Cold call script template: opener, voicemail and rules
Fill-in cold call scripts for people who did not ask to be called: one reason to call, a 30-second opener, gatekeeper and voicemail lines, four brush-offs and a stop rule. With US, UK and German calling rules, lines for 9 industries, a Word file and an Excel call log.
Made by Anatolii Ulitovskyi 
Fact-checked by RH Fardin Updated 1. Cold call prep: one reason to call this company
Start hereA cold call goes to someone who did not ask you to call. You have about 30 seconds, so prepare one true reason to call this company now. If they asked you to call back or filled in a form, it is a warm call: use the sales call script templates.
Two minutes per company
- Find one reasonSomething true and recent from their website, job posts or the news: a new site, new jobs, a new service.
- Find the right personThe role that owns the problem you solve. Write down the name and how to say it.
- Note where the number came fromTheir website, a directory, a referral or the front desk. You will need it if they ask.
- Check the rulesNot on your do-not-call list? A business line or a personal phone? Inside calling hours? See the calling rules below the tabs.
- Write your one questionOne question they can answer in a sentence, about the problem behind your reason.
Your reason, in one sentenceI am calling because what you saw at their company, and companies like theirs usually the problem it causes.
No reason, no callIf you cannot fill in the sentence with something true about this company, do not call yet.
2. Cold call script: opener, reason, one question, ask
Four parts, about one minute, on a business line inside calling hours
- OpenerHi first name, this is your name from company. This is a sales call, and you do not know me. Can I take 30 seconds to tell you why I called, and then you decide if we keep talking?
- Reason for the callI am calling because what you saw at their company. We what you do for who you help.
- One questionYour one question about the problem behind your reason?
- Ask for a short meetingI will not pitch you on the phone. Could we take 20 minutes on day at time, so I can see or hear how you do it today and tell you honestly if we can help?
Example, the reason and the questionI am calling because Kittredge Freight opened a second yard in September and posted four new jobs. We look after IT for companies with 20 to 60 people. One question: who sets up a new hire's email and laptop today?
If they say it is a bad timeNo problem. When is better: today after 4, or tomorrow before 9?
If they say yes to the meetingThank you. Day at time, place or video link. I will email you today with the time and three questions. What is the best address?
Then stop talkingAfter the question and after the ask, stop and wait. On a cold call you sell one thing: a short meeting. If they push back, see tab 5; for a 30-second version of your offer, see the sales pitch templates.
3. Gatekeeper script: honest lines for the front desk
Use it when
- A receptionist, dispatcher or assistant answers the main line.
- Goal: the right person's name, the best time and, if offered, a direct line.
OpeningHi, this is your name from company. I hope you can help me. I am trying to reach the person who looks after area, for example IT or hiring. Who would that be?
When they ask what it is aboutI will be honest: it is a sales call. We what you do for who you help, and I saw your reason. Two minutes with name or role would tell me if it is even relevant.
They are busy or outNo problem. When is the best time to reach name: early morning or late afternoon? Is there a direct line, or should I call this number?
They say 'send an email'Happy to. What is the best address for name? I will mention that we spoke, and I will call back on day unless name tells me not to.
They say 'we are not interested'Thank you for telling me. Should I take their company off our call list, or may I send name one short email instead?
NeverPretend you spoke before, say it is personal or use a fake title. The FTC's rule bans false or misleading statements made to sell, on business calls too1.
4. Cold call voicemail script: under 20 seconds
Rules for every voicemail
- Under 20 seconds: name, company, number, reason, number again.
- Say the number slowly; spell an unusual name.
- Three voicemails per person at most: on calls 2, 4 and 6 (tab 7).
- Leave each one yourself, live. Under FCC rules, a prerecorded sales message to a home or mobile number needs prior written consent2.
Voicemail 1Hi first name, this is your name from company, phone number. I am calling because your reason, one sentence. I have one question about topic and would like 20 minutes with you. Again, your name, phone number. I will also send you a short email today.
Voicemail 2, with a new detailHi first name, your name from company again, phone number. One more thing I noticed: a second true detail. If it is not a priority, a one-word email back is fine. Again, phone number.
Voicemail 3, the last oneHi first name, your name from company. This is my last call about topic. If it becomes a priority, my number is phone number, again phone number. Thank you.
Example, Samir's voicemail 1Hi Beth, this is Samir Khalil from Tidepool IT Services, 614-555-0137. I am calling because Kittredge Freight opened a second yard and posted four new jobs. I have one question about how you set up new hires and would like 20 minutes with you. Again, Samir Khalil, 614-555-0137. I will also send you a short email today.
The email after voicemail 1Send one short email from your own mailbox the same day, with the same reason. Wording and follow-ups: the cold email templates.
5. Cold call brush-offs: four answers in the first 30 seconds
A brush-off in the first 30 seconds is not an objection to your offer: they do not know it yet. Answer once, ask your one question, accept a second no. Later objections on price, timing or competitors: the sales objection responses. 'Take me off your list' ends the call: tab 6.
5.1'Not interested'
Often meansBad moment, or the reason did not land.
DoAgree, give your reason in one line, ask one question.
SayFair enough, first name. I called only because your reason. One question before I let you go: your one question?
5.2'Send me an email'
Often meansA polite exit, or interest without time.
DoAgree, then ask what the email should cover.
SayHappy to. So it is worth your time: is the main thing problem A or problem B? I will send it today and call on day to see if 20 minutes makes sense.
5.3'We already have someone'
Often meansNot unhappy enough to switch, or loyal.
DoNever criticize them. Offer to work alongside, or a second opinion.
SayGood, most companies your size do. I am not calling to replace anyone. When did someone from outside last look at area?
5.4'How did you get my number?'
MeansThey want to know. In the UK, people must be told where you got their details, at the latest at first contact3.
DoTell the truth in one sentence, then offer to remove the number.
SayFair question. I found it where: on your website, in a directory, from your front desk. If you would rather I did not call it, I will take it off my list right now.
6. Do-not-call requests: stop, log, never call again
RequiredA do-not-call request is any 'do not call me', 'take me off your list' or 'stop calling'. For calls the FTC's rule covers, you may not refuse it, hang up or make the person hear a pitch first4; FCC rules say to honor it immediately2. This template stops in the same minute, on every call.
In the same call, every time
- Stop the pitchNo last question, no 'can I ask why'. Confirm in one sentence.
- Ask the scope, only if unclear'Just this number, or everyone at their company?'
- Log it before the next callNumber, name, company, date and how they asked go on the Do not call sheet. Set the lead's Status to Junk.
- Check before every call blockEvery list goes against your do-not-call list first. The request covers your whole company: under the FTC's rule a seller may not call again, even to offer something else4.
What to sayOf course, first name. I have taken your number, or everyone at your company off our list, and nobody from company will call again. Sorry for the interruption.
NeverArgue, ask why, call from another number, or pass the number to a colleague. Using a do-not-call list for anything except compliance breaks the FTC's rule4.
7. Cold call cadence: call blocks, attempts and when to stop
One dial rarely reaches anyone. In Belkins' data from 175,000+ B2B dials in 2025, 9.9% of dials connected, but 24.5% of prospects were reached over an average of three dials5. No public study we found sets the right number of attempts, so this is the template's own rule.
Six calls in about three weeks
| Call | When | If no answer |
|---|---|---|
| 1 | Day 1 | No voicemail. Ask the front desk for the right name and time. |
| 2 | 2 workdays later, other time | Voicemail 1, then one short email |
| 3 | 2 workdays later | No voicemail |
| 4 | 3 workdays later, other time | Voicemail 2, with a new detail |
| 5 | 3 workdays later | No voicemail |
| 6 | 3 workdays later | Voicemail 3, the last one. Close the record. |
Call blocks, the template's rule
- Two blocks a day45 minutes early in their morning, 45 minutes late in their afternoon, in the prospect's time zone.
- Prep the day before10 to 15 companies per block with tab 1 done, so the block is only calls.
- Change the timeEach person gets calls at both times. Move your blocks to when people answer.
- Log every call at onceThe Excel call log sets the next call date.
Stop rulesStop at once on a do-not-call request. Stop after a second no, a booked meeting or call 6. 'Call me in March' becomes a dated callback, not a seventh call.
8. Cold call scripts by industry: one reason, one line
Per industry, only who you call and the reason in your opening line change. The rest of the script stays the same.
8.1IT services and MSPs
Who and whyOffice manager or owner, 20 to 60 staff; a new site, new hires, a public outage.
Opening lineI am calling because you opened new site and posted number jobs. Who sets up a new hire's email and laptop today?
8.2B2B services
Who and whyThe person who owns the problem you solve; growth, a new service, a new market.
Opening lineI saw that their company what changed. That usually changes how you handle area. How do you handle it today?
8.3Consulting
Who and whyThe owner or department head; a merger, a new leader, a new regulation.
Opening lineCongratulations on trigger. Teams in that spot often run into problem in the first months. Is that on your list yet?
8.4Recruiting and staffing
Who and whyThe hiring manager; a role posted for weeks, or posted again.
Opening lineI saw your role job has been posted since date. Has it brought you anyone you would actually hire?
8.5Insurance agents
Who and whySmall business owners, before renewal; new vehicles, staff or a location.
Opening lineI am calling because their company added vehicles, staff or a location this year. When does your type of policy renew, and who checks it before then?
8.6Solar installers
Who and whyOwners of commercial buildings or farms; a large roof, a new building, an expansion.
Opening lineI am calling about the roof at address. I will not promise savings on the phone. Would a written estimate based on your own 12 months of bills be useful?
8.7Dental practices, as buyers
Who and whyThe office manager; a new dentist, a new location, front-desk jobs.
Opening lineI saw you added new dentist or location. How is the front desk handling the extra calls and bookings?
8.8Healthcare practices, as buyers
Who and whyThe practice manager. Never ask about patients; a new site, a new service, hiring.
Opening lineI am calling because clinic added service or site. I will not ask about patients. How does your team handle admin task today?
8.9Fitness studios
Who and whyHR or office managers at nearby employers; a wellness offer for a growing office.
Opening lineWe are a type of studio distance from your office. Do you offer your team any wellness benefit today, or is that not something you do?
Calling homes, patients or members?A dental office calling people who never visited, or an insurance agent or solar installer calling homeowners, calls consumers: in the US the Do Not Call Registry6 and the 8 a.m. to 9 p.m. rule1 apply; Germany requires prior consent7. Past patients and customers are warm calls: use the sales call script templates.
For small sales and support teams
Keep every lead, note and next call in one place.
These scripts work with any phone. The CRM keeps each lead with your notes, plans the next call as a task with a Deadline and turns a booked meeting into a deal in one click.
- Leads with Source, Status and Notes; Junk for do-not-call requests
- Tasks with an Assignee and a Deadline for every next call
- Free for 3 users. Bookings with calendar sync on Launch, $19 a month billed yearly
Free plan: 3 users, no credit card.
Filled example
Cold call script example: three calls to a meeting
Tidepool IT Services, a fictional managed IT provider, uses this cold call script with Beth Arnold, office manager at Kittredge Freight, a 40-person trucking company. Samir Khalil calls from his own phone in October 2026.
Prep card: Kittredge Freight
| Who | Beth Arnold, office manager |
| Company | Trucking, 40 people |
| Reason to call | Second yard opened in September; four jobs posted |
| Number from | Main line on their website; direct line from the dispatcher |
| Rules check | Business line, B2B call, not on our do-not-call list |
Call log
| Call | Date | Result |
|---|---|---|
| 1 | Thu 1 Oct, 08:40 | Dispatcher: direct line, best before 9 or after 4 |
| 2 | Mon 5 Oct, 16:10 | Voicemail 1, then one email |
| 3 | Wed 7 Oct, 08:35 | Talked 4 minutes: meeting booked |
In CRMsoftware.pro on 7 October
| Lead | Kittredge Freight · Source Phone · Converted |
| Notes | Her words: dispatch PC down a morning; keeps her technician |
| Deal | Managed IT · Kittredge Freight · stage Qualified |
| Task | Meeting at Kittredge Freight · Deadline Tue 13 Oct |
Why it works
Why a reason for the call and a stop rule work
The reason for the call is what people listen for. In Gong's analysis of thousands of cold calls, reps who stated their reason for calling had a 2.1x higher success rate, and opening with 'Did I catch you at a bad time?' made a booked meeting 40% less likely8. Gong does not publish its sample size: treat it as one vendor's data.
Persistence pays, within limits. In Belkins' 2025 data, 9.9% of dials connected, 24.5% of prospects were reached over several dials, and 4.6% of conversations booked a meeting, about one per 370 dials5. So the template plans six calls per person and stops after call 6. The law adds a hard stop: see the calling rules below.
2.1x
higher success rate for reps who state their reason for calling (Gong)
24.5%
of B2B prospects reached over several dials, against 9.9% per dial (Belkins)
4.6%
of cold call conversations booked a meeting in 2025 (Belkins)
Calling rules
Cold calling rules: US, UK and Germany
A plain summary of official sources, read on 14 October 2026. Not legal advice: rules change, and US states, other countries and some industries add their own.
| Where | What the rule says | This template |
|---|---|---|
| US, FTC rule, calls to consumers | No calls to numbers on the National Do Not Call Registry without an established business relationship (18 months after a purchase, 3 months after an inquiry) or written permission. If you must use the registry, sync at least every 31 days6. | Consumer numbers checked before each call block |
| US, anyone who asked you to stop | Never call again someone who asked your company not to call, even to offer something else4. FCC: honor a request made during a call immediately2. | Stop in the same minute; one list for the team |
| US, calling hours | Calls to a person's home only from 8 a.m. to 9 p.m. their local time, unless they agreed otherwise1. | Call blocks in their time zone |
| US, what to say and show | Say promptly who the seller is, that the call is to sell and what you sell. Send your number to caller ID1. | 'This is a sales call'; your own number |
| US, business-to-business calls | Most calls selling to a business are exempt from the FTC's rule, except nondurable office or cleaning supplies and sales to employees for their own use4. The ban on false or misleading statements still applies1. | Same honest script and stop rule |
| US, FCC: robocalls and AI voices | Autodialed or prerecorded calls to a mobile need consent; prerecorded sales calls to a home or mobile need prior written consent; AI-generated voice calls are illegal unless the person agreed or the caller is exempt. Many states have their own do-not-call lists2. | Live calls only; no recorded voicemail or AI voice |
| UK, live marketing calls (PECR) | No calls to anyone who said they do not want your calls, or to TPS or CTPS numbers unless the person specifically agreed. For business calls, screen both registers and your own list. Say who is calling, show your number, give an address or freephone number if asked9. | TPS and CTPS check; the Do not call sheet |
| UK, where you got the details | If someone's details came from another source, tell them, including the source, at the latest at your first contact3. | 'Number from' column; honest answer in tab 5 |
| Germany, UWG section 7 | Phone advertising to a consumer needs prior express consent; to a business, at least presumed consent7. Consumer consent must be documented and kept for five years10. | Consumers only with documented consent |
This page is not legal advice. The FTC lists a civil penalty of up to $53,088 for each call to a consumer who asked not to be called4. If you call consumers, sell regulated products such as insurance, or call other countries, get advice for your case.
Excel call log
What is in the Excel cold call log
Four sheets: Call log with the Kittredge Freight row and 12 more samples, Do not call, Summary and Lists. Auto columns fill in by themselves.
| Column | What it does |
|---|---|
| Added, company, contact and role, phone | One row per person; industry and owner from dropdowns. |
| Number from, reason to call | Where you got the number, and your one reason from tab 1. |
| Call 1 to Call 6, calls made | The date of each call, six at most. Calls made and last call are counted for you. |
| Last outcome, call back on | No answer, Voicemail left, Gatekeeper, Call back later, Meeting booked, Not interested, Wrong person or Asked not to call; a callback date if given. |
| Do not call Auto | Yes for Asked not to call, or when the number or whole company is on the Do not call sheet. Then no next call. |
| Next call, next step Auto | 2, 2, 3, 3 and 3 business days after calls 1 to 5, or the callback date; voicemail on calls 2, 4 and 6. |
| Status Auto | Call today, Overdue, Waiting, Meeting booked, Not interested, Find the right person, Stopped after 6 calls, Do not call or Add to the Do not call sheet. |
In the sample, 13 contacts got 24 calls: 6 conversations and 1 meeting, Kittredge Freight on call 3. 4 calls are due today, 1 is overdue, 1 contact stopped after 6 calls, and 3 are on Do not call, one still to be added to the Do not call sheet. The Summary sheet splits it by outcome, industry and owner. Works in Excel, LibreOffice and Google Sheets.
How to use
How to use this cold calling script template
- 1
Build a short list
10 to 15 companies per call block, each with one reason to call, checked against your do-not-call list and the registries that apply.
- 2
Prep the day before
Tab 1 for each company: reason, right person, where the number came from, one question.
- 3
Call in blocks and log every call
Two blocks a day at different times. The Excel call log sets the next call; a do-not-call request goes on the Do not call sheet at once.
- 4
Review every Friday
Conversations and meetings by industry. Change the reason or the question that does not work, never the stop rule.
Set it up in CRMsoftware.pro
- In CRM > Leads, click Add Lead: Lead Title, name, Phone, Company and Source Phone. Put the reason to call and where the number came from in Notes.
- After each call, set Status: In Progress while calling, Qualified when a meeting is booked, Junk after a do-not-call request. Add their words to Notes.
- Plan the next call: in Tasks, click New Task with a Task title such as 'Call 4: Kittredge Freight', the Assignee and a Deadline. My Tasks shows Due today and Overdue.
- When a meeting is booked, click Convert to Deal on the lead: it creates the contact and the deal.
- For a do-not-call flag, open Custom Fields, click Add field, pick Leads as the Entity type and Checkbox as the Field type.
- To let them pick the meeting time, open Scheduling > Event Types, click Copy Link and paste it into your email.
These scripts work with any phone. Before each call block, check the do-not-call registries that apply and your own Do not call sheet (tab 6). Leads, 1 pipeline, Notes and basic tasks are free for 3 users. Bookings with calendar sync come with Launch, $19 a month billed yearly.
FAQ
Cold call script questions
What is a good cold call script?
One that takes about a minute: your name and company, that it is a sales call, one true reason you are calling this company, one question and a request for a short meeting. Example: 'Kittredge Freight opened a second yard and posted four new jobs. Who sets up a new hire's email and laptop today?'
How do you start a cold call?
Say your name and company, that it is a sales call, and ask for 30 seconds to explain why you called. Avoid 'Did I catch you at a bad time?': in Gong's data it made a meeting 40% less likely, and stating your reason went with a 2.1x higher success rate8.
What should a cold call voicemail say?
Your name, company and number, one sentence on why you called, and the number again, in under 20 seconds. Three at most, each with something new, left live: under FCC rules, prerecorded sales messages to homes and mobiles need prior written consent2.
How do you get past the gatekeeper on a cold call?
Be honest and ask for help: say who you are, that it is a sales call and which role you need, then ask for the name, the best time and a direct line. Never pretend you spoke before.
What do you say when someone asks how you got their number?
The truth, in one sentence, such as 'your front desk gave it to me', then offer to remove it. In the UK, people must be told where you got their details, at the latest at first contact3.
How many times should you call a prospect?
This template's rule: six calls in about three weeks, voicemails on calls 2, 4 and 6, then stop. In Belkins' 2025 data, 9.9% of dials connected, but 24.5% of prospects were reached over several dials5. No public study sets the right number.
Is cold calling legal?
Usually, with rules. In the US, most B2B calls to sell to a business are exempt from the FTC's rule4, but calls to consumers must respect the Do Not Call Registry and the 8 a.m. to 9 p.m. window1. The UK requires TPS and CTPS checks9; Germany requires prior consent from consumers7. Not legal advice.
Is there a cold call script for my industry?
Yes. Tab 8 has who to call, why and an opening line for IT services and MSPs, B2B services, consulting, recruiting and staffing, insurance, solar, dental practices, healthcare practices and fitness studios.
How do I log cold calls in CRMsoftware.pro?
Call from the phone you already use, then log each call: keep the lead with Source, Status and Notes, plan the next call as a task with a Deadline, and turn a booked meeting into a deal with Convert to Deal. Set do-not-call requests to Junk and add them to your list the same day. Free for 3 users11.
Related templates
Free tools
Sources
- US Telemarketing Sales Rule (TSR), read 14 October 2026: 16 CFR Part 310, Telemarketing Sales Rule
- FCC consumer guide, updated 27 February 2026: Federal Communications Commission, Stop Unwanted Robocalls and Texts
- UK GDPR, telling people where you got their details: Information Commissioner's Office, Right to be informed
- FTC business guide to the TSR, read 14 October 2026: Federal Trade Commission, Complying with the Telemarketing Sales Rule
- Belkins, 175,000+ B2B dials in 2025, 26 June 2026: Michael Maximoff, B2B cold calling statistics 2026: Benchmarks from 175,000+ dials
- FTC answers on the Do Not Call Registry: Federal Trade Commission, Q&A for Telemarketers & Sellers About DNC Provisions in TSR
- German Act Against Unfair Competition: Gesetz gegen den unlauteren Wettbewerb (UWG), § 7 Unzumutbare Belästigungen
- Gong cold call data, updated 4 March 2026: Jonathan Costet, Evolve the cold call: 8 data-driven techniques to surpass quota
- UK rules on live marketing calls (PECR): Information Commissioner's Office, Telephone marketing
- German rule on proof of consent: Gesetz gegen den unlauteren Wettbewerb (UWG), § 7a Einwilligung in Telefonwerbung
- Plans and prices: CRMsoftware.pro pricing
One reason, one question, one ask, and stop when they say stop.
Start free with 3 users, leads, 1 pipeline and basic tasks. Launch, $19 a month billed yearly for 8 users, adds bookings with calendar sync, WhatsApp and human handover.