SALES SCRIPTS AS A TOOL OF ADAPTIVE MARKETING IN THE CONTEXT OF DIGITAL TRANSFORMATION

In the context of digital transformation, companies are compelled to reconsider traditional tools of customer interaction within their marketing activities. Among the most widely used mechanisms in direct sales channels are sales scripts—predefined verbal templates aimed at increasing communication efficiency with clients. However, static scripts often fail to reflect the rapidly evolving behavior of digital consumers, who demonstrate decreasing attention spans and increasing demand for personalization. This highlights the need for adaptive scripts that dynamically adjust based on CRM data and individual customer behavior patterns. The present study aims to explore the role and potential of sales scripts as a strategic instrument of adaptive marketing, enabling more personalized, relevant, and timely communication. The paper introduces a novel classification of sales scripts by their level of adaptability: static, semi-adaptive, and fully adaptive. To assess the performance of various types of scripts, the study employs both quantitative and qualitative methods, including content analysis, expert interviews, and evaluation of key performance indicators such as conversion rate, dialogue duration, and CTA-response rate. The research also identifies key conditions for successful integration of scripts into a company’s marketing strategy, emphasizing the importance of CRM infrastructure, employee training, and systematic feedback loops. The results confirm that adaptive scripts lead to higher consumer engagement and improved sales funnel efficiency. This article contributes to academic discourse on digital marketing tools and offers practical implications for organizations seeking to enhance their communication effectiveness in the age of digital transformation.