📝 Part 2 of 3

How to Write a B2B Cold Call Script That Works

Cold calling is far from dead—it has simply evolved. Learn how to craft scripts that build relationships, overcome objections, and book more meetings.

The Evolution of Cold Calling

Cold calling has transformed from an aggressive sales tactic with a 2% success rate to a sophisticated relationship-building tool. Instead of trying to close sales in a single call, modern B2B cold calling focuses on starting conversations and understanding prospect needs.

The key to success? A well-crafted script that sounds natural, addresses common objections, and positions you as a trusted advisor rather than a pushy salesperson.

Cold Call Script Template

Opening

The Permission-Based Opener

"Hi [Name], this is [Your Name] from [Company]. I know I'm catching you in the middle of your day—do you have 30 seconds for me to tell you why I'm calling?"

Value Proposition

Quick Value Statement

"We help [industry] companies like [similar company] [achieve specific result]. In fact, we recently helped them [specific metric improvement]."

Qualifying Question

Discovery Question

"I'm curious—how are you currently handling [pain point]? Is that something your team is looking to improve this quarter?"

Ask

The Soft Close

"Based on what you've shared, I think it would be valuable to have a more detailed conversation. Would you be open to a 20-minute call next week where I can show you exactly how we've helped companies like yours?"

💡 Script Best Practice

Never read your script word-for-word. Use it as a framework and adapt based on the conversation. The best cold callers sound conversational, not robotic.

Key Elements of an Effective Script

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Research First

Know your prospect's company, role, and potential pain points before dialing. Personalization increases connection rates by 40%.

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Keep It Short

Your opener should be under 30 seconds. Respect their time and get to the point quickly while remaining friendly.

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Ask Questions

The best calls are conversations, not monologues. Ask open-ended questions to understand their needs and challenges.

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Handle Objections

Prepare responses for common objections like "not interested," "send an email," or "we already have a solution."

What to Avoid in Your Script

❌ Don't start with "How are you today?" — It sounds scripted and wastes time. Get to the point respectfully.

❌ Don't use industry jargon — Speak in plain language that anyone can understand. Buzzwords create distance.

❌ Don't pitch too early — Focus on understanding their situation before presenting your solution.

❌ Don't be pushy — If they say no, thank them politely and move on. Respect earns future opportunities.

Need Help Crafting Your Scripts?

Our expert SDRs have perfected scripts across hundreds of industries. Let us help you.

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