I’ve seen too many sales scripts written like a movie monologue—way too long, way too clever, and completely disconnected from how real people talk.

The truth? Good sales scripts earn attention in increments.

That’s why I teach my clients and their sales teams something called the Rule of 3s. It’s not fancy—but it’s deadly effective. Especially when paired with coaching and repetition.

The Rule of 3s: Conversation, Not Presentation

Here’s the breakdown:

• You’ve got 3 seconds to earn 30 seconds

• 30 seconds to earn 3 minutes

• 3 minutes to earn 30 minutes

• And 30 minutes to earn the deeper conversation that leads to the close

This model reflects how people actually decide to keep listening. It’s permission-based. It builds trust in layers. And it works whether you’re selling B2B software or commercial HVAC systems.

What Happens at Each Step

3 Seconds:
First impression. Your tone, pace, and energy matter here more than the words.
→ “Do I trust this person?”

30 Seconds:
Your quick pitch. Why should they keep talking?
→ “Is this relevant to me?”

3 Minutes:
This is where objections and questions pop up. And here’s the secret:
→ Objections aren’t rejection—they’re buying signals in disguise.
→ “Do I need this?”

30 Minutes:
Now you’re in consultative territory. You’ve earned the right to lay out how you can help.
→ “Do I trust you enough to solve my problem?”

Salespeople Don’t Need Scripts. They Need Structure.

When I coach teams, we don’t hand them a script and say “memorize this.” We walk through the why behind each segment.

We drill:

• 30-second elevator pitches

• Objection handling (using the 3 A’s: Agree, Answer, Ask)

• Need-Help-Benefit tables (customized to their offer)

Over time, it becomes muscle memory. And when it does, salespeople stop winging it and start closing consistently.

Coaching the Conversations, Not Just the Outcomes

Here’s what I tell business owners: You don’t need closers—you need communicators.

The Rule of 3s helps your team build the skill to guide conversations, not bulldoze through them. That’s what modern buyers respond to. That’s what works.

Next Up

We’ll get tactical with objection handling—how to disarm skepticism and open the door to real dialogue.

Don Vanpool is a business coach, private equity operator, and former Fortune 500 executive who helps companies build repeatable systems that drive results. With deep experience in sales leadership, operational excellence, and Co-Active coaching, he equips business owners and sales teams with the tools—and mindset—they need to win consistently.