Cold calling gets a bad reputation sometimes, but it’s still regularly used by many sales teams. And while achieving good response rates through cold calling can be a challenge, it can be done.
In this article, we take a look at seven examples of cold calling scripts that will lead you in the right direction. We’ll explore why these scripts are so effective, and close with a few extra tips to make sure you stay on target.
Is cold calling still a relevant sales technique?
Sales professionals have used cold calling pretty much since the invention of the telephone. The human connection calling a potential buyer can generate is difficult to replace with anything other than face-to-face interaction (which isn’t always possible).
But is cold calling still a good tactic today? After all, concerns around potential scams mean that people are far less likely to pick up unsolicited calls. Many sales reps who work in an outbound call center understandably prefer to focus on warm calling, where they follow up already established leads.
Yet the truth is that cold calling remains a crucial element of a successful sales strategy. The key is to carry out sufficient pre-call research so that you can demonstrate quickly to potential clients how your amazing product or service can solve their problems.
Top-performing sales reps understand the value of cold calling scripts. They serve as a framework for the conversation and help you move it in the right direction. Similarly, recruitment teams leverage a tailored recruitment cold calling script to efficiently engage potential candidates. While you should never completely rely on a cold calling script, becoming familiar with the core elements of successful cold calling scripts can boost your conversion rate.
7 examples of cold calling scripts for different situations
With that in mind, let’s take a look at seven cold calling scripts that should be useful in a number of different situations. These are only a few examples, but studying the crucial elements they have in common will upgrade your cold calling game.
1) Capitalize on a mutual connection
When you have a mutual connection with a potential prospect, focus on that. The best way you can use it to your advantage is to explain that the connection suggested you call the prospect.
Hi [name of prospect],
I was talking with [name of connection] about the great results they’ve been achieving with [your product] and s/he suggested you were looking for something similar. I was immediately intrigued because I know you’ve been doing great things with [something specific the prospect has achieved] recently.
It would be great if I could show you exactly how [your product] helped [connection] achieve [result]. Would you be interested in scheduling a call to discuss?
There are a few great things about this script. First, it’s short and to the point. It also demonstrates attention to detail. It’s clear you’ve done your research on the potential client, so you’re more likely to generate a positive response.
2) Request contact with a decision maker
The goal is to secure the phone number of a decision maker every time, but that’s not always possible. Often, cold calling means getting through gatekeepers first, and that can be tricky. Here’s what to do in such a scenario.
Hello, my name is [your name].
I was hoping you might be able to help me. I looked on the [prospect company] website but I couldn’t find your name listed. Would you mind me asking your name?
(Thank the person you’re speaking to, repeating their name.)
I’m hoping to speak to [name of decision maker]. Could you advise me how best to get in touch with them?
Showing your appreciation for the gatekeeper’s time is crucial if you want to get the proper introduction.
Free-to-use image sourced from Unsplash
3) The elevator pitch
Not all cold calling needs to be a sales pitch, but sometimes, that’s what you’ll need to do. Try to follow a script that incorporates these basic elements.
- Introduce yourself and your company
- Mention something that connects your two companies to build rapport
- Explain why you’re calling, and mention a crucial client pain point
- Briefly mention how your product/service can help
- Request to schedule a follow-up call
4) Using social proof
Ideally, you’ll have case studies and testimonials to draw on to help you when you’re cold calling. This is called social proof, and it’s one of the most powerful cold calling techniques.
Hi! It’s [your name] from [company name] here.
I decided to get in touch because it looks like your business prioritizes client-centered service. That’s also our primary focus at [your company]. Don’t just take my word for it; our clients like [client 1] and [client 2] have been very vocal about the results they’ve achieved with our platform [put social media proof here].
[Name of prospect], I’d love to connect with you to find out more about your specific needs. Feel free to call me back on [your number] any time that works for you, or just reply to the follow-up email I’ll be sending soon. Many thanks!
5) Leaving a voicemail message
The sales process doesn’t always run smoothly, and sometimes sales reps will have no choice but to leave a voicemail message. In that case, brevity is key. No-one wants to listen to a five-minute voicemail.
Hello, [name of prospect]. This is [your name] from [your company].
The reason I’m calling you today is I have an idea about how to help you find more qualified leads. I was hoping we could schedule a call to discuss.
Feel free to give me a call back on [phone number].
Again, my name is [your name] with [your company]. The number to reach me on is [phone number].
Thanks, [name of prospect].
You won’t need to include any more details at this stage. Save them for the follow-up call.
6) Dealing with the “no time” objection
One of the common objections you’re likely to experience when cold calling is that the person you’re calling doesn’t have time to talk to you. This can be a challenge, but there are ways around it. Try something like the following.
I understand this might not be top of the list of your priorities at the moment. In fact, a few people I’ve spoken to have said the same thing but then found that once we spoke about it a little they could see real value in the proposition and wanted to know more.
Just make sure you can back it up! Inexperienced sales reps sometimes make the mistake of alienating potential customers by taking their attention for granted. Give your best two-minute sales pitch and don’t go overboard. Remember you’re trying to cultivate a relationship that will last, so it’s vital you don’t start off on the wrong foot.
7) Detailed follow-up
An absolutely fundamental part of the cold calling process is carrying out an appropriate follow up. You can do this by scheduling a video call, organizing a product demo, or by sending a follow-up email. Checking in with prospects you already know needs a slightly different approach from first-time sales calls.
Hi [name of prospect], I’m calling back as arranged. Is now still a good time?
Great to hear! So, as I said before, we help companies like [company name] achieve goals like [result]. Is it OK if I ask you a few questions so I can get a better understanding of your current needs? Hopefully, we’ll be able to figure out how best to work together.
Bear in mind that a purchase decision can take time. You need to build on your initial contact gradually, rather than expect immediate results.
Tips for increasing your cold calling success rate
While cold calling scripts are a great way to structure your approach, it’s also crucial that you bear a few other pointers in mind.
Use open-ended questions
There are two advantages to this. It leads to better engagement, and it helps you learn crucial information that could help you find the best way to convert.
Call at the right time
Timing is everything. If you call at a bad time, you’re likely to receive a short conversation. Try mid-morning or mid-afternoon, when people will have settled into their work pattern and are more likely to be receptive to unsolicited calls.
Keep a record of all important information
You might contact hundreds of prospects a week, so taking meticulous notes is critical. Make sure you have a system for recording crucial data from calls. A tool like RingSense for Sales Automatically transcribes and summarizes phone calls so you can easily refer back.
Practice active listening
Most important of all, be flexible. Listen attentively to what the prospect tells you and react accordingly. It’s fine to go off-script if the conversation goes in a productive direction.
Final thoughts on making cold calling work
The main objective for sales teams using cold calling is to kick-start a long-term business relationship with potential customers. This means it’s not about hitting quick targets. How you attract clients sets the tone for how the relationship continues over time.
For that reason, it’s crucial you take a systematic approach that prioritizes research and the personal touch. Properly engaging with prospects should be at the center of your strategy. As long as you directly address how your product or service will help potential clients’ specific needs, you can get excellent results with cold calling.
FAQs
Is cold calling legal in the US?
Yes, it is, although there are some rules and regulations you have to follow. For B2B cold calling, this primarily means the Telemarketing Sales Rule (TSR). The TSR features several stipulations you need to be aware of, such as that you can’t call the personal number of an employee to make a business sales call.
What’s the best way to use cold calling to increase sales?
The best way to use cold calling is as part of a broader outreach strategy, rather than just using cold calling on its own. Your marketing team should collaborate with your sales team to research prospects so that you can take a multifaceted approach to generating leads.
Originally published Aug 30, 2024, updated Sep 10, 2024
