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Telemarketing/ Cold Calling Scripts That Work!

Call Out Script

Hi ___________  this is ___________ with _________ Broadcasting, I’m interviewing a few businesses to find out how our stations can better build the relationship between local businesses and our Listeners. Can you spend 10 minutes with me on:_______(DAY)    @ ______(Time)

In the meantime you can listen to our stations at _________ frequencies.

What you are probably thinking:

“So what’s the follow up with this?  General CNA?  When you say interview, do any of the contacts think that we are actually interviewing them for on air? 

I don’t like to mislead people to get a meeting, so I would need to develop a solid set of transition questions.”

Our Answer:
On the rare occasion, we are asked on the phone if they will be on the air. The answer is always no. Our reps are versed in the follow-up question(s) and always answer yes when asked if this is about advertising because I, as you, have no interest in wasting a prospects or my reps time. You are correct on the follow-up questions and answers. They must be well versed. We role play to make sure they handle objections and have a clear goal with each call. We have not had a single complaint of deception. In addition, the Rep always leaves the CNA letting the prospect know that we’re going to work on some ideas/commercials and figure out if there is a way that we can work together. Once we’ve completed the CNA we get about a 90% success rate of at least making the presentation. 

Call Out Script (Alternate)

Hi this is __________ with _________ Broadcasting, is _______ Available?.

Hi _______ the reason for my call is that we’ve done some research on your business and our team has put together some professionally produced commercials for YOUR business. I’d / We’d like to come by next (Date) and take-up 6 minutes of your time to play them for you does (time) work for you?

Yes, This is exactly what you think it is. You will be writing 2 spec spots for the prospect when we confirm the appointment. Folks, we have a multitude of resources at our availability, starting with the top research assistant available, GOOGLE. We know what a Florist, Lawyer, Car Dealer, Dermatologist, Home Builder or any other business does. Most often the first set of commercials we will play leads to a more complete CNA and copy revisions. This presentation will hopefully accomplish that all in one trip and reduce the follow-up calls.

The Next Few Days...

Hi______ I hope you had some time to check out our awesome stations.

Let me ask a few questions to better help our listeners what your company is all about:

What is it that your Business offers that your competition CAN’T or WON’T?

If you could pick 1 of your competitors who would you take out and why?

What is the Biggest Misconception about your business that drives you crazy?

Great Thanks, I hope that I didn’t run over the 90 sec.

I’m going to take this information back to the radio station. Hand it over the research dept. If I can come up with a way to accomplish your objectives can I come back and show it to you?

Some cold calling data to think about:


How much is an attempted call worth?

  • Out of all calls made, 12% result in a CNA appointment.
  • Out of all CNAs scheduled, 75% of those actually happen
  • Out of all CNAs completed we make a sale in some way, shape or form
  • Average Sale is about $6500 annually in small market radio.
  • So, each completed call is worth about $196
  • Each booked CNA is worth about $1625
  • Each Completed CNA is worth about $2166

These are NOT cumulative. They show the increase in value of the calls as they move down the funnel.

2. How many man hours to make your budget?

Our small market radio station (Murphy Broadcasting) is booking about 40 CNA appointments in two hours per week with just 5 people actively dialing.  So we are looking at 10 man hours for 40 CNA appointments.

Here Are The Best Times To Cold Call:

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What does it take to get a signed annual radio contract.

This data was taken from over 500 stations that use influence FM. Basically if a rep does 10 cold calls a week, that will equal 3 cna’s and 1 annual contract signed (on average). Now this is provided the cold call script is decent.

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Ten Best Email Opening Lines

10. Just getting back to you

9. The rumors are true

8. I’ve completed my research for you

7. Your day is about to improve

6. Let me start with an apology

5. Urgent

4. We have lift off

3. I’ll be honest with you

2. I have an answer for you

1. Good news


contributing editor , Inc. magazine

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