Script library: by industry
For suppliers of equipment, materials, software and services calling plant, operations, engineering and procurement managers. Every line is ready to use: replace each {{placeholder}}, read it aloud a few times, then make it sound like you.
Quick answer
Manufacturing buyers are practical. They care about uptime, yield, safety, lead times and whether something will work with what they already run. They are also on the floor much of the day, so timing and persistence matter more than clever wording.
Do your homework on what the plant makes and roughly how. A sentence that shows you know the difference between a food processor and a metal fabricator buys more credibility than any value statement.
Six parts, in the order buyers expect them. The note under each part explains why it is written that way.
Hi {{first_name}}, it's {{your_name}} from {{your_company}}. We supply {{product_type}} to {{industry}} manufacturers.
It's a cold call, so I'll keep it short. Are you on the floor, or have you got two minutes?
Why it works: Asking whether they're on the floor shows you know their day, and gives them an easy way to suggest a better time.
I'm calling plants like yours because {{common_problem}} keeps coming up, usually on {{process_or_line}}.
I don't know if it applies to you. That's what I wanted to ask.
Why it works: Name the process or line. It tells the engineer you know where the problem lives.
How are you running {{process_or_line}} at the moment?
What costs you the most there: downtime, scrap, labour or lead times?
How old is the current setup, and is anything planned for it in the capital budget?
Who else would be involved if you looked at changing it: engineering, procurement, the site manager?
Why it works: The capital budget question tells you whether this year is realistic. Manufacturing buying committees are wide, so map them early.
That's where we usually help. At a {{similar_company}}, the result on {{process_or_line}} was {{result}}.
It works with {{compatible_equipment}}, so it doesn't mean ripping anything out.
Why it works: Compatibility is often the deciding factor. Say it before they ask.
Would it make sense for {{expert_name}}, one of our engineers, to come out for an hour and look at {{process_or_line}} with you? You'd get a straight view on whether it's worth doing.
Does {{day_time_1}} or {{day_time_2}} suit?
Why it works: A site visit from an engineer is the natural first meeting in manufacturing. Offer it directly.
Great. I'll book {{agreed_time}} at {{site_location}}. Is there a site induction or safety requirement we should know about?
Would it help if someone from maintenance joined?
Why it works: Asking about induction shows respect for site rules and avoids a wasted trip.
Swap one of these in for the opener above when the situation fits.
Hi {{first_name}}, {{your_name}} from {{your_company}}. I'm calling ahead of the {{shutdown_period}} shutdown, because that's when most plants make changes to {{process_or_line}}. Is anything planned for yours?
When to use it: Use two to four months before a known maintenance shutdown or end of financial year.
Hi {{first_name}}, it's {{your_name}} at {{your_company}}. We make {{product_type}} locally, and a few manufacturers have asked us about it because of {{supply_issue}}. Is supply on that a concern for you?
When to use it: Use when you can offer local supply or shorter lead times on something that has been disrupted.
For when reception or an assistant answers. Be honest about who you are and ask for help.
More gatekeeper scriptsHi, it's {{your_name}} from {{your_company}}. I'm calling about {{process_or_line}}. Who looks after that, the plant manager or the engineering manager? And when are they usually off the floor?
Acknowledge, ask one question, then offer a smaller step or let them go.
All objection responsesThat's common, and usually for good reason. Is there anything you'd change about lead times or support if you could? If not, I'll leave it there.
Why: Long supplier relationships are normal in manufacturing. Ask for the gap instead of challenging the loyalty.
Understood. When does next year's capex get planned? It helps to have a view on {{process_or_line}} before that happens, and the visit costs nothing.
Why: Capex cycles are long. Getting into planning is a good outcome for a first call.
That makes sense for the commercial side. Who on the engineering side would need to agree it works technically? I'd rather start there so procurement has a real requirement.
Why: Procurement buys; engineering specifies. Get the specifier first.
That's a fair concern. What are you running on {{process_or_line}}? We work with {{compatible_equipment}}, and if it doesn't fit, I'll tell you now rather than waste your time.
Why: Compatibility is technical. Ask the question and be honest about fit.
I can. Would a one-page spec sheet for {{process_or_line}} be more useful than a general brochure? And if it looks relevant, would an hour on site with {{expert_name}} be worth it?
Why: Narrow the information and attach a next step.
Under 30 seconds. Skip voicemail on the first attempt and pair it with an email the same day.
12 more voicemail scriptsHi {{first_name}}, it's {{your_name}} from {{your_company}}. We supply {{product_type}} to {{industry}} manufacturers. I'm calling about {{process_or_line}}. I'll try you again on {{day_time_1}}, or you can reach me on {{phone}}.
Send it the same day as the call or voicemail. It identifies you and includes a working unsubscribe.
Subject: {{process_or_line}} at {{prospect_company}}
Nousu publishes an industrial row in its Australian cold calling statistics, which is the closest published reference for manufacturing.
Australian cold calling statistics| Measure | Published figure or what to track |
|---|---|
| Connect rate (industrial) | 18% |
| Decision-maker conversation rate (industrial) | 8% |
| Meetings per 100 dials (industrial) | 1.2 |
| Meeting to opportunity (industrial) | 55% |
Nousu's industry figures count only dials where we held a verified direct number for a named contact, which is why they sit above the 14% connect and 6% decision-maker averages across all dials.
To see how many dials your own meeting target needs, use the meetings per dial calculator.
General information only, not legal advice.
Australian cold calling lawsThis script is a starting point. The free cold call script generator builds a version around your offer, buyer and market, with your own objection responses, voicemails and follow-up emails. It runs in your browser and nothing you type is stored or sent.
FAQ
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