Cold calling isn't dead, it's just done badly by most people. While response rates on email and LinkedIn decline, cold calling remains one of the highest-converting outreach channels when done right.
The difference between a call that gets you hung up on and one that books a meeting comes down to your first 10 seconds and the framework you use. Here's how to get it right.
The Anatomy of a Successful Cold Call
Every cold call has three critical phases:
- The Opener (0-10 seconds): Grab attention and earn the right to continue
- The Body (10-60 seconds): Establish relevance and create curiosity
- The Close (60+ seconds): Secure the meeting with a clear ask
The Permission-Based Opener
The biggest mistake SDRs make is launching into a pitch. Instead, ask for permission to have a conversation. This disarms the prospect and increases your chances of being heard.
Script: The Permission Opener
"Hi [Name], this is [Your Name] from [Company]. I know I'm calling out of the blue. Do you have 30 seconds for me to tell you why I'm calling, and then you can decide if it makes sense to keep talking?"
This works because:
- You acknowledge the interruption (shows self-awareness)
- You ask for minimal commitment (30 seconds is easy to say yes to)
- You give them control (they can decide if it's relevant)
The Value Statement
Once you have permission, deliver a concise value statement that focuses on a problem they likely have:
Script: The Value Statement
"Great, thank you. The reason I'm calling is we work with [similar companies/roles] who are struggling with [specific problem]. We've been helping them [specific result]. I wanted to see if that resonates with what you're dealing with?"
The Key: Specific Problems, Specific Results
"We help companies grow" is vague. "We help Series B SaaS companies book 40% more qualified meetings from outbound" is specific and compelling. Always lead with specifics.
Complete Cold Call Script
Full Script Example
"Hi Sarah, this is Mike from Upturnly. I know I'm catching you cold, do you have 30 seconds for me to tell you why I'm calling, and you can decide if it makes sense to keep talking?"
"Perfect. The reason I'm reaching out is we work with VP of Sales like yourself at mid-market SaaS companies who are struggling to get their SDR team to hit quota consistently. We've helped companies like [example] increase their meeting rate by 40% in 90 days. Does that resonate with what you're seeing on your team?"
"Can you tell me more about how your SDR team is currently structured? What are they doing for outbound today? What results are they getting?"
"Based on what you've shared, I think there might be a good fit here. Would it make sense to schedule 20 minutes to walk through specifically how we've helped similar teams and see if there's an opportunity to help yours? How does Thursday at 2pm look?"
Handling Common Responses
"I'm not interested"
"Totally fair, most people say that initially. Just curious, is it because you've got this fully covered, or is timing just off right now?"
"Send me an email"
"Happy to. So I can send you something relevant, can you help me understand what specifically you'd want to see? And if what I send looks interesting, would you be open to a quick chat?"
"We already have a solution"
"Good to hear you're investing in this. How happy are you with the results you're getting? Many of our clients switched because they were only getting X, and we got them to Y."
Pro Tips for Cold Calling Success
- Stand while calling: It gives your voice more energy
- Smile: It comes through in your tone
- Have your script visible: But don't read it word for word
- Practice with recording: Listen back and refine
- Call at optimal times: 8-9am and 4-5pm work best
Need a Team That Can Make Cold Calls Work?
Our Super SDR team is trained in proven cold calling frameworks and can start booking meetings for you immediately.
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