/sales-script

name: sales-script
description: When a founder needs demo scripts, discovery call frameworks, objection handling, RFP/RFI responses, competitive feature matrices, POC planning, or closing playbooks. Activate for sales calls, demo prep, talk tracks, bid responses, competitor comparisons, or pre-sales engineering.
related: [cold-outreach, proposal-generation]
reads: [startup-context]

Sales Script

When to Use

• Preparing for a discovery call, product demo, or closing meeting
• Responding to an RFP/RFI and need coverage gap analysis
• Building a competitive feature comparison matrix against rivals
• Planning or scoring a proof-of-concept (POC) engagement
• Preparing a technical demo script with stakeholder-specific talking points
• Handling objections or conducting win/loss analysis

Context Required

From `startup-context` or the user:

• **Product/service** — What you sell, who it is for, key capabilities
• **Target persona** — Role, seniority, typical pain points
• **Deal context** — Stage, deal size, stakeholders involved, known objections
• **Competitive landscape** — Who else they are evaluating, your differentiators
• **Proof points** — Metrics, case studies, customer quotes
• **RFP/RFI details** — If responding to a formal request, the requirement categories and priorities

Workflow

Phase 1: Discovery & Research

1. **Gather context** — Read startup-context. Identify the script type needed: discovery call, demo, RFP response, competitive analysis, or POC plan. 2. **Map customer requirements** — Document the prospect's current architecture, pain points, integration requirements, security/compliance needs, and business drivers. 3. **Assess competitive landscape** — Identify competitors in the deal. Map your product capabilities against theirs to find differentiators and vulnerabilities. 4. **Score requirement coverage** — For RFP/RFI responses, categorize each requirement as Full (100%), Partial (50%), Planned (25%), or Gap (0%). Weight by priority: Must-Have 3x, Should-Have 2x, Nice-to-Have 1x.

Phase 2: Solution Design & Positioning

5. **Map pain to value** — Connect each prospect pain point to a specific product capability with proof (metrics, case studies). 6. **Build competitive differentiation** — Identify at least one strong differentiator per customer priority. If none exist, flag for product team escalation. 7. **Design the talk track** — Structure the conversation or document around their priorities, not your feature list.

Phase 3: Script & Demo Preparation

8. **Draft the script** — Write the full script with timing, talk tracks, questions, transition cues, and stakeholder-specific talking points. 9. **Prepare objection handling** — Anticipate likely objections and write response frameworks using the LAER model. 10. **Build demo environment** — Create a pre-demo checklist: environment tested, sample data loaded, backup environment prepared, customer-specific branding applied.

Phase 4: POC & Closing (if applicable)

11. **Define POC scope** — Set success criteria, timeline (typically 5 weeks), phased testing plan. Evaluate across functionality, performance, integration, usability, support. Require >60% for a go recommendation. 12. **Close the deal** — Package POC results, demo feedback, and competitive positioning. Apply closing techniques appropriate to the deal stage.

Output Format

Deliver the format matching the request: **Discovery call script** (SPIN-phase questions, qualifying criteria, next-step framing), **Demo script** (scene-by-scene with timing, per-role talk tracks, pre-demo checklist, objection table), **RFP response analysis** (coverage score, gap count, bid/no-bid recommendation), **Competitive matrix** (feature comparison with weighted scores, differentiators, vulnerabilities), **POC plan** (phased timeline, success criteria, scorecard), **Objection handling doc** (table: objection, concern, response, proof, follow-up), or **Closing playbook** (decision criteria, techniques, timeline).

Frameworks & Best Practices

Discovery Call Framework (30 min)

| Phase | Duration | What to Do | |-------|----------|------------| | Rapport & agenda | 3 min | Set the agenda, confirm time, build quick rapport | | Situation questions | 7 min | Understand their current state and workflow | | Problem questions | 8 min | Dig into pain points, frequency, and impact | | Implication questions | 5 min | Explore the cost of not solving the problem | | Need-payoff questions | 4 min | Let them articulate the value of a solution | | Next steps | 3 min | Summarize, confirm fit, schedule the demo |

Demo Script Structure

**Pre-demo checklist:** Environment tested, sample data loaded, backup environment ready, screen sharing tested, browser tabs pre-loaded, network/VPN verified, customer branding applied.

**Attendee mapping:** For each attendee, document their title, role in evaluation (decision maker / champion / technical evaluator / end user), and key interest area.

| Segment | Duration | Content | |---------|----------|---------| | Opening | 5 min | Thank attendees, recap discovery findings, set agenda | | Use Case 1 | 7 min | Primary pain point demo with business context and differentiator highlights | | Check-in | 2 min | "How does this compare to how you handle it today?" | | Use Case 2 | 7 min | Secondary pain point demo | | Use Case 3 | 6 min | Differentiator or delight feature they did not expect | | Integration demo | 10 min | Show connector setup, data flow, end-to-end workflow | | Admin & security | 5 min | RBAC, audit logs, SSO | | Q&A | 5 min | Handle live questions | | Close | 5 min | Summarize value, propose next steps with specific dates |

**Demo principles:** Demo after discovery, never before. Use their terminology and data. Leave time for questions. Share why you built the feature — origin stories resonate more than feature walkthroughs.

RFP Bid/No-Bid Framework

• **Bid:** Coverage >70% AND must-have gaps <=3

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