Outbound sales call scripts help sales reps have productive conversations with customers and leads. Creating effective call scripts involves understanding your product or services and knowing how to engage a prospect, uncover their pain points, and effectively close deals. We’ve included eight free outbound sales call script examples for a wide range of situations.
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1. Cold Call Appointment Script
This is an outbound sales call script example you can use when you’ve never met or don’t have a personal connection to the person you’re calling. They probably won’t have any idea who you are, so keep it brief with the goal to schedule an in-person, video, or future phone call at a mutually convenient time.
If you can, do some homework and research the person you’re calling to foster a natural way to start the conversation. Visit their LinkedIn profile and see if you have any mutual connections or went to the same school. This can help to warm up the conversation, building rapport and trust.
Cold Call Appointment Script Example
Hi _____________, this is Jess from Fit Small Business. We haven’t met yet, but I was doing some research on companies that may be a good fit for our [product or service] and noticed we might be able to help.
I haven’t caught you at a bad time, have I?
I know your time is valuable so I’ll be brief. Several of the businesses we work with encounter challenges in finding affordable, effective tools to manage their growing teams. Is that something you experience at [company name]?
We’re a software company that’s dedicated to making tools that save time, improve productivity, and increase sales for small businesses. I’d love to set up 15 minutes with you and anyone else on your team who’d like to learn more next week. Does Monday or Thursday afternoon work better for you?
Great, I’ll send you a calendar invite right away. Thank you for your time—I look forward to meeting you soon!
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Want more cold call sales scripts? You can find them in this article about cold calling.
2. Voicemail Script
If you aren’t able to reach your prospect on the phone, there’s still a great opportunity to connect with your lead and get them to call you back. Keep your message brief—no one wants to listen to a voicemail over 30 seconds. Introduce yourself, briefly explain why you’re calling, and clearly state the phone number and email address where they can reach back out to you. Finally, don’t forget to mention you’ll follow up again at a certain date if you haven’t heard back.
When I was a sales rep at a growing software company, I learned to be confident and precise when leaving voicemails. At the beginning, I used to think they’d never get returned, but they did. Plus, getting a callback demonstrates they have some level of interest and helped develop rapport right off the bat.
Voicemail Script Example
Hi _____________, this is Jess from Fit Small Business. I’d like to reconnect after our last meeting and talk about which product is the best fit for you and your team—and congratulate you on recent success (if you can find some award or goal the company has received, even better—don’t forget to mention it).
In fact, many of the customers we support with our [your product or services] have a lot in common with [prospect business name] in that they are growing quickly and looking for solutions to support their business processes.
I know you’re busy, but I’d like to connect to schedule 15 minutes next week to learn more about your business needs and explore how we might be able to help you increase productivity companywide and close more deals.
I’ll follow up with you [next Tuesday] to see if we can get something on the calendar. You can also reach me at [your phone number and email addresses] if you’d like to get something set up sooner. Thanks in advance for your time.
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3. Follow-up Script
Imagine you’ve finally had that first appointment with a prospect and it went great. You shared lots of valuable information about how you can help their business thrive, but they haven’t made a buying decision yet and you need to move the process forward. At this point, it’s time to call the prospect and help them navigate what needs to happen for you to earn their business.
Use this template to guide the conversation:
Follow-up Script Example
Hi _____________, this is Jess from Fit Small Business. I’m so glad we were finally able to meet last week and learn more about your business.
Based on our meeting, I think we can agree [your company name] would greatly benefit from partnering with us to give you the tools to help improve productivity, collaboration, and close deals faster. Help me understand what needs to happen for us to move forward and get started.
I’d like to send a proposal for you to review so we can get started. Let’s set up 10 minutes to go over the details. I’m free Monday and Thursday afternoon. What works best for you? I’m definitely excited about working with [their company name].
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Pro tip: Sometimes the prospect will say they don’t know what needs to happen next. This is a good sign that while they are interested, they may not be in a decision-making role. Ask if there are other people who need to be introduced to your product or solution and enlist their help setting up a meeting.
4. Gatekeeper Script
Many sales reps worry they won’t be able to get past gatekeepers to talk with decision-makers. After all, it’s part of the person’s job at the front desk to screen calls that take up the valuable time of C-level executives. The good news is it doesn’t have to be scary—you can turn gatekeepers into advocates.
The best sales management professionals stop looking at the gatekeeper as the enemy. Create a sense of rapport and get them to work with you to help provide solutions to their business needs.
Start by enlisting their help by asking who the best person to talk with is if you haven’t connected before. Often, they will tell you who you should reach out to and if you ask for their email, they will probably give it to you. This turns the gatekeeper into a referral source when you mention them in your follow-up email.
Gatekeeper Script Example
Good afternoon, this is Jess from Fit Small Business. I was hoping you could help me out—what’s your name?
Nice to meet you, Elizabeth. I’m trying to speak with the person responsible for [managing your sales team]. Could you tell me who that is? Is he or she available to take a quick phone call?
No problem, I’ll just leave you my information and follow up with Claire in a couple of days. Do you mind sharing her contact information so I can send her a message and arrange a good time for us to talk?
Thank you so much for your help.
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5. Referral Script
Referrals are an excellent way to create a sense of connection when you’re making outbound sales calls. The prospect might not know who you are or be expecting your call, but mentioning a mutual connection fosters rapport and helps you ease your way into the conversation, especially if the person referring you is a current or past customer.
You can also modify this script when you’ve talked with the gatekeeper before by saying, “I spoke with Gloria at the front desk last week and she told me you were the right person to talk with.” It helps disarm the person you are speaking with if they know you’ve already started a conversation with someone at their company beforehand.
Referral Script Example
Hi _____________, this is Jess from Fit Small Business. I know that we haven’t had a chance to meet, but [Tony at Company X] suggested I call you. We’ve worked with them before and Tony mentioned that you are the best person to speak with about [improving your sales processes as your team grows].
I’d like to spend a few minutes talking about how we can help [your business] the same way. I haven’t caught you at a bad time, have I?
Well, I know you’re busy so I’ll get right to the point. Many of our current customers are similar to [prospect business name] in that they [are growing quickly and need effective, affordable tools to manage their sales processes]. Does that sound like your company?
We’re a [software company dedicated to developing tools that help small businesses become more productive, efficient, and close deals faster. I’d love to schedule 15 minutes next week to learn more about your business and explore how we might be able to make things easier and save you money. I’m free both [Tuesday and Thursday afternoon]. Which of these works best for you?
Download this template as a PDF file
6. Promotional Sales Script
The promotional sales script is for when you want to create a sense of urgency to move the prospect toward a buying decision, and should be used as part of a marketing campaign. Tailor your script so the promotion is relevant to the customer and aim to address any of their objections in regard to moving forward.
For example, if you are selling software that would involve a big process change for a small business and they would typically need to pay for training or onboarding, you might offer it for free or at a reduced rate. Just be sure there’s a deadline on the promotion to expedite their decision.
Promotional Sales Script Example
Hi _____________, this is Jess from Fit Small Business. I know you’re interested in moving forward with us to help streamline your sales process, but you’re concerned about the cost of onboarding and training.
I went ahead and talked with my boss about your concerns and asked if there’s anything we can do to make it easier and get you started. He told me we are running a promotion that I can extend to you for free training. However, it’s a time-limited promotion and expires at the end of the month.
Do you think it sounds feasible to get started by the 31st? Let me know, and I’ll draft your proposal and send it your way. Thank you for the opportunity to earn your business.
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7. Overcoming Objections Script
This script is for when the lead has a clear objection or reason why they think they can’t purchase your product—or they don’t have a good reason to make a purchase. For example, if you’re selling human resources management software and they already have a current provider, they may be hesitant to make a change.
Make sure you’re clear about the value you can add over your competition. Do your research about their current provider and make a case for switching to your business. Ask questions like, “What would your recruiting process look like in your dream world?” or “Are there any steps in your sales process that you wish were more streamlined?”
Overcoming Objections Script Example
Hi _____________, this is Jess from Fit Small Business. I wanted to follow up with you on our previous conversation about switching to our human resources management software. I have some information I think might help.
I haven’t caught you at a bad time, have I?
Great. Now, I know you’re currently using [X software] for your recruiting and performance management solutions, so I get that you might be hesitant to make a switch. From what I know, it doesn’t offer applicant tracking tools and that’s something you talked about wanting during our last conversation.
Our program will send you the best matches for certain positions automatically, so I really think we could help streamline that process for you. Who else would need to be on board to make it happen? Let’s set up a time for me to come out and demo those features for you and your team and see if it’s a good fit. I’m free both [Tuesday and Friday] afternoon. What works best for you?
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8. Hail Mary Voicemail Script
Sometimes you have a few great conversations with a prospect, and then they suddenly seem to disappear—and you just can’t get them on the phone. Rather than hound them and make the customer feel bad about it, leave them a genuine voicemail that makes them want to call you back and explain.
Remember, your prospects are busy, so try not to take it personally if you are being ignored. Invite them to share the reason for the delay or simply tell you it’s not a good fit so you can move on.
Hail Mary Voicemail Script Example
Hi _____________, this is Jess from Fit Small Business. I know it’s been awhile since we last talked and I wanted to check in with you.
I know you’re interested in our products and services when we spoke last month, but I haven’t been able to reach you. Is everything OK? Please give me a call at your convenience and let me know what we can do to earn your business. If you’ve decided it’s not a good fit right now, let’s talk about it and decide when to revisit.
I’m looking forward to hearing back from you soon. Thanks for your time.
Download this template as a PDF file
Once you start using outbound sales scripts, keep track of conversations with prospects using customer relationship management (CRM) software such as Freshsales. It offers call recording that can be turned on for calls made and received, so you can analyze how well your call scripts are performing and share recordings with your team for training purposes. Sign up today for a 21-day free trial.
How to Write Outbound Sales Call Scripts
There are key components that should go into every outbound sales call. First, make sure you have a clear reason for calling and ask if they have time to talk before launching into a conversation. Next, never speak poorly about competitors of your business and be clear about the value of your product. Finally, you need to guide the conversation by asking questions and seeking to understand rather than preaching about your business.
To create effective outbound sales call scripts, be sure to do the following:
1. Have a Clear Reason for Calling
Before you start writing any sales script, think about your reason for calling. Everyone is busy, and no one wants to get a phone call while they are at work just to check in and chat. For example, you may be calling to set up an in-person meeting, talk about any objections or hesitations the prospect has, or inform them about special offers.
2. Ask for Their Time
Once you call and introduce yourself, resist the temptation to launch into a sales pitch. Keep in mind that you have no idea what they are in the middle of at that moment, especially if you’re making a cold call. After you introduce yourself and the business you represent, be respectful and ask for a few minutes of their time. If they say they are busy, ask to arrange a good time for a quick meeting.
3. Respect Your Competitors
When you call a lead or customer, remember that they probably aren’t considering a purchase yet or are already working with a competitor. Never badmouth a competitor. Instead, ask questions about how it’s working for them and what they would change if they could.
4. Seek to Understand Your Customer’s Pain
Many novice sales reps launch into an outbound sales call with one purpose: to bombard a prospect with information about the wonders of their product or service. However, in order to know if your business is a good match for the customer, you need to ask questions. Ask how things are done now and how they could be better to discover their pain points. For example, if you sell mobile apps for restaurants, ask if they have one and if their customers actually use it.
5. Provide Compelling Value
Give every prospect a good reason to listen to what your business has to offer by providing tangible examples of how you’ve helped similar companies. For example, if you offer social media strategy solutions, say, “We helped [X company] increase their inbound leads by 100% by developing engaging Facebook and Instagram campaigns, and I’m confident we can do the same for you.”
6. End With a Clear Next Step
Never hang up the phone without clarifying what should happen next. Both parties should know what the next step is. For example, it could be having an in-person meeting, getting additional information for the prospect, or scheduling a follow-up meeting with more stakeholders in the company before a buying decision can be made.
In between sales phone calls, connect with leads via emails by using an email campaign manager such as Constant Contact. Their software allows you to create branded email campaigns that capture your audience with engaging content that moves them toward a buying decision. Constant Contact offers user-friendly features such as drag-and-drop drop templates, segmented email lists, reporting, and tracking. Sign up for a free trial today.
Bottom Line
Outbound sales call scripts are a critical component of your overall sales plan. Use these call scripts to take the guesswork and anxiety out of calling prospects, customers, and leads by developing a clear purpose for each conversation—which drives new deals and revenue for your small business.
