The Script
[After they answer]
“Hi [First Name], this is [Your Name] from [Company]. Did I catch you at a bad time?”
[If they say “Yes, bad time”]
“I understand. When would be a better time to connect? I’ll be brief—just 30 seconds.”
[If they say “No” or “What’s this about?”]
“Great. I’ll be quick—I’m reaching out because we help [their role/company type] with [specific problem].
I noticed [personalized observation about their company]. I’m curious—is [problem] something you’re actively working on, or is it not a priority right now?”
Why This Works
1. Pattern Interrupt
“Did I catch you at a bad time?” breaks the expected pattern of a sales call. Most people will say “No” reflexively, giving you permission to continue.
2. Respect Their Time
Acknowledging you’ll be brief shows respect. Busy executives appreciate directness.
3. Problem-First Approach
Leading with the problem (not your product) keeps the focus on them.
4. Personalization
The observation shows you’ve done research—you’re not just dialing through a list.
5. Easy Exit
Asking if it’s a priority gives them an easy, non-confrontational way to decline. This reduces resistance.
Customization Examples
For SaaS Companies
“I noticed you’re hiring for 3 SDR roles. We help sales teams like yours book 40% more meetings without adding headcount. Is scaling outbound something you’re actively working on?”
For Manufacturing
“I saw you just expanded to the Midwest region. We help manufacturers like [Similar Company] generate qualified leads in new territories. Is breaking into new markets something you’re focused on?”
For Financial Services
“I noticed your team grew significantly last quarter. We help financial services firms ensure their growing teams have enough qualified opportunities. Is pipeline coverage something you’re watching closely?”
Common Mistakes to Avoid
- Don’t say “How are you?” - It’s fake and wastes time
- Don’t lead with your product - They don’t care yet
- Don’t read a long script - Sound natural, not robotic
- Don’t immediately pitch - Earn the right to continue first
Practice Tips
- Record yourself and listen back
- Practice with a colleague
- Time yourself—aim for under 30 seconds to the first question
- Prepare 3 personalized observations before each call
Next Steps
Once you’ve earned the right to continue, transition to the Discovery Questions Script.