Cold Call Template

Salesperson: “Hi Bob, it’s Chris calling from ABC Company - Have I caught you at a bad time?”

Offering to get off the call immediately sets the prospect at ease.

Prospect: “Hi Chris, thanks for the call. No, I have a few minutes now, what can I do for you?”

Salesperson: “Can I start by telling you why I’m calling, and if that’s relevant we can continue the call? This should take about 30 seconds”

States the why, asks permission to proceed, is clear on time requirement

Prospect: “Sure, that sounds great”

Salesperson: “I’m following up from your submission on our website for more information. More specifically I’d like to discuss with you the challenges we hear from our clients, (job title)’s in the (niche) industry. I’m sure you’re a busy person so I don’t want to waste your time, or mine, so if it turns out these are also relevant to your work at (prospect company name), then we can schedule time to speak further; if not, I’ll let you get back to your day, and me to mine. This won’t take more than 5 minutes to talk through, will that be OK with you? <where title/industry match the buyer> <Pause - silence>

Further background, asks permission to proceed, is clear on time requirement

Prospect: “OK”

Salesperson: “We typically hear from (job title)’s of (company type) that they are struggling with (problem 1), frustrated by (problem 2), and aren’t always certain how to deal with (problem 3). Does any of this resonate with you?

Prospect: “Yes, in fact the last point you mentioned in particular is something I’m dealing with right now”

Salesperson: “We hear that a lot, can you tell me more?”

Prospect: Describes the problem in a bit more detail

If there is interest and the problem resonates, a salesperson should use this time to gather relevant details about the prospect’s challenges as they relate to the product/solution he/she would like to sell. This is NOT the time to pitch the product, rather the salesperson should be trying to understand whether this prospect is the right person to be speaking to, has a problem he/she can solve, and has budget or influence on budgetary decisions as they relate to this product/service.

If, on the other hand, the problems are not relevant then use the opportunity to get a name of someone else to speak to, then thank the person for their time, and hang up.

**Watch the clock closely - you said 5 minutes, stick to it; even if they’re still going make them aware of the boundary you set, and set the next call as an opportunity to dive into more depth.

Salesperson: “OK, from what you’re telling me it sounds like we might be able to help you; but we can’t help everyone <pause>. I’ve called you cold today and I assume you have a busy day to get back to and I have more calls to make, would it make sense for us to put a 15 minute call in the diary at a convenient time so we can discuss this further?”

Prospect: “Yes, that sounds good”


  1. Set the meeting

  2. Send the calendar invite while on the call

  3. Follow up with your contact details

  4. Hang up