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Cold Calling 101

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Cold Calling 101
Cold Calling can be a daunting, intimidating but necessary requirement for sales staffs in multiple industries.
Here is a basic template to take some of the pressure off for those just starting out or for anyone just wanting to  hone their skills by going back to the basics.

(Basic) Cold Calling Script


Hi________ (Use their name whenever possible)?

(Prospect: Yes.)

(Your name)___________ here from _____________(Company name). Do you have a quick minute?

Great! ________, I’m sure you are a busy and want to respect your time, so I’ll be brief. The reason for my call is this. We specialize in (working with small business owners, salespeople, managers, etc.) so that you/they can:

State Your Compelling Reason – (The End Result Of The Benefit You Offer)

Well, Mr./Mrs… Smith, depending on what you are currently doing, I don’t know whether you have a need or an interest in our services. But with your permission, I was hoping to ask you a few questions and see if there is anything we are doing that you could benefit from. Would you be comfortable spending just a few minutes with me if I stick to my timetable?

Needs Analysis:

(Remember, if there’s no ‘pain’ or problem or a clear opportunity to improve their current situation, there’s no reason for the prospect to meet with you/take the next step in your sales process.)




  1. If you could create the ideal solution for (XXX), what about your current product/service would you like to improve or change?
  2. If you could magically eliminate three of your biggest problems, headaches or stresses what would they be?
  3. How do these challenges affect you/your business (bottom line)?

Summarize and Confirm:

  1. “For my own understanding, what you are truly saying is…

(Recap what the prospect shared with you; their problems, challenges, and objectives.)

Is that accurate/correct?

  1. Would it be safe to say that if there was a way for you to:
  • Restate biggest obstacle. (Example: Overcome the challenge/obstacle/problem of..)
  • Restate their most important goal or objective they shared with you.

It would be worth exploring/discussing in more detail?

  1. Schedule Next Step:

“Then lets get together for (state timeline. Ex: twenty minutes) to see if there’s a fit. I will answer your questions, share with you several options as well as demonstrate how our product/service will specifically address your challenges/objectives. Mr./Mrs.________, do you have your calendar handy? What day would be good for you, towards the beginning or the end of the week?

“Do mornings or afternoons work better for you?”

Once you determine the meeting time, continue with:

Fantastic. I’m looking forward to meeting with you on ____at ____.

(Confirm all decision makers.)

Thanks. Have a great day!

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