Advertising Sales Cold Call Scripts and Examples
A useful advertising sales script helps you begin a relevant conversation. It should identify you, explain why you contacted the business, and make room for an honest answer. Read the examples below as adaptable language, not promises that a particular phrase will win an account.
The scripts are illustrative. Replace bracketed fields with accurate details before using them. These are not transcripts of past client calls or claims of tested conversion rates.
Prepare a reason to call
Before dialing, confirm the business name and find a specific reason the audience or placement may be relevant. Know what you can deliver, what it costs, and what you can substantiate about the audience. Keep a discovery question in front of you so the call can become a discussion quickly.
A straightforward introduction
“Hi [Name], this is [Your name] with [Company]. We offer [accurate description of placement] for businesses interested in reaching [audience]. I noticed [verified business detail]. Is attracting more [relevant customer type] something you are working on?”
This introduction gives the prospect enough context to respond. If the answer is yes, ask what the business has already tried and what an appropriate outcome would look like. If the answer is no, ask whether a different priority matters only when the person is willing to continue.
Reaching the person who handles advertising
“Hello, I’m [Your name] with [Company]. Who handles decisions about advertising for [Business name]? I have a question about whether [brief, accurate audience description] is relevant to the business.”
Be courteous to whoever answers. Do not imply that you are returning a call or have an appointment when that is untrue. Ask for the preferred way to introduce the opportunity rather than demanding a direct transfer.
A call connected to a business event
“Hi [Name], I saw that [Business name] is [verified opening, expansion, or event]. Congratulations on the project. Are you planning any advertising around it? Our [placement] reaches [accurate audience], and I wanted to see whether the timing and audience fit.”
Only use an event you have verified. An old social post or outdated directory entry may not describe the business today.
Moving from introduction to discovery
“Before I recommend a placement, could I ask what you most want a new customer to do? Are you trying to generate calls, visits, appointments, or sales of a particular offer?”
Follow the answer with questions about timing, customer fit, response capacity, and how the advertiser evaluates results. Avoid reading a long checklist mechanically. A useful question should follow from what the prospect has said.
When someone says to send information
“Certainly. So I send something relevant, which is most useful to you: the audience information, placement options, or pricing? What email address and follow-up timing do you prefer?”
Send the requested information. Do not treat permission to receive one explanation as an agreement to an unlimited sequence. The cold email examples can help you keep that message focused.
A short voicemail
“Hi [Name], this is [Your name] with [Company]. I’m calling about [specific advertising opportunity] for [Business name]. If reaching [accurate audience] is relevant, you can reach me at [phone number]. Again, [Your name], [phone number]. Thank you.”
Speak clearly and leave enough context for the person to judge relevance. Avoid a vague message designed to hide that it is a sales call.
Closing with a clear next step
“Based on what you described, I can prepare an option focused on [goal]. Would it be useful to review the audience, placement, and full cost together on [proposed day]?”
If the prospect declines, acknowledge the decision. If the timing is the issue, record the date they request. If there is no fit, close the opportunity rather than adding repeated reminders.
Review your calls without blaming the script for everything
Track whether your contacts are reaching the right people and whether the audience is relevant. Separate no answer, wrong contact, poor fit, timing, and a substantive objection in your notes. That information helps you improve prospect selection and your offer, as well as your wording.
For responses to pricing and performance concerns, use the advertising objection guide. For the full workflow, read how to sell advertising to local businesses.