Software Demo Cold Calling Script
The exact software demo cold calling script that converts 8% of conversations to booked demos. Includes discovery questions, objection handlers, and tips from SDRs booking 30+ demos per month.
1The Opener
Hi, is this {{prospect_name}}?
Hey {{prospect_name}}, this is {{your_name}} from {{your_company}}. I'm reaching out because I noticed {{trigger_event}}—do you have 30 seconds?
[If yes, continue. If no, ask for a better time.]
Perfect. So {{your_company}} helps {{target_audience}} with {{pain_point_area}}. The reason I called is that companies like {{reference_company}} were struggling with {{common_challenge}}, and after using {{your_product}}, they {{specific_result}}.
I'm not sure if that's relevant to you, but I'd love to show you what we do in a quick demo—no pitch, just a look at the product. Does that sound interesting?2Discovery & Pitch
Great. Before I schedule the demo, can I ask a couple quick questions to make sure I'm showing you the right things?
How are you currently handling {{pain_point_area}}?
[LISTEN - Take notes on their current tools and processes]
Got it. And what's the biggest frustration with that setup?
[LISTEN - Identify specific pain points to address in the demo]
Makes sense. And if you could wave a magic wand and fix one thing about {{pain_point_area}}, what would it be?
[LISTEN - This tells you exactly what to emphasize]
Perfect. That's really helpful. Based on what you just shared, I think you'll find the demo really valuable. We've specifically built {{your_product}} to address {{their_pain_point}}.
Here's what I'd suggest: let's schedule a 20-minute demo. I'll do a quick overview of the platform, focus on {{their_priority}}, and show you how companies like {{reference_company}} are using it. Then you can decide if it's worth a deeper conversation.
Does {{day}} at {{time}} work for you, or is {{alternate_day}} better?
[BOOK THE DEMO]
Great. I'll send over a calendar invite. A couple quick things:
- Who else from your team should I include? Usually people invite their {{common_stakeholders}}.
- What's the best email for the invite?
- Is there anything specific you want me to make sure I cover in the demo?
Perfect. Looking forward to showing you {{your_product}}. Talk then!3Objection Handlers
Click an objection to see the response. Practice these until they're automatic.
Your Response
I totally get it—everyone's slammed. Here's what I can do: I'll keep the demo to 15 minutes max. If at any point you're not finding it valuable, just say so and we'll wrap up. But most people who see the product are glad they took the time. How's {{day}} at {{time}} for a quick 15 minutes?
4Closing Options
Does {{day}} at {{time}} work for a 20-minute demo, or is {{alternate_day}} better?
I've got a slot open on {{day}} at {{time}}. Let's lock that in and I'll send you a calendar invite.
Let's do this—I'll schedule a quick 15-minute demo for {{day}} at {{time}}. If something comes up, just let me know. Sound good?
How's your calendar next week? I can do {{day}} at {{time}} or {{alternate_day}} at {{alternate_time}}.
Voicemail Script
Hey {{prospect_name}}, this is {{your_name}} from {{your_company}}.
I'm reaching out because we help {{target_audience}} with {{pain_point_area}}. Companies like {{reference_company}} saw {{specific_result}} after using our platform.
I'd love to show you how it works in a quick 15-minute demo—no pitch, just a look at the product.
Give me a call back at {{your_phone}}, or just reply to the email I'm about to send. Again, that's {{your_phone}}.
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{{trigger_event}}Why you're calling now (funding, hiring, tech stack, etc.){{target_audience}}Who you help (sales teams, marketers, etc.){{pain_point_area}}The problem area you solve{{common_challenge}}A specific challenge your customers face{{reference_company}}A relevant customer they'd recognize{{specific_result}}A quantified result (2x pipeline, 50% time savings){{day}}Your first suggested demo day{{time}}Your first suggested demo time{{alternate_day}}Your backup demo day{{your_phone}}Your callback phone numberPerfect For
- SDRs and BDRs booking product demos
- Account Executives doing their own prospecting
- Founders selling their own product
- Sales teams with product-led demo motions
- SaaS companies with self-serve + sales-assist models
- Teams selling visual or complex products that need to be seen
Not Ideal For
- Products that are too simple for a demo
- Very high-touch enterprise sales requiring multiple meetings before a demo
- Self-serve products with no sales involvement
- Products without a demo-able interface (pure APIs, infrastructure)
- Extremely technical products requiring deep pre-demo discovery
Pro Tips
Your job on this call is to book the demo, not do the demo. Keep it short.
Ask discovery questions on the call—but save the details for the demo itself.
Always confirm who else should attend. Multi-stakeholder demos close faster.
Send a calendar invite immediately after the call while it's top of mind.
Personalize the demo to their pain points. Generic demos don't convert.
Send a brief agenda before the demo so they know what to expect.
End every demo with a clear next step. Don't let them 'think about it' without a follow-up date.
Record your demos (with permission) so they can share with stakeholders who couldn't attend.
Common Mistakes
Trying to demo on the cold call—save it for the scheduled meeting
Not asking qualifying questions to personalize the demo
Booking a demo without getting stakeholder information
Not sending a calendar invite immediately after booking
Generic demos that don't address their specific pain points
Demos that are too long—20 minutes is the sweet spot
Not ending with a clear next step (trial, proposal, follow-up call)
Forgetting to confirm the meeting 24 hours before
Practice Exercises
Time your cold call—it should be under 5 minutes
Practice asking discovery questions and transitioning to the booking ask
Role-play common objections until responses are automatic
Record yourself doing the opener and listen for filler words
Practice the 'who else should I include' question—it's crucial
Rehearse your demo until you can do it in 15 minutes cold
Tone & Delivery
Enthusiastic but not over-the-top. You're excited about your product, but you're also a professional. Be conversational—not scripted. Ask questions and actually listen to the answers. When they share pain points, acknowledge them before pivoting to your solution. Be confident that your demo will be valuable—that confidence is contagious.
Scripts Are Just Words Without the Reps
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