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Sales script

C.L.O.S.E.R.

Clarify · Label · Overview past · Sell the vacation · Explain the vehicle · Reinforce & resolve

The mandatory structure for every sales call. Its purpose is to make closing consistent and repeatable rather than random. If you are on a call representing this company, you are running CLOSER.

CClarify LLabel OOverview past SSell the vacation EExplain the vehicle RReinforce & resolve

Clarify

Goal Understand why they are here and what winning looks like.

  • “So we use this call to see if we’re a good fit. To start — what made you take this call today?”
  • “If this goes perfectly for you, what would you like to see solved in the next 3–6 months?”

Stay here until you have a specific outcome and the emotion attached to it. A vague answer here breaks every step that follows.

Label

Goal State their core problem more clearly than they can, using their own words.

  • “From what you’ve told me, it sounds like the main issue is ___, and that’s causing ___. Is that accurate?”
  • “Did I miss anything important?”

Do not move on until you get a strong “yes, that’s exactly it.” A soft yes is a no you will meet again at the close.

Overview past

Goal Increase motivation to change by walking through what has already failed.

  • “What have you already tried to fix this?”
  • “Why do you think that didn’t get you where you wanted?”
  • “How long has this been going on?”

You are stacking the cost of doing nothing. Every failed attempt they describe is a reason the status quo is expensive.

Sell the vacation

Goal Make the desired future vivid and specific.

  • “Let’s imagine twelve months from now and this problem is fully solved. What does that look like for you?”
  • “How would that change your day to day, your stress, your results?”

Outcomes and feelings, never features. They are buying the destination, not the aircraft.

Explain the vehicle

Goal Present the offer as the best route from where they are to where they just described.

  • Bridge: “Based on what you’ve shared, I’m confident we can help.”
  • Outline: “Here’s how it works, step by step…”
  • Contrast: “Right now you’re doing ___ and getting ___. With this, you’d do ___ instead, so you can get ___.”

Simple, concrete, and tied directly back to the problem you labelled in step two. If it does not connect to the label, cut it.

Reinforce & resolve

Goal Get a clear decision, and make committing feel safe.

  • “On a scale of one to ten, how serious are you about fixing this now?”
  • Present price and terms once — then stop talking.
  • Future cost: “What happens if you’re in the same situation six to twelve months from now?”
  • Close: “This makes sense to me and it lines up with what you said you wanted. Do you want our help with this?”

Handle objections as missing information, never as arguments. An objection is a question you have not answered yet.

CLOSER is the onboarding, the script, and the standard.

Not a suggestion and not a style. Every call, every rep, every time.

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