It says who you are and why you're calling, fast
Name, company and purpose in the first ten seconds. It's what the Australian telemarketing standard expects, and it's what busy buyers respect. Openers that hide the purpose get hung up on.
Free script library
Cold call and telemarketing scripts
28 free B2B cold call and telemarketing script templates, by industry and by scenario, each with an annotated script, alternate openers, a gatekeeper line, objection responses, a voicemail and a follow-up email. Written by the team that makes the calls, in-house in Sydney.
Quick answer
What is a good cold call script? A good cold call script says who you are and why you're calling in the first ten seconds, asks two to four questions about the buyer's situation before pitching, and ends with a request for a short, specific meeting. It also plans for the gatekeeper, the voicemail and the three or four objections you'll hear on most calls.
What makes a good cold call script
Six things every script in this library does. If yours misses one, that's usually where calls are being lost.
It's about the buyer's world, not your product
The reason for the call is an observation about their role, their industry or something that changed at their company. Features come later, if at all.
It asks before it tells
Two to four discovery questions, asked one at a time, decide whether there's anything worth meeting about. A script without questions is a pitch.
It asks for something small and specific
Twenty minutes to compare notes, with two time options, is easier to agree to than 'a demo' or 'a meeting to discuss our services'.
It plans for the no
Objections, the gatekeeper, the voicemail and the follow-up email are part of the script, not afterthoughts. Most meetings come on later attempts, so how you handle the first no matters.
It sounds like a person
Read it aloud. If you wouldn't say a sentence to a colleague, rewrite it. The best callers use the script as a map, not a teleprompter.
For openers compared side by side, see the best cold call opener for booking a B2B meeting. For five classic opener styles and how to close for the meeting, see cold calling scripts that work for B2B.
The structure of a cold call script
Every script in the library follows these six parts, in this order. Times are a guide for a first conversation.
- Step 1 · 0 to 10 secondsOpenerYour name, your company and why you're calling, then permission to continue.
- Step 2 · 10 to 30 secondsReason for the callOne observation about their world and one specific reason you called them today.
- Step 3 · 30 seconds to 3 minutesDiscovery questionsTwo to four questions, one at a time, that find out whether there is a real problem.
- Step 4 · 15 secondsValueOne result for a similar business, tied to what they just told you.
- Step 5 · 15 secondsThe askA short, specific meeting with two time options.
- Step 6 · 30 secondsClose and confirmSend the invite live, confirm who attends and capture their words for the agenda.
Around the six parts sit four supporting pieces: a gatekeeper line for reception, objection responses, a voicemail and a follow-up email. Each script page includes all four.
All scripts by industry and scenario
Filter by industry or scenario, or search. Every script page has the full annotated script, two alternate openers, a gatekeeper line, five objections specific to that market, a voicemail, a follow-up email and what to expect.
Showing 28 of 28 scripts.
- By industry
SaaS cold call script
Book discovery calls with heads of sales, operations and finance at Australian software buyers without sounding like every other vendor.
Read the script - By industry
IT and MSP cold call script
For managed service providers calling business owners, operations managers and practice managers about IT support and contract renewals.
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Cybersecurity cold call script
For security vendors and consultancies calling CISOs, heads of IT and risk leaders, with no scare tactics.
Read the script - By industry
Fintech and payments cold call script
For payments, lending, spend management and finance software companies calling CFOs, finance managers and owners.
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Professional services and accounting cold call script
For accounting, advisory, legal and consulting firms calling owners, managing directors and finance leads.
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Recruitment cold call script
For recruitment agencies doing business development with hiring managers, HR leaders and talent teams.
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Logistics and freight cold call script
For 3PLs, carriers, couriers and freight forwarders calling supply chain, warehouse and operations managers.
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Manufacturing cold call script
For suppliers of equipment, materials, software and services calling plant, operations, engineering and procurement managers.
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Marketing agency cold call script
For digital, creative, performance and SEO agencies calling marketing managers, ecommerce leads and owners.
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Commercial insurance cold call script
For commercial insurance brokers calling owners and finance managers about renewals and cover reviews.
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Commercial solar and energy cold call script
For commercial solar, battery, energy efficiency and energy procurement companies calling sites with real power bills.
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Healthcare and medtech B2B cold call script
For medtech, health software and healthcare services companies calling practice managers, department managers and procurement.
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Telco and UCaaS cold call script
For telcos, UCaaS, contact centre and connectivity providers calling IT, operations and contact centre leaders.
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B2B training and education cold call script
For training providers, RTOs and learning platforms calling HR, learning and development, and operations leaders.
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Commercial real estate and property cold call script
For commercial agents, tenant advisers and property services firms calling owners, tenants and facility managers.
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B2B telemarketing script
A standardised telemarketing script for calling many businesses, qualifying them the same way and logging consistent outcomes.
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Appointment setting script
The booking half of the call: qualify against your meeting definition, book live, set the agenda and protect show rate.
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Gatekeeper scripts for B2B cold calls
Twelve word-for-word lines for reception, switchboards and executive assistants, organised by what the gatekeeper says.
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Sales voicemail scripts for B2B
Twelve short voicemails for every stage of a B2B cadence, plus when to leave one and when to hang up.
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Follow-up call script after an email
For the call that follows a cold email or sequence step, so the email gives the call context without becoming the topic.
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Inbound and warm lead follow-up call script
For demo requests, contact forms, content downloads and trial sign-ups: fast, warm and qualified.
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Event follow-up call script
For trade show badge scans, conference contacts, webinar attendees and roundtable guests, including no-shows.
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Referral call script
For calling someone a client, partner or colleague recommended, and for asking for the referral in the first place.
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Closed-lost re-engagement call script
For old opportunities that went quiet, chose a competitor or decided to do nothing, three to twelve months later.
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Trigger event cold call script
For calls driven by a new role, funding, hiring, expansion or another public change, with an opener for each.
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C-suite cold call script
For calling chief executives, CFOs, COOs and managing directors, and working with their executive assistants.
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Cold call script for small business owners
For calling owners of businesses with 1 to 20 staff: trades, clinics, retailers, hospitality and local services.
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Cold call objection responses
Fifteen common cold call objections with word-for-word responses, and the three-step structure behind every answer.
Read the script
Print or save every script as a PDF from your browser's print dialog, or download them all as one text file. Nothing is stored or sent.
Five universal cold call scripts, in full
These work in almost any B2B market. Replace each {{placeholder}} and adapt the wording to sound like you.
1. The fill-in-the-blank B2B cold call script template
When to use it: Your starting point for any market. Fill the placeholders, then adapt the wording to sound like you.
- Opener
- Hi {{first_name}}, it's {{your_name}} from {{your_company}}. This is a cold call about {{topic}}. Can I take 30 seconds to explain why, and you tell me if it's worth continuing?
- Reason
- We work with {{role}}s at {{company_type}}, and the thing we hear most is {{common_problem}}. I noticed {{trigger}}, so I thought it might apply to you.
- Discovery
- How are you handling {{topic}} at the moment? What happens when it goes wrong? Is changing it on the list this year?
- Value
- That's common. For {{similar_company}}, the change was {{result}}.
- Ask
- Would 20 minutes to compare notes be worth it? I've got {{day_time_1}} or {{day_time_2}}.
- Close
- Great, I'll send the invite to {{email}} now. What's the one thing you'd want to get out of it?
Why it works: It covers the six parts every working cold call has, in the order buyers expect them, and it identifies you and your purpose up front.
2. The permission-based cold call script
When to use it: When you have no trigger and no referral, and the buyer is used to being interrupted.
- Opener
- Hi {{first_name}}, {{your_name}} from {{your_company}}. I'll be honest, this is a cold call. Have you got 30 seconds, and if it's not relevant you can hang up on me?
- Reason
- Thanks. I'm calling {{role}}s because {{common_problem}} keeps coming up in {{industry}}. I don't know if that's you, which is why I'm asking.
- Discovery
- Is that something you deal with, or have you got it sorted?
- If yes
- How are you handling it now? Who else feels it?
- Ask
- Sounds like a proper conversation would be worth it. Is {{day_time_1}} or {{day_time_2}} better for 20 minutes?
- If no
- That's great to hear. Thanks for the 30 seconds. Can I check back in {{timeframe}} in case it changes?
Why it works: Asking for 30 seconds gives the prospect control. Most people agree to a small, honest request, and you get to say your reason.
3. The problem-first cold call script
When to use it: When you know the role well enough to describe its main frustration in the buyer's own words.
- Opener
- Hi {{first_name}}, it's {{your_name}} at {{your_company}}. Quick one: most {{role}}s I speak to say {{common_problem}}. I'm calling to see if that's true for you too, or if I've got it wrong.
- Reason
- The reason I ask is that it usually costs {{cost_of_problem}}, and it tends to get worse as {{growth_condition}}.
- Discovery
- How much of an issue is it at {{prospect_company}}? What have you tried so far?
- Value
- We've helped {{similar_company_type}} with exactly that. The main change is usually {{result}}.
- Ask
- Would it be worth 20 minutes to see whether the same approach fits? {{day_time_1}} or {{day_time_2}}?
- Close
- I'll send the invite with a two-line agenda. Anyone else who deals with it day to day?
Why it works: Naming a problem the buyer recognises shows you understand the job. It turns the call into a conversation about them, not about you.
4. The 60-second script for 'you've got one minute'
When to use it: When the prospect answers but says they only have a minute.
- Acknowledge
- Thanks, I'll keep it to one minute.
- Reason
- We help {{company_type}} with {{result}}. I'm calling because {{trigger}}.
- One question
- Is {{topic}} on your list this year, yes or no?
- If yes
- Then let's not do it now. Can I grab 20 minutes on {{day_time_1}} or {{day_time_2}}?
- If no
- No problem. Thanks for picking up. I'll leave you to it.
- Close
- I'll send a short invite now. Thanks, {{first_name}}.
Why it works: Respecting the time limit earns trust. Compressing to one question and one ask gives you the best chance of a second conversation.
5. The bad-timing script: booking a proper callback
When to use it: When the prospect is interested but can't talk now.
- Acknowledge
- Of course, sorry to catch you at a bad time.
- Check
- Before I go, is it a bad moment, or is {{topic}} just not relevant?
- If bad moment
- Would {{day_time_1}} or {{day_time_2}} be better for five minutes?
- Lock it in
- Great. I'll send a calendar hold for {{agreed_time}} so it doesn't get lost, with one line on what it's about.
- Reason to keep it
- I'll come with {{useful_thing}} so it's worth your five minutes.
- Close
- Thanks, {{first_name}}. Talk on {{agreed_time}}.
Why it works: A vague 'call me later' is usually lost. Booking a specific callback, with a reason, turns a bad moment into a scheduled conversation.
Gatekeeper lines
Reception and executive assistants protect the decision maker's time. Honesty and a specific reason get further than any trick.
All 12 gatekeeper scriptsReception answers
Hi, it's {{your_name}} from {{your_company}}. I'm hoping you can help. Who looks after {{topic}} there?
'What's it about?'
It's about {{topic}} for {{industry}} businesses. I wanted to check whether it's relevant to {{first_name}} before taking any of their time.
'They're not available'
No problem. When are they usually free? I'll try then rather than leave a message.
The full tactics, from calling direct lines first to working with executive assistants, are in our guide on how to get past the gatekeeper.
Voicemail
A voicemail's job is to make your next call or email recognisable, not to sell. Keep it under 30 seconds.
All 12 voicemail scriptsSecond-attempt voicemail
Hi {{first_name}}, it's {{your_name}} from {{your_company}}. I'm calling about {{topic}}, because {{trigger}}. I'll send a short email now and try you again on {{day_time_1}}. My number is {{phone}}.
Final voicemail
Hi {{first_name}}, {{your_name}} from {{your_company}}. I've tried a few times about {{topic}}, so I'll leave it there for now. If the timing changes, my number is {{phone}}. All the best.
- Don't leave a voicemail on the first attempt. In Nousu's data, a contact is 15% less likely to be reached later after a first-attempt voicemail.
- Say your name and number slowly, and repeat the number once.
- Send an email the same day that mentions the voicemail.
For the thinking behind voicemail timing and pairing, read our cold call voicemail strategy.
Compliance basics for Australia, New Zealand and Singapore
Every script in the library identifies the caller and the purpose up front. Your process has to cover the rest. General information only, not legal advice.
Australia
- The Telecommunications (Telemarketing and Research Calls) Industry Standard 2017 applies to B2B calls: give your name, your employer, who you're calling for and the purpose at the start, give contact details on request, and end the call when asked.
- Call only from 9am to 8pm on weekdays and 9am to 5pm on Saturdays, in the prospect's local time, with no calls on Sundays or national public holidays unless the person agreed to another time.
- Under the Do Not Call Register Act 2006, numbers used mainly for business can't be registered, but personal mobiles can. Wash lists that may include them, and re-wash after 30 days.
- Follow-up emails and texts fall under the Spam Act 2003: consent (inferred consent can apply in B2B where the message is relevant to the person's role and their address is published), accurate sender details and a working unsubscribe actioned within 5 working days.
More in our guide to Australian cold calling laws.
New Zealand
- The Unsolicited Electronic Messages Act 2007 covers commercial email, text and instant messages, not voice calls. Follow-up messages need consent, accurate sender details and a working unsubscribe that takes effect within 5 working days.
- The Do Not Call service run by the Marketing Association covers consumers' home and mobile numbers, not businesses. Identify yourself and your purpose on every call regardless.
Source: Department of Internal Affairs, New Zealand spam law.
Singapore
- The PDPA's Do Not Call provisions cover marketing calls and texts to Singapore numbers. Messages sent to an organisation for its business purposes are excluded, but anything pitched to an individual for personal use needs a Do Not Call Registry check.
- Unsolicited commercial emails and messages sent in bulk fall under the Spam Control Act 2007, which sets labelling and unsubscribe requirements.
Sources: PDPC, advisory guidelines on the DNC provisions, Spam Control Act 2007.
What the numbers say
Nousu Collective's operating data from 218,000+ dials into Australian businesses, November 2024 to April 2026.
Australian cold calling statisticsOf dials reach a live person
Of dials become a conversation with a decision maker
Of decision-maker conversations book a meeting
Meetings per 100 dials, against 0.3 for offshore teams
It takes 4 attempts on average to reach a decision maker, and 58% of meetings are booked on the fourth attempt or later. A script that handles the first no politely is what makes the fourth attempt possible.
10am to 11am local time is the peak calling window at a 22% connect rate, with 2pm to 3pm second at 19%. To turn these rates into a dial target for your team, use the meetings per dial calculator.
Script library or script generator?
They do different jobs, and most teams use both.
This script library
Ready-made, annotated scripts for 28 industries and situations, with the reasoning behind each line and objections specific to each market. Use it to learn what good looks like and to train a team.
The cold call script generator
Builds a new script around your own offer, buyer, market and tone, with objection responses, voicemails and follow-up emails. Use it when you're ready to make the script yours.
Open the script generatorFAQ
Cold call script questions
How to write, use and adapt a cold call or telemarketing script.
Still have questions?
Book a 30-minute callA cold call script is a written plan for a first call to someone who isn't expecting you: how you introduce yourself, why you're calling, the questions you ask, the value you mention, the meeting you ask for and how you respond to objections. Good callers use it as a map rather than reading it word for word.
It says who you are and why you're calling in the first ten seconds, talks about the buyer's world rather than your product, asks questions before pitching, asks for a small and specific next step, and plans for objections, the gatekeeper and voicemail.
A cold call script is built for one caller to have a natural conversation that leads to a meeting. A telemarketing script is built to run the same way across many callers and calls, with fixed qualifying questions and outcome codes so results can be compared.
The opener and reason should take under 30 seconds. A full first conversation usually runs three to five minutes. If your script takes longer than a minute to read before the first question, it's too long.
No. Learn the structure and the key lines, practise them aloud until they sound natural, then use the script as a map. Prospects can hear reading within seconds.
Your name, your company and one honest sentence about why you're calling, then ask for help finding the right person. Never pretend the decision maker knows you.
Your name, company, one specific reason for calling, what happens next and your number, said slowly, in under 30 seconds. Skip voicemail on the first attempt and send an email the same day.
Yes. Every script is free to copy, download, print and adapt for your own team. There's no sign-up.
The library has ready-made, annotated scripts for specific industries and situations. The generator builds a new script around your own offer, buyer and market. Many teams start with a library script and then make their own version in the generator.
Yes. Nousu's callers work in-house in Sydney and run phone-first outbound into Australia, New Zealand and Singapore. Pricing is starting at $7,000 a month, with first calls within 2 weeks.
Rather have the calls made for you?
Book a 30-minute call. We'll map your market and buyers and show you what a phone-first campaign would book.
Starting at $7,000 a month. Exact fee quoted after a 30-minute call.