Cold Call Script: Full Example + Free Sales Script Template Kit

The Best Cold Call Script Starts With the Message

Our process for creating the best cold call script starts with creating your sales message. This is not your sales script; it is your sales message, a complete set of talking points and questions for your product or service.

Our process for helping you to create your script starts with a 7-step process to create your sales message. This will help you to create all of the key talking points and questions for your product or service. Once you have those, you can easily use them to create a lot of different sales scripts and templates by simply plugging in all of the key details and questions.

Step 1: Key product and company details

The first step in our 7-step process is to outline key details for your product or service. These could include: product being sold, features, differentiation, bragging points, etc.

Step 2: Identify the target audience

Identify the audience you will be communicating with and trying to sell to with your cold call script.

Step 3: Brainstorm the improvements your product delivers

The next step in the process is to consider the various benefits and improvements your product or service can deliver to the target audience you are selling to.

Step 4: Make a list of pain points you help to solve

Make a list of challenges, problems, or concerns your product or service can help to solve for the target audience.

Step 5: Make a list of pain questions to ask

Review the list of pain points from the previous step, and for each point, create a question you can ask the target audience to see whether they have challenges, problems, or concerns in that area.

Step 6: Make a list of current state questions to ask

Create a list of questions that gather details about what the prospect is currently doing in the area where the product fits.

Step 7: Create a short story of a current or past customer

Create a short story that shares an example of a current or past customer who was helped by the product.

Example Cold Call Script

Once you go through those steps to create your sales message, creating your sales scripts is extremely easy because each step of that process creates what we call building blocks, and you can then very easily mix and match those blocks to create a lot of different sales scripts, templates, and documents.

In the Sales Script Template Kit, which you can opt in to receive below, we use a demonstration product of selling office supplies. Below is the example cold call script from the template kit filled in with the talking points and questions for office supplies.

Cold Call Intro

The first step in this cold call script is the cold call introduction. The only thing to mention is that we prefer replacing the typical question asking the prospect how they are doing with one that gauges how busy they are. This can not only measure how available the prospect is to talk, but can also serve as a pattern interrupt.

Hi Tom, this is [Name] calling from Office Supplies Pros.

Did I catch you in the middle of anything?

Value Proposition

If the prospect confirms they are not in the middle of anything or asks what the call is about, you can then proceed to share your value proposition.

Great. Well, the reason for the call is that we help businesses to:

• Reduce costs and time spent on office supplies
• Decrease the amount of time they spend ordering office supplies
• Decrease costs through competitive pricing and vendor consolidation
• Decrease the time it takes to receive deliveries of office supplies

Sales Takeaway

After you share your value proposition, use a sales takeaway to decrease the prospect’s guardedness.

But I do not know whether you want to improve those areas, which is why I was calling with a few questions.

Pain Questions

After your sales takeaway, transition to asking a few questions. In most cases, it is good to start out with pain questions. If you sell something more commoditized, like office supplies, it can be helpful to start with current state questions to understand what the prospect is doing.

If I could ask you real quick:

• How important is it to simplify ordering office supplies?
• How much of a priority is it to find new areas to cut costs?
• How important is it to receive office supplies quickly?

Current State Questions

You can either mix in current state questions or transition to them after asking a few pain questions.

• Who are you purchasing office supplies from?
• How long have you been purchasing from them?
• How is everything going?
• What are some of the things you like about what they provide?
• What are some things that you think could be better?
• When was the last time you considered making a change for purchasing office supplies?
• How many offices do you currently have?
• How many employees do you have?

Pain Points

The goal of your questions is to uncover areas where things aren’t working well. If all the answers come back that everything is OK or good, you can then share the pain points you can help to solve.

Well, sounds like things are pretty good over there. Before I let you go, a lot of businesses we work with say that:

• There is a need to find ways to decrease costs now more than ever.
• Ordering office supplies is time-consuming and cumbersome.
• Dealing with different vendors can be a headache, costly, and time-consuming.
• Deliveries of office supplies can be slow, inconsistent, and unreliable.

Are you concerned about those areas?

Product and Company Introduction

If you can identify areas for improvement, you can then introduce your product and company as a solution to the prospect’s needs.

Well, based on what you shared, it might make sense to talk more, since that is the kind of thing we help with. We are an office supplies vendor and provide:

• Full catalog of office supplies
• Printers and photocopiers
• Free same-day delivery

The office supplies we sell are standard and not unique in any way, but we differ in some ways in how we do business:

• You will get a dedicated account manager
• We do not charge shipping
• You can talk to a human when you need something

Customer Example

After you introduce and briefly explain what you sell, an effective way to build on that to create more interest and credibility is to share a short story about a current or past customer you helped with your product or service.

And just a quick example of where we have done this before:

• We worked with Auto Parts Plus.
• They needed to find additional cost savings.
• We helped by becoming their sole vendor for office supplies.
• This helped them to decrease office supplies costs by 15%.
• We also decreased the time they spent ordering and waiting for deliveries.

Cold Call Close

At this point, it is time to close the prospect. You are not closing for the purchase of your product; you are closing for the next step in the sales process, which in most cases should be to simply talk more in the form of an appointment, meeting, or call.

But I have called you out of the blue, and I don’t know if this is the best time to discuss this.

I would like to schedule a call to learn a little more about what you are doing today in this area and to share some examples of how we have helped businesses reduce costs and time spent on office supplies.

Are you available for a brief call next week to discuss this more?

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Selling Will Become Easier

Not only does this process and sales script kit make creating your cold call script easier, but this overall approach will make selling easier as well. We help you create these building blocks, which provide an easy, effective way to organize your thoughts on paper. Once you work with this for a little while, these blocks will help you organize your thoughts, which will greatly improve how you think and communicate with sales prospects.

We hope the cold call script in this kit and this process help you to take your sales efforts to the next level!