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By Adde · 20+ years in B2B salesCold Calling Script Templates for B2BCopy-paste examples
Seven cold call templates I still use after 20+ years in B2B and SaaS sales: openers, gatekeeper, pitch, meeting ask, voicemail and follow-up. Copy them, fill in the brackets, make your next call.
Free PDF: Objection Cheat SheetWhy most cold call scripts fail
Most scripts fail in the first ten seconds. They open with a long company intro, ask “how are you today?” and pitch before the prospect has agreed to listen. The prospect hears a sales call and looks for the exit.
The templates below do the opposite. They are short, honest about being a cold call, and built to earn the next 30 seconds instead of the whole meeting at once. Copy them, swap the [brackets] and say them out loud five times before your first dial.
The permission opener
Use this as your default. Admitting it is a cold call lowers the prospect’s guard, and asking for 30 seconds gives them control.
Why it works: it is honest, short and ends with a yes/no question. Most people say “go on”.
The trigger-based opener
When you have a reason to call (a new hire, funding, an expansion, a job ad), lead with it. Relevance beats charm.
The gatekeeper script
Treat the gatekeeper as a colleague, not an obstacle. Be clear, calm and specific.
If you get “what is it regarding?”, answer in one sentence: “It’s about how [type of company] cut [problem]. I’d like to ask [Name] two questions to see if it’s relevant.”
The 15-second pitch
Once you have permission, you have about 15 seconds. Problem, proof, question. No feature list.
The meeting ask
Ask for a small, specific next step with two time options. Never end with “let me know”.
The voicemail
Keep it under 20 seconds. The goal is not a callback; it is name recognition for your email and next call.
The follow-up call
Reference the last touch, add one new piece of value, then ask again.
What to do when the prospect objects
Every good script expects objections. The pattern that works on almost all of them: acknowledge, ask a question, redirect to a small next step. Never argue, and never discount on a first call.
We wrote word-for-word answers to the 8 most common objections, free on the objection scripts page. If you want them on one sheet next to your phone, grab the free cheat sheet.
How to practise a script so it doesn’t sound like one
- Read it out loud five times, then put it away and say it in your own words.
- Record yourself on your phone. If you would hang up on you, rewrite.
- Role-play with an AI: ask it to be a busy, sceptical CFO and to object twice.
- Make 20 calls before you judge a script. Change one line at a time.
- Track three numbers: connects, conversations, meetings. The script is working if conversations-to-meetings goes up.
Use it on your next call
Free: 20 cold call objections
A one-page PDF to keep next to your phone.
Cold Call & Objection Script Bank
Openers, gatekeeper scripts and 90 objection answers for 10 industries. PDF, €39 (team €159).
Book 20 Meetings in 30 Days
7 email templates incl. a full 14-day sequence, 6 call scripts, 20 objections, 18 AI prompts and a 30-day plan. PDF, €23.
Common questions
What is a good cold call script for B2B?
A good B2B cold call script is short: a permission opener, a reason for calling, a 15-second pitch built on a problem and a result, a question, and a clear meeting ask with two time options.
How long should a cold call script be?
The opener and pitch should take under 30 seconds together. The rest of the call should be questions and listening, not reading.
Should you admit it is a cold call?
Yes. Saying “this is a cold call” openly and asking for 30 seconds lowers resistance and often gets you permission to continue.
Do you have scripts for specific industries?
Yes. The Addex Cold Call & Objection Script Bank has openers, gatekeeper scripts, pitches and 90 objection answers across 10 industries, including SaaS, IT, finance, recruitment, real estate and energy.