Cold calling script template: what to say, and how to respond to common brush-offs

You write who you're calling, the one problem you solve and the two times you'll offer. The first line of each part is there. The rest should sound like you.

Cold calling script: [your name, company]

Calling: [who, e.g. owners of dental clinics]. The one problem we solve for them: ____________

Before you dial

• Their name, their company and one thing you know about them: ____________
• The meeting you want: [15 or 30 minutes, video or in person]
• Two days and times to offer: ______ or ______
• Marketing call to a Singapore number? Do Not Call check done on: ______ (valid 21 days), or their written consent is on file: ______

The call

1. Opener (10 seconds). "Hi [name], it's [you] from [company]. This is a cold call. Can I have 30 seconds to tell you why I'm calling, and then you tell me if it's worth talking?"
2. Reason (20 seconds). "I work with [people like them]. Most of them tell me [the problem, in their words]. I'm calling because [the one thing you know about them]."
3. Two questions (1 to 2 minutes). "How are you handling [the problem] now?" Then: "What happens if that's the same in six months?"
4. The ask. "It sounds worth 15 minutes. Would [day] at [time] or [day] at [time] work better?"
5. Confirm. Say the day and time back, get their email, and send the invite before the next call.

Brush-offs

• "I'm not interested." Say: "Fair enough. Is that because you've already sorted [the problem], or because it's not a priority right now?"
• "Just send me an email." Say: "Happy to. So it's worth reading, should it cover [option A] or [option B]?"
• "We already use someone." Say: "Makes sense. What would they need to do better for you to look elsewhere?"
• "I don't have time." Say: "Understood. Is it now, or is it the whole idea? I can call back [day] at [time]."
• "How much is it?" Say: "It depends on [what it depends on]. That's what the 15 minutes is for. Would [day] work?"
• "Please don't call again." Say: "Understood. I'll take you off my list." Then do it.

The gatekeeper

• "Hi, it's [you] from [company]. Who looks after [the problem] there? Could you put me through, or is there a better time to catch them?"

Voicemail, under 20 seconds

• "Hi [name], it's [you] from [company], on [number]. I'm calling about [the problem] at [their company]. I'll try you again on [day], or call me back on [number]."

After the call

• Outcome: booked, call back, no, gatekeeper, voicemail or no answer
• Next step and date: ____________
• The words they used for the problem: ____________

Priya sells bookkeeping for Brightbooks, a made-up firm. The call is to a made-up cafe owner, Marcus, who has just opened a second shop.

Priya's made-up hour of 20 calls

That's 5 conversations with the right person out of 20 dials, and 2 of the 5 booked.

• Write the problem in the words your customers use.
• Find one true thing about each person: a new branch, a job ad, a post they wrote. One line is enough, and never claim you've met.
• Offer two times, never "when suits you?"
• Say it out loud five times, then cut whatever you trip over.

The opener is the part you'll practise anyway. Calls end at the brush-offs, so practise those too.

• Say each answer out loud until you don't need the page.
• Have a colleague use all five on you.
• After a week of calls, write down the brush-off you heard most and the answer that worked.

• Talking for a minute before you say why you called.
• Pretending you've met.
• Pitching before you know they have the problem.
• Finishing with "Can I send you some information?" instead of two times.
• Arguing with a brush-off. Ask one question, then accept the answer.

Before a marketing call to a Singapore number, check the number against the Do Not Call Registry, unless the person gave you clear consent you can show later. PDPC says: "Results are valid for 21 days from the date the check was conducted." So a list you checked 22 days ago needs checking again.

Keep your caller ID on, and say who you are and how to reach you.

A call to a company about the company's own needs is outside the rule. PDPC's example is a seller phoning an HR manager on her business number about a product for her company. Once he asks if she'd like something for herself, the rule applies again. Your company may have stricter rules, so ask your manager which lists are cleared.

Palby Sales Tracker doesn't dial or record calls. Each call and meeting is one tap on your phone, or /log in a private Telegram chat, and the board moves within seconds. One activity in a week keeps your week streak, and your weekly goal stays between you and your manager. It never asks for your location. See how logging works.

• PDPC, How to check numbers against the Do Not Call Registry, pdpc.gov.sg, read 2 November 2026
• PDPC, Advisory Guidelines on the Do Not Call Provisions, revised 1 February 2021, pdpc.gov.sg, read 2 November 2026