Why do scripts change everything in prospecting ?
Sales prospecting remains a major challenge for most businesses, especially when it comes to generating qualified first meetings. It is often perceived as long, tiring, and ineffective. In reality, the problem does not lie with prospecting itself, but with the lack of a method.
Using structured scripts changes the game.
A good script allows you to:
clarify your value proposition;
capture attention in a few seconds;
inspire trust without having to push for a sale;
increase your response, call, and meeting rates.
The goal is not to recite a cold, standardised speech, but to use a solid foundation that you will then adapt to each prospect.
Below, we present three fundamental scripts (email, phone call, LinkedIn), along with recommendations for effectively personalising them.
1. Email prospecting script
Subject: [Concrete result] for [Company Name]
Hello [First Name],
I am reaching out to you because I noticed that [mention a specific point related to their business: difficulty, issue, strategic objective].
At [Your Company Name], we support [type of business/sector] with [targeted problem] through [your solution in the form of a concrete action].
We recently worked with [Client's Name or comparable type of actor] who was facing [initial situation], and we achieved [measurable result: % increase, savings made, reduced time, etc.].
Our approach is based on [differentiating element: method, technology, process], which allows us to achieve measurable results without disrupting the existing setup.
Would you be available for a 15-minute conversation this week to identify if this could apply to your context?
Best regards,
[Your Name]
[Your Position]
[Your Company Name]
[Contact Information]
How to adapt this email script:
Personalise the opening. Show that you have done your homework. For example: "I saw that you are opening a new agency in Lyon" or "You are hiring for sales roles, which suggests a phase of expansion."
Add social proof. Numbers and concrete client cases reassure more than general promises.
Propose a clear action. Don’t ask for "your availability in the coming days" in a vague manner. Suggest a specific and quick format.
End with a closed question (which can be answered with yes/no) rather than an overly broad open question. This increases response rates.
Keep it brief. A cold email that is too long is not read. Your goal is not to sell in the email, but to obtain a first exchange.
2. Cold calling prospecting script
Objective: to open a dialogue, not to close a sale.
Introduction
“Hello [First Name], I am [Your Name] from [Your Company].
I am reaching out because we support [type of company or sector of the prospect] with [problem solved or gain achieved], and I wanted to check if this topic is relevant for you today. Am I catching you at a good time to discuss it?”
Why this phrasing works:
You announce who you are.
You specify the value.
You ask for permission to continue, which reduces initial resistance.
If the person agrees to chat
“Great, thank you. To give you a concrete example: we helped [client or comparable company] achieve [result obtained in a clear metric]. The approach is based on [method, tool, service], without requiring [common purchase barrier: additional hiring, complete overhaul, production halt, etc.].
Do you think this type of result could be relevant in your case?”
If the person is busy or resistant
“I completely understand. Here’s what I propose: I’ll send you a brief summary by email, and then we can see if it warrants a 10 to 15-minute conversation. What’s the best contact for me to send this information to?”
How to adapt this call script:
Be concise. The first 20 seconds determine the rest of the conversation.
Don’t recite a technical monologue. Your role is not to explain everything, but to give a credible reason to listen.
Prepare your responses to standard objections. Examples:
“It’s too early for us” → “Very clear. Do you have a deadline on this matter or would you like me to get back to you after [specific date]?”
“We already have a provider” → “Understood. In that case, I can send you two comparison indicators so you can assess without any commitment.”
Always have a plan B. The goal is not the immediate meeting. The goal is to open a viable relationship.
3. LinkedIn Prospecting Script
LinkedIn is currently one of the most powerful prospecting channels in B2B, provided it is used rigorously. It’s not about aggressively pitching in the first message, but about entering the relationship with credibility and relevance.
Step 1. Connection Request
Hello [First Name],
I see that you are [position] at [Company]. We work with [same type of profile / same sector] on [relevant business issue for them]. I would be delighted to add you to my network and discuss this topic.
[Your Name]
Why this works:
You contextualise the contact.
You are neither vague nor aggressive.
You show that the connection is based on a professional issue, not on free networking.
Step 2. Follow-up Message after Acceptance
Hello [First Name], thank you for the connection.
To give you a concrete overview, we have supported [comparable client] on [specific issue: customer acquisition, cost reduction, process improvement, etc.]. Result: [clear indicator achieved].
Our method is based on [distinctive element]. If this is a priority topic for you, I can share a brief summary.
Would you like me to send it to you?
How to adapt this LinkedIn script:
Mention a tangible result, not a vague concept. “+32% qualified leads in 60 days” has more impact than “Improvement of marketing.”
Propose an information exchange before suggesting a call. LinkedIn does not tolerate immediate sales aggression well.
Personalise according to the prospect's profile. A finance director does not have the same priorities as a sales director.
Have an asset to offer. You should be able to send a sample audit, a mini-analysis, a comparison, a valuable resource. This content transforms a cold approach into a useful exchange.
Best practices to maximise the effectiveness of your scripts
Stay human
The script is a framework. Your way of speaking should remain natural. A script recited word for word sounds artificial, which reduces your chances of building a relationship.
Test, measure, improve
Prospecting is an iterative process. Monitor your response rates, your acceptance rates on LinkedIn, your appointment rates, and adjust.
Smartly multiply channels
Do not rely on a single channel. Email alone is not enough. A call alone is not enough. LinkedIn alone is not enough. It is the orchestration between channels that creates positive repetition.
Work on your follow-ups
A large part of appointments are triggered by follow-ups, not by the first contact. A clear, polite, and brief follow-up can double your results. Not following up means losing easy opportunities.
Anchor your messages in the prospect's reality
Each message must prove that you understand the prospect's context. Avoid generic formulations that apply to 'all businesses in the world'. The more generic it is, the less it converts.
Show the impact, not the features
Your contact does not want to buy a service. They want to buy a result. Speak in terms of gains (revenue, savings, speed of execution, risk reduction), not in terms of tools.
Conclusion: standardise to personalise better
Using proven scripts allows you to:
save time;
maintain a consistent level of quality in your contacts;
convey your value;
and increase your rate of qualified appointments.
The key is not to send messages. The key is to send the right message, to the right person, at the right time, with the right intention.
What makes the difference is not the tool: it is commercial rigor.
If you professionalise your scripts and then refine them based on field feedback, you create a prospecting system that becomes predictable, scalable, and therefore profitable.