A contractor sales script is a written list of what to ask, what to say and what to confirm at each step of a sale, from the first phone call to the review request. You need one because the person who answers your phone, runs the estimate or calls back on a quote changes, and the customer should get the same good experience no matter who it is.
Below: why a script pays off, seven fill-in templates, how to roll them out, and the two numbers that show if they work.
Why should a trade business have a sales script?
When the owner answers every call, the “script” lives in one head. The day someone else picks up the phone, it has to be written down.
| Without a script | With a script |
|---|---|
| Each person asks different questions, so the tech shows up missing the address details, the gate code or the real problem | Every call captures the same information, every time |
| A new CSR or rep learns by guessing | A new hire practices the script in week one, before taking live calls |
| You can’t tell why one person books more than another | You listen to calls against the same checklist and see exactly what’s different |
| Follow-up happens when someone remembers | Follow-up has set words and a set day |
The biggest reason is money you already spent: ads, trucks and a website to make the phone ring. A script helps stop those calls from leaking out before they become appointments.
Example, with round numbers: you get 100 calls a month from people who need work you do. You book 50 of them (a 50% booking rate). A script that gets the team to 60% means 10 more appointments. If you close 40% of appointments at an average job of $1,500, that’s 4 more jobs and $6,000 a month, from calls you were already getting.
A script doesn’t create new leads. For that, see how to get more leads for contractors. It makes sure you don’t waste the ones you have.
What a sales script is not
A good script isn’t something people read word for word. Customers hear that right away, and it sounds like a call center. Treat it as a checklist of talking points with a few lines that matter enough to say the same way every time.
Split every script into three parts:
| Part | What it means | Example |
|---|---|---|
| Must ask | Questions that can’t be skipped | Service address, what’s going on, best callback number |
| Must say | Lines said close to word for word | Your diagnostic or trip fee, the arrival window, what happens next |
| Never say | Lines nobody on your team uses | “This price is only good today,” anything negative about another contractor, a firm price on a job nobody has seen |
Everything else is in the person’s own words. That’s how you stay consistent without sounding robotic.
A script is also not a pressure tool. If a line would make you uncomfortable hearing it from a contractor at your own house, cut it.
Script 1: Inbound call booking
The goal of the first call is a booked appointment with everything the tech or estimator needs. Not a sale, not a price.
Greeting:
“Thanks for calling [Company], this is [Name]. How can I help you today?”
Qualify (listen first, then ask what’s missing):
“Sorry you’re dealing with that. Let me get a few details so we send the right person.”
- “What’s going on? When did it start?” (for a project: “What are you looking to have done?”)
- “What’s the address where the work is?” Check it’s in your service area before you go further.
- “Is anything leaking or unsafe, or are you without heat or cooling right now?” (decides urgency)
- “Is this your home, and is anyone else involved in the decision?” If yes: “It’s best if they can be there for the visit, so you both hear the same thing.”
- “How did you hear about us?”
Book with two options:
“I can have [tech/estimator name] out [Tuesday between 8 and 10] or [Wednesday between 1 and 3]. Which works better?”
Two choices are easier to answer than “When are you free?”
Confirm:
“You’re booked for [day, window] at [address]. [Name] will text when they’re on the way. The [diagnostic/trip] fee is $[amount], and it’s [applied to the repair if you go ahead / separate from the repair]. Is this the best number to reach you? Anything else we should know, like a gate code or pets?”
Script 2: Missed-call text and appointment texts
A caller who gets voicemail may just call the next contractor. Text back every missed customer call within a few minutes during business hours.
Missed-call text:
Hi, this is [Company]. Sorry we missed your call, we’re with a customer. What can we help with? Reply here or call [number] and we’ll get you scheduled.
Booking confirmation, right after the call:
Hi [Name], you’re booked with [Company] on [day] between [window] at [address]. [Tech name] will text when on the way. Need to change it? Reply here or call [number].
Day-before reminder:
Hi [Name], a reminder that [Tech name] from [Company] is coming tomorrow between [window]. Reply C to confirm or call [number] to reschedule.
On the way:
Hi [Name], [Tech name] from [Company] is on the way and should arrive around [time].
Only text people who contacted you or booked with you, and stop if they ask you to (general information, not legal advice; check the texting rules that apply to your business).
Script 3: In-home opening and discovery questions
The first few minutes at the door set the tone for how the homeowner hears your price later.
Opening:
“Hi, I’m [Name] with [Company]. Thanks for having us. Before I look at anything, can you show me what’s going on and tell me what you’ve noticed?”
Wear shoe covers, mention you will, and listen before you inspect.
Discovery questions, and why you ask them:
| Question | Why you ask |
|---|---|
| “When did you first notice it? Has it gotten worse?” | Tells you how urgent it is and how long it’s been building |
| “How long are you planning to stay in the house?” | Decides whether a repair or a replacement makes more sense for them |
| “What matters most to you here: price, how long it lasts, or how soon it’s done?” | Tells you which option to lead with |
| “Did you have a budget in mind?” | Saves you writing an estimate they can’t use |
| “Who else needs to be part of the decision?” | If someone’s missing, offer a time to walk them through it too |
Then explain what you found before you talk about price:
“Here’s what I found: [problem, in plain words]. Here’s a photo. If it’s left alone, [what happens next].”
Script 4: Presenting the estimate and options
Present options, not one take-it-or-leave-it number. The method is in good, better, best pricing for contractors. The words:
“Based on what you told me, there are a few ways to handle this. I’ll go through each one, and you pick what fits.”
“Option 1 fixes [the problem] and gets you running again: $[amount].”
“Option 2 fixes it and [adds what prevents it coming back]: $[amount]. This is the one I’d recommend for you, because [reason tied to what they said matters most].”
“Option 3 [replaces / upgrades] the whole [system/area], with [warranty or benefit]: $[amount].”
“Which of these feels closest to what you want?”
Then stop talking and let them think. If they need time:
“That makes sense. What would help you decide, and when would be a good time for me to call?”
Agree on a day, and write it down.
Script 5: Short replies to common objections
Keep these short. The goal is to find the real concern, not win an argument. For more depth, see how to close more sales as a contractor.
| They say | You say |
|---|---|
| “That’s more than I expected.” | “What number did you have in mind? I can show you what we’d change to get closer to it.” |
| “I need to think about it.” | “Of course. Is it the price, the timing, or something in the scope I can clear up?” |
| “I’m getting other quotes.” | “Good idea. When you compare, check that each one covers the same work: [key items]. Happy to go through any of it.” |
| “I need to talk to my spouse.” | “Would a quick call with both of you help? I can walk through it once and answer questions together.” |
Script 6: Estimate follow-up call and voicemail
The full day-by-day sequence is in estimate follow-up. The two pieces your team uses most:
Follow-up call:
“Hi [Name], it’s [Your name] from [Company]. I’m calling about the [project] estimate we went over on [day]. Did you get a chance to look at the options? Is there anything that doesn’t fit what you had in mind?”
Voicemail (under 20 seconds):
“Hi [Name], [Your name] from [Company] about your [project] estimate. I have a question about [one specific detail] when you have a minute. My number is [number], again [number]. Thanks.”
A specific question gives them a reason to call back. “Just checking in” doesn’t.
Script 7: Review request after the job
Ask when the customer is happiest: right after the work is done and they’ve said so. The rules on what you can and can’t do are in how to get more Google reviews.
In person, as you wrap up:
“I’m glad it all worked out. Reviews really help a small business like ours. Would you be willing to leave us one if I text you the link?”
The text:
Hi [Name], thanks for choosing [Company] for your [job]. If you have a minute, a Google review would mean a lot to our team: [link]. Thank you!
Ask every customer the same way, not only the ones you expect to be happy.
How to roll the script out to your team
A script in a drawer changes nothing. Here’s how to make it the way your team works:
- Write version 1 from your best calls. Write down what your best booker or closer actually says, and fill the brackets above with your details.
- Role-play before it goes live. Fifteen minutes in the morning meeting: one person is the customer, one runs the script. Include the hard calls: the angry customer, the price shopper.
- Make it part of hiring. Every new CSR or rep learns the script in week one. If you’re building a sales team, how to hire sales reps for a trade business covers the role-play interview.
- Listen to calls. Before you record, check your state’s call-recording rule and tell callers the call may be recorded (general information, not legal advice). Listen to three calls per person per week and score them.
- Update it once a month. When the same question or objection keeps coming up, add a line for it.
Call scorecard (1 point each):
| Item | Call 1 | Call 2 | Call 3 |
|---|---|---|---|
| Greeted with company and own name | |||
| Let the customer explain before asking questions | |||
| Got name, phone and service address | |||
| Asked about urgency | |||
| Asked about other decision makers | |||
| Asked how they heard about us | |||
| Offered two appointment times | |||
| Stated the fee and the arrival window | |||
| Confirmed details and access notes | |||
| Friendly tone, nothing from the “never say” list | |||
| Total (out of 10) |
Go over the scorecard with the person the same week, one thing to keep and one thing to change. It’s coaching, not a grade.
How to tell if the script is working
Track two numbers, before and after you roll the script out:
| Number | How to calculate | Example |
|---|---|---|
| Booking rate | Booked appointments ÷ calls from people who need work you do | 60 booked ÷ 100 calls = 60% |
| Close rate | Jobs won ÷ estimates presented | 14 won ÷ 40 estimates = 35% |
Track both by person and by lead source. If one CSR books 65% and another 45% on similar calls, score both people’s calls and compare. If booking is fine but closing drops, look at Scripts 3 to 6, not the phone.
Your next action
- Copy Script 1 and fill in your company’s details, fees and arrival windows.
- Set up the missed-call text and the booking confirmation text this week.
- Write down your booking rate and close rate for last month as your starting point.
- Role-play Script 1 with everyone who answers the phone.
- Listen to three calls per person next week with the scorecard.
Where MotionOps helps
MotionOps keeps the steps after the call consistent too:
- Customer Text Messaging (SMS): send proposals, invoices, reminders, payment follow-ups and “On My Way” updates by email or SMS, with a communication log of every message sent.
- Customer Notifications: set up automatic customer notifications and reminders for work appointments, invoicing and job progress.
- OMW! Text Message: the tech sends an “On My Way” text with one tap from the mobile app.
- Optional Line Items: give customers choices on the proposal, the way Script 4 presents them.
- Online & In-person Approvals: the customer approves the proposal from a link or signs in person.
- Salesperson Tracking and Lead Source Tracking: track the salesperson on each job and where each lead came from.
See plans and pricing, or try MotionOps free.
