# Context-led cold call script

Version 1.0 · Makers Commercial Radar · 11 September 2026

An operational resource for preparing, conducting and recording short B2B calls with context, human review and stopping rules.

> This material does not constitute legal advice. Before any campaign, validate recipients, data sources and use, purpose, opt-out lists, caller identification, calling times, recording, providers and applicable internal processes.

## 1. Initial gate — can the call go ahead?

Complete this before dialling. A negative, uncertain or unsupported answer prevents the call from proceeding until further validation.

| Check | Yes/No | Evidence or decision |
| --- | --- | --- |
| Does the company belong to the approved segment and territory? |  |  |
| Is there a current, verifiable business signal? |  |  |
| Is the source of the number recorded? |  |  |
| Is the type of number clear: general, role-based, named professional or personal? |  |  |
| Have the recipient and purpose passed the applicable validation? |  |  |
| Have the applicable opt-out lists been checked? |  |  |
| Has the internal suppression list been checked? |  |  |
| Does the contact avoid sensitive data or intrusive inferences? |  |  |
| Can the caller identify themselves and explain the reason? |  |  |
| Is there a defined stopping rule? |  |  |

**Decision:** `[ ] proceed` · `[ ] validate first` · `[ ] exclude/suppress`

**Reviewer:** `[NAME]`
**Review date:** `[DATE]`

## 2. Pre-call worksheet

### Company

- Name: `[COMPANY]`
- Sector/category: `[SECTOR]`
- Territory: `[CITY/REGION]`
- Website/main source: `[URL]`
- Date checked: `[DATE]`

### Contact

- Number: `[NUMBER]`
- Type: `[GENERAL / ROLE-BASED / NAMED PROFESSIONAL / PERSONAL / UNCERTAIN]`
- Source of the number: `[SOURCE]`
- Likely person or department: `[ROLE/DEPARTMENT]`
- Known restrictions: `[NONE / DETAILS]`

### Context

- Verifiable signal: `[BUSINESS FACT]`
- Source and date of the signal: `[SOURCE + DATE]`
- Hypothesis to validate: `[HYPOTHESIS, NOT A CLAIM]`
- What we do not know: `[GAP]`
- Why a phone call is appropriate: `[VALIDATED REASON]`

### Single objective

By the end of the call, we only want to:

`[CONFIRM DEPARTMENT / VALIDATE PAIN POINT / GET PERMISSION TO SEND AN EXAMPLE / ARRANGE A CONVERSATION / CLOSE]`

### Stopping rule

We stop immediately if:

`[OBJECTION / WRONG CONTACT / NOT A PRIORITY / UNCERTAIN SOURCE / INVALID SIGNAL / OTHER]`

## 3. Opening

Choose a structure and adapt it with facts. Do not read it like an advert.

### First call

> Good morning, this is `[NAME]` from `[SENDER COMPANY]`. I'm calling because `[BUSINESS SIGNAL]` and wanted to check who looks after `[PROCESS]`. Have I caught you at a bad time?

### General number

> Good morning, I'm `[NAME]` from `[SENDER COMPANY]`. I wanted to check which department looks after `[PROCESS]`. The reason is `[BUSINESS SIGNAL/TOPIC]`.

### Previously agreed contact

> Good morning, this is `[NAME]` from `[SENDER COMPANY]`. We agreed to pick up `[TOPIC]` today. Is this still a good time?

## 4. Relevance statement

Use: **fact → hypothesis → question**.

> I saw that `[VERIFIED FACT]`. In similar operations, `[PROPORTIONATE HYPOTHESIS]`. I wanted to understand whether this is something you encounter or whether it is not a priority.

Review:

- `[ ]` the fact is current and has a source;
- `[ ]` the hypothesis is not presented as a certainty;
- `[ ]` it includes no sensitive data or personal inferences;
- `[ ]` it allows correction and refusal.

## 5. Priority questions

Choose no more than two.

- How do you currently route enquiries coming in through `[CHANNEL]`?
- What happens when a contact is not assigned an owner straight away?
- Is the priority to generate more demand or organise the demand you already have?
- Who looks after this day to day?
- Which part of the process creates the most rework?
- Would it make sense to see an example applied to a similar operation?

Your own questions:

1. `[QUESTION 1]`
2. `[QUESTION 2]`

Do not request at this stage: sensitive data, system access, a detailed budget, a customer list or internal information without sufficient context.

## 6. Conversation paths

### The person is the right contact and the topic is relevant

> Would it make sense to send an example focused on `[PROCESS]`, or would you prefer a short conversation covering `[AGENDA]`?

Record: `[NEXT STEP + OWNER + DATE]`

### The person is not the right contact

> I understand. Which team normally looks after `[PROCESS]`?

If there is no referral:

> Thank you for letting me know. I'll close this here.

### It is not a priority

> Thank you for being clear. I won't pursue this topic.

Record: `[FACTUAL REASON + FINAL STATUS]`

### They ask for an email summary

> Of course. Is there anything specific I should include, or would you prefer just a summary of the reason for the call?

Record exactly what was requested. Do not automatically start a new sequence.

### There is an objection or a request to stop

> I understand. I'll record your request and we won't contact you again for this purpose.

Immediate action: end the conversation, update suppression and prevent re-entry into other lists or automations covered by the request.

### There is not enough context to continue

> I don't have enough context to continue this conversation. I'll review the research before taking any further step. Thank you.

## 7. Voicemail

Use only when allowed by the approved policy and when third parties can hear the content without inappropriate information being disclosed.

### First attempt

> Good morning, I'm `[NAME]` from `[COMPANY]`. I called about `[BUSINESS SIGNAL/TOPIC]` and wanted to check who looks after `[PROCESS]`. It isn't urgent. If it makes sense, you can contact me via `[CHANNEL]`; if it isn't relevant, there is no need to reply.

### Agreed follow-up

> Good morning, I'm `[NAME]` from `[COMPANY]`. We agreed to pick up `[TOPIC]` today. My contact is `[CHANNEL]`, and I'm happy to work around a time you suggest. Thank you.

Before recording:

- `[ ]` identity and company are clear;
- `[ ]` the reason is business-related and safe to share;
- `[ ]` there is no artificial urgency;
- `[ ]` there is no sensitive data;
- `[ ]` there is a valid reply channel;
- `[ ]` we do not promise to keep trying.

## 8. Second call

Review beforehand:

- First attempt: `[DATE/TIME/OUTCOME]`
- Voicemail left: `[YES/NO + SUMMARY]`
- Response or restriction: `[DETAILS]`
- Signal still current: `[YES/NO + SOURCE]`
- Reason for another attempt: `[REASON]`
- Status if there is no response: `[CLOSE / REVIEW ON APPROVED DATE]`

### If a voicemail was left

> Good morning, this is `[NAME]` from `[COMPANY]`. I left a short message on `[DATE]` about `[TOPIC]`. I just wanted to check whether this is the right department; if it isn't, I'll close the contact here.

### If no message was left

> Good morning, this is `[NAME]` from `[COMPANY]`. I tried calling on `[DATE]` without leaving a message. The reason is `[SIGNAL/TOPIC]`. Have I caught you at a bad time?

### If a follow-up was requested

> Good morning, this is `[NAME]` from `[COMPANY]`. You asked us to pick up `[TOPIC]` today. Is this still a good time, or would you prefer us to close this for now?

Do not say “as agreed” when there was no agreement.

## 9. Post-contact record

```text
Company: [COMPANY]
Contact/department: [ROLE]
Date/time: [DATE AND TIME]
Caller: [NAME]
Source/type of number: [DETAILS]
Signal used: [FACT + SOURCE]
Outcome: [STANDARDISED STATUS]
What was confirmed: [FACT]
What remains uncertain: [GAP]
Next action: [ACTION OR NONE]
Owner and date: [NAME + DATE]
Objection/restriction: [NO / DETAILS]
Suppression updated: [YES / NO / NOT APPLICABLE]
```

Suggested statuses:

- `not answered`;
- `voicemail left`;
- `department confirmed`;
- `wrong contact`;
- `relevant topic`;
- `summary requested`;
- `next step agreed`;
- `not a priority`;
- `objection — suppress`;
- `closed — insufficient context`.

## 10. Daily session review

At the end of each session, answer:

1. How many numbers and departments were correct?
2. Which signals were confirmed or rejected?
3. Which questions produced useful information?
4. Which reasons led to contacts being closed?
5. Have all objections and restrictions been processed?
6. Should the selection stay the same, be reduced or change?
7. Was there any call that should not have been made? Why?

Decision for the next session: `[KEEP / ADJUST / PAUSE]`

## 11. Sources for validation

- [Portuguese Law No. 41/2004 — personal data and privacy in electronic communications](https://diariodarepublica.pt/dr/legislacao-consolidada/lei/2004-106523049)
- [CNPD Guideline 2022/1 — electronic direct marketing communications](https://www.cnpd.pt/umbraco/surface/cnpdDecision/download/121958)
- [EDPB — respecting individuals' rights](https://www.edpb.europa.eu/sme/be-compliant/respect-individuals-rights_en)
- [ANACOM — caller line and sender identification](https://anacom.pt/render.jsp?contentId=1740779)

These sources are starting points. Actual use must be validated for the specific organisation, campaign, recipients and providers.

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Makers Commercial Radar · usemakers.com/en/radar/