Cold Call Template

Recently many clients have been asking for new cold call templates as they attempt to back to the market and drum up new business. Here is one I have used in the past with great success!

Hello Mary, this is ______ from ABC Company. Did I at a bad time?
I am calling you because we have been working with other local governments (insert youor market here) in ____________ like yours to help them (insert Unique Selling proposition
For example: _________________________________________________.
Are these important issues for you?
Which one is the most important?
Why is that?
Can you tell me more about that?
Knowing that we have been able to help other companies in ___________________does it make sense for us to arrange a meeting?
What times next week work for you?
Tuesday at 9:00AM works for me as well. I look forward to seeing you then at your office. I

12 responses to “Cold Call Template

  1. Colleen,

    With all due respect, surely you’re not this cheesy? This is a terrible script, if you want to call it that. It sounds like something right out of Tom Hopkins “How To Master The Art Of Selling”. Great – only problem is that is was written 30 years ago.

    Asking someone right out of the gate “Did I (sic) at a bad time?, gives them an immediate opportunity to say yes – assuming you even get them on the line. Which leaves you dead cold. The rest of the questions sound like canned spam and your only way of getting someone to sit through them without wanting to choke themselves (or you), is if they’re lonely, depressed and are willing to talk to anyone. Not someone you want as a customer.

    When you make a call, start like this “Hi Tom, this is Mary from XXX company. I was hoping you could help me. (people always want to help if you just ask) I’m trying to find the person responsible for xxx product or service . Can you direct me? If you’ve done your homework ahead of time, you’re already talking to that person, but let them say “I’m the man or lady” and then you can give a big sigh of relief and say “That’s great, give them a quick one liner “We’re a xxx company located here in xxx city, and I was wondering if I could get on your calendar for 30 minutes so I can come by, introduce myself and my company, etc… They’ll either say yes or engage in a conversation. the point is – you should be having a conversation, not giving a scripted pitch.

    The call is to set the appointment,not go through a needs analysis. If there’s no need – don’t worry – they’ll tell you. No need to go into the cheese.

    On a final note, statistics show that people atr 78% more likely to positively respond to a well written email then they would a phone call, so I would skip the telemarketing altogether as a first line of attack.


  2. Hey Steve,

    Thanks for your comments. Of course you are welcome to disagree as I am with some of your comments so let me explain….

    1) In all studies we have done, and based on current client experience “did I catch you at a bad time” is the best thing to say on a cold call simply because it IS ALWAYS a bad time when you call without an appointment. In saying so, you are pointing out the obvious and 95% of all prospects laugh and say “its always a bad time! What’s up?” This is magic because they have now given you permission to talk.

    2) You are right – the world help is great if you really don’t know who you are calling. But, “If you

  3. “On a final note, statistics show that people atr 78% more likely to positively respond to a well written email then they would a phone call, so I would skip the telemarketing altogether as a first line of attack.”

    “How To Master The Art Of Selling”. Great – only problem is that is was written 30 years ago.

    I would like to comments as I believe that people responding to a well written email did work back when every one used AOL back in 96 – 00, and the word spam was only known as a type of meat form. a phone call is a great way to break the ice, intro – followed up with a well written email. How are you going to get the email voluntarily from the prospect unless you contact them VIA phone. If you are just sending because you found it, doesn’t that classify you as a spammer, very frustrating. I would say more than 78% of those emails that are randomally sent are deleted before they are opened. Good sales people know how to work the phone, others like to hide behind email – it’s good to hear a nice voice coming from a seasoned sales person. I receive on any given day 100 -300 emails……. maybe one to five cold calls a week. I listen – I prospect – I absord knowledge. there is a HUGE difference between Telemarketing, and a making a sales call. Work both avenues in tandom and you will be thrilled with the results.

    High Level Marketing

  4. Ahhhh email……. I have stats that are a couple years old but I would have a hard time believing that they could change THAT dramatically:

    2.6% of cold voice mail gets returned*
    2.45% of cold email gets retuned*
    1.27% of cold Direct Mail gets returned*
    *American Direct Marketing Association 2006 report


  5. The intro “did I catch you at a bad time” has been very effective for me. However I forgot what it was classified as. There was a name for it as a part of the script and why it worked. Could you give me some more information about it? I would like to due justice during a training. Thank you.

  6. Congratulations on your results! Thanks very much for sharing. I have to admit though I am a bit perplexed too as to what I might have classified this as, other than an opener. Maybe you can help me out. Do you remember where you first heard me teach this opening line? Perhaps I can go back an review my notes. The reason it does work is because 99% of the time you are calling someone it is a bad time. They are almost always in the middle of something else and so you are pointing out the obvious and getting them to tell you that they want to talk. Often it makes them laugh – which is a great way to build rapport. Let me know if I can help with anything else!

  7. Hi – its common courtesy to aks if its a good time to call, not just because its pointing out the obvious:

    1. If its a bad time and you then continue to launch into a sales pitch based on the fact that ‘its always a bad time’ you have just lost a potential customer – pointless. They may or may not let you get to the end of your sentence then hang up.

    2. You give the recipient a chance to say no, to which you can re-schedule a call at a time to suit the client – now its not a cold call and you have a captive audience.

  8. Hey Ben,

    I know it sounds counterintuitive to ask “did I get you at a bad time” but it works. Truth is, it is ALWAYS a bad time to call your prospects without an appointment. They are always doing something else. So, by using this approach you are pointing out the obvious. PLUS, you don’t sound like a sales person. 99% of the time your response is one of two things: (1) “it’s always a bad time but what’s up?” – giving you permission to go on. or (2) Yes, I am….. – which allows you the chance to apologize for interrupting and to make an appointment for a future call.

    Client’s that use this approach report amazing results. Before you condemn it I would suggest you give it a try. It just might make each contact you make all that more profitable!

    Thanks, Colleen

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