Prospecting Into SaaS: Creating an Effective Cold Calling Script (2023)

Software-as-a-Service (SaaS) sales can be a tough nut to crack, especially when you’re trying to capture the attention of C-level (also known as C-suite) executives and VPs—the all-powerful decision-makers of the SaaS industry.

Check this out: A comprehensive research found that there are more than half of senior-level buyers want a phone call. In fact, 57% of C-level and VP buyers prefer that salespeople call them by phone, even more than directors (51%) and managers (47%).

But fear not sales warriors – we’re here to help you win the battle with one of the most effective weapons in your arsenal: cold calling.

Yes, I know, the very mention of cold calling can send shivers down the spine of even the most experienced sales professional. But don’t worry, we’ve got your back.

In this article, we’ll discuss the SaaS sales cycle, the importance of cold calling in B2B lead generation, and how to craft an effective cold calling script that resonates with your ideal prospects.

But there’s one caveat: this is more of a guide and tips than a script.

Understanding the SaaS Sales Cycle

Before we dive into the details of cold calling, let’s first take a look at the SaaS sales cycle but if you’re in a hurry, you can skip to the script or download our free eBook ‘ABM Telemarketing Scripts for Cold Calling Key Software Personas.’

Typically, the sales cycle consists of the following stages:

Stage 1: Prospecting – In a typical SaaS sales cycle, the process starts with a lead generation where you identify and reach out to potential customers who may be interested in your product or service.

(Video) The Ultimate Cold Calling Script for B2B/Software Sales

Stage 2: Discovery – Once you have generated leads, you move on to the discovery or qualification stage, where you assess the prospects’ needs and determine if your solution is a good fit for them.

Stage 3: Demo – This is where you showcase your product or service and how it can solve your prospect’s pain points.

Stage 4: Proposal – If the prospect is interested, you move on to the proposal stage, where you present a customized solution and pricing.

Stage 5: Closing – Finally, if all goes well, you close the deal and onboard the new customer.

You need to keep in mind that at each stage of the sales cycle, there are different decision-makers involved, and as a sales professional, it’s important to understand their roles and how to approach them.

For example, during the prospecting stage, the decision-makers could be the chief- executive officer (CEO), chief technology officer (CTO), or vice president (VP) of Engineering. These individuals are responsible for identifying potential solutions that could solve their business problems. As such, your cold calling script needs to address their pain points and highlight how your product can help.

Why cold calling is important for sales?

Now, let’s talk about the importance of cold calling in lead generation for SaaS companies.

Cold calling is one of the most effective ways to reach potential customers, especially those who may not have heard of your product or service before. Moreover, cold calling allows you to have a one-on-one conversation with decision-makers. While other forms of outreach such as email and social media can be effective, cold calling allows you to establish a personal connection and build rapport with the prospect.

Cold calling is also an excellent way to qualify your leads. It allows you to introduce yourself and your solution, gets their attention, and start a conversation that could lead to a new business opportunity. By asking the right questions, you can quickly determine if a prospect is a good fit for your solution and avoid wasting time on those who are not.

To increase your chances of success with cold calling, it’s important to have a strategy in place. This strategy should include researching your prospects, identifying their pain points, and preparing a cold calling script that works that addresses these pain points.

(Video) The Ultimate Cold Calling Script for B2B Sales

How to Make a Cold Call Script?

When crafting a cold calling script for prospecting into SaaS companies, it’s essential to keep in mind that the script should be personalized, conversational, and engaging. There are also several key elements that you need to include — an introduction, a value proposition, qualifying questions, a call to action, and a closing. Here’s a step-by-step guide, cold calling script examples, and tips on how to create a cold call script to prospect into SaaS companies:

Step 1: Setting Up the Cold Call

Step 2: Building Rapport and Identifying Pain Points

Step 3: Position Your Product as a Solution

Step 4: Overcome objections

Step 5: Closing the deal

Step 1: Setting Up the Cold Call

1.1 Research Your Prospects

The first step in setting up a successful cold call is preparation and research. Before making a cold call, make sure you’ve done your research on the prospect you’re calling. Ensure that you have a good understanding of the company you’re calling, this includes their products, industry, and size of the company, and identify any pain points or challenges that they may be experiencing. Use LinkedIn, company websites, and other online resources to gather as much information as possible. This will help you tailor your pitch to the specific needs of your prospect.

1.2 Open with a Hook

When you’ve done your research, the next step is to create a strong opening statement because the first 15 seconds of your cold call are crucial. You need to grab your prospect’s attention, create a positive first impression, and get them interested in what you’re selling.

Start with your introduction. Introduce yourself and state what company you’re working with. This should be brief and to the point.

[Wait for their confirmation and proceed with the script]

(Video) The ULTIMATE Cold Call CHECKLIST to ACCELERATE Sales Prospecting Tech Sales, SaaS Sales

1.3 Introduce your company and product

After you’ve hooked the prospect, introduce yourself and your company. Keep it brief and focus on what makes your company and product unique. Don’t overwhelm the prospect with too much information – you just need to give them a reason to keep listening.

Step 2: Building Rapport and Identifying Pain Points

Building rapport with the prospect is crucial to the success of the call. Start by showing a genuine interest in the prospect and their business. You can do this by asking open-ended or probing questions that encourage them to talk about themselves and their challenges—this will help you understand your prospect’s needs and challenges and will help you tailor your pitch and position your product as a solution to their specific challenges.

Once you’ve built rapport, it’s time to identify their pain points and needs. This can be done through a series of qualifying questions—that help you understand their challenges.

Listening carefully to their responses will help you identify pain points and tailor your pitch to their specific needs.

Step 3: Position Your Product as a Solution

Crafting a value proposition that speaks to the prospect’s pain points is key in presenting the solution. Start by summarizing the pain points you’ve identified and then presenting your solution as the answer to those challenges. Highlight the specific benefits and outcomes that your product can provide, but be sure to keep the focus on how it can help the prospect overcome their specific challenges.

Step 4: Overcome objections

During the call, the prospect may raise objections or concerns. This is normal – not everyone will be ready to buy on the first call. Your job is to listen to their concerns and overcome any objections by addressing them directly. Use case studies, testimonials, and other social proofs to show that your product has worked for other companies in similar situations.

Ready to win over even the most indecisive prospects? Check out our article on ‘7 Things To Say To Prospects When They’re Considering Other Options‘ and learn how to stand out from the competition and close more deals

(Video) My Favorite Cold Call Script I've Used to Book Thousands of Meetings

Step 5: Closing the deal

The goal of the call is to move the conversation toward a close. So, at the end of the call, make sure to summarize the key points of your pitch and ask for the next step. This step includes your call to action and closing pitch.

Your call to action should be clear, such as scheduling a follow-up call, setting up a demo, or sending over more information.

To close or end the call, remember to thank the prospect for their time, and let them know that you’re looking forward to hearing from them soon. Leave a positive impression by providing value throughout the conversation.

Remember, these scripts are just a guide. You should tailor your B2B cold calling script to the specific needs and pain points of your prospects and make it conversational and engaging.

Choosing the Right Telemarketing Services Provider

If you’re new to cold calling or don’t have the time or resources to manage it in-house, you may want to consider hiring a telemarketing services provider for your B2B lead generation outsourcing needs.

When choosing a provider, look for one that specializes in B2B lead generation services and has experience working with SaaS companies. Ask for references and case studies to ensure they have a proven track record of success.


Cold calling may not be the most glamorous or exciting part of B2B lead generation, but it can be incredibly effective when done right. By understanding the SaaS sales cycle, the importance of cold calling, and how to craft an effective cold calling script, you can generate new leads and close more deals for your business. Remember to keep your script conversational, focus on building a positive relationship, addressing the prospect’s needs and pain points, presenting a solution that adds value to their business, and being respectful of their time. And if you’re struggling to manage cold calling in-house, consider outsourcing to a call center lead generation provider to help you scale your lead generation efforts.


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