutions address specific pain points or challenges faced by the prospect.
  3. Engagement: The opener should engage the prospect. Whether through thought-provoking questions or compelling statements, the goal is to captivate attention and encourage active participation.

Understanding Client Needs: Effective Questioning as the Main Part

Digital B2B businesses thrive on understanding client needs in a dynamic online environment. By utilizing effective questioning techniques outlined in the sales script, the sales rep can uncover pain points, goals, and expectations to build rapport.

These insights then become the cornerstone for tailoring offerings and demonstrating a genuine understanding of the client’s digital landscape.

Techniques for Effective Questioning:
  1. Open-Ended Questions: Encourage prospects to share more information by posing open-ended questions. These questions invite detailed responses, providing deeper insights into client needs.
  2. Time Talking: Keep the sales reps’ talking time to a few minutes to let the prospective customers explain their own product and pain point in depth. Avoid being overly pushy and leave the stage to the lead.
  3. Problem-Centric Inquiry: Focus on understanding the challenges faced by the prospect. This approach allows the sales rep to position the solutions as tailored remedies to specific pain points and the specific audience. Write down hypotheses in the script before the call to ensure getting to the bottom of the problem.
  4. Future-oriented Queries: Inquire about the prospect’s future goals and aspirations with their products or services. Understanding long-term objectives helps align the offered solutions with the client’s vision, fostering a sense of partnership.

Productive Ending: Clarifying Organizational Questions and Next Steps

As the setter call progresses, it must be concluded with a purposeful wrap-up that goes beyond a simple conclusion. Recognizing the setter call’s comprehensive nature, a well-structured ending addresses key organizational elements and facilitates the next steps seamlessly. Here are the components of an effective ending:

Components of a Productive Ending:
  1. Organizational Clarification: Take a moment to address any lingering organizational questions the prospect may have such as open questions on the following process, payment, included services. This ensures clarity on processes, timelines, or any specific details pertinent to their engagement.
  2. Scheduling the Closer Call: While not explicitly highlighted, the setter call naturally includes the initiation of scheduling a closer call. This step sets the groundwork for a more in-depth exploration of tailored solutions, aligning with the prospect’s unique needs.

Crafting a Sales Script using Script templates

Leveraging Technology: Tools for Setter Calls

CRM and Automation: Streamlining Setter Call Processes through the Sales Script

In order to to streamline setter call processes as part of the bigger sales process, businesses should utilize Customer Relationship Management (CRM) tools and automation. With the aid of the sales script, the sales rep can keep track of interactions, automates follow-ups, and ensure that no valuable lead slips through the cracks. CRM systems enhance efficiency and provide valuable data for informed decision-making.

Leveraging CRM for the Sales Process:

  1. Lead Tracking: CRM systems allow sales reps to track leads throughout the sales process. This enables a systematic approach to lead qualification and follow-up.
  2. Automated Follow-ups: Automation streamlines the follow-up process. Pre-scheduled follow-ups, triggered by specific interactions during setter calls, ensure that leads are nurtured consistently.
  3. Data Analysis: CRM systems provide data that can be analyzed to refine setter call strategies. Insights into prospect interactions, preferences, and responses contribute to a more informed approach.

Data Analytics for Informed Setter Call Strategies

Data analytics emerges as a powerful tool in digital B2B sales. The sales rep refines and optimizes setter call strategies outlined in the sales script according to the insights from data analysis. This data-driven approach ensures that each interaction is tailored to the unique needs of the target audience, contributing to higher conversion rates.

Utilizing Data Analytics for Setter Call Enhancement:

  1. Prospect Segmentation: Analyzing data allows for the segmentation of prospects based on behaviors, preferences, and responses. This segmentation enables targeted and personalized setter calls. With previous segmentation, the setter is able to target questions more effectively and understands pain points. 
  2. Performance Metrics: Track performance metrics related to setter calls. Analyzing metrics such as conversion rates, response times, and engagement levels provides actionable insights for improvement.
  3. Predictive Analytics: Implement predictive analytics to anticipate prospect behaviors. By understanding potential actions, sales reps can proactively adjust their approach during setter calls.

Staying Agile in a Digital Setter Call Landscape

For B2B businesses it is imperative to stay agile with the ever changing digital landscape. The sales rep must therefore adapt setter call strategies including the sales script to emerging trends, technologies, and shifts in buyer behavior. A flexible approach ensures that setter calls remain effective in a dynamic and competitive environment.

Strategies for Maintaining Agility:

  1. Continuous Learning: Stay informed about trends in different industries, technological advancements, and changes in buyer behavior. Continuous learning enables sales reps to adapt their setter call strategies proactively.
  2. Feedback Integration: Gather feedback from setter calls and integrate it into the sales script and strategy. Valuable insights from prospects and colleagues contribute to ongoing refinement.
  3. Scenario Planning: Anticipate potential scenarios and challenges. Developing contingency plans ensures that sales reps can navigate unforeseen circumstances during setter calls with confidence.

Digital Platforms for Effective Communication Beyond Setter CallsĀ 

Communication of B2B businesses and their clients happens across various platforms. A sales rep should utilize video calls, emails, and messaging apps strategically. Ensuring effective communication throughout the sales process, makes setter calls more effective and purposeful.

Understanding the prospect’s preferred mode of communication, the sales rep maximizes the potential of digital platforms to create a seamless and personalized setter call experience.

Maximizing Digital Platforms for Communication:

  1. Video Calls: Face-to-face interactions, even in a digital setting, create a more personal connection. Video calls allow sales reps to convey authenticity and build trust while working through sales call scripts.
  2. Email Outreach: Strategic use of emails enhances communication. Sales reps can provide detailed information on the sales calls beforehand, share resources, and follow up on setter call discussions through targeted emails. In contrary to phone calls, emails can be rechecked for important information.
  3. Messaging Apps: Real-time communication is vital. Leveraging messaging apps facilitates quick exchanges, addressing immediate queries or concerns that may arise during or after setter calls.

Script word


Crafting a compelling setter call structure and detailing a sales script are imperative for success in the digital B2B space. By understanding the landscape, embracing effective communication, and leveraging technology strategically, businesses can navigate setter calls with precision and purpose.

The digital era demands agility, data-driven decision-making, and a commitment to excellence in every setter call interaction.

A thoughtful and streamlined setter call process ensures that every setter call has the potential to lead to a closer call.

Elevator pitch, script word for word


Why do I need a Setter Call?

A setter call, supported by a sales script, is essential for qualifying leads, gathering crucial information, and setting the stage for successful B2B sales conversions in the digital space.

What makes a Setter Call opener effective?

An effective setter call opener, meticulously scripted within the sales script, is powerful, tailored to the prospect’s needs, and creates a positive first impression, setting the tone for a productive conversation.

What role does personalization play in Setter Calls?

Personalization, strategically included in the sales call script, is key in setter calls as it demonstrates a deep understanding of the prospect’s needs, building rapport and increasing the chances of a successful sales conversion. Simple things as tailoring the sales pitch script to the lead using the company name and customer name make all the difference.

How can I handle objections effectively during Setter Calls?

Handling objections in setter calls, as outlined in the sales script, involves active listening, addressing concerns empathetically, and showcasing the value of the offering. This strategic approach ensures that objections are anticipated and adeptly handled, contributing to successful conversions. Further, transparent query of potential concerns and objections is key to build relationships. A Tip: Know the common pain points of the target audience to anticipate objections.

How can I leverage Setter Calls and Sales Scripts to generate leads for my small business?

Utilize setter calls, supported by a great sales script, as a powerful tool to generate leads for the outbound sales of your business in the digital B2B space. The scripted approach ensures that your sales team is on board and each interaction is purposeful, maximizing the potential for lead generation and business growth. A structured script including the set-up of a follow-up makes lead generation more successful.

Related articles
Copywriting and the Art of a Compelling B2B Email Sequence
Navigator's Edge: How to get the most out of Linkedin Sales Navigator
Sales Savvy: Proven Tips to Elevate Your B2B Sales Game
If you knew all the steps, scaling your business would be easy, right?

One Last Step: Where Do You Want It?