Cold calling is a grueling but effective sales tactic for generating new sales leads. Utilizing cold calling scripts can help your team anticipate responses and gain better insight to help close the deal. We’ve got a list of the best cold calling scripts to help your team succeed.

What is a Cold Call?

A cold call is a phone call or visit made to a potential customer who has not previously expressed interest in the product or service offered. Cold calls are often used in sales and marketing to generate leads, acquire new customers, or promote a product or service.

The LinkedIn State of Sales Report found that 46% of sales teams utilize cold calling as a sales tactic to find new customers. But for cold calling to be effective, it requires persistence, good communication skills, and the ability to handle rejection because only 21% of customers want to be called. Cold callers often use a script to guide the conversation and overcome objections from potential customers.

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Related Link: Overcome 10 Common Sales Objections and Close Deals

10 Best Cold Calling Scripts

It's important to remember that a cold call script should be used as a guide, not a script word for word, as it is important to sound natural and personal. Here are the best cold-calling scripts to utilize when contacting potential new customers:

1. The Pain Point Script

A pain point script identifies and addresses the customer's pain points by asking open-ended questions and actively listening to their responses. 60% of salespeople believe understanding the customer's challenges is critical to making the sale.

Example of a pain point script:

"I understand that [pain point] can be a real challenge for businesses like yours. Do you have a moment to answer a couple of questions to see if I can help?"

2. The Consultative Script

A consultative script wants to build a relationship with the customer by asking questions and providing solutions to their needs.31% of salespeople feel building trust and rapport is key to closing the deal.

Example of consultative cold calling script:

"I understand that your business is unique. Do you have a moment to help me understand more about it. May I ask you a few questions to see how we can help you?"

3. The Value Proposition Script

A value proposition script focuses on clearly communicating what makes your product or service different from the competition and how it can solve the customer's needs right from the beginning. To do this, you'll need to understand the company's pain point before you call.

An example of a value proposition script:

I understand that [pain point/need] can be a real challenge for businesses like yours. Our [product/service solution] could help you solve it by [listing top features that alleviate pain points]. Can we have a conversation?"

4. The Scarcity Script

A scarcity script creates a sense of urgency by highlighting the limited availability of your product or service. It also emphasizes the benefits of your product or service and how it addresses the customer's needs. By creating a limited availability, the customer may be inclined to find out more.

An example of a scarcity script:

"I'm calling to let you know that we have a limited-time offer that could interest your business. Are you available to speak for a few minutes?"

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Related Link: Inside Sales vs. Outside Sales: Best Advice from Industry Pros

5. The Referral Script

The referral cold calling script utilizes referrals from the person you cold call. These are usually gatekeepers or administrative assistants who can direct you to the right person in the organization that is responsible for making decisions.

An example of a referral script:

"I'm trying to find someone who handles (job responsibility that relates to your product or service), but I'm struggling to get a hold of the right person. Do you know who I should be reaching out to?"

6. The Objection Handling Script

The objection handling script anticipates and addresses common objections such as lack of budget or interest. These scripts are your bread and butter because you encounter them often. You'll want built-in responses to your most common objections.

Example of an objection handling script:

"I understand you already have a solution for [product or service]. What solution are you using? Is this solution [address pain point with competitor]? If so, I think our [product name] may be able to solve those issues. Do you have 10 minutes so I can explain to you how our product is a better fit for your company?"

7. The Invitation Script 

This script invites the customer to a meeting or event to learn more about your product or service. The invitation should be compelling and address concerns or pain points the prospect's company may be going through.

Example of an invitation script:

"I wanted to reach out because we have [upcoming event] that may address [pain point] that companies like yours often deal with. Is this something you're interested in learning more about?"

8. The Social Proof Script

This script uses social proof, such as customer testimonials that can build trust and credibility with potential customers. You want to emphasize the number of happy customers.

Example of the social proof script:

"I'm calling because our customers [state a compelling claim backed with real data or customer testimony]. Are you interested in getting these same results?"

9. The Personalized Script

This script personalizes the conversation by using the customer's name and referencing their specific needs and interests. This type of script requires additional research into the contact so that you can build rapport based on common ground. You can leverage social media platforms to gain more insight into the individual or company.

10. The Voicemail Script

The voicemail script you'll probably use the most often because 80% of cold calls go to voicemail. You need a concise and enticing script to intrigue the lead to call back for more information.

Example of a voicemail script:

"I'm calling because last year our customers [made an extravagant claim that is backed with real data] by using our product. If you are interested in getting these same results, call me at [contact information]."

Cold Calling Scripts Can Help Generate Sales

Creating a repository of common cold call scripts for your sales team can help them create leads and get their foot in the door. It's worth noting that these scripts are general templates and the best approach is to tailor them to your specific needs, industry, and audience. 

It's also important to keep practicing, experimenting, and fine-tuning your script to make it sound as natural and personal as possible. Twiz is a full-service sales and marketing agency offering resources and generating higher-quality leads from cold calling. 

Related Link: How to Close a Sale: Actionable Deal Closing Tips & Tricks