Script library: by scenario
For calling owners of businesses with 1 to 20 staff: trades, clinics, retailers, hospitality and local services. Every line is ready to use: replace each {{placeholder}}, read it aloud a few times, then make it sound like you.
Quick answer
Small business owners are the most direct buyers you'll call. They answer their own phone, decide on the spot and hate being wasted. They also get a lot of junk calls, so you have about five seconds to sound like a real person with a real reason.
Use plain words. 'Save you two hours a week on invoicing' beats 'streamline your accounts receivable workflow'. Call at times that suit them: often early morning or mid-afternoon for trades and retail, and never during a lunch rush for hospitality.
Six parts, in the order buyers expect them. The note under each part explains why it is written that way.
Hi, is that {{first_name}}, the owner? It's {{your_name}} from {{your_company}}.
This is a sales call, so I'll be straight. Have you got one minute, or are you with a customer?
Why it works: Call it what it is. Owners respect directness, and offering to call back if they're with a customer shows you understand their day.
We help {{business_type}}s like yours {{plain_benefit}}.
I'm calling a few around {{suburb_or_city}} to see if it'd be useful.
Why it works: Plain benefit, local reason. No jargon.
How do you handle {{task}} at the moment?
How long does that take you each week?
Is it something you'd want off your plate, or is it fine as it is?
Why it works: Three questions maximum. The third lets them say no easily, which makes a yes more honest.
Most owners we work with get back about {{time_saved}}. It costs {{price_range}}, and you can {{low_risk_offer}}.
Why it works: Owners want to know the cost early. If you have simple pricing, say it. Only state prices and offers that are real.
Could I show you in 15 minutes? I can come by, or do it on the phone, whatever's easier. {{day_time_1}} or {{day_time_2}}?
Why it works: Short, flexible format. Many owners prefer in person if you're local.
Great. I'll text or email you to confirm, whichever you prefer. What's the best number or address?
I'll give you a quick call the morning of, in case something's come up.
Why it works: Owners' days change fast. A same-morning check saves wasted trips.
Swap one of these in for the opener above when the situation fits.
Hi {{first_name}}, {{your_name}} from {{your_company}}, just up the road in {{suburb_or_city}}. We work with a few {{business_type}}s around here on {{plain_benefit}}. Got a minute?
When to use it: Use when you genuinely operate locally.
Hi {{first_name}}, it's {{your_name}} at {{your_company}}. With {{busy_season}} coming up, a lot of {{business_type}} owners tell us {{seasonal_problem}}. Is that you too?
When to use it: Use in the weeks before the business's busy season.
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}}. Is the owner around? If they're with a customer, I'm happy to call back. When's a quiet time?
Acknowledge, ask one question, then offer a smaller step or let them go.
All objection responsesNo worries at all. When's a quieter time, early tomorrow or after {{time}}? I'll keep it to one minute.
Why: Owners are always busy. Book a specific time.
Fair enough. Can I ask what it would need to save you for it to pay for itself? If it can't do that, I won't push.
Why: Ties cost to value in their terms, and promises not to push.
That's sensible. I'm not asking you to buy anything now. I'd just like to show you in 15 minutes, and you can decide later.
Why: Separate the meeting from the purchase.
Handy. Would it be worth them seeing it too? I'm happy to show you both.
Why: Include the influencer rather than compete with them.
It's listed for the business on {{source}}. If you'd rather I didn't call it, I'll take it off our list now.
Why: Honest and immediate. Many small business numbers are mobiles, so wash lists against the Do Not Call Register.
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 help {{business_type}}s around {{suburb_or_city}} {{plain_benefit}}. I'll try you again {{day_time_1}}, or call me on {{phone}}. Thanks.
Send it the same day as the call or voicemail. It identifies you and includes a working unsubscribe.
Subject: {{plain_benefit}}
Nousu has not published a small business segment row. Use the all-dials averages as a reference, and note that Nousu's published data targets director, VP, C-suite and founder-level buyers in larger companies.
Australian cold calling statistics| Measure | Published figure or what to track |
|---|---|
| Dials that reach a live person | 14% |
| Dials that become a conversation with a decision maker | 6% |
| Decision-maker conversations that book a meeting | 22% |
| Meetings per 100 dials | 1.3 meetings per 100 dials, against 0.3 for offshore teams |
Nousu's appointment setting benchmarks note that small business owner-operators have higher no-show rates than larger buyers, because their days are unpredictable. Confirm on the morning of the meeting.
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
Practical answers from the team that makes the calls.
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.
