Five scripts, one conversation
Steal the intent, not the words
These aren't meant to be read off a card. Each one is built on a principle — give the other person control, lead with their problem, surface the real objection. Learn why each line works, then say it the way you'd actually say it.
The 30-second version
"Hi [Name], this is [You] with [Company]. I'll be honest — this is a cold call, so I'll keep it to thirty seconds and then you can decide if it's worth any more of your time. I work with [type of client] who are wrestling with [specific problem]. I don't even know yet if that's you — but if it is, I've got a couple of questions that usually make it clear pretty fast whether I can help. Would you be open to that, or is now genuinely a bad time?"
Why it works: naming the cold call disarms the listener, the 30-second cap lowers resistance, you lead with their problem instead of your pitch, and you hand them control twice.
The one that gets callbacks
"Hi [Name], it's [You] with [Company] — I'll be quick. I had one specific idea for [their business or situation] and wanted to run it past you. No pitch, just a thought. I'm at [phone] — that's [phone again]. I'll try you again [day] in case this gets buried. Thanks, [Name]."
Why it works: under 20 seconds, one concrete reason to call back, your number said twice and slowly, and you remove the pressure by promising to follow up yourself.
Kill "just checking in"
"Just checking in" gives the other person nothing to respond to. Every follow-up should carry a reason. Replace the dead lines on the left with the value-led versions on the right.
- ✕ "Just checking in to see if you had any questions."✓ "I ran across [resource] and immediately thought of our conversation about [topic] — sharing in case it's useful."
- ✕ "Following up on my last email."✓ "Last we talked, [their goal] was the priority. Has anything shifted on that front?"
- ✕ "Wanted to touch base."✓ "Quick one — are you still aiming to have [outcome] handled by [timeframe]? I've got an idea if so."
- ✕ "Circling back on my proposal."✓ "No rush on the proposal — but I thought of one way to make it land better for [their situation]. Want me to send the tweak?"
Never defend the number
"It's too expensive" is almost never about the number — it's about uncertain value, or a comparison you can't see. Each response surfaces the real concern instead of arguing.
"When you say it's more than you hoped — is it the number itself, or that you're not yet sure it's worth it? Those are two different conversations, and I want to have the right one."
Why it works: separates the two real conversations hiding inside a price objection: sticker shock vs. unproven value.
"Totally fair. Can I ask — more expensive compared to what?"
Why it works: surfaces the comparison they're making silently — often it's not apples-to-apples.
"Let's set the price aside for a second. If money weren't the question, is this the right fix for you? [If yes:] Good — then the money is just a logistics problem, and we can solve that together."
Why it works: separates fit from finance so you can solve the right problem instead of discounting reflexively.
"I'd genuinely rather you not do this than do it and feel like it wasn't worth it. So tell me — what would make it obviously worth it to you?"
Why it works: gives them permission to walk, which paradoxically makes them lean in and tell you what would actually move them.
The question bank
The best discovery calls are 80% listening. These move a conversation from small talk to a real decision — ask, then get quiet.
Open the door
- “Before I say a word about what I do — what made you take this call?”
- “What were you hoping to get out of our time today?”
Understand the situation
- “Walk me through how you handle [area] right now.”
- “How long has it been done that way?”
Find the friction
- “What's working about that — and what isn't?”
- “If you could wave a wand and fix one thing about it, what would it be?”
Raise the stakes
- “If nothing changes, where does that put you a year from now?”
- “What's it costing you to leave it as-is — time, money, stress?”
Define the win
- “What would 'handled' actually look like for you?”
- “How would you know, six months from now, that this was a good decision?”
Clarify the decision
- “Besides you, who weighs in on something like this?”
- “What happened the last time you tried to solve this?”
Money, softly
- “Do you have a sense of the budget you'd want to put against this — or should I walk you through typical ranges?”
Put one script to work
- Pick the one you avoid most — the cold opener, the price response — and rewrite it in your own words.
- Use it five times this week. A script only gets natural through reps, not reading.
- Bring what you learned to EPIC. Share the line that worked — someone in the room needs it too.