A cold calling script is a planned structure for an outbound call to someone who is not expecting it. Its job is to earn the next thirty seconds, find out whether there is a fit, and agree a next step. It is not a speech to be read.
The structure and templates below are the kind our outbound teams build with clients during onboarding and then revise from real conversations.
The five part structure
- Opener. Say who you are and why you are calling in one breath. Do not ask "how are you today?"
- Reason. Give a specific, relevant reason for calling this person.
- Question. Ask one question that gets them talking about their situation.
- Value. Connect what they said to what you offer in a sentence or two.
- Ask. Propose one clear next step, usually a short meeting.
A call that follows this order sounds like a conversation. One that starts with the pitch sounds like an interruption.
Template 1: booking a B2B meeting
"Hi [Name], this is [Your name] from [Company]. I will be brief. We work with [type of company] on [specific problem], and I am calling because [relevant trigger, such as a new location or a job posting]."
"Can I ask how you currently handle [the problem]?"
[Listen. Reflect back what you heard.]
"That is what we hear a lot. We help with that by [one sentence]. Would it be worth a 20 minute call with [specialist] to see if it applies to you? I have Tuesday at 10 or Wednesday at 2."
Template 2: following up an inbound inquiry
"Hi [Name], this is [Your name] from [Company]. You asked about [service] on our website [today or yesterday], so I wanted to call while it is fresh."
"What prompted you to look into it?"
[Listen.]
"Thanks, that helps. The next step is a short call with [person] who can give you exact answers. Does [time] work, or is later in the week better?"
This is technically a warm call, and it converts far better than any cold script when it happens quickly.
Template 3: reactivating a past customer
"Hi [Name], this is [Your name] from [Company]. We did [work] for you back in [month or year] and I am calling to check how it has held up."
[Listen.]
"Good to hear. The reason I am calling now is [seasonal reason or new service]. Would you like me to book [next step]?"
Handling common objections
- "I am not interested." "Understood. Can I ask whether that is because you have it covered, or because the timing is wrong?"
- "Send me an email." "Happy to. So I send something useful, what would you want it to cover?"
- "We already use someone." "That makes sense. What would you change about how it works today?"
- "Call me later." "Of course. Is [specific day and time] better?"
Each reply asks a question. The goal is to keep the conversation going or to close it politely, not to argue.
A voicemail script
"Hi [Name], this is [Your name] from [Company] on [number]. I am calling about [specific reason in six words]. I will try you again [day]. Again, [number]."
Keep it under twenty seconds and say the number twice.
Rules that apply in the United States
Outbound calling is regulated. The FTC’s Telemarketing Sales Rule sets requirements such as calling hours and disclosures, and the National Do Not Call Registry restricts sales calls to registered consumers. States add their own rules.
Most business to business calls are treated differently from calls to consumers, but not all are exempt. This is general information, not legal advice. Confirm what applies to your campaign before you dial, scrub your lists and keep your own do not call list.
What to measure
- Dials to conversations. A measure of list quality and timing.
- Conversations to next steps. A measure of the script and the offer.
- Next steps kept. A measure of qualification.
- Objections heard. The raw material for the next version of the script.
Review recordings every week and change one thing at a time.
Common mistakes
- Reading the script word for word.
- Talking past the first question.
- Offering three next steps when one would do.
- Calling a list nobody has checked.
- Giving up after one attempt. Most conversations happen on a later call.
When to outsource the calling
Outsource when your salespeople are skilled at closing and short of conversations. A dedicated calling team keeps the top of the pipeline moving so closers can do what they are best at. See our cold calling, appointment setting and lead generation outsourcing services.
Frequently asked questions
What should a cold calling script include?
An opener that states who you are, a specific reason for the call, a question, a short statement of value and one clear next step.
How long should a cold call opener be?
One or two sentences. State your name, your company and why you are calling this person.
Is cold calling legal in the United States?
Yes, within rules. The Telemarketing Sales Rule, the National Do Not Call Registry and state laws apply, with different treatment for calls to consumers and to businesses. Check what applies to your campaign.
Should agents read a script word for word?
No. A script is a structure. Agents should know it well enough to hold a natural conversation.
Sources
Cold Calling Script Examples and Templates
The four templates below add to the three above. Each one is an illustration of the structure in action, not a word-for-word script. Replace the bracketed parts with details from your own market, then test and revise from real calls. For more call types, see our outbound call scripts.
Template 4: follow-up call after a first conversation
"Hi [Name], it is [Your name] from [Company]. When we spoke on [day], you mentioned [their problem or priority]. I said I would call back once I had [the information they asked for]."
"I have it now. [One sentence on what you found.] Does that change how you are thinking about [the problem]?"
[Listen.]
"Then the next step is [meeting, demo or proposal review]. Would [day and time] work?"
Reference something specific from the first call. It shows you listened and gives the prospect a reason to continue.
Template 5: referral call
"Hi [Name], this is [Your name] from [Company]. [Referrer's name] suggested I call you. We worked with [him or her] on [problem], and [he or she] thought you might be dealing with something similar."
"Is [the problem] something that comes up for you?"
[Listen.]
"Would it help to set up a short call to compare notes? I have [two time options]."
Only use the referrer's name with their permission, and tell them afterward that you called.
Template 6: voicemail after a missed callback
"Hi [Name], it is [Your name] from [Company], returning your call about [topic]. I have [the answer, time slot or document] ready for you. My number is [number]. I will also send a short email so you have the details in writing. Again, [number]."
Teams often skip this voicemail. When a prospect has already shown interest, make the reason for calling back concrete.
Template 7: getting past the gatekeeper
"Hi, this is [Your name] from [Company]. I am hoping you can help me. I am trying to reach whoever handles [area of responsibility]. Would that be [Name], or someone else?"
[If they ask what it is about:] "It is about [specific topic in plain words]. I would like to ask [Name] one question to see if it is relevant. When is the best time to reach [him or her]?"
Be direct and polite. Gatekeepers decide who gets through, and a clear reason is more persuasive than vagueness.
How to Adapt a Template
A template only works when it sounds like your business and your buyer. Use these steps to adapt any of the seven:
- Name the trigger. Replace the generic reason for calling with a specific event for that prospect, such as a new location, a job posting or a recent inquiry.
- Use your buyer's words. Describe the problem in the language your customers use on sales calls, not the language on your website.
- Ask one question. Keep the discovery question short and open, and cut any second question until you have heard the answer to the first.
- Offer one next step. Give a single, specific ask with two time options.
- Test against recordings. Change one line at a time and compare outcomes over enough calls to see a pattern before changing the next.
Industry teams can start from scripts built for their market: see our real estate cold calling scripts and insurance cold calling scripts. If you want a team to run and refine the scripts for you, see our cold calling service.
More Questions About Cold Calling Templates
Can I use the same cold calling template for every industry?
The five part structure works in any industry, but the reason for calling, the question and the language should change for each market. A template written for software buyers will sound out of place to a property manager or an insurance agent.
How many follow-up calls should a cold calling script plan for?
Plan a sequence rather than a single call, because most conversations happen on a later attempt. Agree the number of attempts, the spacing between them and when to switch to email before the campaign starts, and stay within the calling rules that apply to your list.
About eleVAte BPO. eleVAte began in 2015 with two virtual assistants in Dumaguete City, Philippines, and is still run by its founders. Co-Founder and CEO Claire De La Pena spent almost two decades as an executive virtual assistant before building the company, which is now a 50 seat operation providing dedicated support, sales and back office teams. Meet the leadership team.
Last reviewed October 2026. This guide is general information and not legal, tax or financial advice.
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