Cold calling a competitor signal
Read this first
This person is in the market, so a cold call here converts way better than a random dial, as long as you stay calm and don't blow it by naming the competitor.
5+ dials for every contact, whatever their priority. Here's the word-for-word script.
The one rule
Never say you saw them looking at a competitor. This is the channel where it slips out, because you're improvising under pressure. If they catch you knowing something you shouldn't, the call is over and so is the account.
You know the secret. It tells you who to call and what to lead with. It never leaves your mouth.
Mindset
You’re starting a conversation, not forcing a meeting.
Talk like a human, not a telemarketer. Slow down. Smile, it’s audible.
Keep your answers short. Simple beats clever, every time.
The script, word for word
1. Opener
"Hey [Name], full transparency, this is a cold call. Give me 20 seconds and if it's not relevant you can hang up on me. Fair?"
Then stop talking. 9 out of 10 say "go ahead" because you were honest.
2. Why you're calling
"Appreciate it. I work with [teams like theirs] and what I keep hearing is [the problem that makes people go shopping]. Is that on your radar, or are you pretty dialed in there?"
Filled in: "I work with heads of sales at Series B companies, and what I keep hearing is they lose deals they didn't even know were competitive."
3. The pitch, one customer and one outcome
"Gotcha. So teams like [similar customer] work with us because [one specific outcome]. Pretty light lift to set up."
Filled in: "Teams like Acme work with us because they catch those deals early and win a few they'd have lost."
4. The close
"Worth 15 minutes next week? Worst case I send you [a benchmark / a teardown] you can steal even if we never talk again. Does Thursday or Friday work better?"
Give them two options, not an open question. Easier to answer.
If you freeze
"I'll be real. I called because I think there's a fit and I don't want to waste your time. Can I send you one thing and grab 10 minutes?"
If they tell you they’re already looking at options, don’t pounce. Say “oh nice, what’s prompting that?” and let them talk. You’re in a real conversation now, not a cold call.
Voicemail
You’ll hit this most of the time.
Voicemail
"Hey [Name], it's [You] at [Company]. Keeping it short. I work with [teams like theirs] on [the problem] and had one idea for you. I'll shoot a quick email too. If it's not relevant, no worries. [Your number]."
Leave a voicemail every 2–3 attempts, not every time. Always follow it with an email.
Objections, the exact words
First: questions aren’t objections. “Do you integrate with Salesforce?” means they’re interested. Answer it in one line, then go back to asking for the meeting.
”How’d you get my number?”
Actually answer the question. Your number came out of a sales database, the same one every rep in your seat uses. That’s boring and legal, and boring is exactly what you want here. Dodge it and you sound like you’re hiding something, which is when people get suspicious and hang up.
Say this
"Honestly? [your data tool]. It's a contact database, same one everyone in my job uses. Nothing clever. Give me 20 seconds and you can tell me whether it was worth it."
Name the actual tool your team uses. "ZoomInfo", "Apollo", whatever it is. Saying the name is what makes it land as honest instead of shifty.
If they’re genuinely annoyed rather than just curious, don’t fight it:
If they're irritated
"Totally fair, and I can take you off my list right now if you want. Want me to?"
Mean it, and actually do it. Some of them will say "no, go on, what is it?" instead.
Never, ever: “we saw you looking at a competitor.” That’s the one answer that ends the call and the account.
”We already use [competitor].”
Why you’re hearing this. Either you’re late and they already bought, or they were already a customer and something is moving on that account.
The signal was right. It just wasn’t a new deal. Work it anyway. An account that’s in motion is one where the contract is about to get bigger and harder to leave, so it’s worth a swing now rather than later.
Go for the meeting first.
Say this
"Totally, most people I call do. That's actually why it might be worth 10 minutes: the teams that switched usually weren't unhappy, they just saw [the specific thing you're better at]. Can I show you?"
If they won’t take the meeting, don’t hang up with nothing. Get the date.
If it's a no
"All good. When does your contract come up? Cool, I'll reach out a bit before then rather than bug you now. If everything's great you'll ignore me, and if it isn't you'll have somewhere to go."
A contract end date is a real win out of a no. Log it and set the reminder for a month or two before, so you're early next time instead of late again.
”We’re already looking at a few options.”
The best objection you can get. They just told you the deal is live.
Say this
"Makes sense, that's most of who I talk to. What's driving it, and what matters most in the decision? Before you sign anything it's probably worth 20 minutes. Worst case you walk in with a second bid and a better price. Later this week?"
”We just signed with [competitor].”
You’re late. Be gracious, but still ask for the meeting. Signed isn’t the same as rolled out and happy, and plenty of these come back inside a year.
Say this
"Congrats, genuinely. Can I ask what tipped the decision? Makes sense. Honestly still worth 15 minutes at some point, even just so you know what else is out there when you're reviewing it. Worth a look?"
Their answer to "what tipped it" is free intel on why you lose. Write it down either way.
If that’s a no, get the date before you go.
If it's a no
"No worries. When's that contract up for renewal? I'll check in a bit before then. If everything's great you'll ignore me, and if anything's rough you'll have an option in your back pocket."
Log the date. This account is a timed nurture now, not a loss.
”Just email me.”
Say this
"Happy to, and I will. So it's not a wall of text you delete: what's the one thing that'd make it worth opening?"
Whatever they answer is the real objection. Now you know what to sell against.
“No budget.”
Say this
"Totally get it, this isn't a today thing. I just want to be the name you know when [the problem] comes up. Worth 10 minutes for the context?"
“Not a good time.”
Say this
"No problem, I'll be quick or get out of your hair. Better to grab 10 later this week. Thursday or Friday?"
When to call, and how hard
8:00–9:30am and 4:00–5:30pm convert best. Before the day eats them, or after it’s done.
Every contact gets 5+ dials across the week before you drop them. Not every account, every person. That includes the rest of the group we hand you alongside the flagged contact, and it applies at every priority level, not just the high ones.
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