Decision Maker Cold Calling Script
The exact script for cold calling VPs, Directors, and decision makers. Includes openers, discovery questions, objection handlers, and closing techniques that convert.
1The Opener
Hi {{decision_maker_name}}, this is {{your_name}} with {{your_company}}. Did I catch you at a bad time?
[If no, continue:]
Great, I'll keep this brief. I'm reaching out because we work with {{their_role}}s at {{industry}} companies like {{reference_company}}, helping them solve {{pain_point}}.
I saw that {{their_company}} is {{specific_trigger}}—and I wanted to see if you're dealing with any challenges around {{pain_point_area}}.
Is that something that's on your radar?2Discovery & Pitch
[If they engage:]
Tell me more about that. What's the biggest challenge you're facing with {{pain_point_area}} right now?
[LISTEN - Let them describe the problem in their words]
How long has that been going on?
[LISTEN - Duration indicates urgency]
And what have you tried so far to address it?
[LISTEN - Understand past attempts]
What happens if you don't solve this? What's the impact on your team or the business?
[LISTEN - Quantify the pain]
Got it. So here's why I called—we've worked with {{their_role}}s who had similar challenges. For example, {{reference_company}} was dealing with {{similar_problem}}, and after working with us, they achieved {{specific_result}}.
I'm not saying we'd be a fit for you—I'd need to learn more about your setup. But based on what you've shared, it sounds like it might be worth a conversation.
What I'd suggest is this: let's schedule a 20-minute call where I can share how we've approached this with similar companies, and you can tell me more about your situation. If there's potential fit, we'll discuss next steps. If not, I'll tell you honestly.
Do you have time this week?
[BOOK THE MEETING]
Great. Before I let you go—who else on your team would need to be involved in evaluating something like this?3Objection Handlers
Click an objection to see the response. Practice these until they're automatic.
Your Response
I hear that a lot at first. Can I ask—what's your current approach to {{pain_point_area}}? [Listen] How's that working for you? [If they express any frustration] That's actually exactly what I was calling about. Companies like {{reference_company}} felt the same way before they saw what's possible. Would it hurt to take a quick look?
4Closing Options
Do you have 20 minutes this week for a quick conversation?
Let's schedule a call to explore this further. How's {{day}} at {{time}}?
I'll send you a calendar invite for {{day}}. We'll keep it to 20 minutes. Sound good?
Who else should I include on the invite for our call?
Voicemail Script
Hi {{decision_maker_name}}, this is {{your_name}} with {{your_company}}.
I'm reaching out because we help {{their_role}}s at {{industry}} companies solve {{pain_point}}.
I saw that {{their_company}} is {{specific_trigger}}, and I wanted to see if you're experiencing any challenges around {{pain_point_area}}.
My number is {{your_phone}}. I'll try you again on {{day}}, but feel free to call me back sooner if you'd like.
Thanks—talk soon.Variables to Customize
{{decision_maker_name}}The prospect's full name{{your_name}}Your first name{{your_company}}Your company name{{their_company}}The prospect's company name{{their_role}}Their job title/role (e.g., 'VP of Sales', 'Marketing Director'){{industry}}Their industry{{reference_company}}A relevant reference customer{{pain_point}}The specific problem you solve{{pain_point_area}}The general problem area{{specific_trigger}}Trigger event (e.g., 'expanding into new markets', 'hiring aggressively'){{similar_problem}}Similar problem faced by reference{{specific_result}}Quantified result from your reference customer{{differentiator_1}}First differentiator{{differentiator_2}}Second differentiator{{differentiator_3}}Third differentiator{{timeframe}}ROI timeframe{{day}}Suggested meeting day{{time}}Suggested meeting time{{your_phone}}Your callback numberPerfect For
- B2B sales reps calling VPs, Directors, and senior managers
- SDRs and BDRs booking meetings for account executives
- Account executives doing their own prospecting
- Teams selling mid-market and enterprise solutions
- Anyone selling solutions requiring director-level buy-in
- Sales teams with strong reference customers to mention
Not Ideal For
- Transactional sales with no discovery needed
- Very early-stage companies without reference customers
- Products sold only to individual contributors
- High-volume, low-touch sales models
- Solutions without clear decision-maker-level value
Pro Tips
Research the prospect for 2-3 minutes before calling—LinkedIn, company news, trigger events
Use trigger events (new funding, new hire, expansion) as a reason for your call
Reference their industry and role peers to build credibility
Ask about their current approach before pitching yours
Quantify the pain: 'What's that costing you in [time/money/deals]?'
Always ask who else is involved in the decision
Leave strong voicemails—reference the trigger event and mention you'll follow up
Multi-thread: try to connect with 2-3 people at the same company
Common Mistakes
Pitching too early before understanding their situation
Not using trigger events to personalize the outreach
Talking about features instead of outcomes
Accepting 'not interested' without digging deeper
Forgetting to ask who else is involved in the decision
Not having specific, relevant customer examples ready
Weak voicemails that don't give a reason to call back
Giving up after 1-2 attempts (most meetings are booked on attempts 3-5)
Practice Exercises
Practice your opener until it's under 30 seconds and sounds conversational
Role-play discovery questions with a partner
Drill each objection response until it's automatic
Practice transitioning from objections to asking for the meeting
Record your calls and review them for areas to improve
Practice explaining your value prop in 15 seconds (elevator pitch)
Tone & Delivery
Confident and peer-to-peer. Decision makers respond to competence, not desperation. You're not begging for a meeting—you're offering to solve a real business problem. Be direct but not aggressive. Curious but not interrogating. Show that you understand their world and the challenges that come with their role.
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