Here is a real cold call example from a salesperson that appears to sell PEO services, which is a type of HR and payroll outsourcing. In this video, we provide the recording of the call and after that we provide an assessment of the call in terms of what went well and what could have been better. We then follow that up with a cold call script for this particular situation.

Don’t Use too Many Words
The time that you have on a cold call is extremely short so do not waste that valuable time talking about stuff that does not a good job of getting you to your goal of closing the prospect on the next step in your sales process. In this cold call example, this salesperson uses talks too much and is not efficient with what he says and how he uses the brief window of time.

Don’t Ask About the Emails You Sent
One example of how this salesperson uses his words in a less optimum way is how he spends time at the beginning of the call telling me about an email he sent and asking me if I had seen it. Not only is there little to be gained by him getting the answer to this question, it is a waste of time talking about this and a cold call needs to be extremely short.

Share a Value Statement
At the beginning of a cold call, you should share some sort of value statement or value proposition that tells the prospect why they should keep talking with you. In this cold call example, the salesperson shares this as his value statement:

I’ll make this extremely brief. I am looking to spend 5 minutes on the phone with you to talk to you about what my company is doing for 400 companies in 40 different states helping them become more profitable. We are an outsourcing firm and our clients are outsourcing things like payroll, taxes, workers comp, and benefits like medical, dental, vision, HR support, workers comp, all kinds of stuff like that.

I think this could be a more powerful value statement including a little more about how he improves profitability. The second half of the value statement where he lists out all of the services he provides is also more of a product description statement than value statement and I would actually completely remove that from the cold call script because it is just a waste of space sharing all of that and by listing out everything he sells. This also gives the prospect an opportunity to disqualify having a conversation by identifying that there is not a need for each thing that he lists out.

Deflect Objections With Questions
I think the salesperson in this cold call example did a fairly good job at responding to objections by deflecting most of them by asking questions. This is a good way to handle objections in a cold call script because it allows you to keep the call going and also uncover more information.

Have a Structured Sales Process
The biggest area that this salesperson could have been better is by having more clarity and control over the sales process that he was trying to take me through. He tried to close me for a 5-minute call at the beginning of the cold call and what he proposed us talking about in the next call would have been more than a 5-minute call. He could have tried to have his 5-minute call with me right during this cold call and then the next close would be to get me agree to move to the next step in his sales process, which could have been a 20 to 30 minute appointment or meeting.


I hope this cold call example gives you some ideas of how you can improve your cold calls and cold call script.