Here's what happens when you use a rigid, outdated cold call script:
 
Outdated cold call script
 

Still, the words you use matter—a lot.

Short, flexible scripts can help you navigate the phases of every cold call...

...and maximize the chances of a positive outcome.

Dial up more appointments with these 6 winning scripts designed to maximize your cold calling efficiency and spotlight the things your prospects are most eager to talk about. Click on a script below to learn more, or scroll down to read through all six.

SCRIPT No. 1: The Boomerang Message

SCRIPT No. 2: The Double Handshake

SCRIPT No. 3: The Reason I'm Calling (TRIC)

SCRIPT No. 4: Let Me Ask You Something

SCRIPT No. 5: Sell The Appointment

SCRIPT No. 6: The Last Resort

 
 

While most sales reps worry about what to say to a prospect when you get them on the phone, the truth is most cold calls go to voicemail. Use the Boomerang Message to increase your chances of a callback.

PROSPECT:

{Hi, I'm not available to take your call. Please leave a message...}

SALES REP:

"Hi {PROSPECT’S FIRST NAME}. This is {YOUR NAME}. I'm calling regarding {COMPETITOR COMPANY WHO IS YOUR CLIENT}. Please get back to me at {PHONE NUMBER}. Again, this is {YOUR NAME} at {PHONE NUMBER}. I look forward to speaking with you."

 
The Boomerang Message
 

Here’s why The Boomerang Message works:

  • When you are clear, concise, and direct, you increase your odds off a callback.

  • Mentioning your prospect’s competitor conveys urgency and piques curiosity.

  • According to psychological principle of Social Proof, people are more likely to take an action when they perceive others doing the same thing.

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The "Double Handshake" (also known as the "Permission" method) is your go-to opener for any cold call. It's a direct, two-pronged approach designed to get to the point quickly and keep your prospect focused on what you're saying.

PROSPECT:

"Hello?"

SALES REP:

"Hello, I’m {FIRST & LAST NAME}. We haven’t met, but do you have a moment to speak with me?"

PROSPECT:

"No" or "Not right now"

SALES REP:

“Okay, thanks. Is there a better time today we can talk?”

 
The Double Handshake
 

Here’s why The Double Handshake works:

  • When you obtain permission from your prospect with a direct question, you start the call off on the right foot, and on your prospect’s terms.

  • By excluding mention of your company and clearly stating that you haven’t met, you eliminate distractions, and ensure your prospect is present and focused on you.

  • When you follow up by asking whether there is a better time today, you increase urgency and improve your odds of a conversation—either now or in the near future.

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If your prospect agrees to talk, it's time to turn to the meat and potatoes of the cold call. The Reason I'm Calling (TRIC) keeps the call moving, and reminds you to give your prospect a reason to stay interested.

PROSPECT:

"What's this about?"

SALES REP:

The Reason I'm Calling...

(...is to offer you the chance to)

(...is to see if you’d like to)

(...is to show you some ideas about)

 
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Here’s why TRIC works:

  • Your prospect is busy. You have an extremely limited window of time to grab his or her attention. Don’t waste time. Get to the point. TRIC offers a direct path to the “meat and potatoes” of the conversation.

  • A direct approach is more respectful and professional. It shows your prospects that you value their time and attention.

  • TRIC is a great reminder to you that every call has a purpose: to offer value to your prospect.

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Your prospect can resist (and they likely will) in a number of ways. Use pointed, probing questions to get your prospect talking and steer the conversation in a more productive direction.

PROSPECT:

"Things are going fine. Not interested."

SALES REP:

“If changing your approach isn’t a top priority right now, what are your top priorities?”

“Are there things about your process you wish were better?”

“Can you share some of the details of what you’re doing so I can understand what’s working so well?”

“Are you ever concerned about {COMMON PROBLEM}?”

“On a scale of 1-10, how would you rate how things are going right now?”

 
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Here’s why questions work so well:

  • Your prospect will resist. Be prepared: have a list of questions that can help you channel that resistance toward more productive ground.

  • Questions keep the conversation moving and shift the focus of the conversation to the appropriate place: your prospect.

  • When you ask questions, your prospect talks more, ensuring he or she is more engaged and interested.

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Don't sell your product—your prospect doesn't care yet, and you're not going to close a complex B2B sale on a cold call anyway. Instead, sell the benefits of an appointment as a no-strings-attached way to continue the discussion about your prospect's goals, challenges, and possible solutions.

PROSPECT:

"Sounds interesting, but I'm not ready to buy right now."

SALES REP:

“That's understandable, and that’s exactly why I called. Our clients experience a lot of the same dilemmas and obstacles, and when we meet, we can look at potential solutions.

“You may never become a customer, but you’ll gain some good ideas either way.”

 
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Here’s why selling the appointment works:

  • You won’t close a complex B2B sale with a cold call, so don’t try.

  • Think of your cold call as the first rung on a ladder toward a sale. Your goal should be to get to the next step (an appointment), not the final step (a sale).

  • The psychological principle of Reciprocity holds that people are more likely to agree to a request after you give them something of value. If you frame your appointment as a no-strings-attached opportunity to exchange ideas, your prospect will be more willing to accept the invitation.

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If your prospect continues to resist, don't give up hope. As a last resort, try using the "3-6-9" question at the end of your call with the goal of establishing a timeframe for future follow-up.

PROSPECT:

"Thanks for the offer, but I'm still not sure."

SALES REP:

“Okay, I understand you don’t want to meet right now. So let me ask you: 3, 6, or 9?”

PROSPECT:

"What do you mean?" or "I don't understand?"

SALES REP:

When should I follow up: in 3, 6, or 9 {days, weeks, months}?

 
The Last Resort
 

Here’s why 3-6-9 works:

  • When you’ve exhausted all other avenues, the 3-6-9 question gives you one last chance to keep the conversation moving.

  • Whatever time frame your prospect offers, you can follow up with “What do you think might change between now and then?”

  • When you let your prospect define the unit of time (days, weeks, months), you have permission to follow up on their terms (and it might be sooner than you think!).

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Now that you have some flexible, conversational scripts you can use to navigate any cold call situation, all you need is some prospects to call! Want to know the exact number of good, local prospects you could call using the BWise prospecting database?

Use our free Prospect Finder: