How To Create Cold Calling Scripts (With Examples)

Many salespeople make cold calls to prospective customers to educate them about a company's product or service and assess their interest in making a purchase. When making cold calls, it is helpful to use a script to guide conversations and ask relevant questions. Knowing how to create an effective script for cold calls can help you connect with potential customers and provide helpful information about a product or service. In this article, we explain what cold calling scripts are, describe how to create one, provide a template and offer examples to help you prepare your own script for cold calls.

What Are Cold Calling Scripts?

Cold calling scripts are templates salespeople can use to engage with potential customers who are unaware of a company's products or services. When making a cold call, sales representatives contact prospective customers, also known as leads, to inform them about a product or service. Salespeople can use scripts to help them share information, ask questions and gauge a lead's interest in the product or service. The goal of a cold call is to encourage prospective customers to take the next steps in the purchasing process.

Related: What Is Cold Calling? (Definition And Tips For Success)

How To Create Cold Calling Scripts

Here are the steps you can take to create a script for cold calls:

1. Define your goal

Before you write your script, define the goal you have for your cold calls. Consider your position, the product you are selling and other factors, such as a sales quota, to help you determine your goal. Some common goals of cold calling include:

• Scheduling an appointment to speak with the lead in more detail

• Providing more information to the lead about the company's product or service

• Building a relationship with the prospective customer

• Persuading the lead to make a purchase

Related: What Is Prospecting? (Methods And Steps To Reach Prospects)

2. Identify leads

Once you know your goal, identify leads you can cold call to achieve this target. Often, a sales department maintains an ongoing list of prospective leads, which you can use to determine who to call. You can also conduct research to identify new leads who may benefit from the company's product or service. For example, if you sell budgeting software for IT project managers, you may use a business networking site to search for professionals in your area who may want to learn more about the product.

Related: How To Generate Leads For A Business: A Comprehensive Guide

3. Prepare an introduction

Prospective customers may have limited time to speak with you on a cold call, so prepare a quick introduction for your script. In your introduction, identify yourself and your employer. Then briefly describe the reason for your call. It is helpful to keep the introduction focused on how the product or service you are selling can benefit their lives. Acknowledging a problem and describing how you can help solve it can attract the lead's attention. Here is an example of an effective introduction:

'Hello, this is David from Total Business Solutions. I am calling because I understand you manage payroll for your company. Total Business Solution offers a streamlined software package to help you automate the payroll process. It has helped other companies save up to ₹100,000 in payroll costs. I am calling to see if you might want to learn about how the software can help your company increase efficiencies and save money.'

Related: How To Introduce Yourself Professionally

4. Include open-ended questions

After the introduction, include one or two open-ended questions in your script. These questions can help you build a rapport with a prospective customer. You can also use the information they share with you to customise your sales pitch to acknowledge their specific wants and needs. Some examples of open-ended questions you may ask in your script include:

• What problems are you trying to solve?

• What solutions have you tried in the past?

• Can you tell me about your experience?

• When do you hope to resolve the problem?

• What are the goals or outcomes you hope to achieve?

Related: What Are Open-Ended Questions? A Complete Guide

5. Write your pitch

Prepare a sales pitch to address the challenges or problems you expect prospective customers to identify in their responses to your questions. Describe how the product or service has helped other customers with similar problems. Focus your pitch on the goal you have defined for the cold call. For example, if your goal is to schedule an appointment with a lead, you may briefly describe the product or service before asking if they might want to meet with you to learn more.

6. Develop a closing

In your closing, ask the prospective customer if they want to take a specific action to move forward in the purchasing process. For example, you may ask if they want to sign up to receive company emails about new products. Prepare two responses for whether a lead says 'Yes' or 'No' to your request. Regardless of their decision, thank the lead for their time to show your appreciation. Here is an example of a closing for your script:

"I believe our management services could have a positive impact on your day-to-day operations. Are you available to meet with an account executive at 3 p.m. next Monday?"

(Pause to allow for a response.)

"Great, I have scheduled that meeting and plan to send you an email confirming your appointment. Thank you so much for your time today."

Cold Calling Script Template

Use this template to help you create your own script for cold calls:

Good [morning, afternoon or evening]. This is [caller name] from [company name].

[Pause to allow for a response.]

I am calling to [state the reason for the cold call]. [Briefly describe why you have contacted the lead and how you believe the company's product or service may benefit them.]

[Pause to allow for a response.]

I work with [customer type] in [industry or niche] with [structure or goal]. My usual customers have difficulty in [situation related to the product or service]. Do you have similar challenges?

[Pause to allow for a response.]

Really? Can you tell me more about your experience?

[Lead discusses particular challenges.]

So, you are having problems with [reiterate their challenges or concerns]. This sounds very familiar. [Explain how the product or service has helped other customers.] [Request to schedule a meeting or provide more information.]

[Pause to allow for a response.]

Thank you so much for your time today. I appreciate it. Have a great day.

Cold Calling Script Examples

Review these examples to help you prepare a script for cold calls:

Example 1

Here is an example of a salesperson using a script to schedule an appointment:

Caller: "Good afternoon. This is Prisha from All-Inclusive Entertainment."

(Pause to allow for a response.)

Caller: "I see you have managed The Hotel Luxor for the last ten years. Have you enjoyed working in the Malabar Hill area?"

(Pause to allow for a response.)

Caller: "That is great! I wanted to let you know we actually have multiple acts that tour the area, providing world-class entertainment to local venues like yours. I work closely with business owners in the local tourism industry who want alternative options for guests. My company has found live entertainment can be challenging to find in Malabar Hill. Have you noticed a similar issue?"

(Pause to allow for a response.)

Caller: "Really? Tell me more about your experience."

(Lead discusses particular challenges.)

Caller: "So you have noticed a lack of live entertainment options, and the few you find tend to be far too expensive. We hear about this a lot in the area. All-Inclusive Entertainment has a wide range of options, and I am sure we can find something within your budget. Would you mind if I scheduled a follow-up call to discuss the details? When are you available?"

(Lead offers their availability.)

Caller: "Fantastic, I look forward to speaking with you again at 2:30 p.m. Monday. Have a wonderful day."

Example 2

Here is an example of a sales representative using a script to contact a prospective customer:

Caller: "Good morning. This is Samesh from Spotless Cleaning Company."

(Pause to allow for a response.)

Caller: "As a resident of The Villages in Jayanagar, I bet you are enjoying this nice weather. How long have you lived in the area?"

(Pause to allow for a response.)

Caller: "Great! I wanted to let you know we provide various home cleaning options and currently have a special offer for carpet cleaning in your area. We know how easy it is to forget about cleaning your carpets. Do you remember the last time you cleaned the carpets in your home?"

(Pause to allow for a response.)

Caller: "I completely understand. What prevents you from cleaning your carpets regularly?"

(Lead discusses particular challenges.)

Caller: "So, you have noticed stains on the carpet but do not have the tools to clean it yourself? We hear this from many customers. Spotless Cleaning Company can clean your carpets for an affordable price, and we can send someone out as early as tomorrow. Would you like to schedule a time?"

(Lead offers their availability.)

Caller: "Wonderful! You can expect one of our experienced cleaners to arrive at 11 a.m. tomorrow. It was great speaking with you today."

Please note that none of the companies, institutions or organisations mentioned in this article are associated with Indeed.