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4 B2B cold call scripts to master

According to a cold-calling LinkedIn article, 63% of sellers say cold calling is the worst part of their job.

But then some studies show that one of the reasons for this belief is because they aren’t good at it and it feels like a waste of time. But what if you mastered four cold call scripts and learnt how to use them when you are next on a cold call which may make it a scorcher? Let’s look at four B2B cold-calling scripts to heat up the conversation and get your pipeline full.

1. The basic script

Cold calling has a basic script which any industry can use by adding a few tweaks. There are four general steps:


This is the first impression your potential clients get of you, so you need to start with authority. If your customer has answered the phone with their name, then you can say the following:

  • Hi (customer’s name), this is (your full name) from (company name). How’ve you been? (Let them answer).
    If they don’t answer with their name, then you could say:
  • “Hi, this is (your full name) from (company name). Am I speaking to (customer’s name)?”
  • (Answer yes)
  • “How’ve you been?”

The last step of the introduction is to give the reason for your call. By giving people a reason for your call they are more likely to listen to your value proposition. 

  • “The reason for my call is to see if we are a good fit for your company as (the pain point the company or industry is experiencing) (solution your company offers). Would you be interested in learning more?”

Building rapport

This is where your research about the company will come into play. If you have two solutions for your prospect present each option and ask them which one they would like to learn more about.

  • There are two ways companies work with us. (Describe each way that your company deals with similar companies). Which would you most want to hear about?

Value proposition

Now, it is important to give your value proposition. But only give enough information to secure a face-to-face meeting. The goal of the cold call is to get a time to present live to your prospect.

  • We have helped similar companies like (similar company) to overcome (pain point) by (top value proposition)

Call to action

Finally, you need to close the deal on a meeting. If they say “yes” you can suggest a day and time as soon as possible.

  • It sounds like it will be worth scheduling a meeting where we can go more in-depth on how our solution can benefit your unique business requirements. How does (date + time) suit you?

2. Connecting with mutual contact

One way to heat up a cold call is to mention a mutual acquaintance. This will give you social credibility. This cold call will start like the first cold call but will change when you mention the reason for the call as here is where you will add your mutual acquaintance.

  • (Mutual contact’s name) and I are seeing great results in (mutual contact’s company) (the area where you have helped them) and when discussing who else would benefit, your name came up.
  • Congratulation on (the success the prospect has recently had). What you are doing at (prospect’s company) is excellent.
  • I’d love to show you how we got (mutual contact)’s (results) and how we may be able to do the same for you. Would this be of interest to you?”

If they say “yes” you can continue with the basic script and set up an ideal meeting time for you both. 

3. Leaving a voice message

Sometimes prospects are busy and unable to take your call. Leaving a clear and concise voice message can be the difference between gaining a customer or not. Here is a basic script to adapt to your needs.

  • Hi (Prospect’s name). This is (your full name) from (company name). The reason for my call is (highlight how you can improve a pain point the company or industry might have). I wanted to see if it would be possible to have a quick conversation about it.
  • You can reach me at (phone number)
  • Again, my name is (your full name) from (company name) and you can contact me on (phone number)
  • Thanks, (your first name).

4. Speaking to the gatekeeper

Gatekeepers are in place to ensure that decision-makers are not bothered unnecessarily. Because of this, it is important to see them as essential to getting your meeting rather than as an annoyance. Treat them with respect and you may find your way in front of the decision-maker you would like to speak to.

  • Hello, my name is (your first name). I was wondering if you could help me. I looked on (company’s name) LinkedIn page and I couldn’t find your name. Do you usually answer the phone? I would feel much better if I knew your name before I asked you a favour.
  • (Gatekeeper gives you their name)
  • Thank you (the gatekeeper’s name).
  • I’d like to speak with (name of prospect)/person in charge of (department). What’s the best way to make that happen?

By mastering these four cold-calling scripts, you will be on the way to closing more B2B deals. Remember these are the skeleton of your conversation and you should dress them up to fit the brand voice of your business.

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