Cold calling Guide

B2B Cold Calling Scripts: Examples & How-to

Published , Updated 10 mn
Profile picture for Axel Lavergne

Axel Lavergne

Co founder and chief editor

Axel is one of Salesdorado's co-founders. He's also the founder of, a review management tool for B2B SaaS companies

Writing a cold calling script is often complex, especially when you are doing it for the first time.

Which speech to adopt according to the situation? Here you will find the general structure of a good script and 10 specific models that have proven their worth.

Structure of a successful telephone script

Before going into detail and sharing examples of phone scripts that convert, let’s start by discussing the overall structure that a prospecting script should follow.

Regardless of your sector of activity, your prospecting call should follow these steps:

  • #1 Create curiosity (Who is it? Why should I care?)
  • #2 Provide context using the elevator pitch technique
  • #3 Ask permission to continue
  • #4 Ask qualifying questions to determine if they fit your KPI.
  • #5 Try the one-shot: discover price sensitivity, decision making, etc.
  • #6 Plan next steps

These 6 steps are essential to building a clear and relevant call script that your sales people can rely on with confidence when prospecting by phone.

For inspiration, below are sample call scripts to adapt to your business 🙂

#1 – 3 Opening

In this part, the objective is to describe your company and the product/service you offer while making your prospect want to continue the conversation.

Don’t hesitate to prepare different catchphrases beforehand that your salespeople can use later on.

#4 Qualification

Here you take an interest in the prospect and ask questions about their situation and issues.

  • What is your current xyz process?
  • Who are your customers?
  • How do you currently solve xyz?

#5 One-shot

Finally, you will try to ” close ” your prospect. This means trying to do business right away (in the best case) or at least getting another appointment in the next few days.

#6 Next steps

ALL your prospecting calls must end with a clear definition of the next steps in the commercial relationship you are beginning to establish. These next steps must be clearly expressed for you but also and especially for your prospect!

Some examples of formulas that you can use as inspiration:

  • At which email address can I share information with you or send you an invitation to review your situation together?
  • When is the right time to discuss it next week?

Salesdorado’s advice
Building your sales scripts does not have to be a one-way process. Invite your salespeople to share their feedback and involve them in the process!

Is it really necessary to use a sales script?

The purpose of cold calling scripts is not to turn your team into a machine that recites a pre-established text to the letter, from which no deviation is permitted!

The aim is to provide a basis, a framework to structure your sales processes, allowing your team to rely on a framework to deliver a clear and uniform message to the different market players. It is not intended to restrict salespeople in their ability to understand their prospects and, ultimately, to sell.

Are you looking for a hyper-intuitive tool to write your call scripts? Nocrm has thought of you and honestly, we are bluffed by the quality of the tool!

Complete each block step by step, adapt the template by adding sections if necessary and upload your sales script. The best part about it? It’s totally free, even if you’re not a Nocrm customer 🙂

Create your free sales script with Nocrm

Pro tip

Tired of Excel files? A good CRM software allows you to take your prospecting to the next level. Discover our selection of the best free CRM software

General sales scripts

In this section, we make it as easy as possible for you to set up call scripts adapted to each stage of the commercial relationship you are building with your prospect.

When you make these tools available to your team, be sure to make them easy to understand and identify the section for each type of call to which they should refer.

#1 The opening call

  • YOU :

“Hello, [Name of prospect].

My name is [your name] from [your company], I hope you are well.

I am taking the liberty of contacting you as I have noted that you are [insert relevant activity that your product/service can help].

You are most likely [integrate existing solution that is inferior to your product/service], and I wanted to let you know that we offer [your solution], designed to enable your team to [insert key customer benefit(s)].

Would you be available for a short 10 minute chat next week? This will be an opportunity to review together your [type of bread points that your services are solving].”

#2 The Qualification Call

  • YOU :

“Hello [Name of prospect], this is [your name] from [your company]. I hope you are having a good day.

We develop solutions that aim to help companies like yours to [insert a very specific and relevant activity or problem that your product/service can help with]. Is this a problem for [Name of your company] today?

  • If yes :

Okay, great. We help our clients to optimise several aspects of their business:

[List your key offers and explain how each of them can solve the prospect’s specific problem].

Would you like to strengthen any of these areas? Which area would you like me to develop?

  • The prospect chooses one:

Great. Can I start by asking you some questions?

[Ask key qualifying questions about their specific problems so that you can give more relevant and focused answers and examples].

These are the issues we work with our clients on [Name the clients and give examples of projects].

Would you be available early next week to review your situation together and identify areas where our support might make sense? Thank you for your time.

Looking for more and better leads? Try Apollo, the leading sales intelligence & engagement platform

#3 The voice message

  • YOU :

“Hello, [Name of prospect]. This is [your name] from [your company].

I’m coming back to you because I think I have an idea of how I can help you improve [integrate a very specific and relevant activity or problem that your product/service can help with]. Would you be willing to take 15 minutes to discuss your issues together?

You can reach me at [your email address] and [your phone number]!

Again, my name is [your name] from [your company].

Thank you, [Name of prospect].”

#4 The voice mail message

  • YOU :

“Hello, I am [your name] from [your company ],

I am coming back to you because it seems that your organisation [integrate the relevant activity that your product/service can help]. We share this vision at [your company], and it is in this sense that we accompany many clients as [Client 1] or [Client 2].

These organisations usually see their [Results] (Taking into account the needs and desires of potential customers, such as increased sales, cost savings, etc.) within [Time] after we start working together.

[First name of the prospect], I would like to talk to you to help you take stock of your needs and resources in terms of [insert relevant activity that your product/service can help]. I also have a suggestion for [Result].

Please feel free to call me back at [your number] if it’s convenient for you, or reply to the email I’ll send you. Thank you!”

Once you have prepared your call script by integrating the relevant sections, access the free call tracking tool by clicking on the link you received by email. Nocrm’s call tracking script allows you to take notes, track the duration of the call and rate the quality of the call.

Create your free sales script with Nocrm

Prospecting scripts: Overcoming an objection

#5 Pass the gate-keeper

Gate-keepers are often switchboard operators or receptionists who screen calls and pass on those that they think are relevant to the relevant contacts. Although they have no decision-making power, they still represent an opportunity to identify the decision-maker you are interested in.

In order to end the conversation as quickly as possible, the gate-keeper will almost always tell you the name of the person you need to talk to, but will rarely put you directly in touch with them if you don’t know their full name.

The idea is to get the exact name of the decision-maker first, and then come back later and ask to be put in touch with them, showing that you know who you are talking about.

  • YOU :

“Hello, can you help me? I’m looking to get in touch with the person in charge of social networks. Do you know who does this?”

  • Prospect: Gives you the name of the person in question


  • YOU :

“Hi, this is [your name] from [your company], I wanted to speak to [name of your target], what is the best way for me to reach him?”

#6 Send me an email

Often, when you reach your target, they will cut the conversation short by offering to send them an email (and then never respond), here’s how to bounce back and overcome that objection:

  • YOU :

“Would you have a little availability next week to exchange more?”

[The prospect says to send an email so he can hang up].

  • YOU :

“With pleasure, can you give me your email address?”

[The prospect gives the email address].

“Alright, I’ll send you an email. Just to make sure I send it to you at a suitable time, when are you available?”

[The prospect tells you which day(s) is/are the most suitable].

  • YOU :

“Usually in the morning or afternoon?”

[Prospect chooses morning or afternoon].

You choose a specific time of day, either in the morning or in the afternoon.

“Very well, [Day] at [Time] suits me perfectly. I’ll send you an invitation right away.”

Pro tip

Tired of Excel files? A good CRM software allows you to take your prospecting to the next level. Discover our selection of the best free CRM software

Telephone scripts: Case studies

#7 Offer advice or an idea for free

This option is double-edged, it is possible that the advice offered is not adapted to this type of prospect, or that the prospect already applies it… in both cases you will lose credibility. Prepare the call as much as possible to propose an idea that will make the prospect want to go further with you.

  • YOU :

“Hello [first name prospect]. This is [your first name] from [Your company ]. How are you?”

  • Prospect :

“I’m fine. What can I do for you? “

  • YOU :

“I noticed that many of your Facebook and Twitter ads were promoting the product [prospect’s product], and I thought you could significantly increase your conversions by just making a few small adjustments.”

  • Prospect :

“Sorry, what are you doing? “

  • YOU :

“We support e-commerce players like [Client 1] in managing their social media advertising campaigns. In fact, after just [time] with [Client 1], for every €1000 spent, they see a 30% increase in conversions.”

  • Prospect: [thinking].
  • YOU :

“I’d like to know more about your advertising campaigns, [first name prospect], and share ideas that have worked really well for us. Would you have a little 15 minute availability next week for example to chat about this? “

#8 Offer free competition information

  • YOU :

“My name is [your name], from the company [your company]. We are a [Type of company].

We have just completed a benchmarking study in which we evaluate over 350 companies in the [prospect industry] sector comparing their strengths & weaknesses.

In particular, the results of our study show which means [competitor 1] and [competitor 2] have used to develop in [market or segment].

Do you know these companies? Do you aim to enter [market or segment] in the near future?

What is your availability next week? 30 minutes will be enough to review together [insert relevant activity that your product/service can help].

Looking for more and better leads? Try Apollo, the leading sales intelligence & engagement platform

#9 Offer to solve a need that is known to be immediate & urgent

The key here is to implement a relevant lead generation strategy using the best B2B prospecting tools in 2021 in order to supply your sales staff with qualified leads, for which they will have a real answer to a “pain point” identified in the prospect.

Then, again, the preparation of the call is essential to show your prospect that you know them and are interested in them.

  • YOU :

“Hello, [prospect name]. I am [your name], from [your company].

I am contacting you briefly as I have noted that you are looking to recruit 10 new sales people this quarter.

Did you know that [Client 1] and [Client 2] are using [Your Solution] to get more qualified leads and sales appointments? This has enabled them to halve their time spent on prospecting and increase their productivity considerably.

Perhaps we can schedule a quick call next week to discuss possible optimisations of your business processes? Do you have time to talk on Thursday or Friday at 1pm? “

#10 Selling value

  • YOU :


I am [your name], from [your company]. How are you?

We are developing software to alert recruiters when their candidates are hired and the (client) companies fail, voluntarily or not, to notify them.

We identified over 4,200 unpaid fees from just 120 clients last year… are you sure you have collected all the fees you are owed? The easiest way to do this would be to get together and discuss the situation. Do you have 20 minutes on [Date ] to do this?

Where do you keep the notes you take on every prospecting call? Put an end to loose sheets of paper with the Nocrm sales script: enter all the notes you take for each of your prospects into your CRM software.

Create your free sales script with Nocrm

Accurately measure objections for continuous improvement

As a salesperson, you will be confronted with rejection in all its forms. How do you move forward? Learn to like it 🙂 With experience, you will be able to identify the different types of rejection you face and therefore adapt your speech accordingly.

To prepare yourself as well as possible, make more calls so that you are exposed to different forms of objection. In most cases, you will face the following objections:

  • “I don’t have time right now.”
  • “Send me an email.”

To get around the time objection, provide value early in the discussion and on a regular basis.

When asked to send an email, simply say, “I certainly will, but I’m not sure what to include in this email, can you tell me…” Then continue with your first question in an effort to qualify that lead.

To optimise this ‘test & learn’ approach to call centre scripts, create an objection management document where you note all the types of rejections you face when cold calling.

Prepare appropriate responses to each of these objections and use them when you encounter them again.

Creating an effective sales script is a process that needs to be continually optimised. Review your script regularly and continue to find new ways to close deals by enriching your call script.

This is a quick and easy task: set aside 15-30 minutes a month for a sales scripting session with your team, reviewing what worked and what didn’t work for each other.

Do you use a cold calling approach that we haven’t mentioned? Feel free to share it with us in the comments 🙂

To go further
Are you looking to optimise your cold calling? Don’t hesitate to use our resources below to help you get ahead of the game!
Pro tip

Tired of Excel files? A good CRM software allows you to take your prospecting to the next level. Discover our selection of the best free CRM software

About the author

Profile picture for Axel Lavergne

Axel is one of Salesdorado's co-founders. He's also the founder of, a review management tool for B2B SaaS companies