Call Script Generator

Call Script Generator

Generates structured, persona-adapted call scripts for cold calls, follow-up calls, and demo-booked prep sessions. Adapts opening hooks, value props, objection handling, and closes based on the contact's role and available lead context (signals, CRO findings, previous touches).

Prerequisites

• agency.config.json at repo root with services, case_studies, and outreach.tone sections
• Optional: crm-writer skill for logging scripts to the calling tab

Phase 0: Intake

1. Read agency.config.json from the project root.
2. Extract:
   • services -- all service offerings with descriptions and keywords
   • case_studies -- available case studies with client name, metrics, and industry
   • outreach.tone -- voice and tone guidelines for spoken scripts
3. Accept parameters:
   • lead -- object with: company, contact_name, title, industry, company_size
   • call_type -- one of: "cold", "follow_up", "demo_booked"
   • lead_context -- optional object with: signal (how the lead was found), cro_findings (specific issues found on their store), previous_touches (array of prior outreach actions with dates)

Phase 1: Persona Mapping

Map the contact's title to a persona and adapt the script structure accordingly.

If the title does not match any persona, default to Founder/CEO for companies under 50 people and Head of Ecomm for larger companies.

Phase 2: Generate Script

Generate a complete call script based on call_type.

Cold Call Script (target: 2-3 minutes)

1. Opening (15 seconds)

Use a pattern interrupt. Do not open with "Hi, how are you today?" or "Is this a good time?" -- these trigger automatic rejection.

Structure:

• State your name and agency in one breath.
• Deliver a permission-based opener that creates curiosity.

Examples by persona:

• Founder: "Hi {name}, this is {caller} from Plasho. I was looking at {company}'s Shopify store and found something specific I wanted to share -- mind if I take 30 seconds?"
• Head of Ecomm: "Hi {name}, {caller} from Plasho. We ran a quick conversion analysis on {company}'s store and spotted a few things your team might want to know about. Got 30 seconds?"
• VP Marketing: "Hi {name}, {caller} from Plasho. I noticed {company}'s ad campaigns are driving traffic to a store that might be leaving revenue on the table. Can I share what we found in 30 seconds?"
• Marketing Manager: "Hi {name}, {caller} here from Plasho. We work with {industry} brands on their Shopify stores and I had a specific thought about {company}. Quick 30 seconds?"

2. Value Hook (30 seconds)

Connect the signal or CRO finding to a concrete result.

• If lead_context.cro_findings exists: reference the specific issue. "We found that your product page has {issue}, which typically costs brands like yours {X}% in lost conversions."
• If lead_context.signal exists: reference the signal. "I saw your {signal_source} about {topic}, and we actually just solved that exact problem for {case_study_client}."
• Fallback: use a general industry insight. "Most {industry} Shopify stores we audit are losing 15-30% of their potential revenue to fixable UX and conversion issues."

Always tie to a case study result: "We found a similar issue at {case_study_client} and fixing it increased their {metric} by {X}%."

3. Qualification Questions (60 seconds)

Ask 2-3 questions to qualify the lead. Listen more than talk.

Core questions:

• "Are you currently working with a Shopify agency or developer?"
• "What's the biggest challenge with your store right now?"
• "Is conversion optimization a priority this quarter?"

Context-specific questions:

• If they have a developer: "How's that going? Is your current setup giving you the conversion rates you need?"
• If they mentioned budget constraints in signal: "What does your current setup cost you monthly for store management?"
• If they are post-funding: "Now that you've raised, what's the timeline for scaling the ecommerce side?"

4. Objection Handling

Prepare responses for common objections. Tone: empathetic, not argumentative. Acknowledge, reframe, leave the door open.

• "Not interested": "Totally understand. Would it make sense to keep in touch for when things change? I can send over a quick case study in the meantime."
• "We have an agency": "Great, how's that going? Many brands bring us in for specific CRO projects alongside their main agency. We complement, not replace."
• "Send me info": "Of course. To send you the most relevant case study, which part of your store are you most focused on improving -- product pages, checkout, or overall design?"
• "No budget right now": "Makes sense. A lot of brands find that a targeted CRO fix pays for itself in the first month. Want me to share what that looks like with a real example?"
• "I need to check with my VP/team": "Absolutely. Would it help if I put together a one-page summary you can share? What would your team need to see to move forward?"
• "We do everything in-house": "That's solid. How's the bandwidth? Most in-house teams we talk to are stretched thin on the Shopify side specifically. We typically slot in as a specialized extension."

5. Close (30 seconds)

Ask for a specific time. Do not ask "Would you be interested in a call?" -- you are already on one.

• Primary: "Would Thursday at 2pm work for a 15-minute deeper look at what we found on your store?"
• Alternative: "I can send over a calendar link -- what days work best for you this week?"
• If resistant: "No pressure at all. Can I send you the case study by email? If anything resonates, you have my number."

Follow-up Call Script (target: 1-2 minutes)

Shorter and more direct. The lead has had a previous touchpoint.

1. Opening (10 seconds)

• Reference the previous touch: "Hi {name}, {caller} from Plasho. We connected {touchpoint_description} -- just following up."

2. New Value (30 seconds)

• Add something new they have not heard: a new case study result, a new observation about their store, or industry news relevant to them.
• Do not repeat the same pitch from the first touch.

3. Direct Ask (20 seconds)

• "Has anything changed on your end since we last spoke?"
• "Would it make sense to do a quick 15-minute walkthrough this week?"

Demo-Booked Prep Script

Not a call script per se, but preparation notes for the demo call.

1. Pre-Call Research Notes

• Company overview: what they sell, their market, their Shopify store URL
• Recent news or signals about the company
• Their current store's strengths and weaknesses (from CRO findings if available)
• Competitive landscape: who else serves their market

2. Discovery Questions to Ask

• "Walk me through your current ecommerce setup -- who manages what?"
• "What's your biggest pain point with the store right now?"
• "What does success look like for you in the next 6 months?"
• "Who else is involved in this decision?"
• "What's your timeline for making a change?"
• "What's your current monthly revenue from the store?" (ask late in the call, after rapport)

3. Demo Talking Points Tailored to their specific issues:

• For each CRO finding, prepare a before/after explanation
• Map each issue to the relevant case study
• Prepare pricing context (do not lead with price, but be ready)

Phase 3: Output

Return a structured JSON object:

{
  "call_type": "cold",
  "contact": {
    "name": "Rahul Sharma",
    "title": "Founder",
    "company": "Brand X"
  },
  "persona": "Founder/CEO",
  "opening": "Hi Rahul, this is {caller} from Plasho. I was looking at Brand X's Shopify store and found something specific I wanted to share -- mind if I take 30 seconds?",
  "value_hook": "Your product pages are loading variant images in a way that adds 2 extra clicks to purchase. We fixed the same issue for Kibi Sports and it increased their add-to-cart rate by 18%.",
  "questions": [
    "Are you currently working with a Shopify agency or developer?",
    "What's the biggest challenge with the store right now?",
    "Is conversion optimization a priority this quarter?"
  ],
  "objection_handlers": {
    "not_interested": "Totally understand. Would it make sense to keep in touch for when things change? I can send over a quick case study in the meantime.",
    "have_agency": "Great, how's that going? Many brands bring us in for specific CRO projects alongside their main agency. We complement, not replace.",
    "send_info": "Of course. To send you the most relevant case study, which part of your store are you most focused on improving -- product pages, checkout, or overall design?",
    "no_budget": "Makes sense. A lot of brands find that a targeted CRO fix pays for itself in the first month. Want me to share what that looks like with a real example?",
    "check_with_team": "Absolutely. Would it help if I put together a one-page summary you can share? What would your team need to see to move forward?",
    "in_house": "That's solid. How's the bandwidth? Most in-house teams we talk to are stretched thin on the Shopify side specifically."
  },
  "close": "Would Thursday at 2pm work for a 15-minute deeper look at what we found on your store?",
  "estimated_duration": "2-3 minutes",
  "notes_for_caller": "Rahul is a founder, so focus on saving his time and letting him focus on product. Brand X is in the fitness equipment space, similar to Kibi Sports. Use the Kibi case study heavily. Signal source: Reddit post asking about Shopify CRO agencies."
}

For follow_up type, the structure is the same but opening references the previous touch, value_hook contains new information, and estimated_duration is "1-2 minutes."

For demo_booked type, replace the call script fields with:

{
  "call_type": "demo_booked",
  "contact": { ... },
  "pre_call_research": { "company_overview": "...", "recent_signals": "...", "store_analysis": "...", "competitors": "..." },
  "discovery_questions": ["...", "...", "..."],
  "demo_talking_points": ["...", "...", "..."],
  "pricing_notes": "...",
  "estimated_duration": "30 minutes"
}

Phase 4: CRM Integration

If crm-writer skill is available:

1. Write to the calling tab via crm-writer.
2. For each script generated, log one row with columns:
   • Date
   • Contact Name
   • Company
   • Title
   • Call Type (cold / follow_up / demo_booked)
   • Phone (if available)
   • Talking_Points (condensed version: opening + value hook + close, max 500 chars)
   • Status (scheduled / completed / no_answer / callback)
   • Next Action
3. The Talking_Points column gives the caller a quick reference without reading the full script.

Example Usage

Trigger phrases:

• "Generate a cold call script for this lead"
• "Prep me for the demo call with {company}"
• "Create follow-up call scripts for yesterday's no-answers"
• "Build call scripts for these 5 leads"

User: Generate a cold call script for Rahul Sharma, Founder of Brand X
Assistant: [reads config, maps to Founder/CEO persona, generates full script with personalized opening/hook/objections/close, outputs JSON, logs to CRM]

User: Prep me for the demo with Lifelong tomorrow
Assistant: [reads config + lead context, generates demo_booked prep with research notes, discovery questions, and tailored talking points]