SDR cold call script: opener, objections and voicemail
Plan for about a minute of speaking. A new rep needs a script for that minute, not a speech. Give them five short parts and let them make the words their own.
This script works for outbound calls to named accounts. Replace the brackets with your own product and buyer.
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The five parts
- Opener: say who you are and ask for a moment.
- Reason: one sentence on why you picked this person.
- Question: one question about how they handle the problem today.
- Reply: answer what they say, then ask for the meeting.
- Close: confirm a time or leave a clear next step.
Opener
"Hi [name], it's [your name] at [company]. I work with [job title]s on [one specific problem]. Is that something you handle?"
Give your name, your company, a reason and one question. That takes about ten seconds. Wait for the answer before you continue. Skip "Did I catch you at a bad time?" It hands the prospect an easy exit. The opening lines guide covers why.
Reason for the call
"I'm calling because I work with [job title] teams at [type of company]. They often struggle with [one specific problem]. I wondered if that is true for you."
Name one problem. Pick the one your last five conversations kept returning to. A list of three sounds like a brochure.
One discovery question
"How are you handling [the problem] at the moment?"
Then stop talking. Listen for a number, a tool or a name. Any of the three gives you something to follow up on.
Three objection replies
| What they say | A reply to try |
|---|---|
| "Send me an email." | "Happy to. So I send the right thing, what would you want it to cover?" |
| "We already have a supplier." | "That makes sense. Most teams I speak to do. What would make you look at a second option?" |
| "Not interested." | "Fair enough. Can I ask what you are focused on this quarter instead?" |
Each reply asks a question. A question keeps the call open without arguing.
See inside
Ask for the meeting
"It sounds worth 20 minutes with [AE name]. Would Tuesday at 10 or Wednesday at 2 work?"
Offer two times. Ask for the meeting once. If they say no, ask what would change their mind and end politely.
Voicemail
"Hi [name], [your name] from [company]. I help [job title] teams with [one problem]. I'll send a short email today with one idea. Speak soon."
Keep it under 20 seconds. Leave your name and company once. Do not leave your number on the first message.
How to coach it
- Record five calls per rep and listen to one together each week.
- Score the opener, the question and the ask from 1 to 4.
- Record scores on the free call review scorecard.
- Let the rep score first, then compare. Coach the lowest score only.
What good looks like
Gong Labs analysed over 300 million cold calls in 2024. The average rep connected on 5.4% of dials. Top-quartile reps connected on 13.3%. Among conversations, 4.6% booked a meeting for the average rep, and 16.7% for the top quartile.
Turn those rates into a daily call goal with the dials per day calculator.
Sources
Questions
How long should a cold call script be?
Under a minute of speaking. Five short parts is enough: opener, reason, question, reply and close.
Should an SDR read a script word for word?
No. Reps should know the parts and use their own words. A read script sounds flat on the phone.
What is a good cold call opener?
Say your name and company, give a specific reason and ask one question. Aim for about ten seconds. Skip "Is it a bad time?" because it gives the prospect an easy exit.
How many cold calls does an SDR need to make?
It depends on connect and booking rates. At Gong's 2024 averages, about 400 dials produce one meeting.
Also: SDR call review scorecard, account research checklist, SDR mock cold call interview, discovery questions for a first call, cold call script for agencies, cold call script for recruitment.
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Turn this into a programme you can run
14 Notion modules and 6 working trackers for SDR leaders. KPI library, comp calculator, cadence builder, interview scorecard, tool scorecard and a 90-day roadmap. £29, 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.