Cold Call Script

SDR Cold Call Script

Amanda · Digital Contractors · Outbound to home-service contractors

Overview

Goal of the call Get permission to email the free market report, then book a 15-minute live call with Henry. If they let you run, the whole thing is ~45 seconds.

Fill these in before you dial — pulled from the lead in GHL

[name]Owner's first name — from GHL

[city]Their city / metro

[trade]Their trade — e.g. hardscape, outdoor living, landscaping

Who to Call

✓ Call them if — Established home-service contractors, $350K+/yr, in a metro

Home service trade: landscaping, hardscaping, concrete, outdoor living, HVAC, remodeling, fencing, pools, masonry
Real business — has a website OR an active Google Business Profile with 10+ reviews
$350K+/yr signals: crew of 3+, multiple trucks, commercial-grade equipment, or 3+ years established
In a metro area with enough population to run ads profitably
BONUS (move to top of list): already running ads, active social with posted projects, 50+ Google reviews, or multiple service lines

Who NOT to Call

✗ One-person operation, no crew

— Can't spend consistently, will stress about everything

✗ Under 2 years and no real online presence

✗ Already running pro, high-volume ads with a strong agency

— Check Meta Ad Library — if their ads look sharp and they're running volume, skip

✗ Rude on the phone

— Thank them, hang up politely, move on

✗ Clearly can't afford marketing

— Asking about $200/month options, etc.

The Call

Step 1

Opener — break the pattern

[Say it light, then STOP talking. The pause does the work.]

"[name]? — I'll be straight with you, this is a cold call. You can hang up, or give me twenty seconds and then decide if I'm worth two minutes. Fair?"

[PAUSE. Let them answer.]

Variant (swing to this when the energy's right): "[name]? Quick one — would it completely ruin your day if I told you this was a cold call?" [let them laugh] then: "Ha, appreciate you not hanging up. Here's why I called —"

Step 2

If "bad time / I'm busy" — the save

[This is what you'll hear most. Don't retreat — shrink the ask.]

"Totally fair — I'll take thirty seconds, and you tell me if it's even worth a callback. Fair?"

Still no: "No problem. When's genuinely better — morning or afternoon? I'll put a placeholder on so you know I'm about to call." Lock a real time, don't leave it open.

Step 3

The report — dive straight in

"So here's the reason. We put together a report on the [trade] market right in [city]. It's free, and I want to send it to you. It shows who's running ads in your area right now, what kind of ads they're running — and the part I think you'll care about: a gap we found that every one of them is missing. Something you could take advantage of."

Step 4

Who we are — one breath

"We run ads for [trade] contractors — that's the only thing we do. And not the cheap-lead, tire-kicker kind. We get guys in front of homeowners who are actually ready to build."

Step 5

The frame + take-away + get the email

"Look, I know you get a hundred of these calls — I'm not here to pitch you on this one. Honestly, you might already have all this handled and be booked solid, in which case you'll glance at the report and never hear from me again. But if there's a gap, you'll want to see it. What's the best email to send it to?"

[Get the email. Confirm it back to them.]

Step 6

Book the live call — email-vs-live + placeholder

"Perfect, that goes out today. Now — the report shows you the gap, but what to actually do with it in your market? That part doesn't work over email. Henry, who built it, walks you through it live on a screen — fifteen minutes. What's better for you, mornings or afternoons?"

They pick a time: "Done. I'll drop a placeholder on your calendar for [day] so you know he's coming. [Time] work?"

They hesitate: "No pressure — I'll get the report over today, and I'll check back in a couple days once you've had a look."

If They Push Back

"Not interested."

YOU"Totally fair, you get a hundred of these. Only reason I called — we found an opening in the [city] [trade] ad market nobody's taken. You might already be all over it, in which case I'll leave you alone. But it's worth ninety seconds. Fair?"

Still a firm no? "No problem at all, have a good one." Move on — don't push.

"Just email me."

YOU"Happy to, that's exactly what I'm sending. What's the best address? ... And real quick — the report you can read on your own, but the part where Henry shows you what to do about the gap only works live. Worth fifteen minutes once you've seen it?"

"I already have someone / an agency."

YOU"Good — then you get it. Quick honest question: what matters more, what you're paying them, or what you're actually pulling in from it? The report shows how your stuff stacks up against everyone else in [city] — a lot of our clients use it to pressure-test their current agency. Free either way. Best email?"

"How much does it cost?"

YOU"The report? Nothing, no catch. If you look it over and want to talk about actually running ads, that's Henry's conversation — he'll walk you through everything, cost included. Best email?"

Never quote a price. That's Henry's call, live.

"I'm slammed right now."

YOU"Hear you — middle of the season. Thirty seconds and you tell me if it's even worth a callback. Fair?"

Same as the bad-time save (Step 2). If still no, lock a real callback time + placeholder.

"Tried ads before, they didn't work."

YOU"Hear that constantly. Most of our clients felt the same — spent money, got junk leads, felt burned. That's literally one of the things the report shows: why most [trade] ads in [city] flop and where the gap is. Might explain what went wrong. Send it over?"

"I get all my work from referrals."

YOU"Best position to be in — means you do good work. Only question is whether you want to control the volume or leave it to chance. Costs nothing to look, and it shows what competitors are doing for the jobs referrals don't bring."

"Call me back / send a calendar invite."

YOU"For sure — when specifically? I'll send a placeholder so you know I'm about to call."

Lock a real time. Never leave it open-ended.

Voicemail (No Answer)

YOU"Hey [name], it's Amanda with Digital Contractors. I put together a free report on the [trade] ad market in [city] — who's advertising, what's working, and a gap nobody's filled. No catch, it's yours. Text me back at this number and I'll send it over. Talk soon."

Gatekeeper / Not the Owner

YOU"No worries — is [name] around? ... All good. I'm just getting a free market report into their hands, nothing to buy. Best way to reach them — direct line or email?"

After the Call

Gave email	Log in GHL as Report Accepted, flag for production, send within 24 hrs, start the follow-up cadence.
Booked Henry	Log it, confirm it's on Henry's calendar, send the report before the call.
No answer	Log it, move to the no-answer cadence.
Hard no	Mark Do Not Call.
Soft no	Mark for 90-day recycle.

Quick Reference

Goal	Email the report + book Henry (15 min, live)
Caller	Amanda
Per-call fill-ins	[name], [city], [trade] — pulled from GHL before you dial
The magic word	"Fair?" — use it after the opener and the bad-time save. It turns a reflex no into a yes.
The pause	After the opener, STOP talking. Let them answer. Silence is the weapon.
NEVER	Promise lead numbers, quote pricing, or push past a hard no.