Cold Calling Scripts for Business to Business

smiling female customer service agent on the phone

There is no doubt about it — business-to-business sales can be tricky. Not only is it hard to close a sale, but B2B lead generation is even more challenging. If you’re struggling to learn how to generate leads that have the potential to result in closed sales, TelephoneLists.Biz can help.

We sell highly targeted business lists that include prospects who are most likely to have an interest in your goods or services. You can use our web portal to create lists based on location, industry code and a bevy of other specific factors so that your business lists will include the most promising prospects. But first, check out the cold calling tips and best practices we have to offer.

B2B Cold Calling Tips

If you’ve worked in B2B sales for a while, you know one of the best B2B sales strategies is cold calling. While you may know that, you may not know how to cold call businesses successfully. Here are some tips to help you schedule more appointments and close more sales as you cold call businesses:

  • Use B2B Cold Calling Scripts: Using business-to-business cold calling scripts isn’t just a proven tip, it’s also a best practice. When you use a script, it decreases the likelihood that you’ll lose your focus or forget to share a piece of vital information that could pique the interest of your prospects.
  • Discuss Value Before Price: Unless a prospect specifically asks you about the costs of your products or services upfront, you should prepare your script to discuss the value your goods or services provide before you mention any prices. Explain what your prospects will get from your products or services and why they’re worthwhile.
  • Rebound From Rejection Quickly: As it is in other industries, B2B cold calling typically involves a lot of rejection. While it can be disappointing to be told “no,” it’s vital to recover from rejection quickly. Cold calling is often described as a numbers game. To win the game, shake off denial and place that next call — the more calls you make, the more likely it will be that you succeed.

Cold Calling Best Practices

One cold calling best practice to keep in mind is to be respectful of your prospects’ time. When you’re in B2B sales, you’ll be calling professionals who aren’t expecting your call. They may have a pre-scheduled meeting that starts in a few minutes, or they may be behind on a big project. Since you don’t know what a given prospect is dealing with, be respectful and make your cold calling script as brief and impactful as possible.

Avoiding distractions is another best practice to adhere to. Every prospect who accepts your call deserves your full attention. Before you begin a cold calling session, eliminate anything that might distract you from your office. And when you’re on a call, don’t multi-task, as prospects can usually tell when they don’t have your undivided attention, which could understandably offend them.

B2B Cold Calling Scripts

While you know you should use a script when you cold call your prospects, you may be unsure of how to prepare one. If you sell products, your script may go something like this:

“Hi, [Prospect Name]. My name is [Your Name], and I’m calling from [Employer Name]. I know you’re busy, but I wanted to let you know about a product that can help reduce your overhead by as much as 30 percent in as little as three months. If you’d like to know more, why don’t we schedule a time when I can meet with you at your office? [Pause] Meeting at 10 a.m. next Thursday is perfect. I look forward to seeing you then. Thanks for your time.”

If you sell services, coming up with a script may be more challenging. This is because you won’t be able to tell a prospect the name of your product, which could give them a visual of what you’re selling. With that in mind, here’s a sample script you might want to use if you sell services:

“Hello, [Prospect Name]. I’m [Your Name], and I’d like to tell you about the affordable transportation services [Employer Name] provides to businesses in your industry. One of your competitors recently switched to our transportation services, and their on-time delivery rate increased by an impressive 50 percent in just one quarter. If you’d like to learn more about our services, will you let me know when you’ll be free for a brief meeting, please? [Pause] Great. I’ll see you at my office at 9 a.m. next Monday. Thank you!”

If you’re in B2B sales, we’d love for you to share your most effective cold calling tips and scripts in the comments section below. We look forward to seeing what you have to say. And remember, you can contact us to learn more about our targeted sales leads lists at any time.

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