Cold Call Script Library

How to use this tool. This library is for owners and sales leads in B2B businesses who need to make outbound calls without sounding like a call centre. Allow about 90 minutes to read it, fill in your details and choose your first call list. At the end you will have a personalised set of scripts, a call log and a one-week calling plan.

Why it matters

Most owners avoid cold calling until the pipeline is thin, then make a rushed batch of calls with no plan. The calls feel awkward, the results are poor, and the conclusion is that "cold calling doesn't work for us".

Usually the problem is the script, not the channel. A good cold call is short, polite and specific. Its only job is to earn a conversation, not to sell your service over the phone. Scripts help because they remove improvisation in the first 20 seconds, which is where most calls are won or lost.

The method: five parts to every call

Every script in this library follows the same simple structure.

1. Identify yourself and ask permission. Say your name and business, then ask for a moment. People respond better when they feel they have a choice.
2. Give a reason for the call. Explain why you chose them, using something relevant such as their industry, a recent project, a referral or a local connection.
3. State the value in one sentence. Say what you help businesses like theirs achieve, without jargon.
4. Ask one simple question. The question should help you decide whether a conversation is worthwhile.
5. Propose a small next step. Ask for a short meeting, site visit or call, not a decision.

Read each script aloud before using it. If it sounds stiff, change the words but keep the structure.

Compliance first

• Do Not Call Register. Calls to individuals, including sole traders on personal or mobile numbers, may be covered. Check your list against the register before calling, and get professional advice if you are unsure whether a number is covered.
• Be open about who you are. State your name and business at the start. If someone asks you to stop calling, stop, and record it.
• Calling hours. Observe the permitted calling times for telemarketing and avoid calling at unreasonable hours.
• Follow-up messages. Under the Spam Act 2003, commercial emails and SMS need consent, must identify you as the sender and must include a working unsubscribe option.
• Privacy. Record only what you need in your CRM or spreadsheet. If you record calls, tell the person at the start.

This is general guidance, not legal advice.

The tool: your call foundations

Fill this in before you use any script. Every placeholder in the scripts comes from here.

Decision to make now: choose one target segment for the first week. Calling one type of business consistently teaches you more than calling five types occasionally.

The script library

Script 1: The standard opener to a decision-maker

When to use it: your default call to an owner or manager you have never spoken to.

"Hi [first name], it's [your name] from [business name]. Have you got 30 seconds for me to explain why I'm calling, or is this a bad time?"

(If yes) "Thanks. We work with [type of business] in [area] who [problem you solve]. I'm calling because [reason you chose them, e.g. you've been working on commercial fit-outs in the area]. Is [problem] something that comes up for you at the moment?"

What to say next:

• If they say yes or sometimes: "Good to know. Would it be worth 15 minutes next week so I can show you how we handle it? I have [day] or [day]."
• If they say no: "Fair enough. Who looks after that for you now? I'd like to check I'm not missing something." Then listen, thank them and move on.

Script 2: Getting past the gatekeeper

When to use it: a receptionist or office manager answers and the person you want is not on the line.

"Hi, it's [your name] from [business name]. Could you help me? I'm trying to reach whoever looks after [area, e.g. maintenance contracts] for [company name]."

What to say next:

• If they give a name: "Thanks, [name]. Is [person] available now, or is there a better time to catch them?"
• If they ask what it is about: "It's a quick question about how [company name] handles [area]. I'm not selling anything on this call." Only say this if it is true.
• If they will not put you through: "No problem. When is the best time to try again?" Record the answer and be courteous. The gatekeeper will remember you.

Script 3: Voicemail

When to use it: you reach voicemail. Leave one message per attempt, and no more than two messages in total before changing channel.

"Hi [first name], it's [your name] from [business name]. I'm calling because we help [type of business] [outcome, e.g. cut the time spent chasing quotes]. I'll try you again [day]. If it's easier, you can reach me on the number I've called from. Thanks, [first name]."

What to say next: nothing until you call back on the day you named. Keep that promise. If you speak to them, begin with: "Hi [first name], it's [your name]. I left you a message on [day]."

Script 4: The referral opener

When to use it: someone has agreed that you can use their name. Always ask the referrer first.

"Hi [first name], it's [your name] from [business name]. [Referrer's name] at [referrer's business] suggested I call you. We recently helped them with [short description], and they thought you might have a similar situation. Have you got a minute?"

What to say next: "I don't want to assume anything, so can I ask how you're currently handling [problem]?" Listen for 60 seconds before you suggest a meeting. Referral calls usually convert better than cold ones, so give them your best effort.

Script 5: Reviving an old quote or lapsed customer

When to use it: you quoted and heard nothing, or someone has not bought from you in over a year.

"Hi [first name], it's [your name] from [business name]. We spoke about [project or service] back in [month]. I'm checking in to see whether that's still on your radar, or whether things have moved on."

What to say next:

• If still relevant: "Great. What's changed since we last spoke? I'd like to make sure the quote still fits."
• If not: "No problem. Is it okay if I check back in [timeframe]?" Then do exactly that.

Script 6: Objection responses

Keep each response short. The aim is to understand the objection, not to win an argument.

"Just send me an email."

"Happy to. So I send something useful, can I ask one quick question: what's the main thing you'd want it to cover, [option A] or [option B]?"

Next: send what they asked for within the hour, then follow up on the day you agreed. Only email someone if you are confident the Spam Act requirements are met.

"We already have someone."

"That makes sense, most of the people we speak with do. I'm not suggesting you change anything. If it's ever worth a second opinion on [area], would it be okay if I stayed in touch?"

Next: if they agree, ask how they prefer to be contacted, then set a reminder.

"Not interested."

"Understood. Can I ask, is that because the timing's wrong, or because [problem] isn't an issue for you?"

Next: accept the answer. If they give a reason, note it. If they repeat "not interested", thank them and end the call.

"We don't have the budget."

"That's fair. I'm not asking you to commit to anything today. A short conversation would let you see whether it's worth planning for next [quarter or financial year]. Would that be useful?"

Next: if not, ask when budgets are set and call then.

"How much does it cost?"

"It depends on [two or three factors, e.g. size of the site, number of staff, scope]. Most of our work for [type of business] starts from [your typical starting range, if you are comfortable sharing]. Can I ask a couple of questions so I can give you a sensible figure?"

Next: ask two or three scoping questions, then move to the meeting.

Script 7: Booking the next step

When to use it: the person has shown interest and you want a clear commitment.

"It sounds like it's worth a proper look. I'd suggest [15-minute call / 30-minute site visit] so I can [specific outcome, e.g. give you a fixed price]. Does [day] at [time] work, or is [day] better?"

What to say next: confirm the details back: "Great, I'll put [day, time, place or method] in the diary. What's the best address to send the invitation to?" Send a confirmation with agreed consent, and include your business name and an unsubscribe option if it is a commercial message.

Script 8: Follow-up message after a call

When to use it: within a day of a conversation where they agreed to hear from you.

Subject: Following up on our call, [topic]

Hi [first name],

Thanks for taking my call today. As discussed, [one-line summary of what you agreed]. I've [attached / included] [item]. I'll call you on [day] as we planned.

Regards, [Your name], [business name] If you'd prefer I don't contact you again, reply "unsubscribe" and I'll remove you.

Script 9: The polite close-out

When to use it: after three or four unanswered attempts over a few weeks.

"Hi [first name], it's [your name] from [business name]. I've tried you a few times, so I'll assume the timing isn't right and won't keep bothering you. If [problem] ever becomes a priority, you're welcome to get in touch. All the best with [something specific to them]."

What to say next: nothing. Mark the contact as paused and review in six months.

Your call log and weekly scorecard

Use a spreadsheet or your CRM. Keep it simple.

A worked example (fictional)

Kestrel Commercial Electrical is a fictional Perth electrical contractor with eight staff. The owner, Dana, wanted more maintenance contracts from property managers.

Dana chose one segment: property managers with commercial portfolios in the northern suburbs. Her value statement was: "We keep tenants' lights and safety systems compliant, so property managers stop chasing contractors." She blocked out Tuesday and Thursday from 9:00 to 10:30am and used Scripts 1, 2, 3 and 7.

In the first week she made 40 attempts. She reached 12 decision-makers, heard "send me an email" five times, and booked two site visits. Reviewing her log, she noticed that calls opening with a reference to a nearby building she had worked on got longer conversations. In week two she added that detail to Script 1 and tracked the difference. These numbers are illustrative only. Your own results will vary.

How to read the results

Do not judge the method on the first ten calls. After 50 calls, look at your log for patterns.

• Few conversations: your list or your calling times are the problem. Try different times and check your contact details.
• Many conversations, few meetings: your value statement or your ask is too vague. Make the next step smaller and more specific.
• Many meetings, few clients: the problem is in the meeting, not the calls. Review your proposal process.
• Good looks like: most calls are polite and under three minutes, every attempt is logged, and every promised follow-up is made on the day you said.

Common mistakes

• Pitching your whole service in the first 30 seconds.
• Reading the script word for word without adjusting it to the person.
• Calling without a reason specific to that business.
• Failing to call back when you said you would.
• Not recording do-not-contact requests, then calling again.
• Giving up after one attempt, or pestering after five.
• Skipping the log, so you cannot tell what is working.

Put it to work this week

1. Complete the call foundations table and write your one-sentence value statement.
2. Choose one segment and build a list of 40 businesses, checking numbers that may belong to individuals against the Do Not Call Register.
3. Rewrite Scripts 1, 2, 3 and 7 in your own words, then read them aloud twice.
4. Block out two 90-minute calling sessions in your diary and make your first 40 attempts, logging every one.
5. At the end of the week, complete the scorecard and decide one thing to change before the next session.

Where Lotus helps

Lotus Strategic Services helps Australian B2B businesses work out who to call, what to say and how to measure whether outbound is paying off. We can review your call log, refine your scripts and build a repeatable sales routine that fits around the work you already do. Book a free 30-minute discovery call at lotusstrategic.com.au.