82% of B2B buyers accept appointments after a well-executed cold call.
And yet... few salespeople pick up the phone with confidence.
The key? A clear, structured but flexible cold call script that serves as a guide - not a straitjacket.
A good script guides the conversation, opens the right doors, and turns "I'm not interested" into "okay, why not".
Here are 6 cold call script templates to generate truly qualified B2B leads and conversions.
Key elements of a successful B2B cold call
An effective B2B cold call isn't improvised. It's a controlled sequence of short but decisive phases - each with a precise role to play in capturing attention, qualifying and convincing.
Here are 5 fundamental elements found in almost all successful cold calls.
Opening (0-10 sec)
This is the most critical moment. You have a few seconds to avoid immediate rejection. Introduce yourself clearly, be transparent about the purpose of the call, and create a micro-moment of curiosity or respect.
Example: "I'd like to give you a quick call - we're working with other CFOs in your sector on [specific issue]."
Permission to continue
A simple but strategic phrase: "Do you have 30 seconds?"
This shows respect, defuses mistrust and invites a balanced exchange. Those who say "no" would have hung up without this question; those who say "yes" are more inclined to listen.
The targeted catchphrase
This is where you show you've done your homework. Mention a common problem in their sector or a relevant observation related to their business.
Objective: to make the prospect feel concerned and legitimate in the discussion.
Questions of qualification
You need to know quickly if your contact is in your target market. Ask 2 or 3 open-ended questions to understand his or her context, issues and maturity level. That way, you won't waste any time - either for him or for you.
The conclusion and the call-to-action
The aim of a cold call is not to sell, but to obtain a follow-up: an appointment, a demo, a resource dispatch. Be clear, concise, and point to the next step.
Example: "I can offer you a 15-minute video this week to show you how we've helped [similar company]. What time slot would suit you?"
What's the best opening line for a cold call?
There's no better opening sentence. But here are 3 classic examples that work every time.
👉 The direct approach: " I'm contacting you directly because I noticed [relevant information about the company or prospect]. "
👉 The referral approach: " One of our mutual contacts, [Name of contact], thought my expertise might really interest you. "
👉 The problem/solution approach: "Hello [[First name]]. I'm helping companies in your sector overcome [specific problem]. "
The 6 best cold calling scripts
A good cold call starts long before you pick up the phone.
Once you've got the number, it's all about adapting the right script at the right time.
Every call is unique: so must be your approach.
Here are 6 B2B cold calling scripts designed for the most common situations, concise, respectful and results-oriented.
Script 1: Contact a decision-maker (founder or manager)
Decision-makers have limited time. Your approach must be straight to the point.
You: " Hello [Prospect's first name], this is [Your last name] from [Your company]. I'm calling because I've noticed that [Prospect's company] is active in [specific sector/project]. "
Prospect: " Yes, and? "
You: " Listen, I found this very interesting and I've analyzed your situation. From what I've seen, there are several areas where your marketing strategy could be optimized. When would you have 15 to 30 minutes for an initial discussion on this subject? "
Script 2: Mention a common reference
Mentioning a common contact is a powerful lever of trust.
You: " Hello [Prospect's first name]. My name is [Your Name] from [Your Company]. Our mutual colleague, [Contact Name], and I have seen excellent results with our solution.
(Pause, let prospect respond)
While discussing which companies could benefit, [Contact Name] mentioned your name. I'd be delighted to explain how in a few minutes. When would you be available? "
Script 3: Follow-up after initial contact (email, trade show...)
This call is "lukewarm". The prospect already knows you, through a lead magnet or a previous interaction.
You: " Hello [Prospect First Name], this is [Your Name] from [Your Company]. I'm following up on the email I sent you last week regarding [email subject].
Your schedule is surely busy. The purpose of my call is to see if a short 15-minute discussion would be relevant to explore [prospect benefit]. "
Script 4: Getting an answer from an assistant or intermediary
Adopt a professional and transparent stance. The assistant is a potential ally.
You: " Hello, my name is [Your Name] from [Your Company]. I'd like to speak to [Name of decision-maker] about [specific topic, e.g. optimizing sales prospecting]. Could you let me know if I'm speaking to the right person and if they're available? "
Script 5: Leaving a voice message
Keep your message short and give a clear reason for calling you back.
" Hello [Prospect's first name], this is [Your name] from [Your company]. I'm calling because I have an idea to help you [solve a specific problem]. My number is [Your Number]. You can also reply to the email I'm about to send you. I look forward to hearing from you."
Script 6: the best script for a follow-up call
Persistence pays off. A second voicemail message can double your chances of getting a response.
Hello [First name], this is [Your first name] from [Company]. I'm following up on my message of [day]. I wanted to see if a quick chat about [concrete benefit] might be useful to you. You can call me back at [number], or let me know if a time slot would suit you.
How to turn objections into opportunities
An objection is an opportunity for dialogue. Here's how to respond to the most common objections and obstacles.
Conclusion
Mastering a cold call script is no longer enough. To make a real impact, you need to connect it to a global, structured and sustainable strategy.
Outsourced prospecting and automation enable you to generate a continuous flow of qualified leads, without exhausting your in-house teams.
You focus your resources on what matters: closing the right prospects.
👉 Discover Scalability: Turn your calls into high-potential B2B appointments.
