Article • 23 min read
Cold calling scripts: 21 examples, templates, and tips
Cold calling scripts can help you get more leads and reach goals. Get tips on how to write effective scripts, and start crafting your own with our templates.
Por Chalene Christian , Manager, Corporate Sales
Última atualização em April 1, 2025
What is a cold call?
A cold call is a way to introduce your products or services to new prospective buyers in a friendly and informative way. It provides a direct opportunity to discover what is important to prospects, the challenges they face, and what they need in order to convert.
Cold calling is a delicate dance with the potential customer. You want to sell a new prospect on a product they know little or nothing about while trying to be respectful of their time and privacy. Sometimes, they hang up before you even have a chance to explain why you’re calling, but more often than you might think, they listen to what you have to say.
Level up your skills with our cold calling scripts, tips, and templates, and give yourself the confidence to take the lead when you’re live on the sales stage. Use these resources to find your rhythm and elevate your cold calling skills to the next level.
More in this guide:
- What is the purpose of a cold call?
- Cold call scripts for new clients
- Cold call scripts for warm leads
- Cold call scripts for B2B clients
- Cold call scripts for real estate
- How to create a cold calling script
- 14 essential cold calling tips
- Cold calling scripts that work
What is the purpose of a cold call?
A cold call aims to initiate contact with a potential customer who has no prior knowledge of your company. The ultimate goal of cold calling is to set a meeting or make a sale.
Cold calling is a popular direct outreach method that helps teams with sales engagement and moves prospects further down the sales funnel. Successful cold calls can build rapport with prospects and demonstrate how the product or service can help the prospect.
Cold call scripts for new clients
While technically all cold calls deal with new clients, some prospects are “cold” themselves—meaning the salesperson has little to no knowledge of their needs or situation. Use these scripts when interacting with completely new prospects.
1. The uninterested prospect script
When your prospect isn’t interested, it’s hard to move the call forward without them hanging up. This script cuts most of the fluff and asks for a specific amount of time so you can overcome sales objections and try to engage them.
Hello, [Prospect’s Name]. This is [Your Name] from [Company Name].
I’ll be brief—[specialty] is what we do best. In just three minutes, I can share how we help businesses like yours [solve issue] using [feature], [feature], and [additional feature(s)]. Does that sound fair?
2. Script for the prospect who’s a bit of a stretch
Sometimes, a prospect might not fit exactly into your target demographic, and you need to approach the situation with extra sales questions. Depending on how the customer responds, these interactions may require you to get creative and go off script.
Hi, [Prospect’s Name]. My name is [Your Name] from [Company Name]. I was hoping to speak with you about [subject]. Do you have a minute to spare?
[Prospect’s response: Yes.]
Thank you. I speak with companies similar to yours all the time who share the same pain points.
May I ask how you have been managing your [pain point]?
[Prospect’s response.]
Sounds like we could be a good fit to help you. Can we set up a time next week so we can speak more in-depth about a solution?
3. Script for speaking with gatekeepers
Occasionally, you’ll need to speak with a gatekeeper who acts as a filter between you and the decision-maker. Use this script to persuade them to pass you on to the prospect.
Hi, [Gatekeeper’s Name]
My name is [Your Name] from [Company Name]. I am looking to speak with [Prospect’s Name] or the decision maker for [Department Name]. Would you mind transferring me to the appropriate contact? Providing me with their phone number, email, or extension would also be helpful. Thank you.
4. Script for the “I don’t have time to talk” response
This response shows they want to get off the phone, so you have a very small window of time to grab their attention. Set the expectation right off the bat to buy some extra time.
Thank you for letting me know. I’ll plan on calling back [date/time] unless there’s a more convenient time for you. Hope you have a great day.
Cold call scripts for warm leads
Warm leads could be prospects that other clients refer to or leads that show genuine interest in the first call. In those situations, you can use some of the scripts below.
5. Referred by a colleague or friend script
A great way to get your foot in the door during a cold call is to name-drop a mutual colleague who referred the prospect to you. The familiar name should help them feel more at ease and open to listening to your pitch.
Hi, [Prospect’s Name]. My name is [Your Name], from [Company Name]. How are you?
Our mutual colleague, [Colleague’s Name], and I have seen great results with our [solution]. We were discussing others who would benefit from using our [solution], and [Colleague’s Name] mentioned you.
I’m impressed by your company’s [trait/program] and love the [thing(s)] you are doing. I’d like to show you a demo and break down how we’ve been able to help [Colleague’s Name] generate so much ROI in a short amount of time.
Do you have 20 minutes available on [date(s)]?
6. The interested prospect script
When you find yourself speaking to an interested prospect, the sun shines a little brighter, the air smells a little sweeter, and your call will be a little easier. You can simply engage in consultative selling to see how you can best help them.
Hello, [Prospect’s Name]. This is [Your Name] from [Company Name]. How are you today?
I wanted to give you a quick call because we’re working with a few companies similar to yours who are looking to [solution offering], and that’s what we do. Do you have a few minutes to talk about the different ways we can help you get your [offering] where you want it to be?
[Prospect’s answer. If no: try to set up another time to talk; if yes: proceed with the script].
Can you explain what you’re using now and what results you’re getting?
[Prospect explains].
Good news. We should be able to help you via our [solution]. Are you available [date] to meet with me and [colleague] to explain how our features like [feature], [feature], and [feature] can help you [goal]?
7. Script for the “perfect fit” prospect
The “perfect fit” prospect is the closest you’ll get to a unicorn. You can simply present your product or service and explain how it can help them. After all, they are a great fit.
Hi, [Prospect’s Name]. I’m [Your Name] from [Company Name].
I’m calling you because we do a great job at solving [problem]. Since [Prospect’s Company Name] does [industry], I imagine you might be looking for a solution.
Do you have a few minutes so I can break down the successes we’ve had with companies similar to yours in the past?
8. The elevator pitch
This script can help you get to the point and hook the prospect quickly.
Hi, [Prospect’s Name]. My name is [Your Name], from [Company Name]. How are you?
[Specialty] is our bread and butter. Do you have three minutes to talk about the different ways we can help [solve issue] with features like [feature], [feature], and [feature]?
9.The “choose your own adventure” script
This script allows you to provide the prospect with options that take the call through different journeys, with the goal of scheduling a product demo or an in-depth sales presentation.
Hello, [Prospect’s Name]. This is [Your Name] from [Company Name]. How are you today?
I’m calling to discuss some solutions we provide to help you create [specialty]. Is that something you’d be interested in?
[If the prospect says yes…]
Great! There are a couple of different options we have that can help your Company. Our [product option 1] focuses on providing [specialty], whereas [product option 2] is created for [specialty]. Which one would be the best fit for your team?
[Prospect picks option 1 or 2].
Perfect. May I ask you a few questions?
[Ask them questions to gain a better understanding of how your offering will be most effective for their needs].
Are you available [date and time] for a 20-minute demo or in-depth product review? I promise it will be worth your time.
10. Speaking their language/personalization script
Personalization can go a long way on a cold call. It allows you to break the ice and connect with the prospective customer before getting down to business. The following cold calling script example illustrates how to personalize a script, and can be tailored to your needs.
Hello, [Prospect’s Name]. This is [Your Name] from [Company Name]. Before we talk business, I saw on [social media website] that you [facts about the prospect].
[Prospect reply]
Great! I am calling to speak with you about [subject]. Do you have three minutes to talk about the different ways we can help boost your [subject] with features like [feature], [feature], and [feature]?
Cold call scripts for B2B clients
Cold calling benefits any industry, and the following scripts will help you when dealing with B2B clients.
11. Following up after an initial email
Salespeople may first email a prospect with key information about the offering. Following up is a great way to re-engage a prospect and keep the conversation moving forward.
Hi [Prospect’s Name], this is [Your Name] from [Company Name].
I sent an email recently about [brief value proposition] and wanted to follow up. I understand you’re busy, but I’d love to hear your thoughts. Is now a good time to chat, or would a follow-up next week be better?
12. Re-engaging with leads that have gone cold
Leads aren’t linear—sometimes, they stagnate and need a little push to get over the finish line. If a prospect showed initial interest but has gone cold, this script helps to reignite the conversation.
Hi [Prospect’s Name], this is [Your Name] from [Company Name].
We last connected about [previous discussion point], and I wanted to check in to see if you had any additional questions. Many companies we work with find that [benefit or insight]. Would you be open to revisiting this conversation to see if the timing is better now?
13. Setting up a product demo
A product demo can give the prospect more insight into the offering and can help visualize additional benefits. If your goal is to schedule a demo, this script helps pique interest and secure a meeting.
Hi [Prospect’s Name], this is [Your Name] from [Company Name].
We help businesses like yours [value proposition]. Based on what I know about your company, I think a quick demo could show you how we can [specific benefit]. Would you be open to a 15-minute call to explore this?
14. Qualifying a lead
Before investing time in a prospect, it is important to ensure they fit your ideal customer profile. This script helps you gather key information about their needs and buying intent.
Hi [Prospect’s Name], this is [Your Name] from [Company Name]. I work with [target industry] businesses to help them [value proposition]. I wanted to ask a few quick questions to see if we might be a good fit to help you.
Are you currently facing challenges with [common pain point]? How are you currently handling this? If we could help you [specific benefit], would that be something worth exploring?
15. Generating a referral
If a prospect isn’t a good fit or isn’t interested, asking for a referral can open new doors. This script makes the request simple and professional.
I completely understand, [Prospect’s Name]. Thanks for your time today. Before I let you go, do you know anyone in your network who might be dealing with [pain point] and could benefit from a quick conversation with us?
If so, I’d really appreciate an introduction or even just their contact details. Either way, I appreciate your time, and I’m happy to stay in touch in the future!
16. Closing the deal
Sometimes, salespeople strike gold, and the initial cold call goes from stranger to buyer within a few minutes. When a prospect is close to making a decision, this script helps encourage commitment.
Hi [Prospect’s Name], I really appreciate our conversations so far. Based on what we’ve discussed, I believe [Company Name] can help you achieve [goal]. Do you feel ready to move forward, or is there anything else you need to make a decision?
Cold call scripts for real estate
Real estate professionals use cold calling to gather new leads, prospect potential sellers, or work on investment opportunities. Use the following for your real estate needs.
17. Fact finding on expired listings
Homeowners with expired listings have already shown interest in selling but may be frustrated after not finding a suitable buyer. This script helps establish trust and offers a fresh approach.
Hi [Homeowner’s Name], this is [Your Name] with [Real Estate Agency]. I noticed your home was previously listed but didn’t sell, and I wanted to check in.
Many homeowners in your position feel frustrated, but I specialize in helping sellers like you find the right buyers. Would you be open to a quick chat about what went wrong and how I can help you get your home sold quickly?
18. Calling FSBO (For Sale By Owner) listings
FSBO sellers often want to avoid agent commissions but may struggle to sell on their own. This script offers value while opening the door for SPIN selling and a constructive conversation.
Hi [Homeowner’s Name], this is [Your Name] with [Real Estate Agency]. I saw your home listed as For Sale By Owner and wanted to reach out.
I work with buyers who are actively looking in your area. Would you be open to discussing how I could help you sell your home faster and for the best price while keeping your goals in mind?
19. Investigating investment opportunities
Some property owners may be interested in selling or investing but need guidance on the market. This script helps you position yourself as a valuable resource.
Hi [Property Owner’s Name], my name is [Your Name] with [Real Estate Agency]. I work with property owners in your area who are looking to maximize their investments.
I wanted to see if you’ve considered selling or expanding your portfolio, as I have buyers and investors interested in properties like yours. Would you be open to a quick conversation to explore your options?
20. Connecting with absentee owners
Absentee owners may not actively manage their properties and could be interested in selling or working with a property manager.
Hi [Property Owner’s Name], this is [Your Name] with [Real Estate Agency]. I work with property owners like you who own properties but may not be actively managing them.
I wanted to see if you’ve considered selling or if you’d be interested in learning about ways to generate more passive income from your property. Would you be open to a quick chat?
21. Generating real estate referrals
Referrals are a powerful way to grow your business. This script makes it easy for satisfied clients or contacts to introduce you to potential buyers or sellers.
Hi [Client’s Name], I really appreciate working with you, and I wanted to ask for a quick favor. Do you know anyone who might be looking to buy or sell a home in the near future?
If so, I’d love an introduction—I always prioritize referrals and make sure anyone you send my way gets top-notch service. Of course, if you ever need anything real estate-related, I’m always here to help!
How to create a cold calling script
Anyone can put pen to paper, but writing an effective cold calling script takes a lot of work, preparation, and planning. Use these tips as a guide:
- Determine your goal: Before your first cold call or discovery call, figure out what you want the outcome to be. You may want to secure an appointment, schedule a demo, or simply gather more information.
- Build a prospect list: Research potential clients who you feel will get the best results from your offering. Identify industries that have a problem you can solve.
- Introduce yourself: Quickly introduce yourself and explain why you’re calling. Personalize the script with details about the company that you gathered during your research.
- Identify their pain points: Touch on the challenges that their company is experiencing. Let them know you understand these issues and have a solution.
- Ask for the sale: Whether your goal is to close on the phone or set up a future meeting, explicitly ask for what you want.
Throughout the script, make sure you talk like a human—not a robotic sales machine—and connect with them as much as possible.
14 essential cold calling tips
Cold calling is a powerful sales tool, but it requires skill, persistence, and strategy to succeed. Follow these tips to help you maximize your efforts and close more deals.
1. Be an active listener
Focus on the prospect, not the pitch, by engaging in active listening throughout the call. Active listening is key to building trust with a prospect and involves fully engaging in the conversation, acknowledging what the prospect is saying, and responding thoughtfully. Take time to repeat the important details to demonstrate that you’re listening and interested in what they’re saying.
2. Set expectations
Setting clear expectations at the beginning of the call helps establish trust and keeps the prospect engaged. Let them know who you are, why you’re calling, and how long the conversation will take. Prospects are more likely to commit to the call when they know what they’re in for.
3. Identify the prospect’s pain points
Start your pitch by asking questions about the prospect’s challenges. This can include what they are struggling with now, their budget, and their goals that they can’t seem to reach. You’ll be able to learn about specific ways your product could help the prospect and tailor your sales pitch to solve their unique problems.
4. Showcase what makes you different
Your prospect may be getting calls from other vendors—take time to explain what sets you apart from the competition. Research your competitors so you can offer rebuttals and showcase your unique selling proposition. Remember to always be respectful of your competitors—prospects may have used them in the past (or are currently using them)—and leverage consultative selling.
5. Ask questions
Ask key questions to understand your prospect’s needs and show that you’re genuinely interested in helping them. Learn about the prospect’s current challenges, how they approach day-to-day activities, and where they could improve. By asking questions, you can tailor your pitch to the prospect.
6. Share powerful stats
Share data that relates to your prospect’s pain points. For example, if a prospect wants to improve their productivity, don’t say your product can help improve productivity—say that your solution increases productivity by 30 percent. If you don’t have any stats to share, consider conducting case studies with current clients to see how your solution has helped them.
7. Leverage social proof
Social proof—such as testimonials and reviews—is a compelling sales tool. In fact, 74 percent of consumers check at least two review sites before buying. Sharing information like client success stories, testimonials, or well-known companies that use your solution can build credibility and help you get to the next stage of the conversation.
8. Explain the next steps
Even if a cold call goes well, you can still lose the connection. Explain the next steps so prospects know what you need from them. This may be scheduling a demo, sending additional information, or setting up another call.
9. Prepare for strategic follow-up
Try to schedule the next meeting during your call. Sometimes, prospects will deflect and ask to connect through a follow-up email when they can look at their calendar. If you follow up by email and they don’t respond, be persistent. Following up multiple times is normal—the “Rule of 7” says that brands who engage with a prospect seven times are more likely to earn their trust and get a sale.
10. Use technology to track your sales efforts
Technology like sales engagement platforms, CRM software, and email automation can help streamline your cold calling process. These platforms allow you to monitor call performance, track follow-ups, and analyze which strategies are working best. By leveraging these tools, you can refine your approach and ensure that no potential lead slips through the cracks.
11. Perfect your timing
The timing of your call can significantly impact your success rate. Do some research to determine the best times to call your prospects. For example, if you are cold calling restaurant owners, you wouldn’t want to do so during the lunch rush—a 3 p.m. call during the lull between lunch and dinner would work better.
12. Stay goal-focused
Every call should have a clear goal, whether booking a meeting, gathering information, or moving the prospect further through the sales cycle. Keep your objective in mind and steer the conversation toward achieving it. Also, establish cold calling goals for yourself—and if you aren’t meeting your target, determine where you can improve to boost your sales or conversions.
13. Be empathetic
No one wants to feel like a random cold call during a salesperson’s busy day. Approach each conversation empathetically by recognizing the prospect’s challenges, asking questions, and offering genuine solutions. If they’re busy or uninterested, respect their time and offer to follow up at a better date.
14. Constantly improve
Take time to record and review your calls, seek feedback from colleagues, and analyze what works and what doesn’t. Also, do additional research to stay updated on industry trends. Over time, small but consistent improvements can significantly increase your cold calling success rate.
Cold calling scripts that work
The best cold calling scripts help you introduce your products or services to prospects in a friendly, informative way. Download our complete list of cold calling scripts below to start hitting your targets and closing more sales—and use Zendesk to meet clients where they are at every step of the customer journey.
