Crafting Effective Cold Calling Scripts: A Comparison of Bad and Good Examples

Cold calling remains a crucial aspect of the sales process, despite the evolution of digital marketing and communication methods. However, the effectiveness of a cold call hinges largely on the script used by the salesperson, and your Unique Selling Proposition (USP)


A well-crafted script can open doors and lead to successful sales conversions, while a poorly executed one can lead to frustration and rejection. In this blog post, we’ll dissect and compare a bad example of a cold calling script to a good example, helping you understand the key elements that make a cold call successful.


Bad Example: The Stumbling Sales Script


Imagine a scenario where a salesperson fumbles through a cold call. Here’s a glimpse of what their script might sound like:


Salesperson: “Hello? Uh, hi, my name is John, and I’m calling from XYZ Company. We sell, uh, software and stuff. I was wondering if you, uh, might be interested in, um, learning more about what we do?”


[1.5 second pause]


Salesperson: “I am calling about our software that helps you with the strategic implementation of your biggest problems from [COMPANY].


Is this a priority for you today?”


Prospect: “Actually, this isn’t a great time …”


Salesperson: “Are you interested in a product demo of how we are in the magic quadrant? We have won all these awards.”


Prospect: “We’re not interested.”


Salesperson: “Are you the decision-maker? Give me two hours, and we can get you going — unless you don’t have a budget.”




Analysis of the Bad Example


Lack of Confidence: In this script, the salesperson sounds needy, unsure and unconfident. Neediness is a major turn-off for potential clients and confidence is key in cold calling, as it conveys professionalism and trustworthiness.


Vague Offer: The script is vague and lacks clarity about the product or service being offered. Potential clients need a clear and compelling reason to engage in a conversation.


Weak Opening: The opening lacks a hook or value proposition to grab the prospect’s attention. The salesperson fails to provide any incentive for the prospect to continue the conversation.


Features and Benefits selling is dead, as is the age-old method of “building rapport”. 


Also, going for the demo before you have adequately demonstrated that you understand their pain will, in most cases, close the door for good.


The purpose of a successful cold calling script is to open the door, to intrigue the buyer, encourage them to stay on the call and delve deeper. 


Above all, your script should have space for your salesperson to listen to the prospect, build trust with them, and allow for a more personalised conversation. Do this and your cold calling script will project authenticity, interest and generosity of shared knowledge, through asking questions, discovering pain points, and establishing a timeline.


Now, let’s explore a good example to see how a cold calling script can be significantly improved.


Good Example: The Persuasive Pitch


Salesperson: “Hey, [Prospect’s Name]. It’s Sarah from XYZ Company, a leading provider of innovative software solutions designed to streamline your business operations and boost productivity. I noticed that you have been exploring ways to optimise processes on LinkedIn, and I believe we have a solution that could benefit you. Perhaps if you tell me more about what you need, we can quickly establish if my solution could be a contender. 


Prospect Responds: [Floating conversation. Listen and ask questions. Think about your solution and develop a use case that will intrigue your buyer].


Salesperson: So, [Prospect’s Name}. You feel that you need a solution that will [reiterate what the prospect just explained to you, demonstrating that you listened and are working with them to find a solution that will meet their needs. Be honest if you feel your solution will not meet their needs. They will respect you more.].


Prospect: “Yes, that’s right. Can you help?”


Salesperson: “Would you be open to a brief conversation to explore how our solution has helped similar businesses in your industry achieve remarkable results?”


Prospect: “Yes thanks. That would be very helpful.”


Analysis of the Good Example


Confidence and Professionalism: In this script, the salesperson exudes confidence and professionalism right from the start. The tone is assertive but not pushy, conveying competence and credibility.


Clear Value Proposition: The script offers a clear and compelling value proposition by addressing the prospect’s specific pain points and needs. It highlights the potential benefits of the product and how it can solve the prospect’s problems.


Intriguing Introduction: The script begins with a tailored introduction that captures the prospect’s interest. It mentions the prospect’s company and industry, demonstrating that the salesperson has done their homework and is genuinely interested in helping.


Keeping the Mystery: By requiring the Prospect to commit to the next step to learn more, you are establishing their level of urgency, and creating a promise that will make them turn up to the meeting.



Cold calling can be a powerful tool when executed effectively. This comparison between the bad and good cold calling script examples highlights the key elements that can make or break a cold call. Confidence, clarity, and a compelling value proposition are essential components of a successful script. When crafting your own cold calling scripts, keep these principles in mind, and remember that preparation, research, and a genuine desire to help the prospect are the keys to turning a cold call into a valuable business opportunity.

Dominating Cold Calling: 9 Tips to Crush Resistance for Sales Success

In the fast-evolving sales landscape, cold-calling techniques remain a potent weapon for connecting with potential clients and nurturing leads. Nonetheless, the very thought of cold calling can trigger apprehension, even in seasoned sales professionals. Conquering resistance to cold calling is absolutely vital for achieving sales triumph, and is easily achievable using our sales success strategies. In this blog, I’ll explore strategies inspired by The Sales Strategist to help you overcome cold-calling fears and transform them into a formidable asset in your sales arsenal.


  1. In-Depth Preparation for Cold Calls


The initial step in conquering resistance to cold calling is meticulous preparation. Comprehensive prospect research is a must. Understanding their demands, pain points, and business aspirations not only bolsters your confidence but also enables you to craft a pitch tailored to their unique requirements.


  1. Crafting an Irresistible Cold Calling Elevator Pitch


An engaging elevator pitch is your secret weapon to crushing cold calling. An effective prospect pitch must be succinct, captivating, and centred on the value you can deliver to the prospect. The Sales Strategist underscores the importance of writing a compelling sales pitch that intrigues the buyer, spurring them to delve deeper. 


  1. Building Resilience to Overcome Cold Call Resistance


Cold calling can be a daunting endeavour, and rejection is an inherent part of the process. When handling cold call rejection it’s imperative to cultivate sales resilience. The Sales Strategist suggests embracing rejection as a learning opportunity rather than a setback. 


Remember, every “no” brings you one step closer to a valuable “yes.”


  1. Active Listening During Cold Calls


Active Listening in Sales is a skill that often goes unnoticed when doing cold calling. The Sales Strategist urges sales professionals to actively listen to their prospects. Building rapport in sales is dead. Prospect expectations have moved beyond rapport. By practising prospect empathy and comprehending their concerns and objectives, you can refine your pitch to be better than fake rapport. Instead work on establishing authenticity and generosity throughout your sales conversation.  It will make you memorable and lead to a much longer-term relationship with your client.


  1. Leveraging Technology for Cold Calling Success


The Sales Strategist recognises the pivotal role of technology in modern sales. Utilise customer relationship management (CRM) software to manage your leads and monitor interactions. CRM Software for sales will stop leads from falling through the cracks and help you better manage your callbacks and follow-ups. Sales automation tools will streamline your cold calling process, enabling you to concentrate on relationship-building.


  1. Maintaining Compliance with Cold Calling Regulations


When conducting cold calls, strict compliance with applicable laws and regulations is imperative. Most prospects now know about do-not-call list adherence. The Sales Strategist emphasises the importance of securing consent and adhering to these regulations. Cold Calling Compliance not only safeguards your reputation but also ensures that you’re targeting genuinely interested prospects.


  1. Role Play and Training for Cold Calling Excellence


One of the most effective ways to overcome resistance is through sales role-play practice. The Sales Strategist advocates that cold call training programs should contain regular role-playing sessions to refine your cold calling skills. Collaborate with colleagues or enlist the services of a coach to receive constructive feedback and improve cold-calling skills.


  1. Setting Attainable Goals for Cold Calling Triumph


Establishing realistic objectives is pivotal for maintaining motivation. The Sales Strategist advises sales professionals to break down their cold calling efforts into smaller, manageable and achievable sales targets. Celebrate every achievement along the way to stay motivated.


  1. Embracing Multichannel Outreach in Cold Calling


Cold calling doesn’t operate in isolation. The Sales Strategist suggests integrating it with other outreach methods, such as email marketing and social media engagement. A multifaceted and multichannel cold calling approach heightens your chances of reaching prospects and reinforces your message and augments your Sales Strategy.




Cold calling doesn’t have to be a dreaded endeavour in your sales journey. With the right mindset and strategies, you can overcome resistance and transform cold calling into a potent tool for generating leads and sealing deals. You will find many tips and strategies for effective cold calling in this and other blogs on The Sales Strategist website. 


In a nutshell, thorough preparation, an impeccable elevator pitch, and continual refinement through practice and learning are your keys to mastering the art of cold calling and achieving sales success.

How do I use zoom to increase sales ?

How do I use Zoom to increase sales ?

In 2020 our world changed forever and with it the way we do business, smart business are asking “how to I use Zoom to increase sales”?

For 36 years I have been travelling across the city, the state the country. Sometimes around the world to visit clients and sell, Qantas loved me !

Now travel is out for the foreseeable future but I still have a new market in the USA to establish on behalf of an Italian manufacturer. I have been forced, like you, to pivot and I love it.

So how do I use Zoom to increase sales ?

I look at it like this, Zoom allows us to bring our buyers to us. It enables us (business owners) to control the agenda and it gives us the control it can be difficult to achieve in some corporate HQs.

Here are some tips to increase status and sales via zoom

  • Embrace new technology like Zoom.
  • Invest in a “store front” your zoom backdrop is now, in my view equally as important as your website.
  • I hate virtual backgrounds, they don’t work and look cheap.
  • Do not conduct a zoom meetings with animals, kids, spouses.
  • No backdrops that are lounge room, open doors or kitchens.
  • Invest in a professional zoom “studio” for under 5K you can be set up.
  • If this investment is beyond you make it about the sound, get a great headset or external mic and don’t rely on a $20c microphone in your laptop.
  • Send email and or text reminders to your client.
  • NEVER be late on a zoom call.
  • NEVER wait more than 5 minutes.
  • Limit your calls duration.


Get to the point – be direct “Hey so we don’t waste anybodies time let’s get to it and to utilise our time together I will be direct”.

If the buyer turns up to the call and they are in a café or noisy space where neither of you can concentrate, re schedule.

When you follow these simple steps you will have exhibited a high degree of professionalism and established status as someone who is serious about business.

If you would like more information like this check out this blog on how i can increase sales.