AiSDR Product Spotlight #12: Superpower human cold calling with personalized call scripts 

The fear of cold calling is why I landed in marketing instead of sales. 

Picking up the phone and just calling random people out of the blue, with no previous connection, and a decent chance of them getting mad at you? 

Mortifying. 

And proving the point, most cold calls I’ve received lately felt like this 👇

No wonder many businesses shy away from cold calls and see them as an inefficient, last-century tactic. 

Yet according to Cognism’s research, cold calling campaigns help companies boost ROI by 40-50%. 

Which means that despite the common sentiment, cold calls still actually work. 

But there’s a catch. 

To make cold calls work, sales reps need to: 

• Start by asking permission to speak (resulting in 2.4x more meetings booked)
• Loop in relevant success stories from clients (1.8x increase in success rate) 
• Lead with problems they’ve solved for similar companies (6.3x increase in conversion)

And while #1 on this list is an easy lift, the other two require research, reasoning, and preparation. 

Exactly what our new AiSDR feature lets you do!

Introducing AI call scripts 

As of this week, on top of emails, LinkedIn messages, and texts, AiSDR will generate personalized call scripts for your outreach. 

No more awkward conversations, long pauses, or struggling with what to say next. 

AiSDR equips you with the talking points that will make your chat flow, whether it’s the next step in your outreach sequence or an opening pitch. 

All scripts will be saved as call tasks inside HubSpot CRM for each prospect you reach out to with AiSDR. 

You can easily pull up the script through the contact’s record by going to “Activities” → “Tasks”. 

Like with first-touch messages, follow-ups, LinkedIn messages, and AI videos, you’ll be able to preview a sample call script when creating a new campaign or testing a sales persona. 

And similar to other types of messages, AiSDR call scripts are highly customizable to meet your tone, voice, and all the essentials you typically want to deliver over the phone. 

Our GTM Engineers will train the AI based on the industry’s best practices and your existing call scripts, and prompt the AI to deliver scripts that add value and match your expectations. 

By default, AiSDR call scripts outline the entire phone conversation with the prospect:

• Opening line
• Asking for permission to speak to them (and reschedule if the time’s bad) 
• Your value props 
• Social proof with success stories, feedback, industry stats, or any other helpful information
• Closing line and CTA 
• Answers to most common questions and objections 
• Message you can leave when directed to the voicemail

But you can customize the scripts any way you’d like, whether it’s stick to the provided text or just use them as talking points and let the conversation flow naturally. Whatever works best 🙂 

Why is it cool?

At the moment, AiSDR can’t yet offer full-scale AI voice conversations because we feel that the AI is not there yet to respond to all the nuances of real-time discussions, peculiarities of speech, context, tone ambiguity, and more.  

Also, AI cold calls are illegal in some countries, such as the US.  

But we believe that call scripts are the next best thing to bridge the gap between impersonal uncalled-for dial-ins and value-driving pitches because: 

1. You get a write-up of the discussion in your tone AND adjusted to the preferences AiSDR defines for each prospect in the communication profile (win-win!). 

2. Each script is personalized with the prospect’s info, so you don’t have to research or pull the information from your CRM manually 5 minutes before the call. It’s all at your fingertips. 

3. The AI tailors each script to your ICP, selecting the solution benefits and success stories that are most relevant for each prospect (rotating the data based on their job role, industry, geography, etc.)

4. You don’t have to fill in the gaps with the prospect’s information as you speak. All their data is already added to the call, making sure you don’t make any errors like calling them by the wrong name or following the wrong conversation track because of a different job title. 

5. All scripts build on the tactics we gathered from 50+ leaders in sales, which makes them more likely to convert.

6. It opens up a new channel in your mix. Calls are converting really well as they increase the visibility of your offer and the success rates of your sales outreach. 

And since the AI does all the homework for you, this new feature materially reduces the anxiety many salespeople have when it comes to calling prospects. 

We still have to wait for the AI to get good enough to fully automate calls where it’s legal to do so.

(Which I feel might not be that long, to be honest)

But in the meantime, call scripts might as well just be what your team needs to make cold calling a strong driver for predictable sales. 

Next week’s sneak peek

This tiny blurb section is usually the hardest to write because we’re working on so many things 😅

And yet, coming up next – multimedia follow-ups! You’ll be able to use memes and videos not just across first-touch emails, but also in follow-ups to get more eyes on your messages. 

So stay tuned!