An effective cold call script will make it easier to get appointments. Use these outbound sales call script examples to get started.

Even in 2020, sales teams can use outbound calling to effectively engage potential buyers. Over half of small business owners claim they’d rather hear from a sales representative by phone instead of email, drop-in visits, or other channels. 82 percent of buyers say they’ve accepted meetings with salespeople after a series of connections that started with a cold call. However, these impressive results rarely happen without a strategic script. Here are three examples of outbound sales call scripts you can use to fill the sales pipeline with warm leads.

B2B Cold Call Script Example

Sales outreach calls should be short, clear, and personalized. Start with a brief introduction and then move into the reason for the call.

Contact: Hello?

Sales rep: Hi, [name of contact], this is [rep name] from [company name]. I sent you [an email/a message earlier this week on LinkedIn] about [main customer pain point]. I wanted to talk to you about how your business can [compelling reason to keep listening/what’s in it for them, for example, boost productivity by 30 percent] or more.

Do you have a few minutes to talk? I know [month] can be a pretty [active/interesting/busy] time for you guys.

If no:

Contact: No, not now.

Rep: Sure, no problem. Is there a good time to call back, or would you rather I send a LinkedIn message or email?

If yes:

Contact: Yes, a couple of minutes.

Rep. Great, I won’t take a lot of your time. I just want to make sure you know what options you have. Too many companies in your industry struggle with [main pain point], but your business doesn’t have to. We’ve created a [tool/solution/platform] that’s [unique value proposition that matters to your contact; for example, easy-to-use and inexpensive]. And as a software company that works directly with organizations like yours, I’ve no doubt we can help you get results quickly.

I’d love to set up [a discovery call/video meeting/in-person appointment] with you or anyone else on your team who’d like to learn more next week. What day would work best?

Contact: Tuesday morning, thanks.

Rep: That works! Talk to you then.

Voicemail Script Example

If no one picks up, always leave a message. A voicemail gives you a pretense for a follow-up. 

Hi [contact name], it’s [rep name] from [company]. I wanted to follow up from [initial contact point such as our last call/my email/our conversation on LinkedIn] to schedule a time to talk about what we can do to [briefly describe a value proposition, such as boosting customer loyalty, streamlining a process, or reducing costs].

[Value proposition] can lead to impressive [revenue growth, or another compelling statement based on your value proposition]. Let’s chat so you can find out what’s possible and how easy it is to get started.

I’ll follow up with you on [day] to see if we can get something on the calendar. You can also reach me directly at [phone number] or email me at [email address]. Have a great weekend/week.

Gatekeeper Script Example

If you don’t have direct contact information for the decision-maker or influencer, your first contact will likely be the gatekeeper: the associate who works directly with the decision-maker.

Rep: Good morning, this is [rep name] from [company]. What’s your name?

Gatekeeper: Good morning. My name’s [name].

Rep: Hi [name]. Would you be able to help me speak with [contact name/the person in charge of managing the relevant department or team] at [company name]?

Gatekeeper: I can do that. I’ll leave your contact information, and they can get back to you when they’re free.

Rep: Thank you, that’s wonderful. My number is [phone number]. She/he can also contact me at [email address]. I appreciate your time. Thank you, [gatekeeper name].

B2B Outbound Sales Call FAQs

How much should you personalize an outbound sales call?

Personalizing the call will build rapport and help your prospect remember more about you and your company. Before calling, research the lead. This is the first step in an effective sales process.

  • What position do they hold in the company?
  • How long have they been there?
  • How does the problem your solution resolves impact their workday?

LinkedIn makes this easy — you can review education, work history, and personal bios. Use what you learn to form a stronger connection during a call.  If you have anything in common with the prospect, consider weaving it into the conversation to help melt the ice. For example, if they worked in Peru after college and you’ve been to Machu Picchu, you can mention this during the call.

What should you do if a prospect doesn’t respond to calls?

Not everyone likes to talk on the phone. Find out what type of communication your prospect prefers. Try a follow-up message on email or social media. Ask if they’d prefer to meet at the office, virtually, or in a more casual setting like a coffee shop. If they don’t express interest in other options, give them some space. They may engage in the future, and you can spend your time pursuing warmer leads. 

How many days should you wait to reach out if a prospect doesn’t respond?

Wait at least 48 hours, but no more than a week. For example, if you leave a voicemail on Monday morning, send an email on Wednesday or Thursday and then try to call again the following Monday.

Ultimately, you’ll build a formula that aligns with your sales strategy and focuses on engagements that resonate with your prospects. Experiment with different time windows between each engagement, and track the results to discover habits and trends in your target audience.

Tips for Writing Cold Call Scripts that Get Appointments

As you talk to more people in your target market, you’ll find that certain nuances in tone and wording resonate better. If you decide to write custom scripts to increase conversions, use these outbound sales call script examples as a guideline, and consider the following tips:

  • Engage when your prospect or customer has time, not when they’re busy or overwhelmed with work. Ask at the beginning of the call if they have a couple of minutes to talk — if not, agree to a better time to call.
  • Be human, but don’t waste time with pleasantries. Nine times out of ten, small talk will frustrate your contact. Respect their time and get to the point.
  • Lead with a compelling UVP: for example, if your software has helped an existing client double sales in one quarter or boosted their website traffic by 300 percent.
  • Be flexible. Use the script to guide the call, but pay attention to how your customer responds. If they lead the conversation in another direction, pivot and stay focused on your goal: an appointment to continue the conversation.