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min read

Ultimate Guide to Cold Calling

Headshot of Brandon Bornancin
Brandon Bornancin
September 19, 2023
Sales woman making a cold call with her sales scripts in front of her.

Cold calling can be a powerful tool for businesses looking to expand their customer base. But to be effective, it's important to have a well-crafted sales script that can grab your prospect’s attention and get them excited to take the next step in the sales process. 

This comprehensive guide delves into the intricacies of cold calling, offering a strategic roadmap for success in the realm of business communication. It covers essential topics such as building a compelling pitch, understanding your target audience, overcoming objections, and creating lasting connections.

Cold Calling 101

Cold calling is the dynamic art of forging connections, where the mere sound of a ringing phone transforms into a gateway of opportunity. It is the heartbeat of entrepreneurial spirit, a daring dance with uncertainty that has the power to turn a momentary conversation into a lifelong partnership.

Cold calling is not just about numbers dialed; it is the alchemy of turning the unknown into the known, transforming a stranger into a potential collaborator, and converting a hesitant prospect into an enthusiastic ally. In the symphony of business, cold calling is the bold crescendo that cuts through the noise, leaving an indelible mark on the canvas of success.

When Is the Best Time to Cold Call?

Having a great cold call script immediately boosts your chances of success, but a solid script is pointless if you call at the wrong time and wind up on their voicemail. 

So when is the perfect time to make a cold sales call? 

While there are countless opinions on the perfect time to cold call, our Sales Team has found that prospects on average tend to be more frequently available during these two time windows…

Morning Magic

Mornings are prime time for cold calling. 

Why? Because research suggests that people tend to be more receptive and productive during the early hours of the day. By reaching out to prospects before their day becomes hectic, you increase the likelihood of capturing their attention and engaging them in a meaningful conversation.

Aim to start your cold calling efforts between 8:00 AM and 10:00 AM when people have typically settled in at their desk, but they’re not overwhelmed yet with tasks for the day.

Late Afternoon Advantage 

As the workday progresses, energy levels tend to decline, and people may get decision fatigue. Despite what you may have heard, this is a perfect opportunity for you to slice through the competition. 

Towards the end of the workday, usually between 4:00 PM and 6:00 PM, a lot of people may have completed their big tasks for the day and are more open to considering listening to a strong sales pitch for a new idea or product as they wrap up the day. 

So when you call at this time you can catch prospects in a more relaxed state, increasing your chances for a more engaging and productive conversation.

Avoiding the Rush

While mornings and late afternoons can be fruitful for successful cold calling, it's important to avoid early mornings before 8:00 AM. During this time people are often rushing to get ready for the day or may not have reached the office yet. 

Similarly, calling prospects in the late evenings after 6:00 PM is generally considered intrusive. Make sure you leave people alone when they’re trying to unwind and spend time with friends and family. You don’t want to make a bad first impression.

Know Your Target Audience

While the timing suggestions mentioned above provide a general guideline, it's crucial to remember that different industries and demographics have unique preferences and schedules. 

To maximize your success, take the time to research prospects before the call and understand their industry’s work hours and behavior patterns. For instance, maybe you are selling to prospects in the restaurant industry, where peak hours for prospecting can run late into the evening. 

By aligning your cold calling efforts with their availability, you'll significantly increase your chances of connecting with interested prospects.

What Makes a Successful Cold Call Script?

The highest-performing cold call scripts and templates are those tailored to the specific needs of the business and its target audience. 

In general, successful cold call scripts and templates should:

Keep Things Short 

Your cold call script should be concise and not overly complicated. Remember, your goal is to grab the prospect's attention and encourage them to take the next step, not overwhelm them with information.

Be Specific

A successful cold call script should be tailored to the specific needs and pain points of your target audience. It should clearly explain the value proposition of your product or service and include a kick-ass call to action (CTA) to encourage the prospect to take the next step.

Have a Friendly Tone

To make your script even more effective, consider using language and tone that are professional, friendly, and engaging. This will help you connect with your prospect and build rapport, increasing the likelihood that they will be receptive to your offer.

Provide Social Proof 

One of the greatest ways to build brand authority and trust with someone is by showing them the success and the transformation people have achieved with your product or service. Include social proof like customer testimonials and before/after case studies to make your points more compelling. 

Move the Ball Forward

You never want to have a sales conversation fizzle out at the end. Instead, always close your scripts with some sort of call to action. It could be a one-on-one demo or even a free trial, but you want to encourage the prospect to make a move that’s going to move the sales process forward. 

In the end, whatever you decide to do, make sure you wrap up with only ONE call to action that closes the sales conversation

This is a mistake new sales reps often make. When they get to the end of the call, they’re so excited they throw a bunch of CTA options at the prospect. 

And what ends up happening is the prospect gets overwhelmed by the options, decides to do nothing, and you lose the sale. 

So as a rule of thumb, only provide one call-to-action.

Test Your Cold Call Scripts 

When you deliver your cold call scripts, test, optimize, and repeat. Pay attention to the parts of your script that land well with people, and the lines that fall flat, and improve based on the feedback you get. 

Here are some examples of successful cold call scripts to help you get started.

Examples of Successful Cold Call Script Templates

1. Cold Call Script Template

Hi there, my name is {{your_name}} and I'm calling from {{company}}. 

I wanted to reach out because I think our {{product/service}} could be the solution to your {{biggest pain}}.

Our product has been proven to {{results/benefits}}.

Can we schedule a call to discuss how our solution can help your business?

2. Cold Call Script Template

Good morning/afternoon {{first_name}}. 

My name is {{your_name}} and I'm calling from {{company}}. 

I'm reaching out because I believe our {{product/service}} could help solve your {{biggest pain}}. Our solution has been proven to {{results/benefits}}.

Plus, our {{value proposition}} sets us apart from other options on the market.

Can we schedule a call to discuss further? 

3. Cold Calling Script Example

Hi {{first_name}}. 

My name is {{your_name}} and I'm calling from {{company}}. to add to the blog.

I wanted to reach out because I think our {{product/service}} could be the solution you've been looking for.  

Our product has helped companies like {{insert relevant companies}} to {{results/benefits}}.

Plus, our {{insert unique feature}} sets us apart from the competition. Can we schedule a call to discuss?

5 Bonus Cold Calling Scripts

Cold Call Script #1- The Grand Slam

Positive Opener: Hi {{first_name}}, Happy {{day_of_the_week}}!

Compliment: I love everything you are doing with {{product}}. I’ve been following you and {{Company X}} on Linkedin for quite some time now! Big fan.

Ask For Permission: Can I get 25 seconds real quick to share why I'm calling?

Biggest Persona Pain: Great. Well when I am talking to {{persona}} in the {{industry}} industry, they are always struggling with {{biggest pain 1}} and {{biggest pain 2}}.

Biggest Persona Desire: This is holding people like you back from {{biggest desire 1}}. 

Elevator Pitch: We’ve developed a platform that helps {{persona}}s in the {{industry}} industry get {{biggest desire}} without {{biggest pain 1}} in {{timeframe}}.

Call To Action: And the best part is, I just want to show you the power of this and how it can help. Now I know I called you out of the blue...would it be worth taking a few minutes to check this out?

This script is great because it shows the prospect that you have done the research and you are knowledgeable about their company and industry. Showing your knowledge on them right away immediately builds rapport and the prospect is more likely to listen to what you are saying.

Cold Call Script #2- Quick Question 

{{first_name}}! Hey! it’s {{your_name}} calling to help you {{biggest desire}}.

Yes, this is a dreaded cold call so I promise to make it quick with a quick question.

What are you doing today to get more {{biggest desire 1}} and {{biggest desire 2}} with {{ideal_persona}}?

The reason I ask is {{relevant logo 1}} is using {{your_company}} to {{biggest desire}} with {{ideal_persona}} and they’re seeing a big lift in results. 

Now I know you are probably thinking one of three things right now since I called out of the blue:

  • Let’s talk about this right now–which is awesome.
  • No time or no interest–which I totally get.
  • I’m interested but now is not a good time.

Which is it? 1,2, or 3? 

This script is great because it shows the prospect that you are not trying to waste their time. You’re getting straight to the point and laying everything out for the prospect so they are able to choose how the engagement moves forward. This unique response is only going to intrigue your prospect and pique their interest.

Cold Call Script #3- Mutual Connection

Hi {{first_name}} - This is {{your_name}} with {{company}}. I’m so glad I caught you. I have been following for some time on Linkedin.

I was speaking with {{mutual connection}} and they recommended we connect as we both do a lot of work in the {{industry}} space.

{{Mutual connection}} mentioned this may be helpful for you.

Now I know I called you out of the blue….. So is there a better time to reconnect for a few and discuss how I can help you out here?

This script is great because it is quick and easy, given that you have a mutual connection that recommends you to the new prospect.

Cold Call Script #4- Pains & Desires

Hi {{first_name}}, big fan of {{company}} and your innovative {{product}}. Been following you guys for a while now on Linkedin.

I know I called you out of the blue so I'll make this quick.

Are you looking to {{biggest desire}} without {{biggest pain}}? 

Can I get 20 more seconds to tell you what it is?

This script is great because it talks up their product/service in the first line. More importantly, instead of being the pushy salesperson, this script gives the prospect the opportunity to decide whether they would like to hear more or opt out right away.

Cold Call Script #5- Short & Sweet

Hi {{first_name}} - Big fan of {{company}} and your innovative {{product}}.

If I can help you {{biggest goal} without {{Biggest pain}}... 

Would it be worth investing another 20 seconds real quick to learn more?

This script packs a punch in less than a minute. You warm up the prospect right away with a compliment and immediately deliver relevance by addressing the greatest goals and pain points of their persona/role or industry. You then close with a compelling CTA. 

This script is short and sweet like the name suggests. 

Related: Free Email Templates for Job Changes

10 Common Cold Call Objections

Now that you’ve got some scripts, let’s cover a worst-case scenario that is common in sales. 

Let’s say you’re on the phone delivering a great script, and the prospect interrupts you to let you know, they’re not interested in your product or they don’t have the budget for any new products right now. What do you do?

Instead of proceeding with your script like a robot, or having a meltdown and hanging up the phone, pause, take a breath, and handle the sales objection!

You have to remember that in the end, you’re having a conversation with another human being who has their own life, family, career, and goals. 

So ask probing follow-up questions to learn more, and find out what the root issue of the sales objection is. Use these responses as a starting point:

1. "I'm not interested."

Response: "I completely understand. May I ask what specific challenges you're currently facing in your [industry/department]? I may have some valuable insights that can help address them."‍

2. "We already have a provider/supplier."

Response: "I appreciate that you’ve already addressed {{biggest pain}} as a problem and found a product you love. However, it's always beneficial to explore alternative options and ensure you're getting the best possible solution for your needs. Can I share how our offering compares and possibly provides additional value?"‍

3. "I don't have the budget."

Response: "I understand budget constraints can be a challenge. However, our solution has helped many businesses optimize their expenses and generate a significant return on investment. Is it worth discussing how we could potentially save you money and improve your bottom line?"‍

4. "Send me some information."

Response: "Sure, I'd be happy to provide you with additional information. But let’s avoid the back-and-forth tag with emails, and have another conversation about it over the phone. I can then tailor the materials to address your specific needs before I send them out. When would be a convenient time for us to discuss further?"‍

5. "I'm too busy right now."

Response: "I understand that time is precious, and I don't want to take up more of it than necessary. However, I believe our solution could significantly impact your {{specific business area}}. Is there a more suitable time for us to chat later this week or next?"‍

6. "I've had a bad experience with similar products/services."

Response: "I’m sorry to hear that you’ve had bad experiences in the past. But we pride ourselves on our track record of excellent service and results. I’d love to share how we differ from previous solutions you’ve tried, and how we can address any concerns you may have."

7. "I need to consult with my team."

Response: "That's completely understandable. In the meantime, could we briefly discuss your team's pain points or goals? This will allow me to better understand your requirements and tailor a proposal that meets your specific needs."‍

8. "We're in a contract/commitment with another provider."

Response: "I appreciate your current commitment. It's always smart to plan ahead and explore potential alternatives when your agreement expires. May I schedule a follow-up call closer to that date to discuss how we can potentially collaborate in the future?"

9. "I prefer email communication."

Response: "I'm more than happy to communicate via email. However, I believe a conversation would be more effective so I can understand your needs in real-time and customize our solution for you. Could we schedule a brief call to discuss further?"‍

10. "I don't make decisions like this."

Response: "I understand. Would it be helpful if I connected with the person in your organization who is responsible for the decision-making? They may have valuable insights and could help determine if our solution aligns with your company's goals."

Related: How to Overcome Sales Objections

Just like with the scripts, use these responses as a starting point. Test them out, adjust based on the feedback you get, optimize, and repeat!


The guide emphasizes the importance of preparation, active listening, and adapting to diverse communication styles. With practical tips and real-world examples, it serves as a valuable resource for anyone seeking to master the art of cold calling and turn initial contacts into meaningful business relationships. We hope this cold-calling guide has equipped you with some tips, strategies, and scripts to conquer the dialer with confidence!

Use these techniques and join Seamless.AI for free to take your sales results to the next level.

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