Cold calling scripts for marketing agencies selling to local businesses
Local business owners get called constantly by agencies promising first-page rankings and more leads, so the word 'marketing' alone can end the call. They're also usually the person doing the work, answering the phone between customers. The calls that work are short, built on something specific you noticed about their business, and end with an offer that costs them nothing but a few minutes.
Who you're calling
Owners and managers of local and small businesses such as trades, clinics, restaurants, salons, gyms, and professional services. They care about steady customers, cash flow, and their reputation in the community, and many are wary after paying for marketing that didn't seem to do anything. They're tired of guaranteed-ranking promises, callers pretending to be from Google, long contracts, and agencies that have never looked at their website.
Work it out from your own connect and meeting rates with the free cold call calculator.
Script 1
Listing or website observation
Use when: You've checked their website, Google Business Profile, or reviews and spotted one specific, fixable issue.
- You
Hi, is this [Name], the owner of [Business]? This is [Your Name] with [Agency], a marketing agency in [Area]. I'll be quick. I was looking at local [Business Type]s and noticed something on your Google listing I thought you'd want to know about. Got a minute?
- Prospect
If you're selling SEO, I get these calls every day.
- You
I believe you, and I won't promise you rankings. Here's what I saw: your listing shows your hours as [Hours], but your website says [Different Hours]. When those don't match, people can show up when you're closed or skip you. Was that intentional?
- Prospect
No. I didn't even know the listing said that.
- You
It's an easy fix, and you can do it yourself in the profile settings. I also noticed a couple of other small things, like [Issue, e.g. no photos of recent work]. Do most new customers find you on Google, or is it mostly referrals?
- Prospect
Mostly referrals. Some from Google, I think. I don't really track it.
- You
That's normal for an owner-run business. Here's my offer: I'll put together a one-page list of what I noticed, split into what you can fix yourself and what might be worth getting help with. It takes 15 minutes to walk through. If you just want the list, that's fine too.
- Prospect
What's the catch?
- You
No catch. It's how we meet business owners. If you like what you see, maybe we talk about working together later. If not, you've got a free list. Would Tuesday morning or Wednesday afternoon be better for a quick call?
- Prospect
Wednesday afternoon. After the lunch rush.
- You
Wednesday at 2:30. I'll email the list beforehand so you can look at it first.
- Prospect
Okay.
Script 2
Newly opened business
Use when: The business recently opened, moved, or rebranded, and you've seen it in local news, a new listing, or new signage.
- You
Hi, is this [Name]? This is [Your Name] from [Agency], a local marketing agency in [Area]. I saw you just opened on [Street], congratulations. I'm calling to ask how the first few weeks have gone. Is now a bad time?
- Prospect
It's busy, but okay. What is it?
- You
I'll keep it short. For a new business, the first few months are usually about getting the word out without burning cash. Where are most of your new customers finding you so far?
- Prospect
Foot traffic and some Instagram. Honestly, I don't have time to post much.
- You
That makes sense, you're running the place. Is getting more customers the priority right now, or keeping up with the ones you have?
- Prospect
More customers. Weekdays are slow.
- You
Got it. I'm not going to try to sell you a big package. Sometimes a simple plan for slow days is enough, like a local offer or a few posts scheduled ahead. Would it help if I sent three ideas specific to [Business Type]s in [Area], and we talked for 15 minutes next week?
- Prospect
I've got no budget for an agency right now.
- You
Totally understand. Some of the ideas will be things you can do yourself. If any of them need help, we can talk about what that would cost then. Fair enough?
- Prospect
Okay. Send them over.
- You
Will do. I'll email them today and call you next Tuesday afternoon. I'm guessing that's quieter?
- Prospect
Yeah, Tuesday after three is good.
Script 3
Follow-up after a mini audit
Use when: You already sent a short audit, video, or mailer and are calling to follow up.
- You
Hi [Name], it's [Your Name] from [Agency]. Last week I emailed you a short video about your website, the one about the booking form on your mobile site. Did you get a chance to see it?
- Prospect
I don't think so. I get a lot of email.
- You
No problem, here's the 20-second version. When I tried to book on your site from my phone, the form didn't load properly. That might mean some people who want to book can't. Has anyone mentioned trouble reaching you online?
- Prospect
Actually, a customer did say something about that a while ago.
- You
That's worth checking, then. Who looks after your website now?
- Prospect
My nephew built it. He's busy, though.
- You
Makes sense. Rather than replacing anything, I'd start by fixing the form. I can walk you or your nephew through what's broken in ten minutes. If you'd like us to fix it, I'll give you a fixed price for just that before we do anything.
- Prospect
We're not signing up for a monthly retainer.
- You
You don't have to. This would be a one-off fix. Would it be easier if I sent the details to your nephew directly, or should we set up a short call with both of you?
- Prospect
Send it to me first. I'll forward it.
- You
Sure. I'll resend the video with a short written summary today and call you Friday morning to see what you both think.
- Prospect
Friday's fine.
Voicemail script
Hi [Name], it's [Your Name] with [Agency], a marketing agency here in [Area]. I was looking at [Business]'s Google listing and noticed [Specific Issue, e.g. your hours don't match your website]. It's a quick fix, and I'm happy to show you how at no charge. Give me a call at [Phone], or I'll send a short email with the details. Again, [Your Name], [Phone].
When someone else answers
At small businesses, whoever answers might be a front-desk employee, a family member, or the owner without saying so. Be straightforward: 'Hi, this is [Your Name] with [Agency], a local marketing agency. I noticed something on your Google listing I wanted to mention to the owner. Is [Name] in today?' If they're busy, ask: 'When's usually a quieter time to call?' Front-desk staff often know exactly when the owner has a free moment.
Marketing Agency objections and responses
- "We tried an agency before and it didn't work."
- I'm sorry to hear that. What did they do, and how did you know it wasn't working? I'd rather understand what went wrong than promise we're different.
- "I get all my business from word of mouth."
- That's a great sign, it means your customers like you. Word of mouth often ends with someone looking you up before they call. I'd just want to make sure what they find backs up the recommendation.
- "I don't have the budget."
- Understood. A lot of what I'd suggest first is free, like correcting your listing or asking happy customers for reviews. If you ever want help with the bigger things, we can talk about what fits your budget then.
- "Are you calling from Google?"
- No, I'm not, and you should be wary of anyone who says they are. I'm [Your Name] with [Agency], an independent marketing agency in [Area].
- "How much do you charge?"
- It depends on the work. A one-off fix is very different from ongoing marketing. For [Service], a ballpark is [Price Range], and I can give you an exact quote once I know what you need. The free review will show whether anything is worth paying for at all.
More responses in the objection library.
Tips for this industry
- Look at the business before you call: their website on a phone, their Google listing, and their recent reviews. One specific observation earns more attention than any pitch.
- Call around the business's rhythm. Restaurants are slammed at lunch, trades are on jobs in the morning, and salons are booked solid on Saturdays.
- Lead with something they can fix themselves. Giving away a small, real win builds more trust than saving everything for the sales call.
- Skip jargon like SEO, funnels, and conversion rates. Talk about phone calls, bookings, and walk-ins.
- Offer a small first project instead of a retainer. Owners who have been burned are more willing to try a one-off fix.
- Rehearse your answer to 'I get these calls every day' with AI roleplay, so you can get past it in one calm sentence and move to your observation.
Questions
What's the best time to cold call small business owners?
Call when they are open but not busy, which depends on the business: mid-morning for many retail and service businesses, mid-afternoon for restaurants, and early morning or late afternoon for trades. Ask whoever answers when the owner is usually free, and write it down.
Should I mention a problem with their website or listing on the first call?
Yes, if it's specific, accurate, and fixable, because it shows you've done your homework. Frame it as something they'd want to know rather than proof they're doing it wrong, and double-check it right before you call.
How do I stand out from other agencies calling the same owner?
Be specific, be brief, and don't promise results you can't control. Most owners have heard 'We'll get you on page one.' Far fewer have heard 'Your hours on Google are wrong, and here's how to fix it yourself.'
Should I offer a free audit?
A free audit works best when it's short, specific to them, and useful even if they never hire you. A generic automated report can feel like bait, so keep it to a few observations you've checked yourself.
Make the script sound like you
Practice it against AI prospects until it flows. 250 free credits, about 25 minutes of practice, no card.