Playbook

Cold-call scripts & arranging a meeting

What to actually say on the call. You're not selling Axccelerate — you're selling a 20-minute conversation. Every line in this guide aims at one outcome: a booked meeting on the calendar before you hang up.

~12 min read · Read once before your first call, skim before each session

1 · The goal: book a 20-minute meeting

You have one job per call: book a 20-minute discovery meeting — Zoom or in-person. That's it. You don't pitch the service, you don't quote prices, you don't send proposals. You hand a calendar slot to someone interesting enough that the discovery call earns it.

If a call ends with anything less than a calendar invite or a clear callback time, treat it as incomplete and try again on the next attempt.

Why 20 minutes: short enough that anyone can spare it, long enough to have a real conversation. Don't ask for "a quick coffee" or "30 minutes" — 20 is the magic number that gets booked.

2 · The 60-second AI hook

This is the master script — adapt it per vertical (next section). The shape is: who you are → what we do for people like them → permission for 20 minutes.

Decision-maker just picked up.

YouHi Pak/Bu [name] — this is Vallery from Axccelerate. Quick one — is this a bad time?

ThemWhat's this about?

YouWe help non-tech operators in Indonesia put AI to work on revenue — without hiring an engineering team. We've put together an AI overview tailored to [vertical] groups — tools, examples, where it's actually moving the needle. The reason I'm calling [Company] specifically is [specific signal — a recent launch, a portfolio expansion, a press mention].

YouI'm not going to pitch you on a call — I'd love 20 minutes to walk you through it on screen and see what lands for your team. Tuesday morning or Thursday afternoon?

Four things this hook does: (1) names AI as the topic without buzzword overload, (2) anchors on a real signal you can prove from the Research note, (3) gives them a concrete reason to take the meeting — they'll see something real on screen, not listen to a pitch about us, (4) closes with a dual-option meeting ask — never "would you be open to a chat?", always "Tuesday or Thursday?"

3 · Vertical-specific openers

Swap the bold middle line of the hook based on what the prospect actually does. Each opener names what our AI overview covers for their vertical — something concrete they'd see on the call, not a generic pitch.

Banking · Multifinance · Lending

"We've put together an AI overview for banks and finance companies in Indonesia — covering customer-acquisition modelling, routine support deflection, the tools that actually move the needle. Worth 20 minutes to walk you through it?"

Insurance

"We've put together an AI overview for insurers — claims triage, retention modelling, fraud signals. Worth 20 minutes to walk you through it on screen?"

Hospitality · Multi-property hotels

"We've put together an AI overview for multi-property hospitality groups — booking-funnel work, guest comms, the tools that work today. Worth 20 minutes on a call?"

Retail · FMCG · E-commerce

"We've put together an AI overview for non-tech retail and FMCG brands — campaign personalisation, omnichannel attribution, creative pipelines. 20 minutes to walk you through it?"

Property · Real estate developers

"We've put together an AI overview for property developers — the high-intent funnel, showing conversion, the tools that work today. Worth 20 minutes to walk you through it?"

Logistics · Operators

"We've put together an AI overview for logistics operators in Indonesia — customer-service deflection, ETA comms, shipper retention. Worth 20 minutes on a call?"

If the vertical isn't on this list, fall back to: "We've put together an AI overview for non-tech operators in Indonesia — happy to walk you through it on a 20-minute call." That generic line works almost everywhere.

4 · Getting past the gatekeeper

Most calls land at a switchboard or a receptionist first. The aim isn't to charm them — it's to get routed to the right person without giving away that you're a cold call. Be polite, brief, and assume the person you want exists.

Asking for the decision-maker (English / Bahasa Indonesia)

English "Selamat pagi — could I speak with Pak/Bu [name] in [Marketing / Digital / Operations], please? It's Vallery from Axccelerate."

Bahasa Indonesia "Selamat pagi — boleh saya bicara dengan Pak/Bu [nama] di bagian [Marketing / Digital / Operasional]? Ini Vallery dari Axccelerate."

If they ask "what's it regarding?"

English "It's regarding an AI initiative we'd like Pak/Bu [name]'s input on. He / she is expecting a brief intro."

Bahasa Indonesia "Mengenai inisiatif AI yang ingin saya minta masukan dari Pak/Bu [nama]. Beliau menunggu perkenalan singkat."

Tone matters more than words. Speak like you've called this number ten times before — confident, slightly hurried, friendly. Never apologetic. Gatekeepers route confident callers and screen anxious ones.

If the decision-maker is unavailable

YouGot it — when's a better time to try Pak/Bu [name] directly? I'll call back then. Tomorrow morning okay?

ThemYou can email…

YouI'll send a short intro now — but if I call Tuesday at 10:00, would Pak/Bu [name] likely be free? Just so the email isn't cold.

Always anchor on a callback time. Email-only outcomes are the lowest-conversion path.

5 · When you reach the decision-maker

You have about 15 seconds before they decide whether to keep listening. Don't waste them on small talk. Here's the full opener with timing markers:

~3 seconds: name yourself + ask permission

YouHi Pak/Bu [name] — Vallery from Axccelerate. Bad time, or got 30 seconds for a cold call?

~10 seconds: deliver the hook

YouI'll be quick. We help non-tech [vertical] operators in Indonesia turn AI from buzzword into revenue — without hiring engineers. We've put together an AI overview specifically for [vertical] groups. Reason I'm calling [Company]: [specific signal from research note].

~5 seconds: close for the meeting

YouNot pitching anything on this call. Just want 20 minutes to walk you through it on screen — see what lands for your team. Tuesday morning or Thursday afternoon — which works?

"Got 30 seconds for a cold call?" sounds risky but it's the highest-converting opener we've used. It earns honesty by giving honesty. About 70% will say "go ahead" — and now they're listening on purpose, not by accident.

6 · Common objections

Memorise these. Each response keeps the meeting on the table — never accept an objection at face value, always offer a calendar slot.

Send me an email.

YouSure — what's the best email? I'll send a quick brief and a calendar invite for Tuesday 10:00 or Thursday 14:00. Which works better? If neither, I'll just send the email and follow up next week.

We're not interested / we don't need it.

YouTotally fair — last question: are you currently using any AI in [their domain]? If yes, we're probably duplicating. If not, the 20 minutes might be worth it just to compare notes — Tuesday or Thursday?

Budget is set / locked for this year.

YouUnderstood — we don't sell on these calls anyway, we look for fit. If anything we discuss is budget-relevant, it goes into next year's plan. The 20 minutes still costs nothing — Tuesday morning or Wednesday afternoon?

I'm too busy.

YouGot it. 20 minutes, no pitch — I'll just walk you through the AI overview we put together for [vertical]. Tuesday 10:00 or Thursday 16:00?

Who else have you worked with?

YouBetter than a list of names — on the call I'll walk you through the AI overview itself, on screen, so you can judge whether it's relevant. That's why I'm asking for 20 minutes, not 5. Tuesday or Thursday?

Where are you guys from? / Who is Axccelerate?

YouGood question — we're Singapore-headquartered, with our delivery team on the ground in Jakarta. We work specifically with non-tech operators across Indonesia and the wider region. Full background on the call — Tuesday morning or Thursday afternoon?

Notice the pattern: every response ends with a specific dual-option time. Never "let me know what works" — that's the kiss of death. People decide between two options far more readily than they create one from scratch.

7 · Closing — the dual-option ask

The close happens the moment they say anything that isn't a hard "no" twice. Don't wait for permission — assume it.

Them…okay, sure, send something over.

YouWill do. So I don't pester you twice — I'll put a tentative 20-minute slot Tuesday 10:00 on Zoom, and if it doesn't work you can decline. Email to send the invite to?

ThemIt's [name@company.co.id].

YouGot it — invite goes out in the next five minutes with a quick agenda. Looking forward, Pak/Bu [name].

In-person vs Zoom

HOT leads in Jakarta or Bandung — offer in-person first: "Or I can come to your office — we have someone in Jakarta this week. Tuesday 10:00 at your office?"
WARM leads, anywhere — Zoom is the default. Lower friction.
COLD leads — always Zoom. We don't ride out to maybes.
Outside Greater Jakarta — Zoom unless they ask for in-person.

8 · Voicemail script

Most calls go to voicemail. Don't ramble — 25 seconds, max. Give them a reason to call back AND a way to self-book. Always log the voicemail as an Interaction (Type: Call, Summary: "Voicemail — left message").

~25 seconds total

YouHi Pak/Bu [name], Vallery from Axccelerate. We've put together an AI overview specifically for [vertical] operators in Indonesia — and I'd love 20 minutes to walk you through it. I'll try you again Tuesday morning. If easier, my number is [your phone], or grab a slot here: [your booking link]. Cheers.

Three things this voicemail does: (1) names the angle (AI without engineers), (2) gives them a callback time so they can plan, (3) offers the self-serve path so they don't have to call back.

9 · After the call

Within 5 minutes of hanging up, do all of these — every time, even for no-answers.

Log the Interaction on the company. Type, Direction, Summary in 1–3 sentences, Follow-up date if relevant. (See Using the CRM → Logging the call.)
Send the calendar invite if you booked one. Zoom link in the body, one-line agenda ("20 min — walking through our AI overview for [vertical]").
Create an Opportunity on the company if the prospect showed real interest — agreed to meet, asked about pricing, or wants references. (See Using the CRM → Opportunities.)
Mark the cold-call task as Done. If you got a "try me next week," snooze the task forward instead.
If voicemail or no-answer, snooze the task by 24–48 hours and try a different time of day next round.

10 · Principles to internalise

Always be booking the meeting. Every objection, every detour, every "send me email" — answer with a specific time on the calendar.
Don't pitch the service. Pitch the meeting. The 20-minute call is the product right now. Save the real pitch for whoever runs the discovery call.
Two options, never one. "Tuesday or Thursday?" beats "what works for you?" every time.
Use the prospect's industry, not generic. "AI for hospitality groups" lands; "AI for businesses" doesn't.
Confirm the email at the end. No invite, no meeting. Get the address before you hang up.
Log every call. No-answers count. Voicemails count. The data is how we improve the script.
Tone over words. Sound like you've made this call a hundred times. Confidence routes; hesitation gets screened.

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