How to create a successful cold call script, plus examples

By Indeed Editorial Team

Published 22 April 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

There are many business types that use cold calling scripts to sell their items and services. Companies that use an effective template can customise these scripts to meet their offer. When utilised correctly, these scripts can potentially increase a company's revenue. In this article, we define what a cold call script is, explain how to write one and provide some valuable examples.

Related: 13 of the highest-paying sales jobs (with salary details)

What is cold calling?

Cold calling is a sales method in which a salesperson approaches individuals who have not actively shown interest in a company's products or services. Typically, cold calls occur via phone calls, but they can also include in-person contact, such as door-to-door visits. It's often the first, and sometimes the most important, step that outbound sales teams use to increase their prospect numbers. The goal is to make the first contact with someone who meets the ideal customer profile. Once you make contact, you can summarise the product you're selling or a solution and determine whether there's enough interest to proceed.

Related: What makes a good salesperson? (With key skills and traits)

How to create a cold call script

A cold call script guides callers, or prospects, through a predetermined set of questions or a presentation. Dialling strangers and persuading them to buy a product or service usually requires high-level critical thinking skills and patience. It's not a simple procedure, but scripts can provide callers with an easy-to-follow structure. Creating a cold calling script without a template to guide you may sound challenging, but a thorough understanding of the product or service and who may benefit from it can produce a successful cold call. You can use the following steps to help you create your own script:

1. Introduce yourself

When a prospect answers the phone, the first thing a caller typically does is introduce themselves. It's important to sound confident and clear during this introduction, as you don't want a prospect to ask you to repeat yourself. Once introduced, you may want to leave a brief pause. This gives a prospect time to reflect on the situation and the reason for the phone call. Callers that announce themselves in a warm, courteous manner typically provide an effective introduction, and it may give a prospect the impression that they know the caller.

2. Establish a relationship

Before initiating a pitch, it's important to establish a relationship with a prospect. At this stage, a prospect may feel more comfortable if you avoid any standard cold calling approaches. You can encourage a prospect to speak by asking them questions related to their career, including any information that you gathered from examining their company details or online profiles. If they seem interested in talking, ask them a follow-up question. For instance, if a candidate graduated from a specific university, enquire about their experience. If they've been with a company for a long time, ask how they got started.

3. Develop your pitch

After building rapport, use a positioning statement to show your prospect that you've worked with similar companies and you understand their needs or challenges. This also helps you to determine whether it's okay to proceed with your script. Giving them the choice to decline shows that you value their time. If you research a potential customer and use a customised positioning statement, the prospect may likely answer positively. Next, you can request more clarification from the prospect. With a presented opportunity, the prospect usually takes charge of the call and describes their challenges.

Related: 5 sales pitch examples (with definitions and techniques)

Cold calling script template

If you're just getting started, it may be challenging to visualise what your cold call script could look like. You can use the following templates to create your own script:

1. Introduce yourself

Caller: 'Hi [name], this is [caller name] from [company name]'.

2. Establish your relationship

Caller: 'Congratulations on graduating from [university name]! What skills have you used the most in your career so far?'

Caller: 'I read you've been working with [company name] for quite some time. How have you found this experience?'

Caller: 'You've been working for [company name] for [x] years. That's incredible! Have you had any experience with [fact about offering] during that time?'

(Pause, allowing for a response)

3. Find a prospect's pain point

Caller: 'I deal with [client type] in [industry or niche] with [goal]. My regular clients are having challenges with [fact about the offering]. Do you feel the same way?'

(Pause, allowing for a response)

Caller: 'Can you tell me more about your experience?'

(Pause, allowing for the prospect to discuss their pain points)

Caller: 'You're having issues with [repeat pain points]? Many of our clients feel the same way'.

Caller: 'Would you like to schedule a follow-up call to go over the specific details? How about tomorrow?'

Cold calling script examples

Here are some cold calling script examples that cover various scenarios, which may help you prepare for your next conversation with a prospect:

1. Identify a prospect's pain points

Begin your pitch by enquiring about a prospect's pain points. You may be able to determine how a product might benefit this prospect, allowing you to change your cold call accordingly.

Caller: 'Hi Becca. My name is Terri, from Up and Up Designs. We're a design platform that enables enterprises to quickly build successful sales materials. I'm calling to see if we can assist your business'.

(pause)

Caller: 'What are your biggest challenges in ensuring your sales staff have access to the content and tools they use to convert new leads?'

(Pause, allowing for a response)

Caller: 'I understand the source of your annoyance. Please correct me if I'm wrong, but it appears that your staff are having difficulty locating the appropriate materials to finish their sales. Many of our clients face the same challenge. Acquiring the necessary assets to close a sale can be challenging, particularly with limited resources'.

(Prospect agrees)

Caller: 'We collaborate with a few businesses like yours. Most users have found our platform simple to use, and the template gallery decreases production time and provides your sales staff with the power of content creation, allowing them to focus on curating the best material for their clients. Do you use similar platforms or services?'

(Prospect expresses interest)

Caller: 'Would you like to schedule a follow-up call to go over the specific details? When is your next available day?'

2. Share statistics

Share information concerning your prospect's pain points. For example, if a prospect wants to increase their productivity, explain how your solution can assist them with this.

Caller: 'Hello, my name is Adam from Make it Count Solutions. Tom, the owner, asked me to call and give your company a tool he developed that has increased sales at companies like yours by up to 60%. To make sure I'm not wasting your time, can you tell me how many salespeople you have?'

(Pause, allowing for a response)

Caller: 'What are the two greatest recurring issues you face with salespeople?'

(Pause, allowing for a response)

Caller: 'If I could accomplish only half of what I mentioned, a 30% increase in sales, would you make time to talk to me?'

(Pause, allowing for a response)

Caller: 'Aside from yourself, would anyone else appreciate knowing how to use this product?'

(Prospect expresses interest)

Caller: 'When is a good time to schedule a follow-up call to go over the specific details?'

3. Tell a story

You may capture a prospect's attention by presenting a customer success story. Discuss a challenge they encountered that's related to the prospect's and explain how you worked with that customer to solve it. Use this technique when a prospect says they have time to talk. If they have limited time, they may not be responsive. The following cold calling script relates how a product's use solved an industry challenge:

Caller: 'I'm calling because I know NorthPoint Star, Inc. employs numerous software engineering and IT employees'.

(Pause, allowing for a response)

Caller: 'Accurate Scope creates tools that recruiters use to locate talent. It accomplishes this by searching the Internet for behaviour involving those individuals. Because these types of candidates are in high demand, acquiring them may require a passive candidate outreach strategy'.

Caller: 'These individuals are less likely to spend time on professional social networks, so it can be challenging to locate them there. They usually don't spend time on social networks, unlike recruiters and salespeople. These types of employees usually spend their time online elsewhere, leaving traces of information about their professional activities. Accurate Scope compiles all the data and makes it recruiter ready'.

Caller: 'As a result, Accurate Scope identifies more of these professionals than any other market sourcing tool. It facilitates direct interaction with them by providing personal contact information, such as personal email addresses and social communication channels'.

4. Showcase your USP

Include key points that distinguish you from your competitors. Know your competition so that you can offer rebuttals and highlight what sets you apart. Always respect your competitor's prospects who may have used them in the past or are now using them.

Prospect: 'Is this similar to SpruceMarks?'

Caller: 'You've heard of SpruceMarks? ChromeBolts is similar, but it's the industry's original pioneer, with the greatest functionality, the best data sources and the most automation, which is why ChromeBolts has received the most industry awards. Given your expertise in the area, you may benefit and gain a better understanding by viewing a demonstration'.

(Prospect offers their availability)

Disclaimer: The model shown is for illustration purposes only, and may require additional formatting to meet accepted standards.

Related:

  • How to cold call in B2B situations (with definitions)

  • How to cold call a hiring manager for a job opportunity

  • What is cold calling?: A definitive guide (with advantages)

  • What are sales strategies? Their importance and a template

  • How to write a cold email for a job (with an example)


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