With the help of leading sales experts who have years of sales call experience, we’ve prepared 25 cold calling templates (with tips) to implement into your cold calling processes right now.

Sales development reps looking to up their game will learn from these effective cold-calling sales scripts and tips to boost their cold calling conversion rates.

Seasoned sales managers will find plenty of actionable information to refine and optimize their processes, and lead their salespeople to greater success.

That’s the meaning of cold calling in sales specifically and answers the question, “What is cold calling in sales?”

That’s because, in this article, we’re focusing on the art of cold calling through telemarketing. However, although cold calls can also refer to in-person contact visits, the meaning is pretty similar in any industry as, like is a sales cold call, the goal is to get the person you’re calling interested in what you have to say and offer.

Part 1: B2B cold calling scripts to generate high-value appointments

No matter what industry you’re in, you can tailor these cold calling guide scripts to increase your success rate and boost your quotas.

You can apply these cold calling techniques to all industries, from SaaS to enterprise solutions – there are even some suitable call center scripting examples.

1. Provide your prospect with options

Instead of assuming which profile her prospects fit into, Jessica Magoch, CEO of JPM Partners, utilizes a “choose your own adventure” approach.

This is clever, as it elicits a “micro-yes” from the prospect early in the call. By providing prospects with a choice, they’ll invest in you and the message you have to share.

2. Working with gatekeepers

Getting past gatekeepers can be an art in itself.

But don’t just assume you deserve to be connected to the decision maker. Instead, play to the gatekeeper’s better nature with this carefully crafted sample script:

Here, you’re working with the gatekeeper instead of treating them as an obstacle. Build rapport as you would your prospects.

3. “A friend sent me”

What’s the best way to turn a cold call into a warm one?

The answer: Tell them that a mutual connection suggested you speak to them.

This is a great phone script for scheduling appointments, so from here, go ahead and set the appointment like you usually would.

Of course, it’s likely you’re going to get a few questions here. Go through your usual process. When in doubt, suggest they speak to “Mike,” your mutual contact, for more information.

4. Leaving a voicemail

You’re not always going to get through to your prospect right away.

They might be on the move, in a meeting, or simply focusing on their work.

This script from Bob Bentz, President of ATS Mobile and Purplegator, is a voicemail to leave when this happens.

This reads just like a cold email. It’s short, gets to the point and tells the prospect exactly what to do next.

This isn’t the only way you can apply cold email principles to cold calls. Try experimenting with different approaches to see what gets the best response rate. It should never be cold calls vs. cold emails, you should constantly be using learnings from one tactic to improve the other.

5. Use a hyper-personalized opener

In most cases, there’s a huge amount of insight available on your prospects through social media.

LinkedIn is a salesperson’s best friend for a reason. Use this insight to open the call and build familiarity from the get-go.

• I notice you used to work at [PAST COMPANY], how did you find the culture there?
• A friend of mine also went to [UNIVERSITY], what did you study there?
  
• I see you’ve risen through the ranks from SDR to account manager at [CURRENT COMPANY], how did you get noticed by senior management?

If they open up, continue the conversation for a little longer. Otherwise, get back on track and keep your goal in mind.

6. “I don’t have time”

This is usually a polite way of saying “you’re just not important enough right now.”

So, how do you deal with this?

Show them you have something valuable that’s worth their time.

Here’s an effective response to handle this objection:

Here, you’re acknowledging their time is valuable while explaining the next step takes only a little investment. The two minutes it takes to make an informed decision is usually worth it.

7. Ask leading questions

Other than the information on their LinkedIn profile, it’s unlikely you’ll know much about your prospect on the initial cold call.

After you’ve introduced yourself and built some rapport, ask questions that elicit specific information from your prospects. These can include:

• What are the biggest challenges in your role right now?
• Which tools and solutions are you using to help you with X?
• What was the deciding factor to hire new SDRs at [COMPANY]?

These questions get your prospects to fill in the knowledge gaps.

Not only will it allow you to tailor the rest of the conversation, but also provide qualitative insights to enrich your buyer personas.

8. Becoming a familiar name

These days, a multi-channel approach can help you build familiarity and turn a cold call into a warm call which will eventually become a prospect who moves through your sales funnel.

For the sake of this example, let’s say you’ve already reached out via email. Use a cold call script like the following to speed up the relationship-building process:

From here, move into your value proposition, address any objections and secure the appointment.

9. Voicemail follow-up

If you’ve already left a voicemail, then chances are they’re now aware of who you are. Use this script to follow-up after the fact:

Here, you’re simply referring to the voicemail you left and repeating your offer. The next step is to lead into your usual cold calling script.

10. The detail-oriented follow-up

Let’s say a prospect was genuinely busy and asked you to call back.

You’ve already told them why you’re calling, and you may have even emailed to provide context for the next time you call.

If this is the case, use this script to follow up:

From here, you can ask your leading questions or go through your usual qualifying process to assess if there’s a good fit.

This isn’t a full discovery call. You’re simply resuming the beginning of the sales process. You adapt to your prospect’s schedule while adding as much value as possible.

When it comes to SaaS, or any B2B subscription service, your goals will likely involve generating trials, demos and users.

This cold calling guide is designed to help you increase these outcomes. You’ll find several effective cold calling scripts for a number of situations.

11. Generating user referrals

Use cold calling as a tool to generate referrals. Start by identifying your best users. These include:

• Advocates of your brand and content (look for top sharers on social media)
• Users of your software on a daily basis (talk to product teams)
• Customers who have generated great results (talk to customer success teams)
• Customers who have been with you for six months to a year (or more)

Once identified, pick up the phone and hit them with this example cold call script:

Personalize this with the incentive you offer for your referral systems. Make sure you have a way of rewarding both your current customer and the friend they refer.

12. Tie new hires to product needs

There are various signals that may show a prospect or target account have a need for what you offer, such as a new hire for a specific role.

Here, Eric Quanstrom, CMO of KiteDesk, provides the perfect script to use when reaching out:

13. PersistIQ’s process for building rapport

Brandon Redlinger, Head of Growth at PersistIQ, has provided this framework to follow when cold calling potential new customers, which includes an outbound sales call script sample::

1. Get their attention by using their name. Start off by saying “Hi, [NAME],” in a warm and welcoming tone, then proceed directly to Step 2. Notice I didn't say, “Hi, [NAME], how are you today?” because it gives your prospect a chance to jump in and disrupt your flow. Cold calls are all about taking control in the beginning.
   
   
2. Identify yourself. “My name is Brandon with PersistIQ.” This is pretty straightforward, you need to tell them who you are.
   
   
3. Tell them why you're calling. “The reason I'm calling is to get some time on your calendar.” Diving right in demonstrates that you're a professional. Save the small talk for your follow-up calls after you’ve already built the relationship.
   
   
4. Build a bridge. This statement connects the reason you're calling with why they should care. “I just noticed on your site that you're hiring 10 new sales reps this quarter. Several companies in the [INDUSTRY] are already using PersistIQ to help their current sales development team get more conversations started and meetings booked. They are also able to cut new rep ramp time in half.”
   
   
5. Ask for what you want and shut up. “I thought the best place to start is to schedule a sales meeting to learn about your outbound sales challenges and goals. Do you have time on Wednesday or Thursday afternoon around 10 AM?” Ultimately, our goal is to set meetings with prospects because we’re calling on a more targeted list. However, if you’re calling on a less qualified list, then your ask may be for a piece of information that qualifies the lead.

This is a straightforward approach that respects the prospect’s intelligence and time, and will likely be appreciated and work in your favor.

It offers something many decision makers want from a cold call: no tricks, just the opportunity to say “yes” or “no”.

14. The one-sentence value proposition

SaaS products are usually appealing due to their self-serve nature: taking action is often frictionless.

Take this philosophy and apply it to your cold calling scripts.

How? Instead of bombarding your prospect with information, give them a one-sentence value proposition.

Here’s how we’d do it for Pipedrive:

From here, you’d move to the qualification process.

15. Qualifying your SaaS prospects

Cold calling has a problem.

The prospect really has no way of knowing if what you have to offer would be of interest or not.

Even if you’re the perfect fit, they don’t know you or trust you… yet.

To get around this, ask the same questions you’d ask after a “yes” when you hear “no.” In other words, qualifying questions can also be used as objection handling questions.

These questions include:

• What are your biggest challenges in [ROLE]?
• Are you looking for a solution to this challenge? Why/why not?
• What does your current X process look like?
• What software and solutions are you currently using for X?
• Why did you decide to invest in those tools and solutions?
• What results do you hope to achieve in the next 6 months?

When handling objections, avoid the usual qualification questions (who is the decision maker, what is your budget, etc.).

The goal is to elicit enough information to show them the value you and your solution can provide.

With this insight, you can steer the conversation and demonstrate how you can help them based on their specific challenges and needs.

So, you’re looking to build your reputation, generate appointments and, ultimately, sell homes. Just like the example scripts shared in parts 1 and 2, these cold calling guide scripts are aimed to help you add value to your community. Most importantly, they’ll help you get you more real estate clients.

16. Forcing a quick response

When it comes to cold calling, real estate agents often need to get to the point quickly.

Here’s a real estate cold calling script that does just that:

It’s quick and, most importantly, it’s clear. The homeowner on the other side of the phone knows exactly what the call is about.

It also forces a quick “yes” or “no” response.

If the answer is “yes,” you can go through your usual process. If it’s a “no,” then you can make arrangements to follow up in the future and move on.

17. The community champion

Instead of positioning yourself as a salesperson, become a champion for your community by putting it first. This sample sales script demonstrates this perfectly:

This sample script will elicit the usual “yes” or “no” responses but is also likely to start a conversation about your local area.

You’re likely to hear questions such as, “where did you go to school?”

Even if they’re not ready to sell, you’ll build a relationship for when they are and there’s a real potential to collect referrals.

18. On a mission

Similar to the above, this script positions you away from “salesperson” and more towards “trusted authority.”

In this example script, you’re telling a story:

This demonstrates that you’re on a journey, and people will want to learn more about the story so far.

Not to mention how you’ve already helped other sellers, which can quickly build trust.

We’ve covered several example scripts you can take away and adapt to your own sales processes.

But blindly following scripts won’t help you become a top salesperson. When it comes to the art of cold calling, you’ve also got to generate insight and follow best practices. Let’s dig into seven of our most effective cold calling tips to help you make sales calls.

1. Deep research for hyper-personalization

It’s far easier to build rapport by knowing what your prospect is up to and which segments they fall into.

But you need the right insights to fuel that personalization.

This task can take some time, so make sure you start at the beginning of the day when you’re planning your contact activities to keep information fresh and top-of-mind.

Start by looking at their LinkedIn profile for:

• Groups they’re actively engaged in
• Influencers they follow
• Recent changes in employment (new role or promotion)
• Content they’ve created or engaged with
• Education, volunteering and where they live

For example, one prospect is a fan of Gary Vaynerchuk:

Using this insight, you can personalize the cold call around macro-business strategies, or even mention a recent piece of content Gary has put out.

If you’re reaching out to senior decision-makers, then it’s likely they’re creating content of their own.

A quick search on Google will show you what they’re doing to build their own personal brand:

Check out their Twitter profile. If they’re creating their own content, they’re likely sharing it here:

Now you have this insight, you can open the call with flattery by focusing on the topics that matter most to them.

But you can also use it to turn a cold call into a warm one. Simply follow this process:

1. Take the time to identify your biggest opportunities
2. Look for the content they create and engage with it
3. Share, add comments and get involved in their conversations on social

If you’re in the EU, or contacting someone inside the EU, this approach has the added advantage of ensuring that your cold calling efforts are GDPR compliant, as you’ll know that you are using this data to pursue legitimate interests.

2. Create a structured outline

What if you want to create your own email templates? You need to follow best practices and create a proven outline.

Here are the building blocks of a good cold calling script:

1. Introduction: Keep it short and simple. Start by saying who you are and where you’re calling from. If necessary, ask if you’re talking to the right person before moving on.
   
   
2. Opener: If you’re going down the personalized route, create a bridge between the intro and the reason for calling by mentioning something you have in common. See “Use a hyper-personalized opener” in “Part 1” for more on this.
   
   
3. Reason for calling: Why are you calling? What have you got to offer? In many of the scripts shared in this article, you’ll see they get straight to the point. Use this approach to show how you can help your prospect.
   
   
4. Value proposition: Move into talking about your value proposition and offer. Mention which companies you work with, results you’ve generated and what makes you different from the competition.
   
   
5. Questions: Ask them if they’re interested, or use leading questions to qualify your prospects.
   
   
6. Close: What’s the next step? Is it to book a demo? An in-person appointment? Be clear on what action you want to take next and lead the prospect towards this.

Alternatively, you can mix and match the scripts shared throughout this guide.

3. Build an environment to focus

You’ve made five calls and now you’re itching to get up to make a coffee, check Facebook or chat with your fellow sales peers.

How do you fight these distractions?

Create a better environment that helps you get in the zone.

First, set yourself some personal goals. For example:

1. Make calls between 9 AM and 11 AM each day
2. Make 30 calls each session before getting up
3. Reward yourself with coffee or a quick browse of your social feeds once you’ve hit your number

Of course, you’ll need to achieve your goal a number of times to ensure you meet the quota. But batching these cold calling sessions will help you stay focused.

If necessary, take yourself out of your usual environment altogether. If your workplace has private rooms then use them whenever you can.

4. Cold calling for learning

Just like any sales skill, you’re not going to become a cold-calling master overnight. Instead of focusing on the results, prioritize your goals around learning.

Reflect on your call and figure out what you can do better next time.

Everyone has their sticking points. Find yours by looking at your scripts and seeing where most people are objecting or shutting off.

Speaking of scripts, make sure you stick to yours – especially in the early days. Proven cold call example scripts are created based on proven results. Follow a proven script until you feel more comfortable and it begins to flow.

Once you know your sticking point(s), rewrite that particular part of the script. Test a completely new approach:

• Try new value propositions
• Test new methods of personalization
• Use a close that asks for a lower investment (30-minute call vs. in-person meeting)

Follow this process until you can get through your entire script for more than half your cold calls.

Also, analyze the quality of your open-ended questions. The better the question, the more your lead or prospect will talk.

Finally, utilize the power of call recording. Listen back to your calls and watch out for where you can do better. This includes how you say things as well as what you say.

5. Prepare for objections

Objection handling is an accepted part of the sales game. Cold calling, however, can throw you some tough ones.

Which is why you need to prepare for as many objections as possible, and don’t see unfruitful cold calls as a failure on your part.

Get experience: the more calls you make, the more patterns you’ll notice in each objection.

Here are some common objections and how to handle them:

• “I don’t have time to talk:” The prospect wants to get you off the phone as soon as possible. Ask them when the best time is for a three-minute call. By offering a short amount of time, it sets expectations and provides a low level of investment.
  
  
• “Let’s talk in a month:” This will happen when a prospect can’t make a decision, often because they need to run things by other senior decision makers. When this happens, ask who will be involved, if you can join in and what you’d need to bring along with you.
  
  
• “Send an email:” Another classic to get you off the phone. Simply ask them what information to include when you email them. Then, follow up with a series of qualification questions. This will slowly get the prospect invested in the conversation.
  

Many prospects will ask for more information (like asking for a sales follow-up email). This signals you’re not a priority for them, which means you’ve got to show them you’re worth their time.

You can do this by slowly getting them invested. Start with a simple request (such as their email address).

Once they’ve provided a smaller piece of information, ask a relevant question. For example, you could ask them what their current marketing tech stack looks like (if you’re selling a MarTech solution).

From here, you can try your luck with some follow-up questions based on their response. This requires you to really listen and ask questions to get the conversation going. People usually like talking about their jobs and challenges, which can be far more effective than going for a hard sell.

Finally, get to the close. Acknowledge the fact that they’ve said they don’t have time, but aim to get an appointment in the diary. Tie their pain points with your value proposition and show them how you can help them solve it. If they still insist on the email, thank them for their time and send it away.

6. Timing & trigger events

Timing is a massive factor for any sales channel, not just cold calling. But the timing of your cold calls is certainly a huge factor in their success.

The time of day you pick up the phone will determine your pick-up rate (and thus, your success rate).

To help you optimize the time of day you make these calls, it’s good to look at some benchmarks. According to research conducted by InsightSquared, the best time to make cold calls is between 10 AM and 4 PM:

• Response rates are optimum at around 10 AM
• There’s a clear drop-off in the afternoon
• Leads are “less alert” to sales calls after 5 PM

While research like this is useful, each industry will be different.

Which is why it’s important to figure out when your prospects respond to sales calls.

You can track this manually with a sales dashboard, or use your sales technology stack to collect and analyze data.

Then there are “trigger events.” These are events that happen within a target organization or a prospect’s career that provides the best opportunity to call.

Trigger events include:

• New enterprise clients: Many companies make the acquisition of large accounts a PR event. Take advantage of this by congratulating your prospect on their big win.
  
  
• Acquisitions and mergers: Another reason to call and congratulate. Even better, if this happens to an existing customer, it provides an opportunity for introductions up the chain.
  
  
• New hires: Someone who fits your buyer persona has just joined a target account. They’re going to want to prove their worth and try out new products and solutions.
  
  
• Funding: Not only can you congratulate them on securing new investment, but it’s an indication of an expanded budget to play with – a budget they can invest in your product or service.

You should also monitor behavioral triggers.

For example, when someone opens your emails a certain amount of times, or when a company has visited your website on numerous occasions. You can use a tool like Campaigns or Leadfeeder to capture this information, which integrates with Pipedrive on our Marketplace.

7. How to crush your cold call

To wrap things up, let’s talk about how to be an effective salesperson on sales calls:

1. Lead with your goal: Always have your eye on the prize. If your goal is to secure appointments or demos, then keep this in mind. This will help you stay motivated and focused during your calls.
   
2. Use open-ended questions: Keep sales calls conversation, rather than a one-way dialog. Think “What do you look for in a CRM” instead of “Would you be willing to try a new CRM?”
   
3. It’s all about them: Don’t focus on yourself, your product or solution. Get them talking about their interests, their role and their challenges. Not only will this make them feel good, it’ll provide all the insight you need to provide them the right experience.
   
4. Include social proof: In order to build trust, you need to prove results. Dropping social proof points shows the prospect that you’ve already helped other people. Do this with case studies, statistics and name-dropping your largest accounts.
   
5. Be aware of tonality: Your voice (or the nature of the way you talk) will stay consistent. That’s your personality at play. But you can learn to change your tone according to the situation. If your prospect sounds confused, try to simplify your language and educate. If your prospect sounds rushed, try to be snappy and stick to shorter questions and explanations. Be the conversational chameleon when you cold call.
   
6. Learn to listen: Remember, the call is about your prospect, not you. Stop talking at your prospects and listen to what they have to say. Demonstrate that you’re taking an interest by asking specific follow-up questions based on what they say.
7. Be prepared to take a call: Of course, sometimes you’ll be at the end of a call. Here’s a sample script for answering phone calls as a salesperson: “Hello, thank you for calling [your company]. My name is [your name], your dedicated sales representative. How can I assist you today?”
8. Always be improving: Persuading prospects to become customers is a skill. Record what doesn't work and what does on your calls and you can perfect the art of cold calling.

Sometimes it’s hard to overcome your fear of cold calling but it’s important to be positive. Objections, getting shot down and dealing with irate prospects, cold calling is enough to challenge anybody’s character but by keeping a positive outlook, you’re more likely to succeed.