Writing a high converting B2B Cold Call Script

You either love it or hate it.

Regardless of your opinion, cold calling is still one of the most effective ways to fill up your pipeline. 

Get this: 82% of buyers say they have accepted meetings with salespeople after a series of contacts beginning with sales cold calls. (Source)

Needless to say, having a cold call script will help you accomplish your sales goals. 

Cold Calling Philosophy

If you make a lot of cold calls you are aware of how important a script is. 

Being able to navigate a call with a stranger requires knowing what to say and when to say it. You will gain this knowledge with experience.

Now: even if you are experienced, a script will help.

Before I jump in and teach you how to write a cold call script I want to tell you my cold call philosophy. 

I believe a cold call should be a conversation about the challenges the prospect is facing and ultimately booking a meeting to show them a solution.

This means I do not promote a traditional “pitch.” The cold call script we will be working on today will be focused mostly on the prospect and their needs, not on “our solution.” 

I find that when you focus on the prospect it leads to better conversations and higher conversion rates.

Alright, folks…

My Favorite Cold Call Script

Here is an example of a cold call script that we use here at Vouris. This script is used to schedule meetings to discuss our SDR Training program.

While reading the script, notice that we keep it really simple. The goal of a script is to give the sales rep who is calling direction when they need it but also the flexibility for the conversation to flow freely. 

Cold call script:

Hi, this is [name] from Vouris, How's it going?

(Quick small talk with the prospect)

That's great to hear. The purpose of my call is we help improve the performance of SDR teams by improving their process and providing ongoing training and support. 

I think we can help you, but I'm not 100% sure. Do you mind if I ask a few questions and let you decide if we should chat?

(let the prospect answer)

Thanks for the time. Typically, we help startup companies whose SDR teams struggle with creating a predictable flow of opportunities for sales. Or, they are producing a predictable flow of opportunities but the number of opportunities needs to be higher.

I'm curious, do either of these describe your team?

(let the prospect answer)

Let me ask, why do you think that is?

(From here the goal is to find out more about their sales process. Here are a few questions I like to ask)

• How many meetings are you getting a week now?
• Where does that number have to be to support the sales team?

• What have you tried?

• How did that work?
  

(after you have learned enough, move on)

Thanks for filling me in [Name]. From what I heard you are trying [what they are trying] to get [the topic that resonated with them]. Why don't we do this. Let's set up some time to have a conversation about your current sales development process and some of our offerings here that will help you get from [current position to their goal]. How does tomorrow at 1 pm work?‍

Pro tip: Don’t write out every little detail of what you could say, you will sound like a robot reading a script while talking on the phone. 

Now, let’s discuss how to write your own!

Writing Your Own Cold Call Script

The most important part of a cold call is the introduction. It is the difference between having a conversation or getting hung on. 

Because the introduction is so important it is also highly debated. For example, some argue that saying “how are you” first is bad. 

Well, I’ve been doing it for years and prefer to ask them how they are doing -- it’s just my style and I find it works. 

The truth of the matter is that the actual words of your introduction are not super important.

The most important part is your tone of voice during a call.

Introduction

Example:

Hi, this is [name] from Vouris, How's it going?

Why it works:

The goal with the introduction is to buy yourself more time. 

You are basically giving a mini pitch to the prospect that will convince them to stay on the line.

Saying any introduction with confidence and authority will go farther than the actual words you speak. 

If you sound nervous, uncomfortable, or confused you are done before the conversation begins. ‍

Action step: Write an introduction that you can say with confidence and authority.

After introducing yourself, it’s time to make the prospect feel in power. I like using a modified version of what’s called a “mini upfront contract.” Sandler, a sales training company, pioneered this and it works really well. 

The concept is simple, you get permission to start a conversation, which reduces the number of initial brush-offs that are common while cold calling.

Mini Upfront Contract

Example:

The purpose of my call is [value sentence].

I think we can help you, but I'm not 100% sure. Do you mind if I ask a few questions and let you decide if we should chat?

Why it works:

This makes the prospect feel in power because you are letting them decide if you two should keep on talking. 

Also, it demonstrates that you value their time. ‍

Action step: Make the prospect feel in power with the upfront mini contract.

You need a value sentence for this part of the script so let’s write one.

Remember, this is crucial because it is the main reason why the prospect should be interested in your offers. 

Value Sentence

Example:

“We help improve the performance of SDR teams by improving their process and providing ongoing training and support.”

Why it works:

This explains what you can do to help the prospect. The more relevant and useful your value sentence is to your prospect the better. 

In other words, it is the sentence in which you sell yourself to the prospect. 

I find the best way to write your value sentence is by answering these two questions: 

1. What is the result of having your solution?
2. How do you achieve that result?
   

Action step: Write a powerful value sentence that resonates with your target audience. (keep it simple!)

After the prospect agrees to let you continue talking to them, it’s time to let them decide which path they want to go down. 

This is why we call the next part of the script “The Path.” Using this in your cold call scripts helps by giving the prospect control of the call while simultaneously giving you the information you need to get a meeting.

The path is simple, you give two options to the prospect that are relevant to their position.

The Path

Example:

Thanks for the time. Typically, we help [description of target audience] who are facing [challenge 1]. Or, if they are struggling with [challenge 2].

“I'm curious, which of those resonate with you?”

Why it works:

This explains what you can do to help the prospect. The more relevant and useful your value sentence is to your prospect the better. 

The key here is that you write something short and easy to understand.

The goal of “the path” is to have the prospect answer which challenge is more appealing to them. Once they select an option, you can then start a conversation about how you can help.

In other words, your goal with “the path” is to understand where the prospect is, and where they want to be. 

Once you understand their goals, the rest of the cold call requires flexibility because it will be different every time. 

After you have talked about their goals and where they currently are, it is time to schedule a meeting with them to discuss more. 

Now is the time to be confident and assumptive.

The Ask

Example:

Thanks for filling me in [Name]. From what I heard you you are trying [what they are trying] to get [whichever topic resonated with them]. 

Why don't we do this. 

Let's set up some time to have a conversation about your current sales development process and some of our offerings here that will help you get from [current position] to [goal]. 

How does tomorrow at 1 pm work?

Why it works:

This makes the prospect feel like you understand them and can help. 

It also pushes the prospect to schedule a meeting. 

All in all, this is how your cold call script will be laid out:

Structure of a cold call script:

Introduction

Upfront contract with your value sentence

The path

Schedule a meeting 

If you’ve ever made a cold call while using a script before, you’ll notice that every single conversation is different and strays away from the script. 

Looking for more cold calling tips? Check out this video of Kyle explaining 6 of the best ways to improve your cold calls. 

Action Step Summary

Action step: Write an introduction that you can say with confidence and authority.

Action step: Write an introduction that you can say with confidence and authority.

Action step: Make the prospect feel in power with the upfront mini contract.

Action step: Write a powerful value sentence that resonates with your target audience. (keep it simple!)

That’s a wrap!

The truth of the matter is that a script is very helpful, but it is more about how you say something,

Anyway, I sure hope this post helped you fill your pipeline from cold calling. 

But if you’re interested in making your sales team sell even more, then check out what we do.

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