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Cold Call Script for Software Sales

This call script is for sales development representatives (SDRs) and business development representatives (BDRs) in software sales.

The script was written for a cold interaction, which means there has been no response to other forms of outreach such as emails or social media interactions. Also, the script assumes you’ve identified a potential decision maker.

Successful SDRs and BDRs have a solid understanding of their product and spend time before a cold call warming it up by researching the prospect.

For loads of ideas on researching prospects, check out: 18 Places to Research a Prospect Before a Sales Call and 5 things you should do before every sales call.

Let’s dive into each section of the script

This script is meant to be a customizable outline that should be tailored to your specific company and software. The sections listed below describe the desired flow for a successful call where the end goal is to schedule a demo of the software.

If you’d like to view how the complete script flows in an interactive format, then continue to the bottom of the article.

Introduction

Greeting

Hi [prospect name], this is [rep name] from [company name].

Reason for calling

I’m calling because I’ve recently heard from a lot of businesses in your space that are struggling with [pain point 1], [pain point 2], or [pain paint 3]. Do any of those ring a bell for you?

More resources on crafting a great introduction:

Starting with Powerful Introductions by John Barrows video
Develop Your Own Cold Call Opener by Wendy Connick article
The Perfect 5 Step Sales Prospecting Call Opening by Marc Wayshak video
The 4 Hottest Ways to Open Successful Cold Calls by Hubspot article

Value Proposition

Businesses use [company name] to increase (or decrease) [relevant metric or goal] with [most important relevant feature]. [value statement]

Example

Businesses use Compass to increase performance with data-driven interactive call scripts. We provide the tools you need to continuously test, measure, and improve what is said on the front lines.

A resource on writing your value proposition:

How to Write a Great Value Proposition by Hubspotarticle

Qualifying Question 1

[Ask a qualifying question to gather information about their current situation.]

Examples

Does your sales team use call scripts while they are training?
How often do you hire new SDRs?
How long does it take your new SDRs to onboard?

Qualifying Question 2

[Ask a second qualifying question to continue gathering information.]

A resource on asking qualifying questions:

21 Sales Qualification Questions to Identify Prospects Worth Pursuing by Hubspotarticle

Discovery Question

Ask an open-ended question to learn more about their current situation. At this stage in the call, you’ll want to make sure the prospect is qualified enough to schedule a meeting and then be sent to an account executive.

Example: What does your SDR on-boarding process look like?

More resources on the SDR to AE hand-off and asking the right questions:

Solving the SDR to AE Handoff: An Actionable Guide for Sales Development Leaders by Sales Hackerarticle
Why the SDR to AE Handoff is Key by Morgan J Ingramvideo

Close Attempt

Based on what you've described, [prospect name], I think it'd make sense to schedule 20 minutes together to give you a quick demo of our system. Do you have time for that on [date/time]?

Identify Stakeholders

Is there anyone else on your team that should be included in our meeting?

Meeting Confirmation

Great, thanks [prospect name]. I have you booked for [date/time]. Thanks for your time and I hope you enjoy the rest of your day!

Complete Script Visualization

Flow chart of example cold call for software sales

Complete Script Success Flow

Hi [prospect name], this is [rep name] from [company name].

I’m calling because I’ve recently heard from a lot of businesses in your space that they’re struggling with [pain point 1], [pain point 2], or [pain paint 3]. Do any of those ring a bell for you?

Businesses use [company name] to increase (or decrease) [relevant metric or goal] with [most important relevant feature]. [value statement]

[Ask a qualifying question to gather information about their current situation.]

[Ask a second qualifying question to continue gathering information.]

[Ask a single open-ended discovery question]

Based on what you’ve described, [prospect name], I think it’d make sense to schedule 20 minutes together for a quick demo of our system. Do you have time for that on [date/time]?