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.

Persona	Titles	Opening Hook	Key Value Prop	Primary Objection
Founder/CEO	Founder, CEO, Co-founder, Owner, Managing Director	Business growth, time savings, founder bandwidth	"We handle Shopify end-to-end so you focus on product and growth"	"I already have a developer"
Head of Ecomm	Head of Ecommerce, Ecommerce Director, VP Ecommerce, DTC Lead	Conversion metrics, tech stack optimization, revenue per session	"Our CRO audit found X% conversion leakage on your store"	"We're already doing CRO internally"
VP Marketing	VP Marketing, CMO, Head of Marketing, Marketing Director	Campaign performance, brand consistency, marketing-to-store handoff	"Performance marketing works best when the store converts -- we bridge that gap"	"Budget is tight this quarter"
Marketing Manager	Marketing Manager, Ecommerce Manager, Digital Marketing Manager, Growth Manager	Execution support, bandwidth relief, tactical help	"Extend your team without the overhead of another full-time hire"	"I need to check with my VP"

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]