The Exact Outbound Messaging Scripts We Utilize for Our Clients To Get Qualified Prospects On The Phone

Posted by LinkedSelling in B2B Lead Generation & Sales Insights, LinkedIn Marketing Insights

There’s no way around it, every business needs to continually generate new sales opportunities, otherwise they can’t sell.

It’s not always so easy though…

How can you create those opportunities consistently?
How can you attract quality prospects so you don’t waste your sales team’s time?
How can you get in front of high end, big account potential prospects?

Today’s post will show you just ONE way we answer those questions - using outbound messaging. In fact, I’m going to share with you:

  • The word for word messaging sequences we’ve used for our clients (personal information excluded of course)
  • The results they achieved
  • WHY they worked so well (our analysis)
  • And how you can adapt them to connect with targeted prospects you’d like to work with

There is a caveat though…

***Outbound messaging, whether on a social media platform or via email, is strictly one part of a multi-channel outbound strategy we implement for our own business and for our clients to achieve a consistently full pipeline and greater predictability in terms of expected revenue.

Access the PDF Download Here

See the exact templates we use, along with word-for-word industry examples to build your own messaging campaigns.

How to Use Messaging Scripts on LinkedIn

Before I share the exact scripts we’ve used for our clients, it might help to indulge in some context around the overall strategy behind these scripts. 

We started out by gaining a reputation as the LinkedIn experts, which is where our experiments with messaging began. Since then, we’ve utilized the platform as just one of the tools we’ve used to service hundreds of clients and have generated hundreds of millions in revenue for their businesses - including outbound cold emailing, Facebook messaging and more.  These messaging scripts will work on any platform, as long as your audience is there and you’re able to target them. 

Which implies that you first need to be very familiar with who you want to target - and you need to be able to target them. LinkedIn, for example, makes it very easy to find and search for your target audience, giving you the ability to get extremely granular in your searches, from the companies you want to work with, to the exact job positions within those companies and much much more.

Once you’ve identified some potential prospects, you can then send them a connection request (on LinkedIn), or after you’ve acquired their email, or they’ve found you and given you their info, you can then begin a nurture campaign using messaging campaigns like the one we’ll show you now.

A campaign like this accomplishes several objectives:

  • You increase your database of targeted prospects
  • You stay top of mind and they gain familiarity with you
  • You prove your value by providing relevant information
  • All of which increases the trust they have in you
  • As it positively positions you in the market as an authority, not just as a another vendor

That being said, while messaging alone can be a powerful strategy, again, we’ve found that we get best results when utilized within a multi-channel strategy, including messaging, email, outbound calls, paid social media ads, and more.

Finally, here’s an overview of the multi-touchpoint strategy we use a guideline when developing a full pipeline for our clients:

As you can see in the graphic above, the first image is technically the “Initial Connection”. On LinkedIn, this is where you leave a note along with your connection request, without any sales pitch at all. Apply this to any platform you choose. 

You can get the word for word scripts to the rest of the messages the pdf download below.

Access the PDF Download Here

See the exact templates we use, along with word-for-word industry examples to build your own messaging campaigns.

Why It Works


Before I show you some specific examples of how we use this strategy for different industries, let’s take a minute to discuss each message and why they work.

Message #1: 


This message comes after they’ve accepted your connection request on LinkedIn and is the first message in the messaging campaign. Your goal from here on out is to build as much trust and add as much value as possible with your prospect.

So, to begin, you’ll want to:

  1. Thank your prospect for connecting with you,
  2. And then establish the relationship through empathy.

How to do that? 

Here’s one idea: you can invite them to your LinkedIn or Facebook group, for example. Something like that is an easy ask and it works because it’s both inclusive and exclusive; inclusive for your prospect and exclusive to others. In other words, your prospect feels special. 

They are getting an invitation to join a group of his or her top performing peers - a testament to his or her own achievements and success. So the prospect feels included and feels complimented that you think they’re at the same caliber and that they have something to offer.

Another benefit is that it positions YOU as the expert, the authority, bringing people in your prospect’s industry together. (If you haven’t started a group, here’s some information on how to do that and why it might be a good idea for you.)

Message #2:


Message #2 has one purpose only: create trust and familiarity. 

You need to stay top of mind but you don’t want your prospects to get skittish when your name, or the name of your company pops up on their radar. It’s all too easy to “ghost” people these days and just not answer you. That creates a problem for you and your sales team. The root of that problem is that you are seen as a vendor. 

Instead, reposition yourself with authority and trust. That means sharing content that’s interesting, relevant, and valuable to your prospects without asking for anything in return. Plus, it doesn’t even need to be your own content. (In fact, I’d argue that it’s better if it’s not!)

Message #3:


Message #3 is all about requesting a phone call. You can, of course, continue to offer more content, but at some point you do need to move the conversation into a business conversation where you discuss the possibility of working together (and closing the sale!).

The biggest mistake we see is that people typically jump straight to Message #3 when their prospect hasn’t got a clue as to who they are, or what they can do for them. When you share content, ask questions, and become a resource (and therefore, automatically, an authority in your space) you’ve already positioned yourself and now you’re ready for the ask:

Let’s book a call.

Message #4


Message #4, in most cases, is either the initial phone call request (that is, if you use Message #3 to send more valuable content instead), otherwise, it’s the place for a phone call follow-up. If you decide to use message #4 as the initial phone call request, see the messaging scripts in message #3 for examples. 

Message #5


What’s the key to sales? Follow-up, of course! We’re not gonna give up on these potential prospects just yet. We have more follow-up messages to continue staying top of mind and to get (or keep) the conversation rolling.

An alternative option to a direct ask to book a call with you is to appeal to a sense of emotion. In the pdf, you’ll see an example where we used a quote to encourage the prospect to accept the client as the expert in what the prospect needs. From there, it’s a pretty easy transition to ask to schedule a phone call.

***Want to access the exact word for word messaging scripts we use for these messages? Download the pdf below and keep it at hand for easy reference.***

Access the PDF Download Here

See the exact templates we use, along with word-for-word industry examples to build your own messaging campaigns.

Here’s what the sequence looks like for clients in different industries:


Here are some examples of what these sequences look like for our clients in different industries and the results the messaging campaigns give them.

Marketing Industry Client:


This sequence was designed to target top management and marketing executives at big CPG companies in Texas or California. The following sequence was a huge success, with a total of 44 quality booked appointments in just 4 months.

Message 1: Thank the prospect for connecting and establish the relationship through empathy, specifically by sharing an invite to join their professional group on LinkedIn.

Message 2: Stay top of mind and add value with an article.

Message 3: Request a call with the prospect to share resources and make introductions.

Message 4: Follow-up, reiterate the call request.

Message 5: Second follow-up.

Engineering Industry Client:


The sequence we implemented for this client was designed to target Maintenance Managers and Reliability Engineers. It consistently brought in 15-20 quality booked appointments per month.

Message 1: Thank the prospect for connecting and share an invite to join their professional group on LinkedIn.

Message 2: Stay top of mind and add value with an article.

Message 3: Ask a “pain point” discovery question to further connect with and understand the prospect.

Message 4: Request a phone call to share industry experience and learn more about the prospect.

Message 5: Follow-up on the phone call request.

Coaching/Consulting Industry Client:


This sequence targeted female CXO’s and SVP’s in the US. It generated a total of 115 appointments with quality prospects in 10 months.

Message 1: Thank the prospect for connecting and share a report about women in leadership. Ask their opinion.

Message 2: Request to interview prospect for client’s upcoming book.

Message 3: Share helpful content and extend a group invite.

Message 4: Request a phone call to share industry experience and learn more about the prospect.

Message 5: Follow-up on the phone call request.

IT Development Industry Client:


This sequence targets prospects in Healthcare, Retail/ecommerce, Tech/Product Companies, Financial Tech, and Insurance. Still a fairly new sequence, it’s booked 21 potential prospects so far.

Message 1: Thank the prospect for connecting and establish the relationship by extending an invite to the client’s LinkedIn group.

Message 2: Soft call to action, aim of networking with peers.

Message 3: Share a relevant article prospect will find interesting.

Message 4: Request a phone call to learn more about their company, and share experiences, or relevant resources

Message 5: Follow-up on the phone call request.

Incorporate Your Own Messaging Sequence


We just walked you through some of the outbound messaging strategies that have seen success with our clients so that we could give you an idea of what’s possible. You can take what you believe will work for you and adapt it to your industry and business. The key to remember when sending out messaging campaigns is this:

  1. Don’t sell the appointment right out of the gate when you first connect
  2. Build value and trust first by knowing what’s important to your prospects and using that information to provide relevant content.

If you’d like to see the exact templates we use, along with word-for-word industry examples, click below to download a pdf you can save for reference as you build your own messaging campaigns.