SaaS Cold Calling Script
The exact SaaS cold calling script that converts 7% of conversations to demo bookings. Includes discovery questions, objection handlers, voicemail script, and tips from SDRs making 80+ dials daily.
1The Opener
Hi, is this {{prospect_name}}?
Hey {{prospect_name}}, this is {{your_name}} from {{your_company}}. I know I'm calling out of the blue—do you have 30 seconds?
[If yes, continue. If no, ask for a better time.]
I'll be quick. I'm reaching out because we help {{industry}} companies like {{their_company}} with {{pain_point_area}}—specifically, {{specific_problem_you_solve}}.
I'm not sure if this is relevant to you, but I'd love to ask a quick question to find out.2Discovery & Pitch
Great. So when it comes to {{pain_point_area}}, what's the biggest challenge you're dealing with right now?
[LISTEN CAREFULLY - Take notes. This is where you learn their real pain.]
That's really helpful. How long has that been going on?
[LISTEN - The longer the problem has existed, the more urgent the solution]
And what happens if you don't solve it? What's the cost to the business?
[LISTEN - You're quantifying the pain now]
Got it. So here's why I called—we work with {{industry}} companies like {{reference_customer_1}} and {{reference_customer_2}} who were dealing with similar issues. They were {{brief_pain_description}}, and after implementing {{your_product}}, they saw {{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 just shared, it might be worth a 20-minute conversation to see if we could help.
Do you have time this week for a quick discovery call? I'm thinking {{day}} at {{time}}, or would {{alternate_day}} work better?
[BOOK THE MEETING]
Perfect. I'll send over a calendar invite. One more thing—who else on your team would need to be involved in evaluating something like this? Should I include them on the invite?3Objection Handlers
Click an objection to see the response. Practice these until they're automatic.
Your Response
I hear you—and honestly, most people aren't interested in a sales call. But can I ask what you're currently using for {{pain_point_area}}? [Listen] Got it. And is it working well for you? [If they hesitate or say no...] That's actually why I called. We've helped companies like {{reference_customer}} who had similar challenges. Would it hurt to see what else is out there?
4Closing Options
Do you have time this week for a quick 20-minute discovery call? I'm looking at {{day}} at {{time}} or {{alternate_day}} at {{alternate_time}}.
Here's what I'd suggest—let's do a quick 20-minute call where I can learn more about your setup and you can see if there's potential fit. No pitch, no pressure. How's {{day}} at {{time}}?
I don't want to take more of your time right now, but this sounds like something worth exploring. Can we block 20 minutes on {{day}}? I'll send you a calendar invite.
Let's do this—I'll send you a meeting invite for {{day}} at {{time}}. If something comes up, just let me know. But I think you'll find the conversation valuable.
Voicemail Script
Hey {{prospect_name}}, this is {{your_name}} from {{your_company}}.
I'm reaching out because we help {{industry}} companies solve {{pain_point_area}}—specifically {{specific_benefit}}.
I noticed {{their_company}} is in a similar space to {{reference_customer}}, who saw {{specific_result}} after working with us.
I'd love to see if there's potential fit. Can you give me a quick call back at {{your_phone}}? Again, that's {{your_phone}}.
Thanks {{prospect_name}}—talk soon.Variables to Customize
{{prospect_name}}The prospect's first name{{your_name}}Your first name{{your_company}}Your company name{{your_product}}Your product name{{their_company}}The prospect's company name{{industry}}Their industry (e.g., 'fintech', 'e-commerce', 'healthcare'){{pain_point_area}}The general problem area you solve (e.g., 'sales pipeline', 'customer onboarding'){{specific_problem_you_solve}}A specific manifestation of the problem{{reference_customer_1}}A relevant customer name they'd recognize{{reference_customer_2}}A second reference customer{{specific_result}}A quantified result (e.g., '40% reduction in churn', '3x faster onboarding'){{day}}Your first suggested meeting day{{time}}Your first suggested meeting time{{alternate_day}}Your backup meeting day{{alternate_time}}Your backup meeting time{{your_phone}}Your callback number for voicemailsPerfect For
- SaaS SDRs and BDRs booking meetings for AEs
- Account Executives doing their own prospecting
- Founders doing early-stage sales
- Teams selling to mid-market and enterprise
- Products with complex sales cycles requiring discovery calls
- Solutions with strong ROI stories and case studies
Not Ideal For
- Transactional SaaS with no sales touch (self-serve)
- Extremely low ACV products where calls aren't cost-effective
- Very early-stage products without customer proof points
- Teams without clear ICP definition
- Products targeting consumers (B2C)
Pro Tips
Research the prospect for 2 minutes before the call—check LinkedIn for role tenure, recent posts, and company news
The opener should take 15-20 seconds max. Don't ramble. Get to the ask quickly.
Your job is to book a meeting, not to sell the product. Don't over-explain.
When they share a pain point, repeat it back: 'So what I'm hearing is...' This builds trust.
Reference customers should be in the same industry or company size—relevance matters
If they ask about pricing, defer: 'It depends on your setup—that's actually why I'd love to schedule a discovery call'
Always ask who else needs to be involved. Multi-threaded deals close faster.
Track your conversion at each stage: Dials → Connects → Conversations → Meetings. Most SDRs should hit 15-20% conversation-to-meeting rate.
Common Mistakes
Talking about features instead of outcomes and pain points
Not asking enough questions—this should feel like a conversation, not a pitch
Accepting 'send me an email' without pushing back once
Not having specific customer results memorized and ready to reference
Rushing through objections instead of acknowledging them first
Forgetting to ask who else should be involved in the meeting
Poor voicemails—too long, no clear call-to-action, no callback number
Not following up. Most meetings are booked on the 2nd-4th touch, not the first.
Practice Exercises
Role-play with a colleague and have them throw random objections at you
Practice your opener until you can deliver it in under 20 seconds without sounding rushed
Memorize 3 customer success stories with specific metrics
Record your calls (where legal) and review them weekly for improvement
Do 'objection drills' where someone reads objections and you respond instantly
Practice transitioning from discovery questions to the meeting ask
Tone & Delivery
Peer-to-peer, not salesy. You're a consultant trying to see if there's a fit, not a telemarketer reading a script. Be direct but not aggressive. Curious but not interrogating. Confident but not arrogant. Match their energy—if they're casual, be casual. If they're all business, tighten up. Pause after asking questions. Silence is powerful.
Scripts Are Just Words Without the Reps
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