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How To Design Scripts For Effective Cold Calling

Published on November 28, 2021
Last modified on March 17, 2022
cold calling script

Cold calling is an old-school sales technique that yields great results if done correctly. But it sure is one of the most difficult ones to master as it is loaded with rejection. It is because of this that it is not really a favourite among salespeople, but it guarantees success nonetheless. 

So, whether you are cold calling for the first time or you are looking to improve your process, through this post we will cover the key points to keep in mind while designing a cold calling script to make your calls more effective and efficient. 


Designing a compelling cold calling script

The average consumer is exposed to hundreds of advertising messages per day. Unless their needs are pressing or they are actively looking to buy, most people will ignore these messages. Cold calling allows you to grab the attention of potential customers without your message being lost in the clutter. 

As you design your cold calling script, here are some key points to keep in mind:

Prepare your introduction well

Make sure you prepare a strong introduction because the first few seconds of the cold call determine whether the next few seconds or minutes will be successful. And be confident and energetic when talking to your prospect. Also, in some cases, calling the prospects by their first name helps create familiarity. 

Introduce yourself properly and provide a brief overview of the company you work for and then take permission to proceed with the conversation. It’s always better to have a line prepared to let the other person know why you called. Be straightforward and tell them why you are calling, but do not go on for too long.

Here’s an example of what you can do:

“Hi, Mac, this is Neena from NeoDove. Do you perhaps have a moment to talk about a solution that helps you to increase your sales team’s productivity?”

If you come across a gatekeeper, don’t assume they will connect you directly with the decision-maker. Getting past the gatekeeper is a daunting task in itself. However, you should never consider them an obstacle. 

You can say something along these lines –

“Hi, John, this is Neena. I was wondering if you could help me connect with the Sales Head.”

Remember to thank them as well.

Also Read: Cold calling script examples


Focus on the needs of your prospects

When the person agrees to speak with you, make sure you describe everything clearly and concisely. Including something like this in your cold calling script may be helpful – 

“Our telecaling solution optimizes your sales efforts, provides real-time insight, and offers you greater control over your telecalling process.”

Present a value-based offer to them. Show them that you understand their challenges by demonstrating your expertise, sharing insights, and how other businesses have overcome challenges using your product. For example:

“I understand that the lack of automation and high dependency on telecallers has led to delayed responses, broken sales processes or even worse, missing out on potential leads!”


Ask and answer well

You can keep the conversation going by asking open-ended questions. Engage the prospect in the conversation, listen carefully, and collect as much information as possible.

It is crucial that you ask open-ended questions that are precise. They should help you gather relevant data that will ensure the success of your call. They should also help you to confirm the pain points, giving you a chance to present relevant solutions.

Here are some open-ended questions:

  • How is your business doing?
  • What is your biggest sales challenge?
  • What measures did you take to cope with your sales challenges?
  • How much time do you spend following up with leads?
  • What results are you expecting to see from our solution?

The goal here is to position you as an expert in your field as you inform and educate them on what value you and your solution can provide.

Check out: Difference between b2b and b2c cold calling


Make plans for later

A smooth and focused conversation can be achieved by making plans for later so that you know when and how to reach the prospect.

You might assume that if you make a lot of cold calls, then you don’t need a script, but this is not always true. It is the script that helps you steer the conversation. It is what keeps you prepared and well-informed. 


Final thoughts

Cold calling is a necessary evil of sales. Without it, it will be difficult to connect with your target audience and you could miss an opportunity for a big sale. That’s why the best salespeople emphasize writing an effective cold calling script.

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