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Sales Knowledge Base

Quick-reference scripts and procedures for cold-calling and inbound sales teams.

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Cold call openerOpening a call

The first 15 seconds of a call with someone who is not expecting you.

  1. Greet them by name and say who you are and your company.
  2. Give one sentence on why you are calling, focused on their problem, not your product.
  3. Ask permission for 30 seconds and let them say no.
Say this

Hi [customer's name], it's [your name] from [your company]. I know I'm calling out of the blue. I help [type of business] with [one specific problem]. Do you have 30 seconds for me to explain why I called, and you can tell me if it's relevant?

Tip: Sound relaxed. Asking permission lowers resistance more than a perfect pitch does.

Responding to an inbound leadOpening a call

Someone filled in a form, emailed or called asking about your service.

  1. Respond quickly. Aim for minutes, not hours.
  2. Thank them and repeat what they asked about so they know you read it.
  3. Ask two qualifying questions: what prompted the enquiry, and when they need a solution.
  4. Agree the next step (call, demo or quote) and put a date on it.
Say this

Hi [customer's name], thanks for getting in touch. You asked about [topic]. So I can point you in the right direction: what's prompted this, and when are you hoping to have something in place?

Tip: Speed matters most. A fast, decent reply beats a slow, perfect one.

"Just send me an email"Objections

A polite way of ending the call. Turn it into a useful next step.

  1. Agree, so there is no friction.
  2. Ask one question so the email is relevant.
  3. Confirm their email address.
  4. Agree when you will follow up before hanging up.
Say this

Happy to. So I send something useful and not a generic brochure, what's the one thing you'd most want it to cover? … And if I follow up on Thursday, is morning or afternoon better?

Tip: The follow-up date is the important part. Without it, the email usually goes nowhere.

"It's too expensive"Objections

The price feels high, or the customer is comparing you with something else.

  1. Do not defend or discount straight away.
  2. Ask what they are comparing the price with.
  3. Connect the price to the cost of the problem they told you about.
  4. Offer options (a smaller scope, a phased start) before a discount.
Say this

I understand, and I'd rather it fit your budget. Can I ask what you're comparing it with? … Earlier you said [problem] costs you about [amount] a month. If we solve that, how does the price look?

Tip: A discount without a reason teaches customers to always ask for one.

"We already have a supplier"Objections

They are not unhappy enough to look, so aim for a conversation, not a switch.

  1. Respect the relationship. Do not criticize the current supplier.
  2. Ask what they would change if they could.
  3. If there is a gap, suggest a small trial or comparison, not a full switch.
Say this

That's good to hear, and I'm not asking you to change anything today. Out of curiosity, if you could improve one thing about how it works now, what would it be?

Tip: You are looking for one honest gap. If there is none, thank them and keep in touch.

Voicemail script and logging every callCall procedures

Nobody answers. Leave a short message, then record the call.

  1. Keep the voicemail under 25 seconds: name, company, reason, benefit, number.
  2. Say your phone number slowly, twice.
  3. Log the outcome, the next step and the date immediately after the call.
  4. Set the follow-up reminder before starting the next call.
Say this

Hi [customer's name], this is [your name] from [your company]. I'm calling about [one reason relevant to them]. I'll try you again on [day]. You can reach me on [number], that's [number]. Thanks.

Tip: If it is not logged with a next step and a date, it did not happen.

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