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20 Cold Calling Scripts To Change Your Sales Game

Will Cannon
August 4, 2020
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Cold calling is hard.

It’s time-consuming and filled with rejection. And if you reach the right lead, you’ll have very few precious moments to properly explain the value of your option to them.

So we compiled over 20 cold calling script templates to help you and your team be as effective as possible when cold calling. 

With these templates, you can start your own scripts, improve your existing ones, and refresh your techniques.

Quick Links

  1. 20+ Best Cold Calling Scripts and Examples
  2. Anatomy of a Cold Calling Script: Best Practices

20+ Best Cold Calling Scripts and Examples

Here are the best cold calling scripts to solve all your needs.

1. Basic cold calling template

A comprehensive basic template for cold calling

This very simple template by MarketMeGood is the perfect start to any cold call. It focuses on the tone and types of words you should be using, all while keeping it short and sweet. You can easily adapt this very simple template to your business needs, and it works well as a go-to cold call template.

Why it works

The main focus of the template is to gather lots of information while using fewer questions. You can use the template and adapt it to your company’s needs (and to the customer profile you’re targeting). 

To make it work for your company, simply change the template with the right prospecting questions. Then add the right process for each positive or negative answer.

Best for:

Any company that needs a simple, adaptable cold calling template.

2. Setting up a meeting

The best way to sell something is by pitching in person. This script from Sales Outsourcing Service allows you to turn a phone conversation into an in-person meeting.

Why it works

This script is made to transform your phone contact into a face-to-face meeting via the fewest number of lines possible. With it, you’re telling your prospect that you value their time. So you’re asking them to schedule a better time for you to sell them your product.

While you sacrifice some time you’d be using to qualify the lead, you’re gaining a lot more by getting your foot in the door. That way, you don’t have to depend on your Business Development Representatives to close the sale during the initial contact. Instead, you can move that responsibility to a specialized salesperson. 

Best for:

Companies selling locally with a strong qualification process before the first contact.

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3. Customizing your cold script in Word

If you’re looking for an option that just pops up in Word to start right away, HubSpot has the perfect solution.

Why it works:

HubSpot provides great value for salespeople, and this template is no exception. It goes through every step of your cold call—from your introduction to an appointment to finish the sale. And it shows you how to use as few words as possible.

You can also use each step to write your script right on the template.

Best for:

Companies looking for a full, simple, and effective template.

4. Getting to the decision-maker

Reaching the right person is far easier with this simple template by SalesMate. It helps you create a connection with the person you’re reaching, and it can help you reach the right lead.

Why it works

In most cases, your call will have to go through at least one person before getting to the decision-maker. You’ll have to deal with the secretary, the assistant, or another subordinate of the person you need to reach.

The best way to navigate this process by connecting with the person you’re talking to and making them an ally, instead of an obstacle.

This simple template helps you establish a connection and become memorable to the gatekeeper, which may even prompt them to follow up with the decision-maker about the call.

Best for:

Salespeople reaching leads in large companies or decision-makers in upper-management.

5. Establishing a cold call process

Developing a great cold call is more than just crafting the right words before picking up the phone. That’s why Ryan Stewart urges people to “steal” this cold call process template.

Why it works

This template goes beyond the traditional script and tells you where you’re at in the sales process. It also shows you the script you should follow—from start to finish.

With it, your sales team can easily identify where they’re at with a lead, and know how to proceed. It can help them collaborate with each other while they keep their selling goal in mind.

Best for:

Salespeople looking for a script for every part of the sales process.

6. Reaching referrals

The best way to find new customers is through referrals. This script by Fit Small Business lets you acknowledge how you acquired their information in a simple and organic way.

Why it works

Referrals are incredibly effective and should be treated as top priorities. As you can see, this script puts the referral at the top of the call, after just a small introduction.

The quicker you can let your leads know about who referred them to you, the easier it’ll be for them to open up to you. 

This script can also easily let you bypass gatekeepers, since you’re letting them know this isn’t just any sales call. Rather, his call has already been approved by someone else.

Best for:

Any sales call from referrals when letting them know about the referral is of utter importance.

7. Approaching a crisis like COVID-19

Many companies have already adapted to the COVID crisis, in order to be able to survive it. The focus of this script by Just Call is approaching leads tactfully during this (or any other) crisis. 

Why it works

Any crisis creates opportunities. However, calling a business that is trying to survive a crisis to try to sell them something can be a terrible approach—if it’s not handled in the right way.

This script helps you tactfully approach your leads, and navigate through their potential objections. With it, you can position your product as the solution they’re looking for, instead of yet another expense they should cut from the budget.

To make it work, do your homework and figure out what the needs of your leads during the time of your call.

Best for:

Businesses looking to position their products into a solution during a crisis.

8. Scheduling a demo presentation

The best cold call script to get a demo presentation appointment in person.

If the point of your call is to schedule a demo, this script by Rise Fuel will help you get there as quickly as possible.

Why it works

This script focuses on one thing: to get a meeting scheduled as quickly as possible. By doing your research beforehand, you can quickly turn your cold call into a meeting, where you navigate a sales process more effectively than with a phone call.

With this script, you’ll not only focus on getting the meeting, you’ll also show your respect for their time. 

Best for:

B2B companies looking for great B2B sales calling scripts focused on demo meeting sales.

9. Getting to the boss

A short and courteous way to get to the boss.

Eventual Millionaire gives you a great little sales calls script that will help you get to the boss straight away.

Why it works

Asking to “talk to the manager” can be associated with negative feelings. This sales script helps you establish a connection with the person answering the call. 

By asking for a favor, you also mentally prepare them to help you get to the right decision-maker.

Best for:

Scouting phone calls when you don’t have all of the information before calling.

10. Perfecting your openings

The best way to get an instant connection is by personalizing your cold calls with this script.

Looking to personalize your calls? These small openings for sales call scripts by Keap help you create a connection with your leads right away. 

Why it works

You’ve done your research, so why not show it? By finding common ground, you can start your call by building rapport with your lead. That way, they’ll be more relaxed and open to hearing your solution.

When using these personalized openings, pay close attention to your tone. Make it as friendly as possible, in order to avoid sounding threatening or unpleasant.

Best for:

Businesses with a strong lead research.

11. Qualifying from the start

Qualify your leads with this cold call script.

One of the best sales strategies is to properly qualify your prospects. This script by Fit Small Business helps you gather as much information about a lead as possible during the cold call.

Why it works

Gathering information is time-consuming, and the last thing anyone wants is to spend a long time on an unplanned phone call.

This script lets you gather as much information as possible about the lead in an organic way, which saves you and your lead valuable time.

Best for

Salespeople who aren’t sure if their leads are qualified to complete the purchase. 

12. Providing value right away

This script lets you focus on the best features of your solution right away during your cold call.

If you want to let your leads know how much value they can get out of your solution, Run Mags has a great phone call script to handle it without sounding pretentious.

Why it works

Sometimes, the best use of time (for you and your leads) is to let them know immediately how your solution can help them. This script allows you to frame your dive into the value your solution has, as a way of saving your prospect’s time.

Best for:

Sales teams with a lot of leads and little time.

13. Making your solution sound unique

Make your solution stand out with this cold call script.

If you want to be memorable, this script by Sales Outsourcing Service is the perfect way to create rareness around your product.

Why it works

If you make your solution sound rare and unique, it’ll captivate your prospect’s attention faster and hold it longer.

This call script helps you create a sense of discovery and keep your leads listening to what you have to say.

Best for:

Companies with an attractive feature or offer on a product.

14. Pitching special offers

Use this cold call script to pitch great offers and discounts without sounding like another telemarketer.

Speaking of special offers, Just Call has the best way of pitching them while avoiding sounding “spammy.” 

Why it works

You’re used to seeing many spam emails offering savings, and your leads are, too. So you need to pitch your offers the right way, which separates them from something that sounds like it belongs in the spam folder.

This script helps you leverage your discounts and offers by using them as tools to close sales, instead of the typical marketing pitch.

Best for:

Businesses with attractive and temporary offers.

15. Getting a callback

Make sure your leads call you back at an appropriate time with this script.

The “can I call you back” response is usually the polite version of “I’m not interested.” This script by Salesmate is great at giving you a second chance.

Why it works

Charlie Cook suggests that cold calling has a success rate of only 2%. The best way to avoid failure is by preparing for it. This short script can help you change a polite, negative answer into a yes by acknowledging that it’s a rejection and asking for just two minutes of their time.

If your prospect is still on the phone after you reply, they’ll most likely give you a couple of minutes to finish your pitch.

Best for:

Sales teams with a high rejection rate looking to reach their sales quotas.

16. Identifying their pain points

This cold call scripts lets you gather information about your lead's needs.

Once you have your lead’s attention, Lucidpress helps you reach their pain points, in order to position your product as their solution.

Why it works

Usually, the main reason why you’d reject a sales call is because you don’t want someone to sell you something you don’t need.

By starting off with your lead’s pain points, you can let them express where they’re having troubles. This tactic lets you qualify them and find the solution that fits them best. And since you’re listening to them tell you where they’re having issues, they’ll most likely listen to your proposal to solve them.

Best for:

Businesses looking to qualify and solve specific problems through a single phone call.

17. Using social proof

This script lets you use social proof to validate your solution during a cold call.

If you don’t have referrals, this script by G2 Track for using social proof is a great way of gaining your lead’s trust. 

Why it works

By using social proof, you’re telling your leads they aren’t the only ones experiencing problems, but they could join other people solving them.

Using social proof is a great way to gain your lead’s trust and show them why your solution works.

Best for:

Companies with high-profile customers or customers the lead may already know.

18. Responding to “I don’t have time”

Respond to the most usual obstacle during a cold call.

This simple script by Pipedrive lets you handle the most common roadblock in sales: “I don’t have time.”

Why it works

By acknowledging the prospect’s feelings and letting them know how other people have said the same thing and changed their minds, you spark their interest.

After all, if someone else ended up changing their mind, maybe they can use two minutes to find out why.

Best for:

Sales teams selling solutions with high rejection rates.

19. Handling rejection

Plan for rejection and get the most out of it with this cold call script.

The most common result of every cold call is rejection. Salesmate has this great script to help you find out more leads when your prospect is sure not to buy.

Why it works

If rejection is the common response, you need to find a way to use it to your advantage. By asking for referrals after you see the cold call is about to fail, you can get very valuable insight out of what would otherwise be a waste of time.

And if you don’t get anything, it’s not like you’re risking something by asking for it. 

Best for:

Any call after the lead is sure not to buy.

20. Leaving a voicemail

Leave a voicemail that gives the right information to your leads through this script.

Sometimes, you may not get to speak to anyone. Pipedrive has a great script from Bob Bentz that will help you leave a voicemail that converts into a callback.

Why it works

This voicemail gives your prospect all the information they need to qualify themselves and call back if they’re interested in hearing more.

If you can get a prospect to call back, your chances of converting them increase exponentially.

Best for:

Any cold call that isn’t picked up.

21. Following up with your voicemail

Once you've left your voicemail, this script lets you follow up with your leads.

Finally, Pipedrive also helps you follow up on your voicemail in the same style. 

Why it works

Sometimes, prospects want to call you back, but they end up forgetting. And other times, their needs change between the voicemail and the follow-up call.

By keeping it short, you use as little time as possible to find out whether your prospect hasn’t called you back due to an external issue, or due to simple disinterest. 

Best for:

Anyone looking to follow up on a voicemail as quickly as possible, while keeping the door open to a sale.

Anatomy of a Cold Calling Script: Best Practices

When making cold calls, always keep these 5 best practices in mind:

1. Help your prospect feel safe

No one wants to get caught off-guard by a sales call. Most people would rather finish a call early than let it go on too long and waste their time.

Helping them feel safe during the call will warm them up to your solution, and it will make them likelier to listen to your sales pitch.

How to apply it: Start by speaking to them with a smile on your face. Make sure your tone is friendly and casual. You’re not calling the next phone number on your list. You’re calling a potential new client with whom you may end up establishing a professional relationship. 

Make sure your tone reflects your desire to talk to them and your empathy about receiving an unexpected call.

2. Do your research

Your prospect may not know you, but you should know them. Gathering as much information as possible about your prospect can help you identify potential roadblocks and pain points. It can also help you build common ground and treat them more like an actual person than just a lead.

Apply it today:

The best way to learn from your leads is by having a strong qualifying process. However, this tactic may be time-consuming, and it may not be scalable for multiple leads. So you get detailed profiles with UpLead.

UpLead offers you great profiles that can truly flesh out your leads to your team, even if they’ve never seen them before. And it can help them get to know who they’re about to call as quickly as possible.

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3. Practice your script

The last thing you want is to sound like you’re reading from a script when you call someone, even if that’s exactly what you’re doing. This practice will immediately turn your leads off and reveal a sense of unprofessionalism.

How to do it: Organize mock calls amongst your team, in order to help them identify how to pronounce words and find a tone that works for them. Motivate them to make the script their own, and adapt it to the person they’re calling.

4. Review calls periodically

If you want to make sure your team is performing well, you need to listen to their calls. This practice can help you identify common bottlenecks and help your teammates improve on valuable insights.

How to do it: Ideally, you should have access to random recorded calls from each of your salespeople for review purposes. Select one, and listen to the call with your salesperson. Make sure to congratulate them on what they did right, and guide them through things they could’ve done differently.

5. Build a strategy

If you want to get the best results, you need to plan for it. Build strategies to circumvent common obstacles (like rejection and gatekeepers), and have a clear sales process for your prospects.

How to do it: To make sure your scripts are relevant, analyze your market. Keep track of the data, and find out which times are best for reaching your prospects. Make sure your script can adapt to your client personas, and build a strong and integral outbound sales strategy.

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Conclusion

Cold calling isn’t always easy. But with these scripts, you’ll be more prepared than ever to make your calls as effective as possible. To make sure you’re getting the most out of your sales calls, make sure you check out our cold calling tips.

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