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How to Create an Outbound Call Script: №1
Business Tips

How to Create an Outbound Call Script

October 1, 2020
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The outbound call script is a prepared guide used by sales managers when they call potential customers. It's a standard script that helps employees remember to mention all the important points during the call.

Next, we'll discuss how to create an effective opening script for outbound calls. We'll also share top tips for writing scripts that smoothly guide the customer to the next stage of the sales funnel.

How to Create an Outbound Call Script: №1

Why Use Script Instead of Improvising?

Experience shows that even the most skilled sales managers often struggle to maximize profits during initial conversations. This is because, despite their eloquence, they can still make mistakes. These mistakes might include presenting their unique selling points poorly or responding inappropriately to customer objections. Such errors can lead to losing potential clients and harming the company's reputation.

To prevent these issues, many companies use call scripts. These scripts guide sales staff to communicate effectively and follow clear guidelines. This approach is especially helpful when dealing with challenging customers, ensuring that the conversation stays on track.

Additionally, scripts are valuable in mass calling campaigns. They help staff stay focused on their objectives, adhere to the planned strategy, and more consistently achieve their targets.

In line with these strategies, Simply Contact offers specialized outsourcing services that seamlessly integrate these principles, ensuring effective communication and enhanced customer engagement.

What Are the Different Types of Cold Call Scripts?

There are two main types of scripts for cold calls: rigid and flexible.

Rigid scripts are used for promoting straightforward products or services. In these cases, the potential customer's responses are predictable, and the conversation between the salesperson and the customer often consists of simple, one-word answers. A common tactic in these scripts is to offer discounts or free samples.

On the other hand, complex products or services require a more nuanced approach. These involve multi-step promotions and multiple people in the sales process. For these, strict scripts don't work well. Instead, sales managers are given basic guidelines and must adapt to each conversation. Flexible scripts vary greatly depending on the market niche. Therefore, we will focus only on rigid scripts in this discussion.

Common Cold Call Algorithm

Usually, a cold call scenario consists of the following steps:

  1. Establishing the call's goal;
  2. Avoiding individuals not involved in making decisions;
  3. Connecting with the person who makes decisions;
  4. Assessing the customer's potential;
  5. Understanding the customer's problems and requirements;
  6. Providing a brief presentation of your proposal;
  7. Addressing any concerns;
  8. Ending the call.

Next, we'll go into more detail about each of these stages.

How to Create an Outbound Call Script: №1

1. Establishing the call's goal

Calls can have various goals, such as arranging a sales representative's visit or promoting high-priced products. However, the more complicated the goal, the less effective the call tends to be, even with well-prepared scripts. To improve effectiveness, we suggest dividing each main objective into smaller, prioritized steps.

2. Avoiding individuals not involved in making decisions

Improving your sales skills includes quickly connecting with decision-makers. Here are some simple script examples to help you navigate this part of the conversation:

  • "Good afternoon, is this 'X' company?" - "Yes." - "I'm organizing participation for your company at the 'High Technologies and the Future' forum. Could you direct me to the person in charge of such events?"
  • "Hello, we're currently selecting top cosmetology centers to test our new advanced skin rejuvenation equipment. Who handles the addition of new services to your company's offerings?"

3. Connecting with the person who makes decisions

Even if you successfully get your call transferred to management, it doesn't guarantee immediate access to the decision-maker. It's important to understand the role of the person you're speaking with:

  • "We're organizing a forum titled 'High Technologies and the Future.' Its main goal is to bring together startup owners and investors. Could you tell me if you're in charge of securing investments for your project?"
  • "Hello, we've developed a unique device for comprehensive skin rejuvenation. Could you please share how effective your current equipment and techniques are in skin rejuvenation?"

4. Assessing the customer's potential

In this step, it's important to objectively evaluate how interested your conversation partner is in the product or service you're offering. This helps avoid spending too much time on people who enjoy chatting but aren't serious buyers.

Here are some simple questions to help identify customer interest:

  • Is your company looking to open new branches in the next year or two? Are you considering growing through external investments? Have you worked with investors before?
  • Does your existing equipment fully satisfy your customers' needs? Are you thinking about attracting more customers by offering new services in hardware cosmetology?

5. Understanding the customer's problems and requirements

Once you've gauged your potential customer's interest, it's important to show them how your product or service can solve their problems. To do this, ask questions that help identify their challenges:

  • Have you worked with venture investors before? Which would be better for you: owning your own company with a yearly revenue of 1 million, or having a 30% share in a business that makes 1 billion a year?
  • Why did you choose the equipment you currently use in your cosmetology center? Are there any issues with how they work or are maintained? Or do you wish they had more features? What matters most to you when selecting this kind of equipment?

6. Providing a brief presentation of your proposal

This step is about highlighting the benefits your proposal can bring to a potential client's business, rather than giving a full presentation of your product or service. Overloading your audience with too much information about your products, especially when not requested, can be off-putting.

Here's a simplified example of how to present your proposal:

  • At the 'High Technologies and the Future' forum, you'll get insights into the latest trends in both local and global IT sectors. You'll have the opportunity to assess your competition and explore business areas still open for leadership. The event also attracts many investors, offering you a great chance to expand your business.

And another example:

  • By demonstrating our new cosmetic equipment in action, you'll see firsthand how effective our devices are, even on challenging skin conditions. We'll also provide you with reports from medical tests conducted before and after using our equipment, along with independent expert reviews that verify the lasting effects. This information will help you gauge the potential profitability of adding these services to your beauty center.

7. Addressing any concerns

When customers who've paid close attention to your presentation have concerns about your product or service, it's crucial to address these objections. Instead of getting emotional, focus on the main goal: promoting your offer. For example, suggest a trial to demonstrate how your product or service can exceed their expectations.

Sometimes, a decision maker might seem more interested in challenging you than discussing the product. In these cases, aim for agreement rather than defending your point. Avoid responses like, “No, you’re wrong, our product is great.” Strive for a positive impression through agreement.

Consider these examples of handling objections in outbound calls:

  • Customer: “We're not looking to expand our business and don't need to attend any events.” Response: “Our forum might offer new insights, connections, and business ideas you haven't considered. Companies often find new opportunities by looking at things differently.”
  • Customer: “We don't go to such conferences; they're too time-consuming.” Response: “Our forum features a speaker addressing a key issue relevant to you. By investing just a few hours, you'll learn how to save time and resources in the future.”

8. Ending the call

Even after your client agrees to a deal, it's important to end the call properly to avoid any misunderstandings. Here are some key actions to take:

  • "Great, I'll book your tickets for the correct date. When would you like to fly?"
  • "Thanks for your interest. Let's set up a meeting with our team to show you our equipment in detail."
How to Create an Outbound Call Script: №1


In conclusion, effective telemarketing strategies, especially script creation, require a tailored approach. It's essential to consider your business's unique aspects, your target audience, and your sales objectives. Relying solely on standard templates won't significantly enhance your team's sales skills or their ability to engage potential clients right from the start of a conversation.

Crafting these scripts can be challenging, so we suggest seeking help from experts. They can develop scripts that are not only highly effective but also user-friendly, customized to fit your specific needs.

If you're looking to elevate your telemarketing efforts with customized scripts, don't hesitate to get in touch with us. Contact us today for professional assistance tailored to your business's unique requirements.

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