15 Proven Cold Call Scripts to Transform Your Sales Game
Not all cold calls are created equal. Some are good, a few are great, but let’s be honest—most are a smorgasbord of information delivered way too fast. The key to transforming them? Using carefully crafted cold call scripts.
Don’t believe me? How many of these cold calls have you received lately:
Hi, this is frhshm from mnexmfhrsh we offer a highly effective snmedrm for businesses like yours and today we’re running a special and I’d like to offer you our trial program for just $2,500 a month which is half the normal price of $5,000 and we’d like to start by the end of the week can I get you on a call…
Wait, what? Who is this? What are they offering? Huh??
At this point, if you haven’t hung up yet, you’re just waiting for the cold caller to run out of air so you can tell them you’re not interested.
Cold calling is tough, and nerves can get to us, but it's absolutely worth your time. Research by RAIN Group shows 69 percent of buyers accept cold calls from new providers, and 82 percent accept meetings with sellers who reach out.
So, cold calling is still very much alive, but using a solid sales script will be key to your success.
What Is a Cold Call Script, and Why Should You Use One?
A cold call script is a pre-prepared guide that sales reps and SDRs follow when making unsolicited phone calls to potential customers. As a salesperson, you might be thinking “Great, but I don’t want to sound like a robot.”
Well, cold call scripts aren’t meant to lock you into a conversation. They’re meant to help refine your value proposition and keep your messaging focused.
A well-structured cold call script includes elements like:
- Establishing relatable context: Begin by introducing yourself and your company. Then, describe how your product or service addresses specific business challenges in a way that’s 100 percent benefits-focused. For example: “We help small hospitality businesses grow their online presence and amplify their social selling powers by about 10x.”
- Empowering prospects with a choice: Inquire whether your offering piques their interest, giving them the autonomy to steer the conversation.
- Asking a key qualifying question and echoing their response: A qualifying question can be as simple as “Tell me more about your current sales process.” Take some quick notes, focus on what they’re telling you, and then continue with this powerful statement: “Ok, so what I’m hearing is…” Repeating back what the prospect just told you.
- Proposing a timely follow-up meeting: Suggest the next step, such as a meeting, follow-up call, or demo, highlighting the value your product delivers. Aim to schedule the meeting for the following day to maintain momentum and enthusiasm.
Although it might be tempting to just dive into a sales call and speak off the cuff, it’s crucial to recognize the benefits of using a cold call script. Otherwise, you might find yourself speaking in circles and all of a sudden hearing the dreaded—beep…beep…beep.
One key benefit of cold call scripts is the consistency they bring to the sales process. With them, you can deliver a unified message that's proven to work.
Moreover, sales scripts improve time efficiency by keeping conversations focused and succinct. The faster you can accurately qualify or disqualify a lead, the more volume you can handle.
15 Best Cold Calling Scripts to Nail Your Next Sales Call
There will be many times in which your base script won’t keep up with real-life conversation. While there’s no way to pre-establish a response to every possible situation, it is definitely in your best interest to have scripted responses ready and waiting for some of the more common scenarios you’ll encounter, such as getting past a gatekeeper and leaving a voicemail.
1. Base Cold Call Script
(pause)
“I work with (prospect job title-plural) like yourself to (describe the service you provide) and (describe the value clients receive).”
Every cold call script will more or less start in a similar way. From here, you’ll dive into a short conversation with your prospect and navigate any hurdles or questions. Use the following events to add to this base and create a script for any situation.
2. Cold Calling Script for Getting Through Gatekeepers
Sometimes the gatekeeper will simply put you through, but if they ask why you’re calling, say:
“I’ve been working with (prospect’s first name)’s peers on integrating a new (product/service/software solution). There’s been some interest in getting a relationship started with (prospect’s company name), and I was just calling to go over the details with (him/her).”
This may be enough for the gatekeeper to put your call through to your prospect’s main line, but even if you’re sent directly to voicemail, count that as a win! If you often find yourself struggling with gatekeepers, try to check your own perspective; the most successful sales professionals actually appreciate gatekeepers.
3. Cold Calling Script for Finding the Decision-Maker
This script is short, sweet, and gets right to the point. You don’t want to be wasting time pitching someone who isn’t the decision-maker so if you're having a hard time figuring out who that someone is, just ask.
4. Wrong Person Sales Call Script
Sometimes you might think you’ve found the decision-maker but as the conversation progresses you realize—nope. In this case, a simple request for redirection is all you need.
5. Closed-won Deal Script
That’s great! It looks like you’ve been making good use of it. Listen, I wanted to ask—do you know anyone else in your field that could use our (product/service)? I’d be happy to get them a demo or offer you a referral bonus.”
Referrals are often one of the most valuable sources of new business. And there's no better time to ask for them than when a client’s satisfied with your product or service. This script is all about fostering that relationship and capitalizing on the success of a closed-won deal.
6. Cold Call Script for Leveraging a Mutual Connection
Take a moment for your new prospect to chime in and discuss their work.
“That’s so great. Well, I’d love to show you why (other customer’s name) chose us over the competitors to (generate results). What day this week is good for a quick product demonstration?”
Leveraging a mutual connection can help in building rapport with a new prospect. By mentioning the name of someone they know and describing their positive experience with your product, you'll established instant credibility.
7. Cold Call Script for Voicemails
Not every call ends in a response. In fact, an average of 80 percent of calls go to voicemail according to data from ZoomInfo. To create a memorable voicemail script, make an extravagant claim and back it up with real data. This kind of social proof based on real metrics can be a powerful motivator for prospects to listen to your voicemail. Even if they don’t call you back, they’ll remember you when you follow up again later.
8. Cold Call Script to Open Conversations
Great, this is (your name) with (company). The reason for my call is (one sentence on why you're calling).
(One thought provoking open ended question to create a dialogue.)”
The real gem of this script, by Darryl Bassett, is the thought-provoking, open-ended question at the end. By asking an interesting question, you're encouraging the prospect to share their thoughts, ideas, or experiences. This opens the door to a more meaningful, two-way conversation.
9. Elevator Pitch Script for Real Estate Agents
You: "I'm a real estate agent at [firm], and I primarily focus on helping first-time homebuyers navigate the increasingly complex housing market. Have you noticed how tough it's become for them lately?"
Prospect: "Yes, it's true."
You: "My goal is to guide first-time homebuyers in finding their ideal home at a fair price, ensuring a smooth and enjoyable homeownership experience. If you happen to know someone who's thinking about purchasing their first home, I'd be delighted to have a chat with them. Can you think of anyone who might need assistance?"
Prospect: "Actually, my brother and his wife are in the process of looking for their first home."
By focusing on the challenges first-time homebuyers face, you're connecting with the prospect on a relatable issue. Moreover, by asking if the prospect knows someone who might need your assistance, you're opening the door to potential referrals without coming across as too pushy or salesy.
10. Cold Call Script to Introduce Yourself as a Real Estate Agent
During my 15-year career as a real estate agent, I've experienced numerous market fluctuations, but I've successfully assisted over 200 small businesses in finding commercial real estate tailored to their requirements.
It's all too common for small businesses to face unfair treatment in the realm of real estate, and I'm wholeheartedly committed to advocating for business owners who seek a space they can genuinely call their own."
With a subtle twist on the elevator script, this approach offers a relatable way to introduce your services to potential clients. It’s a little more personal and shares actual details about yourself—helping create a stronger connection with your prospects.
11. Response Script for “We already have a solution for that”
After they respond:
“Got it—I’m glad it’s working for you right now, but I do think (product name) has some capabilities you could take advantage of. Do you have 10 minutes that I can quickly go over our product, just so you can make an informed decision later on when it’s time to renew your current contract?”
The beauty of this script lies in the fact you’re showing interest in their current solution and then transitioning to presenting an even better solution (yours). By suggesting a brief 10-minute overview, you're providing valuable information without demanding too much time. The goal isn’t to sell here—it’s to plant the seed.
12. Response Script for “I don’t have a budget for that”
By asking about the start of their new fiscal year, you show your commitment without pressuring them into immediate action. Knowing when the fiscal year begins also gives you a better chance of closing a deal when new budgets become available.
13. Response Script for “The price is too high”
Or:
“Well let’s see what features you don’t need right away that we can hold off on. That’ll get you a lower monthly rate while still accessing all of the essential features you need.”
Position the cost of your product as being more than worth your prospect’s investment. If you can offer a lower price to get them started, in exchange for fewer features, do it. This shows your willingness to be flexible and as they experience the benefits of the essential features, they may be more inclined to upgrade later on. Remember: always put value ahead of price in a sales conversation.
14. Response Script for “I need to discuss this internally and will get back to you later.”
After confirming and repeating back their email address:
“Perfect. I’ll send this now, and can check back with you on Thursday or Friday next week to find out how it went and what questions your team may have. Which day is better?”
The most important part of this script is determining a date for when to circle back with the prospect. Give a couple of options and let them choose.
15. Response Script for “It’s not a good time”
Being a nuisance won’t get you the deal, but being consistent might. If someone says “It’s not a good time”, tell them you’ll call them back in a couple of days and pick up from there.
5 Steps to Create Your Own Cold Call Script
You can search for the perfect cold call script all day, but when nothing seems to be meeting your needs, it might be time to create your own. Let’s dive into the five steps required to do just that.
1. Know Your Audience Better than They Know Themselves
Knowing your audience means knowing things like their pain points, company size, common objections, etc. Once you know this information, you may find the need to segment certain prospects into different lists or profiles. With clearly segmented prospects, you should create segmented cold call scripts that adapt to each profile.
For example, if some of your prospects are small businesses and others are enterprise companies, you need to adapt your sales pitch to fit each business. Pay special attention to how you word your one-sentence description, and focus on specific benefits for that sector of your audience.
2. Define a Clear, Concise Elevator Pitch
A strong elevator pitch is the backbone of your cold call script. Keep it brief (10-15 seconds) and use this time to describe your product or service’s most important unique selling points.
By addressing the pain points you've identified in step one and making it clear how your offering solves those issues, you'll have a better chance of capturing your prospect’s attention.
3. List Your Best Discovery Questions
Asking the right questions during a cold call helps you uncover valuable information about your prospect’s needs. To create an effective list of discovery questions, focus on open-ended questions that encourage prospects to share more about their current situation. Things like:
- What’s your current process for dealing with [challenge]?
- What kind of results do you expect from a new solution?
- What solution are you currently using to do that? What’s working/not working with that solution?
4. Prepare Talk Tracks for Their Responses
Talk tracks are prepared answers to explain complex ideas or concepts in a simplified way.
Let’s say you have prospects bringing up similar objections or asking the same question about a particular feature. You can prepare talk tracks so that you can confidently answer those questions quickly without giving a messy response.
5. Know Your Ideal Next Steps
Having a clear goal in mind for the end of a call is vital. Identify the best possible outcome for the call, such as scheduling a follow-up meeting, sending additional information, or starting a trial.
Have a plan in place to guide the conversation toward that desired outcome. If your prospect isn't ready to commit to your ideal outcome, offer alternative next steps to ensure you maintain momentum in the sales process.
Cold Calling Tips to Boost Success Rates
Let's face it, cold calling can be a tough gig but it’s part of a healthy sales strategy. And with the right sales tips paired with enough practice, you’ll quickly start noticing your close rate improve.
A word of warning: Yes, most of these cold calling tips involve some amount of extra time or effort on your part. But trust me—a few minutes of your time spent upfront can make all the difference in the world.
Speak Slowly and Clearly
Remember that 100 mph pitch I mentioned way up there in the intro? I’m begging you: don’t be that guy.
In order for your prospects to listen to the rest of the call, they need to hear and clearly understand who you are and where you’re calling from. Otherwise, they’ll spend the rest of your pitch wondering, “Who the heck is this?”
In this case, the power of an appropriate pause can never be underestimated.
Say your name, pause. Then, say your company's name, and pause again. Allow those points to sink in before proceeding. Silence can be powerful, especially in negotiations. I once saved our company $225,000 by simply keeping my mouth shut.
Speaking slowly and pausing effectively conveys confidence and control, making prospects feel more at ease.
Take Time for Prospect Research
Prequalifying prospects may take time, but it ensures you use the right sales script and helps build rapport. Social media platforms like LinkedIn are a great resource to gather insights on prospects, like their background, work history, and current role.
Ideally, this research happens during lead generation, but if not, invest time in it. Using LinkedIn to prequalify prospects lets you tailor each pitch.
Use the Right Sales Calling Tech to Save Time
Using the right calling technology can make your outbound sales process more efficient and less painstakingly repetitive. That’s where Power Dialers and Predictive Dialers come in—both of which are directly integrated into Close.
A Power Dialer is like your sales team's best friend. It automatically dials numbers from a pre-loaded list, one call after another, ensuring that there's no time wasted on manually dialing or waiting for the next call.
A Predictive Dialer, on the other hand, is even smarter. It dials several numbers simultaneously. As soon as someone picks up, it promptly connects an available sales rep to the call. This means less time spent listening to a dial tone and more time spent closing deals.
To take it a step further, you should also be creating lead lists of similar profiles.
By doing this, you can cold call prospects with the same needs, pain points, or industry background. This approach allows reps to get into a routine and basically copy/paste their prospecting script to similar prospects.
Collaborate to Constantly Improve Your Scripts
Your cold call scripts should never feel stagnant. As a team, work together to improve those scripts.
Sales leaders can set up regular meetings every quarter to discuss the current cold call scripts and brainstorm on improvements.
This gets the whole team involved in making sales scripts even more effective.
Know When to Throw Your Scripts Out the Window
A good sales rep knows that sometimes the script just isn’t cutting it. (But that doesn't mean you shouldn't have one—you absolutely should, I talked about this here.)
A good manager knows that when his B2B sales team is creative and brings their own ideas to the table, amazing things can happen.
Just because you spend time developing an excellent sales script, doesn’t mean every rep needs to follow that script to the letter on every call.
Ultimately, every rep has a different personality and brings a different energy to each call. One thing I've seen in all my years in sales is that in the long run, being authentic will pay huge dividends.
Set up Automated Follow Up Sequences
Following up with prospects keeps you top of mind and helps maintain the momentum of the relationship.
The majority of deals aren’t closed during the initial discovery call. So, having a solid follow-up strategy can make a huge difference.
Close Sequences allow you to create a series of personalized follow-up steps incorporating, email, SMS, and calls. Keep tweaking your outreach until you find a proven template that converts.
Automated follow-up sequences save time and ensure reps maintain a consistent level of engagement with potential clients.
Take the Easy Route: Use Our Free Sales Script
The templates and tips provided above make it easy to build a cold call script that works for your business and capture your prospect’s attention.
Remember: by working collaboratively to build segmented sales scripts and knowing when to throw them out the window, your team can truly excel at cold calls.
But if you want to get a head start on creating an effective cold call script, you can download our proven script template, adapt it to your own market, and start closing more deals immediately. Give it a try!
