# Value-focused telesales script rewrite: no significant sales lift

- Outcome: Flat / inconclusive
- Page type: Other (SaaS)
- Elements: Call script, Value proposition
- Test run by: [MECLABS Institute](https://liftarchive.com/practitioners/meclabs-institute/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/Globe-Mail-call-center-increased-sales
- Page: https://liftarchive.com/test/globe-and-mail-telesales-script-rewrite/

A rewritten telesales script for The Globe and Mail's print subscriptions, built around product value, produced no significant lift in sales. MECLABS Institute ran the test with one calling vendor, and it was published as a MarketingSherpa case study (MECLABS is MarketingSherpa's parent). The test still showed what worked, and that fed into a new call guide.

## Result

**no significant sales lift**

- Sales: no significant lift over the original script. We treat this as an inconclusive result.
- Talk time: agents who opened with a question kept callers on the line longer.
- Learning: the team merged the best parts of both scripts into a new call guide.

## Control

The vendor's existing call script leaned heavily on the discount offer. It quoted prices in several ways, which left some callers confused.

## Variant

A rewritten script focused on what readers get from the paper. It presented the offer more simply and tried to ease worries about payment terms and billing.

## Why it likely came out this way (our reading)

- A script only helps if agents can use it well. Agents lacked product knowledge, which limited what any script could do.
- How the script appeared on agents' screens mattered as much as the words. That layout was not fixed until later.
- Testing with one vendor may have limited the sample, making a real difference harder to detect.

## Caveats

The test ran with only one vendor, and no sample size, duration or confidence figures were shared. The research partner that ran it is MarketingSherpa's parent organization.

## How to run this test

- Hypothesis: If we rewrite our sales call script to lead with product value and present the offer simply, then more calls will end in a sale because callers understand what they get and worry less about price.
- Primary metric: Sales per hour
- Guardrail: Average talk time
- Guardrail: Right-party contact rate
- Guardrail: Early cancellations in the first billing cycles
- Who should test it: Subscription businesses that sell by phone through agents or outside vendors. A script change alone may not move sales if agents lack product training or call at the wrong hours.

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Credit: MECLABS Institute ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/globe-and-mail-telesales-script-rewrite/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.