What should a cold calling script include?

An opener, the reason you're calling, two questions, the ask for a meeting and a line for each brush-off. Add a gatekeeper line and a short voicemail.

How do I open a cold call?

Say who you are, say it's a cold call and ask for thirty seconds, because being straight about it gets you further than pretending you've met.

What do I say when they say "send me an email"?

Agree, then ask what the email should cover. If they pick one, you have a reason to call back, and if they won't pick, the email wasn't going to be read.

How long should a cold call be?

Long enough to ask two questions and book the meeting. If they want to keep talking, let them, and book the meeting before you hang up.

Should I read the script word for word?

No. Learn the first line of each part and the brush-off answers, then say the rest in your own words.

How do I get past the gatekeeper?

Ask them for help instead of asking to be put through: who looks after the problem, and when's a good time to catch them.

What do I say in a voicemail?

Your name, your number twice, the problem you're calling about and the day you'll try again, in under 20 seconds.

How do I keep track of the calls?

Log the outcome and the next step after each one. Our sales call log template has a row per call and counts the day for you.

ActivityTracker

Free template for sales reps

Cold calling script template: what to say when they say "send me an email"

An opener that asks for thirty seconds, two questions, the ask for a meeting, and a line for each of the five brush-offs you hear every day. Copy it, print it or download it for Word. Free, no sign-up.

People hang up on a cold call when it sounds read out. So this script gives you the order and the first line of each part, and you fill in the rest in your own words: who you call, the one problem you solve for them and the two times you'll offer. Write it once, say it out loud five times and keep it next to your phone.

The whole call, from hello to a date in the diary

Download for Word

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 ______

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] today?" 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?"

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: ____________

See how calls are logged in the app

Three rules that make a script sound like a person

The first line of each part is written for you, and the rest should sound like you.

Write the problem in the words your customers use, not your brochure's
Offer two times, never "when suits you?"
Log the outcome before you dial the next number

Practise the brush-offs, not just the opener

The opener is the part you'll practise anyway. Practise the five brush-offs as well, because that's where calls end.

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

A filled-in script, from the opener to the brush-offs

Lena Park is a bookkeeper at Ledgerly who calls owners of independent cafes, and the problem she solves is month-end books that eat their Sunday.

Opener: "Hi Marco, it's Lena from Ledgerly. 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?"
Reason: "I do the books for eight cafes in the city. Most of the owners tell me the receipts and the payroll take their Sunday. I'm calling because you've just opened a second shop."
Two questions: "How are you doing the books for two shops now?" Then: "What happens if that's still you on Sundays in six months?"
The ask: "It sounds worth 15 minutes. Would Tuesday at 3 or Thursday at 10 work better?"
"Just send me an email": "Happy to. So it's worth reading, should it cover payroll or the monthly accounts?"
Voicemail: "Hi Marco, it's Lena from Ledgerly, on 555 0142. I'm calling about the books for your two shops. I'll try you again on Thursday, or call me back on 555 0142."

Five more calls, five more openers

When the call isn't cold, swap the opener.

A referral
"Hi [name], it's [you]. [Referrer] suggested I call. They said you're looking at [the problem]."
An old lead
"Hi [name], it's [you] from [company]. We spoke in [month] about [the problem]. Is it still on your list?"
After no answer
Call at a different time of day, and leave the voicemail only on the second try.
A past customer
"Hi [name], it's [you]. It's been a year since [what you did for them]. How's it holding up?"
An event list
"Hi [name], it's [you] from [company]. We were both at [event], and I'm calling everyone who came about [the problem]."

Questions

Make the next call with the script beside you

The template is free to use, and the app is paid and counts your calls as you log them.

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