A cold calling script for B2B is the heart of your B2B cold calls.
Pre-call preparation and a data-backed approach are the keys to effective cold calling.
Despite its bad reputation, cold calls are the most effective B2B outreach strategy even today. Despite its lower success rate of only 2%, cold calling is a form of outbound lead generation. It’s still effective and should be a part of your sales strategy.
Having said that, if you’re still perplexed as to why your cold calls are not working or wondering if it is dead already, think again.
The problem may lie in your cold calling scripts.
Keeping an effective cold calling script ready even before you call the first prospect is essential. Use the time effectively to make the most out of these calls.
By the end of this article, you will know some of the most effective cold calling scripts that can change the game of your sales conversion forever.
What is a cold calling script?
To put it in simple words, a cold calling script for B2B is a pre-defined guide for your reps to follow while making unsolicited calls.
Why do we need one, especially for B2B?
Carefully crafted cold calling scripts for B2B can give your reps a friendly, low-pressure introduction to products.
Using a script, they can build a connection with promising prospects.
If you’re apprehensive about your reps sounding like mechanical puppets, fear not. cold calling scripts are not for sales conversations but for refining your value proposition.
A cold calling script adds consistency to your sales process while delivering unified messaging.
With a cold calling script, you can use your time more efficiently by keeping conversations concise.
The whole point is to qualify a lead most effectively and move on to the next call. This way, your reps can handle more call volume.
Elements of a successful cold calling script
Crafting a cold calling script is an act of balance.
Respect prospects’ time. Remember, your call is an interruption to their BAU.
So, whatever time they share with you, try to use the same strategically. Make a great first impression, pique curiosity about your product, and schedule a time for the next level of calling without being intrusive.
Some crucial components of any cold calling script should include the following:
Introduce yourself and name the prospect in your opening. How you would build rapport depends on your prospects’ preferences.
While some may like a prolonged conversation, most prefer coming straight to the point. Whatever their preferences are, ensure your reps sound confident, articulate, and energetic throughout the discussion.
Your reps’ approach depends on what and how much they know about the prospects.
What are the most important things they want the prospects to know? Also, depending on time availability, your reps can ask a few quick open-ended questions for further qualifying.
Try to make some points about how your product has impacted other clients and with what results
Most importantly, a lot depends on how your reps close these calls. A firm, direct, and clear closing always helps.
Try to make an appointment with a fixed date and time without leaving it open to the prospects’ will. Ensure your prospects know the purpose of the next meeting. Also, let them know the duration of the engagement, as this will make them more likely to agree.
Find some of the best cold calling scripts for B2B.
Understand the art of managing cold calling objection handling techniques to boost your sales closures.
Know what are the techniques sales superstars use to win more deals. See how you can make your own cold calling script for your B2B and make use of it. We have given a 5-step process to create your own script for cold calling.
Learn to create a cold calling script from start to end and understand the structure of it. All this and much more.
Find in this blog.
How to create a cold calling script?
While making a cold calling script, incorporate these aspects into your script to make it a ready reference.
Know your ICPs
Cherry-pick your ICPs and decide who you would like to call. Remember, your cold calling success depends on the people you choose to call and those who will likely get the most of the benefits you offer.
Collect all the common characteristics of your existing clients to understand more about your ICPs.
Try to create a list of customer segmentation. It is less likely that one cold calling script will work for your entire list of prospects.
Segment your list to make your calls sound more personal and targeted. Use prospecting tools such as LinkedIn. Make a list of about 20 or so.
This is the most important part of your cold calling. Your cold calling success largely depends on how much you have studied your prospects before dialing.
Be specific about prospects’ job roles, challenges and goals, and overall company and industry.
Set your call goal
Whether you want to set a demo or another sales call before you do so, or you want your prospects to check your emails, have a specific goal.
No seasoned salesperson will expect to close a deal over the phone. The basic objective of your cold calls should be to move on to the next step.
Always make sure to make a good introduction. Make this quick and sound more professional while doing so. Remember, this part will decide if the prospect will listen to you for another minute.
This is where your research will help you. Personalize your conversation with the details you learned about them during your research.
For example, you may start with a recent news you read somewhere, ask a few relevant questions about their industry, or even congratulate them for their recent promotion or achievements.
The point is that you sound more positive and personal while opening your call.
Try to understand how much time the prospect will allow you to speak. Depending on that, now it’s your time to make the offering and gather more info to understand how you will proceed further in the call.
Know their challenges, understand their goals and pain points, and propose a solution to address the same by showing the benefits they will get from your solution. Don’t miss to give hard metrics to earn more credibility.
A successful salesperson is always ready to handle objections during the call and look for opportunities in them. Rehearse your objection handling tactics, as it’s most likely that you, as a salesperson, will encounter them in almost every call.
Request for an appointment
Make sure to incorporate in your script to add a CTA for either a demo or another sales call. The CTA must be clear, concise, and free of ambiguity.
23 cold calling scripts to win more deals
Occasionally, your base script won’t be able to accommodate real-time sales conversations. While it’s impossible to pre-establish your cold calling scripts for every situation, it’s in your best interest to have one ready to tackle some of the most common challenges, such as getting past the gatekeepers or sending an email first.
Check out these 15 most useful cold calling scripts that will reduce hang-ups and get you more success.
1. Reconnecting with a lost lead
Caller: Hello Martha, it's Ryan calling from SmartReach.
Prospect: Oh, hello Ryan!
Caller: Our conversation took place in (month) where we discussed your requirement to develop a prospect list based on your ICP (Ideal Customer Profile) (ICP) and boost the number of scheduled sales meetings.
However, you had to set aside the plan because the budgeted funds had to be redirected to another campaign. Is now a convenient time to revisit the project?
Prospect: Oh, that's fantastic! Yes,
Caller: Excellent! (Proceed to ask qualifying questions.)
2. Referral by a prospect’s coworker
Caller: "Hello Ray, it's Liz calling from SmartReach. How's your day going?"
Prospect: Good, thanks. How about you?
Caller: "I'm doing well, thanks for asking. My call today is because I recently had a chat with Naomi from your content team. She mentioned that you are actively searching for a solution to [improve your prospect reply rates]. Is that something you're still interested in?"
Caller: "Fantastic to hear that. I'd be interested in understanding more about your current sales outreach process and exploring if we can do anything to simplify things for you. Would that be acceptable?"
(Proceed to ask qualifying questions to foster a conversation and demonstrate a genuine interest in the customer's business needs and challenges.)
3. Referral from a customer or acquaintance
Caller: Hello Tina, David calling from SmartReach.io.
I recently spoke with one of our clients, SwissTech, and he mentioned that you are actively exploring alternative sales engagement platforms.
Our expertise is assisting companies like yours, particularly with cloud-based software solutions. Notably, XYZ successfully used SmartReach to streamline its cold outreach process, resulting in a 15% increase in closed deals compared to the last quarter.
I'm contacting you to see if we can assist with your needs.
Prospect: "Tell me more."
Caller: Great! Before we get into the details, could you answer a few questions to help me better understand your situation?
Caller: Perfect! please share with me...
(Proceed with qualifying questions to continue the conversation.)
4. Using a trigger event
Caller: Hi Richard, this is Thomas from SmartReach.io. Did you attend the [Cold Email Outreach webinar] on Friday? I saw you were present and wanted to make contact with you.
Prospect: Yes, I did attend. It was pretty insightful.
Caller: That's great to know! A common topic in our discussions with businesses is the difficulty in staying updated with [advanced AI technology for crafting personalized email content]. Is this a concern you also experience?
(Wait for a response from the prospect)
Caller: I completely understand. Most of our customers have faced similar challenges, so we developed an AI-backed content recommendation feature.
Prospect: Yes, that does sound interesting.
(Ask qualifying questions)
5. After a prospect engages with your cold email
Caller: Hello Neil, it's Andy reaching out from SmartReach.io. I noticed that you opened an email from me on (day) regarding office space renovation. Indeed, our software can assist with that.
I'm wondering if you'd be open to learning more about our offering. Do you have a few minutes?
Prospect responds affirmatively
Caller: Before I dive into the ideas I've brainstormed for you, may I pose a few questions to better grasp your preferences?
If "yes," (Proceed to ask qualifying questions)
Cold calling scripts for B2B objections handling
6. We already have the product or service of (your competitor)
"Great to hear that! And how is your experience with it?
Is there any feature/service you are looking for that’s not included in our “Competitors product”?
Can you tell me a few circumstances when you’ll consider switching to other goods or services?"
Using a competitor’s product doesn’t mean that the door is closed for your solution forever. The response provided while handling cold calling objections allows you to investigate the prospects’ future goals and ambitions, as well as gather other insightful information.
7. I Will have to address this with (prospects supervisor)
"I understand, Allen. If it's acceptable to you, I would be happy to reach out to <Decision maker> and address any questions they might have. Please confirm if this is suitable."
If yes, request their phone number and proceed.
If no, reply with, "That's perfectly fine. One quick question: Do you believe that (the decision maker) would be interested in learning about this?"
This way, you either get in touch with the decision maker directly or at least know who you need to approach.
8. I’ve heard <anything negative about your product/service>
I appreciate you sharing that with me, Christina, and I'm sorry to hear about your experience. This is not the kind of situation we want our customers to encounter. Could you provide more details about what you heard?
It’s common to feel defensive when it comes to the product you’re promoting. Instead of continuing with your sales pitch, you should address this objection gracefully.
This response demonstrates to prospects that you recognize the issue and are committed to making a positive impact. Show genuine concern for their feelings and be ready to address their concerns.
9. I need to think about it
Molly, I appreciate that you need more time to consider my solution, however, it would be great if you could elaborate on the kind of obstacles are experiencing and that are preventing you from delaying it?"
When a prospect expresses the need to contemplate a decision, it often indicates uncertainty about whether the product is a suitable fit. They may be unsure of how your product can address their specific pain points. Before proceeding with further questions, take the time to comprehend the source of their concerns.
Cold calling scripts for overcoming reflex objections
10. Prospect asks to send the details
"I'd gladly assist with that. Could you clarify the specific information that would be beneficial?
"Understood. Could you explain the significance of this information?")
This type of question subtly motivates the prospect to keep responding to your qualifying questions rather than ending the call.
11. We don’t need it
I got it, but, there's always room for improvement, and we think we can assist. Our research into companies in your industry has highlighted some key challenges, and it struck me that we could offer practical solutions to tackle them.
If this intrigues you, I'd be delighted to provide more details. Feel free to let me know if you're interested in learning more, and we can delve into it further.
When a sales rep conducts comprehensive research about the company, they are better equipped to navigate reflex responses like this. This form of communication demonstrates to your prospects that you genuinely care about their business and have taken the time to understand their company, vision, and goals.
12. Prospect is busy and requested to call back
"No worries. How about I reach out to you either later tonight or tomorrow morning at (XYZ) time?"
This reply indicates your consideration for your prospect’s time and prompts them to provide a suitable time for a callback. You may also consider seeking permission to schedule a meeting through Google Calendar during this interaction.
13. Not a priority at the moment
Perfectly alright. Let’s then schedule a call in a month or two?"
"That’s doable! In the interim, we've got compelling client case studies and resources on <topic of interest>. If you're interested, I can forward them to you via email.”
While you are delaying the conversation by a few weeks, obtaining their essential contact information, such as their email address, provides you with an opportunity to establish a connection with them in the interim.
14. Call back in 3 to 6 months
"Certainly. I'd be happy to. Out of curiosity, does (prospect company name) have any plans for (something significant, like a major cost, feature release, or significant event)?"
Requesting a call after an extended period often indicates that the prospect company is engaged in significant and noteworthy activities. This approach allows you to gather insights about their ongoing initiatives and presents an opportunity for potential cross-selling. Alternatively, you can make notes and revisit the topic in your next conversation.
15. I’m not interested
"I completely understand if you're not currently interested. Let's arrange a more formal meeting, and I'll send over the agenda via email. Additionally, I'll include some customer success stories for your reference. I'd appreciate hearing your thoughts on this."
(If the response remains negative for the meeting)
"Would it be acceptable if I reach out to you three months from now to inquire whether your priorities regarding (product category) have evolved?"
“I am not interested” is perhaps the most common response that you will hear as a sales rep. It’s crucial to recognize that their current lack of interest in your product or service is apparent. The goal of this communication is to pique curiosity about your product and secure one meeting with this prospect.
Cold Calling Scripts For Pricing
16. What Is the cost?
"That's a great question. In order to provide you with the most accurate pricing, I would need to understand more about your specific use case, challenges, and feature requirements. This might take around 20 minutes.
Please let me know if you'd like to proceed now or if you prefer to schedule a call later today."
Keep in mind, that understanding more about your prospect’s specifics is crucial to pinpoint where they belong.
Cold calling scripts to tackle gatekeepers
Gatekeepers play a crucial role in screening individuals who can reach decision-makers, such as secretaries, receptionists, and personal assistants.
Their proficiency lies in filtering out calls they perceive as unproductive.
However, they have direct access to decision-makers and possess valuable information about your prospects, potentially saving you time and enhancing your overall cold-call success rate.
Gatekeepers might sometimes exhibit impoliteness or even aggressiveness.
When interacting with them, maintaining a kind and professional tone is essential. Here are two cold-calling scripts to guide you in effectively engaging with gatekeepers.
17. When dealing with the receptionist
"Good day, this is Timothy calling from Kirby Enterprises. Could you kindly connect me with “Alice” from the (prospect department)?"
"Certainly, just a moment."
If the receptionist asks, "May I know the purpose of this call?"
"Please convey that Timothy from Kirby is reaching out to discuss (Alice’s challenges and Asgard's potential solution for them)."
The objective of this response is to secure an instant introduction to the prospect department, thereby saving you the effort of elaborating on the purpose of your call. Just to clarify, Odin is the prospect in this context.
18. Dealing with administrative assistants, secretaries, and other screeners
"Hello Peter, this is Alex calling from Kirby. I was looking to connect with Alice regarding a potential solution for (Alice’s pain point). However, I want to make sure it's a good match before occupying too much of time. Would it be alright if I ask you a few questions first?"
Gatekeeper responds, "Certainly."
Excellent, thank you! I have three brief questions.
Firstly, when is the most convenient time to reach out to Alice? Additionally, what is Alice's preferred method of communication? Lastly, who usually makes decisions regarding "the pain point"?
I appreciate our conversation, Peter. Thank you for your assistance. If Alice is available at the moment, would it be possible to speak with them now?
A gatekeeper will willingly provide information when they understand that your intention is not to consume the prospect’s time but rather to offer assistance.
Handling common objections from gatekeepers
19. “Not in town/on tours”
That’s alright. May I know when Alice is expected at workplace?
20. Busy, call back later
No problem. When would be the best time to call Alice? My conversation with her will help with (prospects KPI)
21. When asked if the prospect is expecting your call
I had emailed Alice earlier informing her that I’d be reaching out to her today.
22. “Send me the details?”
Absolutely, I'm willing to assist. However, to ensure the information I provide is relevant and valuable to Alice, I'll need to inquire about a few key details. Could you facilitate an introduction?
Cold Calling scripts for B2B to get responses from voicemails
23. Follow-ups after sending a cold email
Prospects already interacted with your cold email
"Hi Bill, it's O’Neil from SmartReach.io. I saw that you visited our website after opening the email I sent on Monday. I'd love to connect with you and explore any challenges you might be experiencing and how we can assist.
Additionally, I have some compelling customer success case studies to share with you.
If you have a few minutes for a chat, feel free to give me a call at 1234-5678. I'm excited to hear from you soon. Have a fantastic day!"
Prospects yet to open your email
"Hello Bill, Aden here from SmartReach. I sent you an email on Monday detailing how we can boost the number of sales meetings booked by 20% in six months. Have you had a chance to review the case studies I shared with you? If not, I recommend checking them out. You can find my email at [email protected].
If you're open to a brief call, I'm available. You can reach me at 1234-5678.
These cold calling scripts will significantly boost your chances of getting clients’ responses, even if you leave it as a voicemail.
5-step process to create your own cold calling scripts
You may spend the whole day looking for that perfect cold calling script you want to use, but nothing seems to fit your needs. Don’t stop. Move on and create your own. However, while doing so, just keep these aspects in mind.
Know your audience in and out
It’s crucial for you to know your audience: their pain areas, aspirations, company size, possible objections during the call, etc. Once you have these details, segment your prospects and craft a cold calling script about each segment.
For example, if you are targeting SMB, mid-market, and enterprise segments, then create a cold calling script for each segment to fit better. Pay attention to how you make up your short sentences to make a value proposition that fits each segment of prospects.
Make a clear and concise elevator pitch
Remember, the shortest elevator pitch is the most useful element of your cold call script. 10-15 seconds and it should be enough for you to list down the most essential benefits of your product.
A list of all discovery questions
The best way to extract the most valuable piece of information is to ask the right set of questions. Ask your prospects more open-ended questions to prepare a list of discovery questions.
Prepare talk tracks w.r. t. prospects’ responses
These are pre-defined answers for simply explaining any complex idea. These come in handy while handling objections. You will sound more confident with talk tracks while dealing with prospects trying to find an excuse to say no to you.
Plan your next step
Make your next step clear. A follow-up call, demo, or sending an email. You should have planned it early so that you can guide your conversation to that direction.
The bottom line is there are no fixed cold calling scripts. Each conversation is unique in its way. Having a standard cold calling script will only ensure a methodical approach in your cold calls. It’s best in your interest to have one, as at times, it will make sense to fall back onto something when the conversation doesn’t go as per your expectations.
The templates discussed above are for you to get an idea how to make a cold calling script or things you need to consider while making one. After all, it’s a human conversation and no script can make it better than your own effort.