Cold Calling Scripts & Value Propositions
Learn to build value propositions that connect with B2B buyers, then turn them into cold calling talk tracks and elevator pitches that actually book meetings. Sales skill set #4 of the Modern Sales Performer Course Collection.
LEARN ON ANY DEVICE
Take the course from your desktop, tablet, or phone. Start the next lesson whenever you’re ready and move through the training at your own pace.
QUICK ANSWER
How do you create B2B cold calling scripts and value propositions that actually work?
Most cold calling scripts fail because they’re generic. They don’t connect what you sell to what the buyer actually cares about. A value proposition is the foundation — it’s how you articulate why your product matters to this specific customer.
This module teaches you the formula for building a strong value proposition, how to turn it into a cold calling talk track for phone prospecting, and how to compress it into an elevator pitch for in-person situations. Three deliverables. All built from the same foundation.
WHO IT’S FOR
Is this the right course for you?
COURSE CURRICULUM
What’s inside — the full breakdown.
6 sections · 17 lessons.
THE FULL COLLECTION
All 14 modules — in order.
This module is Module 04. The full Modern Sales Performer collection covers the entire B2B sales cycle — each module with its own completion certificate.
YOUR INSTRUCTOR
Derek Shebby.
Derek Shebby
FOUNDER · MODERN SALES TRAINING
Best-selling course creator and sales consultant Derek Shebby spent 17 years as a top sales executive and sales director with Xerox Corporation. He was a 13-time Sales President’s Club Award winner, coached hundreds of salespeople and sales leaders to excellence, and helped grow his local division from $40 million to over $100 million in annual revenue. After founding Modern Sales Training in 2017, Derek has trained 30,000+ salespeople worldwide. He currently coaches 150+ sales reps live every week and hosts the In Between Sales Calls podcast on Apple Podcasts.
REAL RESULTS
What reps are saying about the Modern Sales Performer collection.
“My cold calling appointments improved 300%. I now set up 3× the meetings in the same amount of time.”
“My team’s ability to get that first meeting has increased by 300% using tactics learnt from Derek.”
“Pure gold. It helped double our sales in just three months.”
“Reps with 15+ years of experience said it got them back to basics in the best way.”
PRICING
This module is part of the Modern Sales Performer collection.
Get this module — and all 13 others — in one complete program.
Modern Sales Performer Collection
14 Modules · 18+ Hours · Lifetime Access
FAQ
Questions before you enroll.
What’s the difference between a value proposition and a talk track?
A value proposition is the core message — why your product matters to this buyer. A talk track is how you deliver that message in a specific situation: a phone cold call, a walk-in, or a first meeting. This module teaches you to build the value proposition first, then convert it into both formats.
Can I buy this module on its own?
No. This module is available exclusively as part of the Modern Sales Performer collection — 14 modules, 18+ hours. Learn more about the full collection →
Will this work for my specific industry?
The formula works for any B2B product or service sold in a geographic territory. You apply it to your specific product, your specific buyer criteria, and your specific market. Three examples are included so you can see how the process plays out.
Is this for phone prospecting or in-person?
Both. The module covers a phone cold calling talk track and a separate elevator pitch for in-person situations. Both are built from the same value proposition foundation.
Can my company reimburse me?
Many companies cover sales training as a professional development expense. Treas. Reg. §1.162-5 also lets individuals deduct training that maintains or improves professional skills. Ask your accountant.
Get this module — and all 13 others — in one complete program.
The Modern Sales Performer collection: 14 modules, 18+ hours, 140+ lectures. The complete B2B sales playbook used by 30,000+ reps.
Learn More — Modern Sales Performer → Not ready? Try 12 lessons free →