Trades owners are some of the easiest people in the world to cold call and some of the hardest to sell to. Easy, because they answer their phones — that's how they get work. Hard, because they're usually on a job site, in a truck or under a sink when you call. The script below is built for that reality: short, direct and respectful of their time.
Before you dial
- Know the trade. A roofer's busy season isn't a plumber's. Our lead directory has a playbook for each trade.
- Glance at the listing. City, category, whether they have a website, their rating. Ten seconds of prep buys you a relevant opener.
- Have one clear ask. A 15-minute call later this week, not a sale on the first call.
The script
Opener: "Hi, is this the owner? … Great, it's [Name] with [Company]. I know I'm catching you in the middle of the day, so I'll be quick — is now a terrible time?"
Reason for the call: "I work with [roofing companies] around [Calgary]. Most of the owners I talk to tell me [they lose track of estimates that go quiet / they miss calls when crews are out / they're too busy in summer and dead in winter]. Is that something you deal with, or have you got it handled?"
If they engage: "What does that look like for you right now?" — then listen. Ask one follow-up question before you say anything about your product.
The bridge: "That's exactly what we help with. [One-sentence result, e.g. 'We make sure every call gets answered and booked, even at 9pm.']"
The ask: "I don't want to pitch you from a job site. Could we grab 15 minutes Thursday morning or Friday afternoon and I'll show you how it works for [another contractor in town]?"
Two things make this work. "Is now a terrible time?" gives them an easy out, which oddly makes them more likely to stay on the line. And the question about their problem gets them talking, which is the only way you'll know whether you can actually help.
Getting past the office
Bigger contractors have an office manager or dispatcher answering the phone. Don't try to trick your way past them. Be straight: "Hi, it's [Name] with [Company] — I'm trying to reach whoever handles [marketing / software / your phones]. Is that the owner, or is that you?" Office managers often make or heavily influence these decisions. Treat them that way.
The five objections you'll hear
"I'm on a job, call me back."
"Of course. Is early tomorrow or after five better?" Book a specific time and call exactly then. Being the one salesperson who actually calls back when promised is a competitive advantage.
"We're busy enough."
"Good problem to have. Are you turning work away, or are you busy with the wrong jobs?" Busy owners often want better work, not more of it.
"Send me an email."
"Happy to. So I send the right thing — is [the problem] the bigger issue, or [the other problem]?" Then actually send a short, specific email the same day (see our cold email templates).
"We tried that, it didn't work."
"What happened?" Then listen. You'll learn more from this answer than from anything else on the call.
"How much is it?"
Give a straight range. Trades owners hate dodging. "Most companies your size pay between X and Y a month. Whether it's worth it depends on [the thing you just asked about]."
When to call
Early morning before crews roll out (roughly 7–8:30am) and late afternoon after the last job (4–6pm) are the best windows for owner-operators. Avoid Monday mornings and the day after a big storm. See the best time to call trades businesses for details by trade.
Stay on the right side of the rules
Business-to-business calling is legal in Canada and the US, but there are still rules about identifying yourself, calling hours and honouring do-not-call requests. Read cold-calling rules in Canada and the US before you start.