If you're on a B2B sales team and you're expected to whip up a chatbot script for Zendesk Chat, you probably want results, not marketing fluff. You want more qualified leads, fewer dead-end conversations, and a bot that doesn’t make people roll their eyes. This guide is for you.
We'll skip the buzzwords and get straight into what actually works (and what to avoid) when building chatbot scripts specifically for B2B sales in Zendesk Chat.
1. Know What Chatbots Actually Do Well (and What They Don’t)
Before you start scripting, get real about what chatbots can handle. In B2B sales, chatbots are good for:
- Qualifying leads (basic info, deal size, timeline)
- Answering FAQs (hours, products, demo requests)
- Booking meetings or handing off to humans
They’re not great at:
- Handling long, complex sales cycles
- Building rapport or reading between the lines
- Dealing with edge cases or emotional customers
Pro tip: If your script tries to sound like a human, it’ll probably just sound fake. Be clear it’s a bot. People actually appreciate the honesty.
2. Map Out Your Most Common B2B Scenarios
Don’t try to automate every possible conversation. Focus on the 3-5 journeys that matter for your team. Usually, these are:
- “I want a demo”
- “I have a sales question”
- “I’m an existing customer with an issue”
- “I want pricing info”
How to do it:
- Pull your sales chat transcripts and look for recurring questions or paths.
- Talk to your sales reps—what do they waste time on that a bot could pre-qualify?
- Sketch simple flows (use a whiteboard or a napkin, seriously).
What to ignore: Don’t script for unicorn scenarios (“What if they ask about our 2015 price sheets?”). Start with the 80% use-case.
3. Write Like a Human, Not a Robot
This sounds obvious, but it’s where most scripts fall down. Ditch the stiff intros and jargon.
Bad:
“Greetings. Thank you for contacting Acme Corp, a leading provider of scalable SaaS solutions.”
Better:
“Hi, I’m Acme’s chatbot. I can help you book a demo or get quick info. What brings you here?”
Some quick writing rules:
- Keep sentences short.
- Use contractions (“I’m,” “you’ll”).
- Avoid “synergy,” “strategic,” or anything you wouldn’t say out loud.
- If you’re asking for info, explain why: “What’s your company size? Helps us match you to the right rep.”
Pro tip: Read your script out loud. If it sounds weird, it is.
4. Qualify Leads Without Scaring Them Off
You need intel (budget, authority, timeline), but nobody wants to fill out a 10-question survey in a chat window.
What works:
- Keep qualifying questions to 3 or fewer before offering value (like a demo or human handoff).
- Be upfront: “Can I ask a couple of quick questions, so I can connect you to the right person?”
- Use buttons and quick replies where possible (“Are you looking for pricing or a demo?”).
What to avoid:
- Asking for an email before you’ve helped at all.
- Forcing visitors to jump through hoops just to talk to sales.
Real talk: You’ll lose some leads who don’t want to talk to a bot. That’s fine—better to focus on those who engage.
5. Build in Fast Escapes to a Human
No bot script is perfect. In B2B, deals are big, questions get weird, and people get impatient. Always offer a way out.
How to do it:
- After 2-3 bot replies, show a “Talk to a human” option.
- If the visitor’s question isn’t covered, escalate ASAP.
- If the visitor is getting frustrated (“None of these options help me”), transfer immediately.
Honest advice: Don’t bury the ‘human’ option. It doesn’t make your bot look smarter—it just annoys real prospects.
6. Keep Scripts Short, But Offer Useful Resources
B2B buyers are busy. Don’t make them scroll through a novella.
- 1-2 sentences per message, max.
- Use links to docs, pricing pages, or calendars.
- If you have a video demo, offer it early in the flow.
Sample snippet:
“Want to check out a 2-minute demo video, or just talk to sales?”
What not to do:
Don’t dump your whole product pitch into chat. Save that for the sales call.
7. Test, Watch, and Tweak (No Script Survives First Contact)
You’ll learn more in the first week of real chats than from hours of planning.
- Review transcripts weekly for dead-ends, unhelpful replies, or points of confusion.
- Ask your sales reps what leads are saying about the bot.
- Make one change at a time and see if it helps—or makes things worse.
Pro tip: Resist the urge to over-automate. If your team is spending more time fixing bot mistakes than selling, dial it back.
8. Don’t Overpromise What the Bot Can Do
Set expectations up front. If your bot can’t do something, say so.
- “I’m a bot, but I can connect you to the right person.”
- “For complex questions, I’ll get a human to help.”
B2B buyers can spot canned nonsense a mile away. Honesty is more useful than fake friendliness.
9. Use Zendesk Chat’s Features, But Don’t Get Distracted by Shiny Objects
Zendesk Chat offers triggers, tags, routing, and more. Use them—but only if they actually support your sales process.
- Triggers: Good for greeting known visitors or routing VIPs.
- Tags: Helpful for sales follow-ups or reporting.
- Routing: Make sure the right sales rep gets the right chat.
What to ignore:
Don’t spend hours tinkering with advanced features if the basics aren’t working. Get the script right first.
10. Common Mistakes to Avoid
- Pretending the bot is a person. It’s not fooling anyone.
- Burying the sales pitch. If someone wants to talk to sales, let them.
- Trying to script every possible conversation. You’ll end up with a mess.
- Ignoring mobile experience. Many B2B buyers are on their phones.
- Setting and forgetting. Scripts need regular updates.
Wrapping Up
Chatbots in B2B sales aren’t magic, but they can save your team time and help you catch more qualified leads—if you keep it simple, honest, and focused on real buyer needs. Start with a basic script that covers your most common scenarios, make it easy for people to reach a real person, and improve it as you go.
Don’t chase perfection. A clear, honest chatbot that helps a little is miles better than a fancy bot nobody wants to use. Iterate, cut what doesn’t work, and keep your buyers (and your sales team) in mind.