Cold Calling Scripts for Pakistani Businesses (Urdu + English)

Every guide to cold calling is written for someone selling software to a company with a procurement process. That is not this. This is calling a pharmacy at 11am, when the owner is standing at the counter, and having about eight seconds to explain why you are worth the interruption.

These are the scripts we use ourselves, in the two languages these calls actually happen in. Take them, change the names, and make them sound like you.

Before you dial

Three things decide whether a call goes anywhere, and only one of them is the script.

A reason to call this particular business. "We build websites" gets you hung up on. "I noticed your pharmacy is on Google but doesn't have a website" gets you a reply. That difference comes from the list, not the script — you need a qualifying signal like no website, low rating, or high review count. The complete guide covers how to build a list that has one.

The number in a form that dials. If your list has 0300-1234567 written six different ways, you will waste half your morning retyping. Numbers should be in international format so a tap dials and WhatsApp opens.

Somewhere to write down what happened. Not optional. The third call is where deals are made, and you cannot make it if you have forgotten the first two.

The 30-second opener

The structure is the same every time: greeting, who you are, why them, and one question they can answer in a single word.

English:

"Assalam-o-alaikum. Am I speaking with the owner? My name is Ali, I'm calling from Innobrains here in Faisalabad. I was looking at pharmacies in the area and noticed yours is on Google but doesn't have a website. We build websites for small businesses. Is that something you've thought about?"

Romanised Urdu:

"Assalam-o-alaikum. Kya main malik sahib se baat kar raha hoon? Main Ali baat kar raha hoon, Innobrains se, Faisalabad se. Main yahan ke pharmacies dekh raha tha — aap ka pharmacy Google par hai lekin website nahi hai. Hum chhote businesses ke liye website banate hain. Kya aap ne kabhi socha is baare mein?"

Four things are doing the work here:

1. You ask for the owner immediately. Half of these calls are answered by a salesman or a receptionist. Find out in the first five seconds.
2. You say where you are calling from. A local name makes you a business, not a call centre.
3. You name the specific observation. This is the whole thing. It proves you looked.
4. You end on a yes/no question. "Have you thought about it?" is answerable while serving a customer. "Would you be interested in discussing our services?" is not.

Which language? Open in Urdu, then follow them. Most shop, clinic and factory owners are more comfortable in Urdu. Corporate offices and IT firms often reply in English — let them lead.

Four variants by trade

The middle line changes. Everything else stays.

Retail shop, no website

"Aap ka store Google par hai lekin website nahi hai. Aaj kal log pehle online dekhte hain phir aate hain — hum aap ke liye ek simple si website bana sakte hain jis par products aur location ho."

Why it works: it names a loss they can picture — customers who looked and did not find them.

Clinic or hospital, low rating

"Main aap ki clinic ka Google page dekh raha tha. Rating 3.2 hai, magar patients ke comments zyada tar acche hain — sirf kuch puraane reviews ne average neeche kar diya hai. Hum is ko theek karne mein madad karte hain."

Why it works: you lead with something in their favour. Opening with "your rating is bad" ends the call. Opening with "your reviews are better than your rating suggests" starts one. Only say it if it is true.

School or academy, admissions season

"Admissions ka season shuru ho raha hai. Aap ke school ka Google page hai lekin photos aur fee structure nahi hain — parents yehi cheezein dekhte hain sab se pehle."

Why it works: it is tied to a deadline they already feel.

Factory or wholesaler, no online presence

"Hum distributors aur factories ke liye system banate hain — orders, inventory, party ledger. Abhi aap yeh sab register ya Excel par karte hain?"

Why it works: business owners at this level are not moved by "online presence". They are moved by a stock register that does not reconcile. The question at the end gets them describing their actual problem.

The five objections you will actually hear

Not textbook objections. These five, in this order of frequency.

"Abhi busy hoon" — I'm busy right now

"Bilkul, sorry. Main sirf 30 second loonga — ya phir batayein kab call karoon? Shaam ko 5 baje theek rahega?"

Offer a specific alternative time. "When is good for you?" gets "call later", which means never. Then actually call at 5, and open with "aap ne kaha tha 5 baje call karoon" — being the person who does what they said puts you ahead of nearly everyone else calling them.

"Humein zaroorat nahi" — we don't need it

"Samajh gaya. Bas ek baat — abhi jab koi aap ke business ka naam Google par search karta hai, unhein sirf address aur phone number milta hai. Agar aap ko kabhi lage ke woh kaafi nahi, mera number save kar lein."

Do not argue. Plant one specific thought, offer your number, and end pleasantly. Some of these call back in three months, and they call back warm.

"Kitna kharcha hoga?" — how much will it cost?

Answer it. Immediately, with a real number.

"Basic website 25,000 se shuru hoti hai, jis mein 5 pages, aap ki location aur WhatsApp button hota hai. Agar online ordering chahiye to us se zyada. Aap ko kis type ki chahiye?"

Dodging the price question — "it depends on requirements", "let me arrange a meeting" — is the fastest way to lose a Pakistani business owner. They read it as being set up. Give a starting figure, say what it includes, ask a question back.

"WhatsApp par details bhej dein" — send details on WhatsApp

This is not a brush-off, it is how business is done here. But it is also where most deals quietly die, because the rep sends a brochure and never follows up.

"Ji bilkul, abhi bhejta hoon. Aap ka yehi number hai WhatsApp ka? Main do example bhej deta hoon jo humne pharmacies ke liye banaye hain. Parson call kar ke pooch loon ga ke aap ne dekha ya nahi — theek hai?"

Three moves in one breath: confirm the number, say what you are sending, and book the follow-up before you hang up.

"Mera bhatija banata hai" — my nephew makes websites

Extremely common. Do not compete with the nephew.

"Bohat acha, phir to theek hai. Bas ek cheez — agar kabhi update ya maintenance ka masla ho, ya woh busy ho jaye, humein bata dijiye ga. Hum sirf maintenance bhi karte hain."

Half of these websites are never finished. Leave the door open and note the date.

The WhatsApp follow-up

Send it while you are still on the call. Four lines:

Assalam-o-alaikum Ahmed sahib, Ali here from Innobrains — we just spoke about a website for Al-Shifa Pharmacy. Two we built for pharmacies in Faisalabad: [link] · [link] Starting at PKR 25,000, ready in about a week. Koi sawal ho to batayein.

What makes it work: their name and their business name, so it is not a broadcast. One link, not five. A price. And it is short enough to read on a phone in a busy shop.

What kills it: PDF brochures, "Dear Sir/Madam", a wall of text, and eleven links.

The four-touch cadence

Most deals die of silence rather than rejection. Four touches over a month, then let go:

After four touches with no interest, stop. Continuing past that annoys people and, under PECA, ignoring a request to stop is the part that actually gets you in trouble.

Log every call, and set the next date

This is the difference between a person who makes calls and a person who runs a pipeline.

After every call write down three things: what was said, the status (interested, not interested, call back, wrong number), and the date of the next touch. A lead with no next date is a lead you have already lost and not yet noticed.

Twenty leads fit in your head. Two hundred do not, and two hundred is a normal month. That is what the lead CRM is for — the call log, the status and the next-touch date live on the lead itself, so tomorrow morning starts with a list of who to ring rather than a scroll through a spreadsheet. Reps in the field get the same thing offline in the Android app, which matters when you are standing in a market with one bar of signal.

Try it on twenty calls

Take twenty businesses that share one qualifying signal. Use the opener above with that signal in the middle line. Make all twenty calls in one sitting — it is uncomfortable for the first five and mechanical by the twelfth.

Count: how many answered, how many stayed on past thirty seconds, how many asked the price, how many asked for WhatsApp. That is your baseline, and it tells you far more than any guide, including this one.

If you need the list to call, the free trial includes 25 leads. Start there, or read the complete guide to Google Maps lead generation for how to build a list worth calling.