Ask how payroll gets done today, and who does it. A company owner or office manager can answer in one sentence: "my bookkeeper runs it," "I do it on a spreadsheet," or "we use a big provider and hate the support." Each answer opens a different conversation, and none of them is a pitch. This page gives you the script, four objections, a voicemail, the follow-up email, and the dates on the IRS calendar that make some weeks better for payroll calls than others.

The example is made up. Teodora Nwosu sells for Steadfast Payroll, a regional provider that runs payroll and tax filings for employers with 10 to 60 people. She calls owners and office managers. Switching payroll is a chore that people put off until something goes wrong, so her calls look for the something.

Triggers worth a call

A payroll sale usually starts with a trigger. Teodora watches for three. A company just passed 10 employees and is still running payroll by hand. A company posted a job for a bookkeeper or HR coordinator, which means the person who handles payroll is stretched. And a new state or city location means a second set of tax accounts. She also listens on every call for a fourth one she cannot see in advance: an owner who mentions a tax notice in the mail. If you have none of these, ask the opening question and treat the call as a survey.

The branching script

The opener has one purpose: get the buyer talking about how payroll runs.

Hi, is this Walter? Teodora Nwosu at Steadfast Payroll. I'm calling companies in the county that have about 20 or 30 employees. Quick question, and then I'll let you go: who runs your payroll today, and what do they run it on?

Now branch on the answer.

  • "I do it myself, spreadsheet and a payroll service's calculator." "How long does it take you each pay period, honestly? And what happens when you're out on payday?" This is the strongest lead. The cost is the owner's own hours.
  • "My bookkeeper does it." "Does she also file the quarterly payroll tax forms, or does someone else? I ask because those are usually the pieces people want to hand off." You are not replacing her. You are offering to take the part she dislikes.
  • "We use [a big provider]." "How's the support when something goes wrong? Do you get the same person, or a queue?" Do not criticize the provider. Let him describe the problem.
  • "An outside accountant does it." "Okay. Is that included in their monthly fee, or billed per run? When does that arrangement come up for renewal?" Get a date and put it in your log.

Whatever the branch, you reach the ask after one more question and one honest line of reasoning.

Walter, from what you've said, it sounds like payroll costs you about two hours every other Friday and you worry about the quarterly filings. What I can do is run your last pay period through our system, no cost, and show you what it would have looked like, including the tax filings. It takes 20 minutes. Tuesday at 11 or Wednesday at 3?

A parallel run of a real pay period is a good ask for this product. It is concrete, it uses the buyer's own numbers, and it proves the switch will not be a leap in the dark. Tell him you will not ask for Social Security numbers on the call.

Objections and answers

  1. "Payroll is working fine." "Glad to hear it. When did you last compare what you pay for it? A lot of people haven't looked since they signed up." Then ask for the date of their last review.
  2. "Switching is too much work." "That's the real reason most people stay. Here's how we do it: we set up the new system alongside the old one for one pay period, so nobody is paid late. You'd keep your current provider until you're sure."
  3. "I just need the cheapest." "Then let's compare. What are you paying per pay period now, including the tax filing fee and any year-end form fee?" Some providers charge per-employee fees, filing fees and year-end form fees separately, so compare the total, not the headline.
  4. "Not the right time." "Understood. A lot of companies switch on January 1 so the whole year sits in one system for the W-2s. Can I call you the first week of December?" Actually call.

Voicemail and follow-up email

Walter, Teodora Nwosu at Steadfast Payroll, 555-0166. I'm calling local companies to ask how they run payroll, and who handles the tax filings. I'll send a note today with a way to compare what you pay. I'll try you again Thursday.

Subject: Your last pay period, run side by side

Hi Walter, you said payroll takes you about two hours every other Friday. I can run your last pay period through our system, for free, and show you the result and the tax forms next to what you did. Twenty minutes. Does Tuesday at 11 or Wednesday at 3 work? Teodora Nwosu, Steadfast Payroll, 410 Granger St, Columbus. Reply "stop" and I won't write again.

The buyer-side view of this sale, and what else brings in payroll clients, is covered in how to get clients for a payroll company.

When to call: use the IRS calendar

According to the IRS employment tax due dates page, Form 941 is due by the last day of the month after each quarter ends: April 30, July 31, October 31 and January 31. Monthly depositors deposit by the 15th of the following month. A payroll owner who is filing is also a payroll owner who is busy, so Teodora does not call on or just before those dates. She calls in the second half of a quarter's middle month (mid-May, mid-August, mid-November, mid-February): the Form 941 is filed, the monthly deposit on the 15th is out of the way, and the last filing is still fresh in memory. Avoid paydays too, since the person you want is processing it. The general case for hours is in best time to cold call.

The law, briefly

Three federal facts apply, and your state may add more. The Federal Trade Commission's Telemarketing Sales Rule exempts most calls to businesses (16 CFR 310.6(b)(7)), but the bans on false or misleading statements about what you sell still apply (16 CFR 310.3(a)(2) and (a)(4)), and so do the rules for calls selling nondurable office or cleaning supplies. The FTC's guidance also says a call that solicits an individual employee to buy for personal use is not a business call, so do not pitch an employee's personal tax filing. Calls are limited to 8:00 a.m. to 9:00 p.m. at the called person's location under 16 CFR 310.4(c), which is written for residences; stay inside it anyway. And in February 2024 the Federal Communications Commission ruled that AI-generated voices are artificial under the Telephone Consumer Protection Act, so a call that uses one needs consent in the cases that law covers, such as calls to mobile phones. Check your state. This is general information, not legal advice.

When you want those payroll calls made for you, Rocketship does the phone work on Launch and up: AI phone calls that say they are an AI assistant and can book the meeting on the call, then a follow-up from your own Gmail. See what each plan includes on the pricing page.