Cold call script for agency new business
Need the whole outreach plan? The SDR Toolkit has an outbound to named accounts cadence with call openers and emails, £12.99 + VAT.
New business for an agency means calling people who already get many pitches. Lead with their work, not your services.
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Four parts
- Name and agency.
- One specific observation about the buyer's site, campaign or launch.
- A question about how they handle it today.
- A small ask: fifteen minutes to share one idea.
Example
"Hi Sam, it's Alex at Acme Studio. I looked at your new product page. The signup button sits below the fold on mobile. Who looks after conversion on the site? I have one idea to share in fifteen minutes."
More examples
Launch: "Hi Jo, it's Alex at [agency]. I saw [brand] launched [product] last week. Who looks after the launch campaign? I have one idea on [channel]."
Rebrand: "Hi Kim, it's Alex at [agency]. Your new site went live on [date]. The [page] has no [clear element]. Who owns it? I can share one fix in fifteen minutes."
Hiring: "Hi Lee, it's Alex at [agency]. I noticed you are hiring a [role]. Is [need] covered while you recruit? I have one idea to share."
See inside
If a gatekeeper answers
"Hi, it's Alex at [agency]. I am calling about [brand]'s [campaign or page]. Who looks after that? I will keep it to a minute."
One objection reply
Buyer: "We already have an agency." Reply: "Understood. I am not asking you to change. Who would look at an outside idea on [topic]? It takes fifteen minutes."
Rules
- Observe something true and checkable.
- Do not criticise the current agency.
- Offer one idea, not a pitch deck.
If you hear "not interested", use the reply guide. Leave a short voicemail when the buyer does not answer.
Next step: review your calls with the free SDR call scorecard.
Questions
What should an agency say on a cold call?
Make one true observation. Ask who owns it. Offer one idea in fifteen minutes.
Should an agency criticise the buyer's work?
No. Point to a specific detail and ask a question.
Is cold calling worth it for agencies?
Track your own meetings per hundred calls and decide from that.
Related guides
SDR cold call script
Opener, reason, question, three objection replies and a voicemail.
SDR voicemail script
Four parts and three examples, each under 20 seconds.
Reply to not interested
Five replies for five reasons, and when to stop.
Put this into practice
The Cadence Builder has call openers, voicemail rules and email templates across four cadences. £12.99, one payment, plus VAT for UK and EU buyers.
Treat benchmarks as starting points. Tune them to your market, deal size and sales cycle. Every figure shows its source and year.