Omni Channel Guide
Call ScriptsThe Omni Way
"A cold call isn't a pitch — it's a permission request. Get permission to have a conversation. The conversation earns the meeting. The meeting earns the deal."
78% of leads go to the first responder
Tenet 04 — Omni-Service · Relentless Communication
Channel Role
Why Calls Belong in the Omni System
Tenet 04 — Omni-Service
Relentless Communication
The follow-up doctrine: 78% of leads go to the first responder, and most leads require 5–12 touches to convert. Most businesses quit at 1–2. The Omni system is built around being the rep that shows up on touch 7 when everyone else has given up.
📊Most connections happen on attempts 4–8
Why the Phone Still Wins
A phone call is the highest-converting touch in any follow-up sequence. It's the only channel that creates real-time conversation — where you can ask questions, handle objections, and book the next step in the same moment. No other channel does that.
Use Cases
Who This Is For
01
Sales reps making outbound calls as part of a LeadSprout prospecting sequence — working intent lists, area lists, and property data
02
Follow-up calls after a lead submits a form — the inbound response call that must fire within 5 minutes
03
Re-engagement calls to past leads that went cold after 1–2 touches — reopening doors without being pushy
04
Appointment confirmation calls — reducing no-show rates and warming up the meeting before it happens
The Standard
The Omni Standard
😐 Most Businesses
- One cold call, no answer, give up
- Or leave a voicemail that says "just checking in" — no reason to call back
- Pitch immediately instead of asking permission to have a conversation
- No structure — different reps say different things
- Calls logged as "no answer" with no next step scheduled
✦ The Omni Way
- Calls are part of a structured sequence — each has a specific purpose and script
- Every call either advances the conversation or gathers intel for the next touch
- Voicemails give a real reason to call back — always followed by an SMS within 2 minutes
- 5–12 attempts per lead before marking dead — most deals close on attempt 4–8
- Every call logged in LeadSprout with next step defined
Scripts
The Four Call Types
1
Opening: "Hey [Name], this is [Rep] with [Business] — you just submitted a form on our website. Did I catch you at an okay time?"
If yes: "Perfect. I just wanted to make sure someone reached out right away. Tell me what's going on — what made you reach out today?"
[Listen. Let them explain. Don't pitch.]
[Listen. Let them explain. Don't pitch.]
Next step: "Based on what you're telling me, I think we can definitely help. Can we get you on the calendar for [a quick estimate / a 15-minute call / a site visit] — what does [Tuesday or Wednesday] look like for you?"
If no answer: Leave voicemail using Type 3 script — then send SMS within 2 minutes.
2
Opener Option A — Neighborhood Approach
Opener Option B — Permit / Property Approach
Neighborhood
"Hey [Name], this is [Rep] with [Business]. We actually just finished a [service] for a homeowner on [nearby street] and I wanted to reach out to a few neighbors while we're in the area — is that something you've been thinking about?"
Property Trigger
"Hey [Name], this is [Rep] with [Business]. I noticed there was a recent [permit/storm/listing activity] at your property — I wanted to reach out because we help homeowners in [area] with [service]. Is that relevant to anything you've got going on?"
Permission to continue: "I know this is a cold call — I'll be quick. Is [service] something that's on your radar for this year?"
3
"Hey [Name], this is [Rep] from [Business]. I was calling because [specific reason — "we just finished a project in your neighborhood" / "you filled out a form on our website" / "we work with a lot of [their industry/situation] businesses in [area]"]. I'll send you a quick text too — but if you want to reach me directly, I'm at [number]. Talk soon."
⚡Rule: Always follow a voicemail with an SMS within 2 minutes. A voicemail alone rarely gets returned — the SMS doubles the callback rate.
4
Opening: "Hey [Name], this is [Rep] with [Business]. I reached out a couple weeks back and I know the timing might not have been right. I'm not calling to push anything — I just wanted to check in and see if [the project / the situation / your need] is still something that's on your plate."
If they say: "We went with someone else"
"That's totally fine — I appreciate you letting me know. Can I ask who you went with, just so I can learn?"
[Gather intel. Stay warm. Ask to be kept in mind for future work.]
If they say: "Not yet, still thinking"
"Completely understand. What would make it the right time?"
[Re-anchor to their timeline. Get a specific date or trigger condition.]
Execution
Call Best Practices
Never start with "How are you today?"
Immediately signals a sales call and triggers the prospect's mental "not interested" reflex. Jump straight to context and relevance.
70/30 Rule
They should talk 70% of the time in the first call. Your job is to ask good questions and listen — not to pitch your way through a monologue.
Always end with a defined next step
Not "I'll follow up" — that's a non-step. Say: "Let me send you X and we'll talk Thursday — does 2pm work?" Leave with something on the calendar.
Stack Voicemail + SMS
A voicemail alone rarely gets returned. The SMS follow-up within 2 minutes significantly increases callback rate. Do both, every time.
Note everything in LeadSprout
Log what was said, what their objection or situation was, and what the next step is. "No answer" with no next step scheduled isn't a call log — it's a dead end.
Timing windows that work
8–9am and 4–6pm have the highest connection rates for outbound calls. Avoid mid-morning and post-lunch blocks — people are heads-down or in meetings.
Platform
WundertreOS Integration
LeadSprout · Call Workflow
Every Touch Logged, Tracked, and Triggered
Calls aren't isolated — they're woven into the LeadSprout sequence, logged in the CRM, and fed into the coaching loop that makes the whole system improve over time.
- ✓All outbound calls logged in LeadSprout Call Log with attempt number and outcome
- ✓Inbound lead response calls triggered by LeadSprout workflow notification — fires the moment a form is submitted
- ✓Voicemail drops (pre-recorded) available in LeadSprout for efficient follow-up sequences
- ✓SMS follow-up sent automatically after voicemail drop via workflow — no manual step required
- ✓Call recordings reviewed for coaching in QBR process — turns reps' calls into a training library
Performance
What to Measure
Reach
Connection Rate
Benchmark: 15–25% for cold outbound
Calls answered divided by calls made. Below 15% may indicate bad data, wrong timing windows, or a calling too-wide list. Above 25% on cold is excellent.
Quality
Conversation Rate
Benchmark: 60%+
Connections that result in a real conversation (not an immediate hang-up). Below 60% means the opener isn't working — test different approaches.
Outcome
Meeting / Appointment Set Rate
Track vs. conversations
Conversations that result in a booked next step. This is the conversion metric that connects calls to revenue — low rates indicate weak next-step closing.
Process
Follow-Up Attempt Rate
Target: 5–12 attempts per lead
Are reps making the full sequence, or giving up at 1–2 attempts? Most connections happen on attempts 4–8. This metric exposes where pipeline is being abandoned.
Watch Out
Common Mistakes
01
Starting with a pitch instead of a permission request
The moment you start pitching, the prospect mentally checks out. The goal of the first call is permission to have a conversation — not to close the deal.
02
Using "just checking in" as a reason to call
"Just checking in" gives the prospect no reason to engage. Every call needs a specific, real reason — a neighborhood project, a form submission, a trigger event. Give them something.
03
Not following voicemails with a text
A voicemail alone rarely gets a callback. The SMS within 2 minutes creates a second touch point that makes the whole sequence work. Skip it and you cut response rates significantly.
04
Logging calls as "no answer" without a next step
A call log without a next scheduled touch isn't a log — it's a dead lead. Every entry in LeadSprout must include attempt number and when the next contact will happen.
05
Giving up after 2 attempts
Most connections happen on attempts 4–8. Giving up at 2 means abandoning the majority of winnable leads. The pipeline leak isn't bad leads — it's an insufficient follow-up sequence.
