Introduction: To Script or not to script?
Everyone tells you to use a script, but nobody teaches you how to write one that doesn't sound scripted.
The best SDRs don't memorize word-for-word transcripts. They build structural frameworks that guide conversations while leaving room to be human. Think jazz: you know the chord progression, but improvise the melody based on what you're hearing.
This guide teaches you that framework. Each section includes video training from Lauren Woodcock, an experienced SDR who uses this exact methodology to consistently exceed quota.
The Seven-Part Script Structure
Every successful cold call follows this structure:
- Open & Pattern Interrupt – Break their expectations
- Introduction & Purpose – Why you're calling them specifically
- Upfront Contract – Set expectations and get permission
- Discovery Questions – Uncover challenges and priorities
- Value Proposition – Connect their pain to your solution
- Objection Handling – Address concerns without being defensive
- Meeting Request – Ask for next steps with specific options
Let's build each element.
Element 1: The Opener (Pattern Interrupt)
Introduction to Cold Calling Scripts
The first 10 seconds determine whether you get a conversation or a hang-up. Pattern interrupts disrupt what prospects expect, forcing their brain to actually listen.
Most prospects expect:
- "Did I catch you at a bad time?"
- "How are you doing today?"
- "I'd like to tell you about..."
When you do something unexpected, you break their autopilot rejection mode.
Three Proven Pattern Interrupt Techniques
1. The Polite Unexpected"Hi [name], thanks for taking my call."
Simple gratitude feels disarming. Most sales calls don't start with thanks.
2. The Confirmation Question"Hi [name], you're the VP of Sales at [company], right?"
Requires a response. They have to engage, even if just to say "yes."
3. The Direct Opener"Hi [name], I'm calling about your SDR hiring process. Terrible time?"
Honest, researched, and "terrible time?" is unexpected enough to get "no, what's this about?"
What to Avoid
- "Did I catch you at a bad time?" (Reduces booking rate by 40%)
- Long company introductions
- Fake familiarity
Your Assignment: Write three openers using each style. Test them and track which performs best.
Element 2: Making Your Script Natural
How to Sound Like You, Not a Robot
The biggest mistake: taking someone else's script and delivering it word-for-word. It sounds forced because it is forced.
How to Personalize:
Step 1: Write it in your own wordsUse language you actually use. If you'd never say "circle back," don't put it in your script.
Step 2: Record yourselfListen back. Where do you sound unnatural? Rewrite those spots.
Step 3: Test variationsTry different ways of saying the same thing until it flows naturally.
Step 4: Adapt to your prospectsThe structure stays the same, but language changes for CEOs vs. managers vs. individual contributors.
Element 3: The Pattern Interrupt Deep DiveIntroduction & Purpose Statement
Pattern interrupts work because they create curiosity without confusion. Here's how to execute them effectively.
The Unexpected Thank You in Action:
Standard opener: "Hi, is now a good time?"Their brain: "Sales call. Reject."
Pattern interrupt: "Hi [name], thanks for taking my call."Their brain: "Wait, what? I didn't expect gratitude."
That micro-moment of curiosity is your window.
The Confirmation Question Strategy:
"Hi [name], you're the head of sales at [company], right?"
This does three things:
- Confirms you've done research
- Requires them to respond
- Creates a conversational tone immediately
Examples by Scenario:
They just raised funding:"I saw you raised $30M last month. Most companies in that position face huge pressure to scale sales quickly without sacrificing quality. Is that what you're dealing with?"
They're expanding geographically:"I noticed you opened an office in Austin. Companies expanding into new markets usually struggle to find reps who can navigate unfamiliar territory. Does that resonate?"
Element 4: Have a reason for your call
You're not just here for a chat
You have 10 seconds to give them a reason to stay on the call. Generic reasons get you nowhere.
The Formula
Three elements in one sentence:
- Who you are
- Your company (if it adds credibility)
- Why you're calling THEM specifically
Weak Example:"I'm Lauren from meritt, and we help companies hire better salespeople."
Strong Example: The reason for my call isI noticed you're hiring three SDRs right now, and most sales teams in your space struggle to assess candidates who don't have traditional experience. Does that sound familiar?"
The difference: Specific research + specific pain point + relevance to their current situation.
Building Your Purpose Statement
Research trigger events:
- Funding rounds
- Product launches
- Team expansion
- Geographic expansion
- Executive changes
Connect triggers to pain:
- Expanding team → hiring pressure
- New product → need fast learners
- New market → need adaptability
Frame around their situation:"I saw [specific thing], and companies in that situation usually face [challenge]. I wanted to see if that's true for you."
Element 5: The Upfront Contract
Setting Expectations Early
Prospects fear being trapped in a 30-minute pitch. An upfront contract removes that fear by giving them control.
The Framework
"Here's what I'm thinking: I'd like to ask you a few questions to understand if this is even relevant to your situation. If it makes sense, we can schedule a proper conversation. If not, I promise this is a short call. Sound fair?"
Why This Works
- You're asking permission, not assuming it
- You're giving them an out
- You're qualifying them, not pitching them
- You're setting up the meeting ask naturally
This transforms the dynamic from:Salesperson vs. Prospect
To:Professional + Professional determining fit
Adapt by Seniority
C-Suite:"I know your time is valuable. Three questions will tell us if this is worth a deeper conversation. Either way, five minutes max. Fair?"
Managers:"I'd love to understand how you handle [process]. If there's a fit, great. If not, at least you'll have industry benchmarks. Does that work?"
Individual Contributors:"I have a few questions about [workflow]. If we can help, I'll share it. If not, I'll get out of your way. Sound good?"
Element 6: Crafting Your Value Proposition
Communicating Value Clearly
Your value proposition should be 30-45 seconds maximum. Any longer and you lose them.
The Formula
"Based on what you just told me about [their challenge], here's what we do: [one-sentence description]. What that means for you is [specific benefit]. For context, [quick proof point]."
Example for meritt:
"Based on what you said about struggling to assess non-traditional candidates, here's what we do: we use AI psychometric testing to measure curiosity, coachability, grit, and communication instead of just resumes. What that means for you is you'd see candidates who have the right traits for sales success, even if they're coming from customer success or teaching. For context, we helped MacroBond screen 1,453 applicants and only introduced them to the 6 who got hired. Zero wasted interviews."
What to Include
- Direct callback to their challenge
- One clear sentence about what you do
- Specific benefit for their situation
- Relevant proof point
What to Leave Out
- Every feature
- Company founding story
- Multiple case studies
- Technical jargon
- Pricing
Benefits Over Features
Feature-led (weak):"We have AI screening, video introductions, psychometric assessments, and automated scheduling."
Benefit-led (strong):"You only meet candidates who've been validated for the traits that predict sales success, which means you stop wasting time on interviews that go nowhere."
Element 7: Asking Great Questions
Asking Questions That Uncover Real Pain
This is where average SDRs and great SDRs diverge. Your questions serve three purposes:
- Qualify (do they have your problem?)
- Uncover pain (how much does it cost?)
- Build credibility (show you understand their world)
The Question Hierarchy
Level 1: Confirmation (Closed)"Are you currently hiring for SDR roles?"
Purpose: Confirm research.
Level 2: Situation (Open)"How do you currently screen SDR candidates?"
Purpose: Understand their process.
Level 3: Problem (Open)"What's the hardest part of that process?"
Purpose: Surface pain points.
Level 4: Impact (Open)"How much does it cost when an SDR doesn't work out?"
Purpose: Quantify consequences.
The Conversation Flow
Don't run through questions like a checklist. Build each question based on what they just said.
Example Flow:
You: "Are you hiring SDRs right now?"Them: "Yes, trying to fill two roles."
You: "What does your screening process look like?"Them: "We post on LinkedIn, get tons of applications, recruiter screens, then they come to me."
You: "What's the biggest challenge in that process?"Them: "Most candidates look good on paper but fall apart in interviews. They can't handle objections."
You: "When you've made a bad hire in the past, what did it cost you?"Them: "Brutal. We waste 3-4 months on onboarding, they churn, we're back to square one. Plus it kills team morale."
Each question builds on the previous answer. You're having a diagnostic conversation, not an interrogation.
The Critical Follow-Up
Most SDRs ask a question, get an answer, move to the next question. This feels mechanical.
Instead, use follow-up probes:
- "Tell me more about that."
- "What do you mean by [word they used]?"
- "Can you give me an example?"
- "How often does that happen?"
These show you're actually listening.
Putting It All Together: Your Complete Script Template
Here's how all elements flow together:
[OPENER]"Hi [name], thanks for taking my call."
[INTRODUCTION & PURPOSE]"I'm [your name] from [company]. I noticed [trigger event], and companies in that situation usually struggle with [challenge]. Does that sound familiar?"
[UPFRONT CONTRACT]"Here's what I'm thinking: I'd like to ask a few questions to see if this is even relevant for you. If it makes sense, we can schedule a proper conversation. If not, this will be short. Fair?"
[CONFIRMATION]"Are you currently [relevant activity]?"
[SITUATION]"How do you currently handle [process]?"
[PROBLEM]"What's the hardest part of that?"
[FOLLOW-UP]"Tell me more about that."
[IMPACT]"When that happens, what does it cost you?"
[VALUE PROP]"Based on what you told me about [challenge], here's what we do: [one sentence]. What that means for you is [benefit]. For context, [proof point]."
Common Script Mistakes That Kill Calls
1. Sounding Like You're ReadingFix: Memorize structure and key questions, not every word. Practice until you can deliver each section naturally in different ways.
2. Asking Questions Without ListeningFix: Treat questions as conversation guides, not checklists. When they say something interesting, probe deeper.
3. Talking Too MuchFix: Use the 70/30 rule. They should talk 70% of the time.
4. Not Adapting to Their ToneFix: Mirror their energy. If they're busy, be concise. If they're engaged, dig deeper.
Testing and Refining Your Script
Your first script won't be perfect. Great scripts emerge from iteration.
Track These Metrics
- Connection Rate: Dials before you reach someone
- Conversation Rate: Of people reached, how many let you past the opener
- Discovery Rate: Of conversations, how many answer your questions
- Meeting Rate: Of discoveries, how many book meetings
Where Scripts Break Down
Low conversation rate: Your opener or introduction needs work.
Low discovery rate: Your upfront contract isn't working, or questions feel interrogatory.
Low meeting rate: You're not uncovering enough pain, your value prop isn't compelling, or your meeting request is weak.
The Iteration Process
Week 1: Run your script for 50 calls. Track metrics.
Week 2: Identify weakest section. Rewrite with two variations. Test both.
Week 3: Keep the better variation. Test two new variations of your next weakest section.
Week 4: Combine best-performing components into your refined script.
Repeat monthly. Your script should constantly evolve.
How meritt Evaluates Communication Skills
When we assess SDR candidates at meritt, communication is one of four core traits we measure. We're not looking for people who can recite a perfect script. We're looking for people who can:
- Structure thoughts clearly under pressure
- Adapt messages based on what they're hearing
- Ask insightful questions showing genuine curiosity
- Handle pushback without becoming defensive
- Make complex ideas simple and accessible
A great script gives you the structure to demonstrate all of these capabilities, even when you're nervous or facing rejection.
If you're working on your cold calling skills, this preparation shows the kind of coachability and grit that predicts sales success. At meritt, we assess candidates on their potential and approach to learning, not just current skill level.
Next Steps
You now have the framework for building effective cold calling scripts. Part 2 of this guide covers execution: preparing for calls, setting the right tone, handling objections, booking meetings, and following up effectively.
Your homework before Part 2:
- Write your script using the seven-part framework
- Record yourself delivering it
- Identify spots where you sound unnatural
- Rewrite those sections
- Practice until you can deliver it conversationally
The structure gives you confidence. Your personality makes it work.