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### Topics
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What is a cold call?
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Part 1: B2B cold calling scripts to generate high-value appointments
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Part 2: SaaS cold calling scripts for new user acquisition
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Part 3: Real estate industry cold calling scripts
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Part 4: Seven effective cold calling tips
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**With the help of leading sales experts who have years of [sales call](https://www.pipedrive.com/en/blog/sales-call-management) experience, we’ve prepared 25 cold calling templates (with tips) to implement into your cold calling processes right now.**
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Sales development reps looking to up their game will learn from these effective cold calling scripts and tips to boost their cold calling conversion rates.
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Seasoned sales managers will find plenty of actionable information to refine and optimize their processes, and lead their salespeople to greater success.
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Pressing play on the video above will set a third-party cookie. Please read our [cookie policy](https://www.pipedrive.com/en/cookie-notice) for more information.
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## What is a cold call?
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Before jumping into how to cold call, let’s review the definition of this particular type of sales call.
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Cold calling is a sales technique where a salesperson makes first-time calls to leads who have not expressed interest in their product or service before. Even though the lead might not be aware of the salesperson’s brand, a good cold call is made to someone who is likely to have an interest in or benefit from the product – specifically a lead who fits the rep’s ideal [buyer persona](https://www.pipedrive.com/en/blog/buyer-persona).
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In this article, we’re focusing on cold calling through telemarketing, but cold calls can also refer to in-person contact visits.
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## Part 1: B2B cold calling scripts to generate high-value appointments
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No matter what industry you’re in, you can tailor these cold calling guide scripts to increase your success rate and boost your quotas.
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You can apply these to all industries, from SaaS to enterprise solutions – there are even some suitable call center scripting examples. Many of the scripts are particularly suited to account-based marketing efforts.
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### 1. Provide your prospect with options
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Instead of assuming which profile her prospects fit into, Jessica Magoch, CEO of [JPM Partners](http://jpmpartners.com/), utilizes a “**choose your own adventure” approach**.
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*Hi, this is Jess from the Virtual Sales Academy. How are you?*
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*We're working on some solutions to help you recruit and train a new generation of salespeople. Is that something you'd like to hear more about?*
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*(If ‘yes.’)*
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*There are two ways companies work with us. We can either help them find salespeople for a percentage of the base salary, or help them train new salespeople with our online, on-demand, virtual sales training programs that teach them how to take prospects from curious to client. Which one would you want to hear most about?*
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*(they choose one or the other.)*
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*Awesome. Can I ask you a few questions first?*
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*(I ask them qualifying questions so I know what to present.)*
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*I'll tell you a bit more and then, if it makes sense, we'll set up an appointment before we get off our call today to go over it in more detail. Sound good?*
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*From there I tell them more about the program, just enough for them to agree to set up an appointment, and then go into my appointment setting script.*
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This is clever, as it elicits a “micro-yes” from the prospect early in the call. By providing prospects with a choice, they’ll invest in you and the message you have to share.
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### 2. Working with gatekeepers
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Getting past gatekeepers can be an art in itself.
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But don’t just assume you deserve to be connected to the decision maker. Instead, **play to the gatekeeper’s better nature with this carefully crafted sample script**:
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*Hello, my name is James. I was wondering if you could help me. I looked on the [COMPANY] LinkedIn page but I couldn’t find your name. Are you usually the person who answers the phone? I’d feel much better if I knew your name before I asked for a favor.*
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*(Repeat the gatekeeper’s name and thank them).*
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*I’d like to speak with [NAME OF PROSPECT]/person in charge of X. What’s the best way to make that happen?*
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Here, you’re working with the gatekeeper instead of treating them as an obstacle. Build rapport as you would your prospects.
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### 3. “A friend sent me”
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What’s the best way to turn a cold call into a warm one?
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The answer: **Tell them that a mutual connection suggested you speak to them**.
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*Hi [NAME],*
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*Mike and I are seeing great results with [CLIENT COMPANY]’s marketing automation at the moment and when talking about who else would benefit, your name came up.*
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*Congratulations on [securing investment/new acquisition/other personalization]. What you’re doing at [PROSPECT COMPANY] is impressive!*
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*I’d love to show you how we’ve helped Mike generate [RESULT] and how we may be able to do the same for you. Would this be of interest?*
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This is a great phone script for scheduling appointments, so from here, go ahead and set the appointment like you usually would.
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Of course, it’s likely you’re going to get a few questions here. Go through your usual process. When in doubt, suggest they speak to “Mike,” your mutual contact, for more information.
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### 4. Leaving a voicemail
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You’re not always going to get through to your prospect right away.
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They might be on the move, in a meeting, or simply focusing on their work.
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This script from Bob Bentz, President of ATS Mobile and [Purplegator](https://purplegator.com/), is a voicemail to leave when this happens.
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*Hello, [NAME]. This is Bob Bentz with ATS Mobile.*
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*The reason for my call is I have an idea on how to possibly help you improve the troublesome process of recruiting employees, especially nurses. I wanted to see if it would make sense for us to have a quick conversation to find out more about it.*
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*I can be reached at [YOUR PHONE NUMBER].*
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*Again, my name is Bob Bentz with ATS Mobile at [YOUR PHONE NUMBER].*
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*Thanks, [NAME].*
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This reads just like a cold email. It’s short, gets to the point and **tells the prospect exactly what to do next**.
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This isn’t the only way you can apply [cold email](https://www.pipedrive.com/en/blog/cold-email-expert-tips-templates) principles to cold calls. Try experimenting with different approaches to see what gets the best response rate.
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### 5. Use a hyper-personalized opener
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In most cases, there’s a huge amount of insight available on your prospects through social media.
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**LinkedIn is a salesperson’s best friend for a reason**. Use this insight to open the call and build familiarity from the get-go.
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- I notice you used to work at [PAST COMPANY], how did you find the culture there?
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- A friend of mine also went to [[UNIVERSITY](https://www.pipedrive.com/en/industries/higher-education-crm)], what did you study there?
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- I see you’ve risen through the ranks from SDR to account manager at [CURRENT COMPANY], how did you get noticed by senior management?
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If they open up, continue the conversation for a little longer. Otherwise, **get back on track and keep your goal in mind**.
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### 6. “I don’t have time”
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This is usually a polite way of saying “you’re just not important enough right now.”
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So, how do you deal with this?
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**Show them you have something valuable that’s worth their time**.
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Here’s an effective response to handle this objection:
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*I understand this may not be a top priority right now, or perhaps you don’t see the value. Several people have said the same, but once we had a brief discussion they were thrilled to learn more. Give me two minutes of your time and I promise you’ll be clear on whether or not this is a good use of your time.*
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Here, you’re acknowledging their time is valuable while explaining the next step takes only a little investment. The two minutes it takes to make an informed decision is usually worth it.
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### 7. Ask leading questions
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Other than the information on their LinkedIn profile, it’s unlikely you’ll know much about your prospect on the initial cold call.
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After you’ve introduced yourself and built some rapport, **ask questions that elicit specific information from your prospects**. These can include:
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- What are the biggest challenges in your role right now?
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- Which tools and solutions are you using to help you with X?
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- What was the deciding factor to hire new SDRs at [COMPANY]?
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These questions get your prospects to fill in the knowledge gaps.
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Not only will it allow you to tailor the rest of the conversation, but also **provide qualitative insights to enrich your buyer personas**.
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### 8. Becoming a familiar name
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These days, **a multi-channel approach can help you build familiarity** and turn a cold call into a warm call which will eventually become a prospect who moves through your [sales funnel](https://www.pipedrive.com/en/features/sales-funnel-management).
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For the sake of this example, let’s say you’ve already reached out via email. Use a cold call script like the following to speed up the relationship-building process:
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*Hi [NAME], it’s James here calling from Pipedrive. I sent you an email last Thursday, did you have a chance to read it?*
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*[PERSONALIZE BASED ON RESPONSE]*
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*The reason I emailed is that I noticed you’re in charge of the sales processes and operations at [COMPANY]. Is that right?*
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From here, move into your value proposition, address any objections and secure the appointment.
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### 9. Voicemail follow-up
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If you’ve already left a voicemail, then chances are they’re now aware of who you are. Use this script to follow-up after the fact:
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*Hi [NAME], I left a voice message last week regarding X and thought I’d see if now was a good time to reach out.*
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*To remind you, we [STATE YOUR VALUE PROPOSITION]. I’d love to show you how you can generate [RESULT].*
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*Would you like to schedule a call to learn more?*
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Here, **you’re simply referring to the voicemail you left and repeating your offer**. The next step is to lead into your usual cold calling script.
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### 10. The detail-oriented follow-up
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Let’s say a prospect was genuinely busy and asked you to call back.
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You’ve already told them why you’re calling, and you may have even emailed to provide context for the next time you call.
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If this is the case, use this script to follow up:
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*Hi [NAME], I’m calling back as requested. I hope now is still a good time, did you have a chance to check out my email?*
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*Great! As I mentioned, we help [PERSONAS] like you generate [RESULT]. As agreed, this is a quick two-minute call to see if we might be a good fit. Do you mind if I ask you a few questions to understand more about your needs and see how we might be a fit to work together?*
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From here, you can ask your leading questions or go through your usual qualifying process to assess if there’s a good fit.
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This isn’t a full discovery call. **You’re simply resuming the beginning of the sales process**. You adapt to your prospect’s schedule while adding as much value as possible.
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## Part 2: SaaS cold calling scripts for new user acquisition
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Pressing play on the video above will set a third-party cookie. Please read our [cookie policy](https://www.pipedrive.com/en/cookie-notice) for more information.
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When it comes to SaaS, or any B2B subscription service, your goals will likely involve generating trials, demos and users.
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This cold calling guide is designed to help you increase these outcomes. You’ll find several effective cold calling scripts for a number of situations.
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### 11. Generating user referrals
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Use cold calling as a tool to generate referrals. **Start by identifying your best users**. These include:
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- Advocates of your brand and content (look for top sharers on social media)
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- Users of your software on a daily basis (talk to product teams)
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- Customers who have generated great results (talk to customer success teams)
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- Customers who have been with you for six months to a year (or more)
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Once identified, pick up the phone and hit them with this example cold call script:
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*Hi [NAME],*
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*It’s James from Pipedrive, I noticed [you’re a huge fan of our content/you’ve seen some great results from using our platform/other personalization] and wondered if could ask a quick favor:*
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*Do you know of anyone else in [INDUSTRY] who would see great results from using our platform? We’d offer your friend an extended trial period, as well as X amount off your monthly subscription for each friend you refer.*
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*Can you think of anyone who would benefit from using our platform?*
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Personalize this with the incentive you offer for your referral systems. **Make sure you have a way of rewarding both your current customer and the friend they refer**.
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### 12. Tie new hires to product needs
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There are various signals that may show a prospect or target account have a need for what you offer, such as a **new hire for a specific role**.
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Here, Eric Quanstrom, CMO of [KiteDesk](http://www.kitedesk.com/), provides the perfect script to use when reaching out:
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*Hi [NAME].*
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*My name is Eric from KiteDesk, and the reason I’m calling is that I noticed you were hiring new SDRs from [NAME OF JOB SITE]. You're most likely hiring to solve the problem of needing more meetings, and I wanted to let you know we offer a prospecting platform designed to get your current team more qualified meetings.*
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*It would be worth a 10-minute chat to see if we’re a fit before you take your next interview. We can even show you how you can see email and contact info displayed, instantly.*
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### 13. PersistIQ’s process for building rapport
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Brandon Redlinger, Head of Growth at [PersistIQ](http://www.persistiq.com/), has provided this framework to follow when cold calling potential new customers, which includes an outbound sales call script sample::
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1. Get their attention by using their name. Start off by saying “Hi, [NAME],” in a warm and welcoming tone, then proceed directly to Step 2. Notice I didn't say, “Hi, [NAME], how are you today?” because it gives your prospect a chance to jump in and disrupt your flow. Cold calls are all about taking control in the beginning.
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2. Identify yourself. “My name is Brandon with PersistIQ.” This is pretty straightforward, you need to tell them who you are.
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3. Tell them why you're calling. “The reason I'm calling is to get some time on your calendar.” Diving right in demonstrates that you're a professional. Save the small talk for your follow-up calls after you’ve already built the relationship.
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4. Build a bridge. This statement connects the reason you're calling with why they should care. “I just noticed on your site that you're hiring 10 new sales reps this quarter. Several companies in the [INDUSTRY] are already using PersistIQ to help their current sales development team get more conversations started and meetings booked. They are also able to cut new rep ramp time in half.”
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5. Ask for what you want and shut up. “I thought the best place to start is to schedule a [sales meeting](https://www.pipedrive.com/en/blog/sales-meeting) to learn about your outbound sales challenges and goals. Do you have time on Wednesday or Thursday afternoon around 10 AM?” Ultimately, our goal is to set meetings with prospects because we’re calling on a more targeted list. However, if you’re calling on a less qualified list, then your ask may be for a piece of information that qualifies the lead.
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This is a straightforward approach that respects the prospect’s intelligence and time, and will likely be appreciated and work in your favor.
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It offers something many decision makers want from a cold call: no tricks, just the opportunity to say “yes” or “no”.
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### 14. The one-sentence value proposition
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SaaS products are usually appealing due to their self-serve nature: taking action is often frictionless.
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Take this philosophy and apply it to your cold calling scripts.
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How? Instead of bombarding your prospect with information, give them a one-sentence value proposition.
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Here’s how we’d do it for Pipedrive:
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*Hi [NAME], this is James from Pipedrive. I’m calling sales-driven organizations in our industry to see if they’d benefit from our solution.*
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*To put what we do in a single sentence, we help sales managers empower their reps to become unstoppable by providing a [CRM](https://www.pipedrive.com/en/blog/what-is-crm) for maximizing the outputs from their sales process.*
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*Is this something that would be of interest to you?*
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From here, you’d move to the qualification process.
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### 15. Qualifying your SaaS prospects
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Cold calling has a problem.
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**The prospect really has no way of knowing if what you have to offer would be of interest or not**.
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Even if you’re the perfect fit, they don’t know you or trust you… yet.
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To get around this, ask the same questions you’d ask after a “yes” when you hear “no.” In other words, **qualifying questions can also be used as objection handling questions**.
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These questions include:
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- What are your biggest challenges in [ROLE]?
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- Are you looking for a solution to this challenge? Why/why not?
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- What does your current X process look like?
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- What software and solutions are you currently using for X?
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- Why did you decide to invest in those tools and solutions?
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- What results do you hope to achieve in the next 6 months?
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