The Best Cold Call Scripts for Every B2B Sales Team

Cold calling can be one of the most challenging aspects of sales. It requires confidence, resilience, and the ability to connect with strangers — all while facing frequent objections and rejections. 

Yet for sales reps, it’s an essential activity for building pipeline and meeting quotas especially in the age of AI sales tools and a lack of personalization. 

While cold calling is tricky to master, it’s not impossible. Success is much easier to achieve by following proven best practices that make the process smoother and more effective. By researching prospects, personalizing your pitch, and preparing for objections, you can transform cold calls from scary to productive.

In this guide, we examine the power of cold calling, the 5Ps of cold calling that can help you get better results, and several cold call scripts you can use to achieve cold call success in a variety of scenarios. Read on to become a cold call wizard! 

The purpose & power of cold calling today

Cold calling remains a powerful tool in today’s sales landscape. According to HubSpot data, 37% of salespeople believe it’s the most effective cold outreach medium. Despite advancements in technology, cold calling still provides one of the most direct, personal ways to connect with potential customers — making it a vital component of building a strong sales pipeline.

The primary purpose of a cold call is to start a conversation and lay the groundwork for a deeper connection with the prospect. It’s not about closing a deal on the spot; it’s about creating opportunities that lead to future success. 

Maximizing the power of cold calling starts with preparation. Go in blind and don’t be surprised if the conversation’s not productive. To make sure you have success with cold calling, it’s critical to be prepared — and the 5Ps of a great cold call script can help any sales rep at any stage of their career. 

The 5Ps of a cold call script

To succeed in cold calling, reps need more than just a phone and a list of numbers. They need a proven framework to guide their approach. 

The 5Ps of cold calling offer a structured way to tackle calls effectively. By mastering these elements, reps can build confidence, engage prospects meaningfully, and consistently improve their results.

The 5Ps of cold calling

1. Prospect research. Thorough research helps identify the right contacts and tailor your approach to their specific needs and pain points. 

2. Personalization. Customizing your messaging demonstrates you’ve generally interested in the prospect, which builds rapport, making your cold call more engaging and effective.

3. Prepared objection handling. Anticipating common cold call objections and crafting thoughtful responses ensures you stay confident and keep the conversation on track.

4. Practice. Regularly practicing your pitch and delivery sharpens your skills, boost confidence, and increases your chances of success.

5. Positivity. Maintaining an upbeat, optimistic tone creates a good first impression and encourages open, productive dialogue with prospects. 

While cold calling is definitely hard work, following the 5Ps can make it much easier. Now that you’ve got the basics down, let’s examine some sample cold call scripts you can use in different scenarios.

Best cold call script examples

A well-crafted cold call script can be a rep’s best friend, providing structure to cold calls while allowing room for personalization. In this section, we’ll explore some of the best cold call script examples you can use to grab attention, build rapport, and steer conversations toward your goals. Whether you’re breaking the ice, handling objections, or trying to get the prospect to take the next step, these cold call scripts should help you maximize your success on every call.

MQL cold call script

When a prospect shows interest in your offerings by downloading content, attending a webinar, or engaging with social posts, they’re likely what most teams consider a marketing-qualified lead (MQL). Since they already have some awareness of your brand, MQLs tend to be more receptive to personalized outreach.

The primary goal of an MQL cold call is to build on that internal interest and move the prospect further down the sales funnel. To do this, start by referencing their specific interaction to establish relevance, then ask open-ended questions to understand their needs. Using the information you gather, determine next steps — like recommending additional resources or scheduling a follow-up meeting.

Introduction

Hi [Prospect’s Name], this is [Your Name] from [Your Company]. I noticed you recently [downloaded our ebook on topic/attended our webinar on topic] and I wanted to thank you for your interest. Do you have a few minutes to chat?

Engagement

I’m curious. What prompted you to check out [content/resource]? Are you currency exploring solutions for [specific problem or need related to content]?

Value proposition

Based on what you shared, many of our clients have faced similar challenges, and we’ve been able to help them by [specific solution/benefit your company provides]. I’d love to explore if we can provide the same value for you.

Call to action

Would it make sense to schedule a call with our team to dive deeper into your goals and see if we’re a good fit? How does [specific day/time] work for you?

‍Close

Great, I’ll send over a calendar invite for [agreed time] and you’ll see my colleague [name] on the invite. If you think of any questions in the meantime, please feel free to reach out. Looking forward to our conversation!

As you can see, you’re using data, personalization, and a friendly tone to keep the conversation flowing in the right direction!

Cold email follow-up script

When prospects show interest but don’t respond to you initial outreach, you might decide to follow up with a cold call. This gives you a chance to build on the message you’ve already sent, create a personal connection, and move the conversation forward.

The goal of the cold email follow-up is to reintroduce your value proposition, gauge the prospect’s interest, and encourage a next step. 

Introduction
Hi [Prospect’s Name], this is [Your Name] from [Your Company]. I wanted to follow up on the email I sent recently about [specific topic/solution] and see if you had a moment to discuss it.

Engagement
I mentioned that we’ve helped companies like [relevant example/client] with [specific benefit or problem solved]. Does that align with any challenges you’re currently facing?

Value proposition
We specialize in [brief value statement or solution summary], and I thought it could be a great fit for your team. If now isn’t a good time, I’d be happy to schedule a quick call to dive deeper.

Call to action
Does [specific day/time] work for you to connect? Or would you prefer I send over more details via email?

Close
Thanks for your time, [Prospect’s Name]. I will send over [a calendar invite / more information] and am looking forward to hearing your thoughts. 

This script is a good way to get them to read your future emails as well - they may have missed your cold email or deleted it with the dozens of other cold emails they receive. By going above and beyond and giving them a call, you show that you believe it is worth their time to at least explore your solution. 

Event follow-up script

When a prospect visits your booth, attends a session, or engages with your team during an event or trade show, you’ll probably drop them a follow up. While many companies rely on email follow-up with event prospects, a cold call can help you stand out from the crowd. This gives you a valuable opportunity to build on the rapport you established during the event and keep your company top of mind.
The goal of the event follow-up cold call script is to continue the conversation, understand the prospect’s needs, and move them toward the next step in the sales process.

Introduction
Hi [Prospect’s Name], this is [Your Name] from [Your Company]. We had a chance to connect at [Event Name], and I wanted to follow up. How was the rest of the event for you? Anything stand out?

Engagement
When we spoke, you mentioned [specific pain point or topic discussed]. I thought it might be helpful to continue that conversation, especially since we’ve helped other companies with [specific solution].

Value proposition
At [Your Company], we specialize in [specific benefit or service], and I’d love to explore how we might be able to support your goals.

Call to action
Would you be open to a quick call next week to dive into this further? How does [specific day/time] work for you?

Close
Thanks, [Prospect’s Name]! I’ll follow up with an invite if that works for your schedule.

You may need to remind them of who you are / what your company does - as events can be overwhelming as attendees are meeting so many folks. If you can remember specifically where you met them (e.g., at the booth, at a talk, etc.) and what they were wearing and saying, that can also go a long way in showing you care about the prospect.

New employee cold call script

When someone starts working in a key position at a target account, it often signals an opportunity since new employees may be evaluating current processes, tools, and vendors to make improvements or establish their vision.

The goal of the new employee cold call script is to introduce yourself to the company, understand the individual’s priorities in the new role, and position yourself as a helpful resource during the transition.

Introduction
Hi [Prospect’s Name], this is [Your Name] from [Your Company]. Congratulations on your new role as [position] at [Company Name]! How has the transition been so far?

Engagement
I wanted to reach out because we often work with leaders like you who are stepping into new positions and looking to [achieve a specific goal or solve a specific challenge]. Are there any initiatives or priorities you’re focusing on as you settle into the role?

Value proposition
At [Your Company], we specialize in [specific solution or benefit], and I thought it might align with some of the goals you’re tackling in your new role. I’d love to share how we’ve helped others in similar positions.

Call to action
Would you be open to a quick call to discuss this further? How does [specific day/time] work for you?

Close
Great! I’ll send over a calendar invite. Looking forward to the conversation, and congrats again on your new role!

P.S. LeadIQ offers signal tracking including job tracking so you can be automatically notified if a prospect or contact gets a promotion or moves to a new company. 

New funding script

When companies receive new funding — whether through venture capital, private equity, or grants — they’re often focused on scaling their operations, investing in growth, and exploring new tools or solutions that support their expansion.

The goal of the new funding cold call script is to introduce your solution as a potential enabler of their growth strategy.

Introduction
Hi [Prospect’s Name], this is [Your Name] from [Your Company]. Congratulations on securing [specific funding or investment round]! That’s an incredible milestone for your team.

Engagement
I wanted to reach out because many companies in your position are focused on scaling operations, optimizing processes, and investing in new tools to support growth. I’d love to understand what your key priorities are as you move forward.

Value proposition
At [Your Company], we specialize in [specific solution or benefit], and we’ve worked with other companies post-funding to help them [specific result, e.g., streamline operations, improve efficiency, or accelerate time to market].

Call to action
Would you be open to a quick conversation to see if we might be a good fit to support your growth? How does [specific day/time] work for you?

Close
Great! I’ll send over a calendar invite. Looking forward to our chat!

Getting a new round of funding or closing a grant is a big deal. But it puts pressure on teams to start showing success pretty quickly following the announcement. After all, you know they have more funds to afford additional tools. So, the biggest part of this engagement is to ensure they understand that while funding is a milestone, they’ve got a lot of work to do over the coming months to achieve the next big win.

Referral cold call script

Reaching out to a prospect who was referred to you by a mutual contact, client, or colleague? Referrals often carry a high level of trust, making your cold call more likely to succeed.

The goal of the referral cold call is to leverage the existing relationship for a warm introduction and begin building rapport with the prospect.

Introduction
Hi [Prospect’s Name], this is [Your Name] from [Your Company]. I was speaking with [Referral Name], and they suggested I reach out to you. They mentioned you might be interested in [specific solution or service]. Do you have a moment to chat?

Engagement
[Referral Name] spoke highly of you and mentioned that you might be looking to [solve a specific problem or achieve a goal]. I wanted to see if that’s something you’re still focused on, and how we might be able to help.

Value proposition
At [Your Company], we specialize in [brief value statement], and we've helped similar organizations achieve [specific benefit]. I believe we could assist you with [specific challenge or opportunity].

Call to action
Would you be open to a brief call next week to discuss this further? What time works best for you?

Close
Great! I’ll send over a calendar invite. Thanks for your time, and I look forward to connecting.

Make sure you thank them for their time and follow up with the person who referred you shortly following the call. You want to thank them for the referral and show that you’ve delivered on your end of the introduction — making them more likely to introduce you to others in the future. 

Gatekeeper script

Sometimes you’re trying to reach a decision-maker but are first greeted by a gatekeeper, like an assistant or office manager. These folks can be crucial when it comes to determining whether your message ultimately reaches the desired target, which is why it’s important to approach them professionally and respectfully.

The goal of the gatekeeper cold call script is to build rapport with the gatekeeper, gain their trust, and secure the opportunity to speak with the decision-maker.

Introduction
Hi [Gatekeeper’s Name], this is [Your Name] from [Your Company]. How are you today?

Engagement
I’m hoping to speak with [Decision Maker’s Name] regarding [specific topic or solution]. Do you happen to know if [he/she/they] are available?

Value proposition
We work with companies like [Prospect’s Company] to help them with [specific challenge or need], and I believe [Decision Maker’s Name] would find it valuable. Our solution has helped organizations like theirs achieve [specific benefit].

Call to action
Could you help me connect with [Decision Maker’s Name]? Or if [he/she/they] are unavailable, would you be able to suggest a better time to reach out?

Close
Thank you so much for your time, [Gatekeeper’s Name]. I really appreciate your help, and I look forward to connecting soon.

The gatekeeper’s goal is exactly that: keep their boss focused on the most important priorities and not get distracted. While many people blow off gatekeepers as unimportant, showing respect for them and building rapport is a huge way to make it into their boss’ purview. 

Cold call voicemail scripts

Prospect not answering your cold call? Leave a voicemail. Just make sure it’s brief, clear, and compelling enough to encourage a call back. You’d be shocked at how few sales people leave voicemails — especially ones that are intriguing to the prospect. 

The goal of the cold call voicemail is to quickly introduce yourself, offer value, and prompt the prospect to return your call. 

Introduction
Hi [Prospect's Name], this is [Your Name] from [Your Company]. I hope you're doing well.

Engagement
I’m reaching out because I’ve been following [Company Name] and noticed that you might be facing [specific challenge or opportunity], which we’ve helped other companies in your industry with.

Value proposition
We specialize in [brief solution description], and we've helped businesses like yours achieve [specific benefit or result]. I believe we could help you tackle [specific challenge].

Call to action
I’d love to schedule a quick call to discuss how we can support your goals. You can reach me at [Your Number] by phone or text. I’ll also follow up with a quick email so you can reach me there as well. 

Close
I’d love the chance to show you what we’re building and how I think it would really help [Company Name]. I look forward to connecting soon!

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Cold calling tips, objection handling, and beyond

Cold calling can certainly be challenging. Even so, it remains an essential tool for sales success.

The key to overcoming these challenges starts with being prepared and being consistent. By learning best practices, following proven scripts, and knowing how to handle objections, reps can approach each cold call with confidence. 

While not every cold call will result in a meeting or an eventual closed deal, applying these battle-tested scripts and strategies can increase the likelihood of success. 

To learn more about how to sharpen your cold call skills, here are some additional resources you may want to check out:

• 14 cold calling tips from expert sales gurus
• 6 dos and don’ts of cold calling
• 6 cold calling tips from Jason Bay & Will Aitken

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