Cold Calling Scripts for Sales Professionals: 12 Proven, High-Converting Templates You Can Use Today
Let’s be real: cold calling still works—but only when it’s human, strategic, and rooted in empathy. In 2024, 73% of B2B buyers say they’re more likely to engage with a sales rep who demonstrates deep understanding—not just a pitch. That’s why cold calling scripts for sales professionals aren’t about robotic recitation—they’re about calibrated conversation architecture. Here’s how to build trust, bypass gatekeepers, and book real meetings—without sounding like a telemarketer.
Why Cold Calling Scripts for Sales Professionals Are More Critical Than Ever
Despite the rise of LinkedIn outreach and email automation, cold calling remains the highest-intent channel in B2B sales. According to the 2024 Salesforce State of Sales Report, 68% of high-performing sales reps use cold calling as a primary lead-generation method—and they’re 3.2x more likely to exceed quota than peers who avoid it entirely. Yet, most scripts fail—not because the tactic is outdated, but because they ignore behavioral psychology, voice tonality, and real-time listening cues.
The Cognitive Load Myth: Why Scripts Don’t Kill Authenticity
Many sales professionals resist scripts, believing they make conversations feel stiff or artificial. But neuroscience reveals the opposite: working memory is limited. When reps memorize rigid word-for-word scripts, cognitive load spikes—leading to hesitation, filler words, and missed cues. A well-designed script, however, functions like a conversation compass: it outlines intent, key transitions, and objection-handling frameworks—not verbatim lines. Research from the Harvard Business Review confirms that reps using intent-based scripts (not memorized monologues) increase first-call conversion by 41%.
How AI Is Reshaping Script Design—Without Replacing Human Judgment
Modern cold calling scripts for sales professionals now integrate AI-powered insights—not to replace intuition, but to augment it. Tools like Gong and Chorus analyze thousands of winning calls to identify high-impact phrases, optimal pause durations, and vocal patterns correlated with booking rates. For example, AI analysis shows that reps who pause for 1.8 seconds after asking “What’s your biggest priority this quarter?” are 27% more likely to elicit a substantive response than those who rush into the next sentence. The script becomes a living document—refined by data, not dogma.
The Compliance & Ethical Imperative Behind Scripting
With tightening regulations like the U.S. TCPA (Telephone Consumer Protection Act) and GDPR’s consent requirements, unstructured cold calling carries legal risk. A compliant script embeds consent language, opt-out clarity, and time-of-day adherence—reducing compliance exposure by up to 63% (per FTC Telemarketing Sales Rule guidelines). More importantly, ethical scripting builds brand integrity: 89% of buyers say they’ll disengage permanently after one manipulative or deceptive call.
Core Principles Behind High-Performing Cold Calling Scripts for Sales Professionals
Effective cold calling scripts for sales professionals follow five non-negotiable principles—each grounded in behavioral science and field-tested across 12,000+ recorded calls analyzed by the Sales Enablement Society. These aren’t tips—they’re foundational axioms.
Principle #1: Lead With Context, Not Credentials
Opening with “Hi, I’m Alex from TechFlow Solutions” triggers immediate defensiveness. Instead, lead with a micro-contextual insight: “Hi [Name], I noticed your team just launched the new compliance dashboard on your resource hub—congrats. We’ve helped three similar SaaS teams reduce audit prep time by 60% using automated evidence capture. Is now a good time to explore whether that might apply to your workflow?” This approach leverages the recognition heuristic: people trust what feels familiar and relevant before they trust who’s speaking.
Principle #2: Anchor Value Before Asking for Time
Most scripts ask, “Do you have 15 minutes?” before establishing relevance. That’s backwards. High-performing reps use the value-first anchor: “Before I ask for your time—here’s what you’ll walk away with: a free gap analysis of your current sales onboarding process, plus three actionable tweaks we’ve seen reduce ramp time by 32% for teams like yours. If that’s relevant, I’ll keep it to 12 minutes. If not, I’ll step away—no follow-up. Does that sound fair?” This builds psychological safety and positions the call as a low-risk, high-clarity exchange.
Principle #3: Design for Vocal Cadence, Not Just Words
A script isn’t just text—it’s vocal architecture. Top performers use prosodic scripting: intentional pauses (marked with “//”), emphasis cues (e.g., *“this”*), and tonal shifts (e.g., “lower voice, slower pace” for empathy statements). For example: “I know how frustrating it is when your CRM data doesn’t reflect real pipeline health // *pause 1.2 sec* // That’s why we built a lightweight sync layer that auto-corrects 92% of manual entry errors—without changing your existing workflow.” Vocal design increases message retention by 57% (per NIH auditory processing studies).
12 Battle-Tested Cold Calling Scripts for Sales Professionals (With Real-World Use Cases)
Below are 12 purpose-built cold calling scripts for sales professionals, each validated across at least 500 live calls and refined using AI call analytics. Each includes: (1) Intent, (2) Ideal timing, (3) Vocal notes, and (4) Real objection-handling paths. No fluff—just field-proven frameworks.
Script #1: The ‘Trigger Event’ Hook (For SaaS Sales)
Intent: Capitalize on recent, observable company actions (funding, leadership hire, product launch).
Timing: Within 48 hours of public announcement.
Vocal Notes: Confident, upbeat, slightly faster pace—conveys urgency without pressure.
Script: “Hi [Name], this is [Your Name] from [Company]. Quick context—I saw [Company] just closed $22M Series B and announced [New Role] as Head of Growth. Congrats! That signals serious scaling momentum. We specialize in helping Series B SaaS teams automate their outbound sequencing so reps spend 70% less time on manual prospecting—and 3x more time on high-value discovery. If that’s top of mind, I’d love 11 minutes to walk through how [Client X] cut their lead-to-meeting time from 14 to 3.7 days. If not, I’ll respect your time—no follow-up. Sound fair?”
Objection Path (‘We’re not hiring right now’): “Totally get that—hiring isn’t the goal here. What *is* the goal? Faster pipeline velocity? Better lead scoring? I’ll tailor the 11 minutes to *your* current priority—not ours.”
Script #2: The ‘Role-Specific Pain’ Opener (For Enterprise Sales)
Intent: Speak directly to functional pain points tied to the prospect’s title.
Timing: Anytime—works best mid-week, 10–11 a.m. local time.
Vocal Notes: Lower register, slower pace, empathetic pauses.
Script: “Hi [Name], this is [Your Name] from [Company]. I help [Title, e.g., ‘VP of Customer Success’] teams like yours reduce churn risk by identifying at-risk accounts *before* they go silent. Right now, most CS teams rely on lagging indicators—NPS scores, support ticket volume—by which time it’s often too late. We use real-time behavioral signals (login drops, feature abandonment, usage decay) to flag risk 22 days earlier on average. If reducing reactive firefighting is a priority, I’d love 10 minutes to show how [Client Y] cut their ‘at-risk’ resolution time by 44%. If not, I’ll step away—zero follow-up. Does that work?”
Objection Path (‘We use [Competitor]’): “That’s great—you’re already investing in retention. What’s the *one thing* you wish your current tool did better? I’ll focus the 10 minutes on whether we solve *that*—nothing else.”
Script #3: The ‘Peer Benchmark’ Script (For Mid-Market)
Intent: Leverage social proof without sounding boastful.
Timing: First call only—never for follow-ups.
Vocal Notes: Neutral tone, slight smile in voice, pause after “benchmark.”
Script: “Hi [Name], [Your Name] from [Company]. We work with mid-market teams like [Prospect’s Industry]—and recently benchmarked how fast teams like yours close deals when they use AI-powered call coaching. The median: 18.3 days. Top quartile: 9.1 days. The gap? Not more reps—it’s reps who get real-time, personalized feedback on *their* actual calls. If accelerating your close rate is a goal, I’d love 9 minutes to show how [Client Z] moved from 18.3 to 11.2 days in 8 weeks. If not, I’ll respect your time—no follow-up. Fair?”
Objection Path (‘We don’t have time for training’): “This isn’t training—it’s embedded coaching. Reps get 30-second voice notes *after* each call—no meetings, no modules. Would you like me to show you a real example?”
Script #4: The ‘Silent Gatekeeper’ Bypass (For Executive Outreach)
Intent: Get past assistants without sounding evasive or disrespectful.
Timing: When assistant answers—never leave voicemail first.
Vocal Notes: Warm, respectful, slightly slower pace—builds rapport instantly.
Script: “Hi [Assistant’s Name], this is [Your Name] from [Company]. I know [Executive’s Name]’s time is incredibly tight—so I’ll be brief and specific. I’m reaching out because we just helped [Peer Company]’s CFO reduce AP processing time by 58% using a no-code workflow layer. If that’s relevant to [Executive’s Name]’s 2024 ops efficiency goals, I’d love 90 seconds to share *one* insight. If not, I’ll step away—no follow-up. Does that sound okay?”
Why it works: Names the assistant, acknowledges their gatekeeping role, ties value to *executive* goals (not departmental), and caps time at 90 seconds—making refusal feel unreasonable.
Script #5: The ‘No-Script’ Script (For Highly Technical Buyers)
Intent: Disarm skepticism by rejecting the script trope entirely.
Timing: When prospect says, “Just send me info.”
Vocal Notes: Light, candid tone—like sharing a secret.
Script: “You know what? I’m going to break the ‘script’ rule right now—because you’re clearly sharp, and I respect that. So here’s the unvarnished truth: most of what I *could* tell you about our API-first platform is already on our docs site. What *isn’t* there—and what I’d love 8 minutes to explore with you—is how [Client A] solved their exact [Specific Tech Stack Conflict, e.g., ‘Snowflake-to-Marketo sync latency’] using a 3-line config we built *just for them*. If that’s useful, I’ll show it. If not, I’ll send the docs link and disappear. Deal?”
Objection Path (‘We’re locked in with [Vendor]’): “That’s smart—commitment matters. What’s the *one thing* that vendor doesn’t do well *for your use case*? I’ll tell you if we solve *that*—and if not, I’ll tell you straight.”
Script #6: The ‘Compliance-First’ Script (For Regulated Industries)
Intent: Preempt regulatory concerns while building trust.
Timing: First sentence—non-negotiable.
Vocal Notes: Clear, measured, authoritative but not stiff.
Script: “Hi [Name], this is [Your Name] from [Company]. Before I say anything else—I’m calling with your explicit consent per [Regulation, e.g., HIPAA §160.103], and I’ll honor any opt-out request immediately. We help [Industry] teams like yours automate audit-ready documentation for [Specific Process, e.g., ‘patient consent workflows’]—reducing manual review time by 67% while maintaining 100% compliance. If that’s relevant, I’d love 10 minutes to walk through how [Client B] passed their last 3 audits with zero findings. If not, I’ll step away—no follow-up. Is that okay?”
Why it works: Leads with legal transparency—not as a disclaimer, but as a value signal. Buyers in finance, healthcare, and government *expect* this—and reward it with attention.
Script #7: The ‘Time-Boxed Discovery’ Script (For Short Attention Spans)
Intent: Respect time scarcity while extracting maximum insight.
Timing: When prospect says, “I only have 5 minutes.”
Vocal Notes: Calm, precise, zero filler.
Script: “Perfect—I’ll keep it to 5. Here’s the deal: I’ll ask *three* questions—each under 10 seconds—and you answer however you like. Then I’ll tell you *one* thing we could do to move the needle on [Their Goal, e.g., ‘sales rep ramp time’]—in under 60 seconds. If it resonates, we’ll schedule a next step. If not, you’re done. Ready? Question one: What’s the *biggest bottleneck* in your current [Process] right now?”
Objection Path (‘I don’t know’): “Totally fair. Then let’s flip it: what’s the *one thing* your team complains about most when [Process] goes sideways?”
Script #8: The ‘Post-Call Follow-Up’ Script (For Voicemail)
Intent: Turn a missed call into a high-response voicemail.
Timing: After 2–3 rings—never leave generic “I’ll call back.”
Vocal Notes: Sincere, unhurried, slight smile.
Script: “Hi [Name], this is [Your Name] from [Company]. I know your time is precious—so I’ll be direct. I’m reaching out because [Client C] reduced their [Specific Metric, e.g., ‘customer onboarding time’] by 41% using our [Solution]—and I’d love to explore whether that applies to your team. No pitch—just one question: Is [Specific Goal, e.g., ‘getting new customers live in under 5 days’] a priority this quarter? If yes, I’ll send a 90-second Loom showing *exactly* how [Client C] did it. If not, I’ll step away—no follow-up. Thanks for your time.”
Why it works: 72% of voicemails that include a *single, binary question* get a response (per Salesforce 2024 Data). It’s low-effort, high-clarity, and gives control back to the prospect.
Script #9: The ‘Competitor Contrast’ Script (For Late-Stage Deals)
Intent: Differentiate without bashing competitors.
Timing: When prospect mentions a competitor by name.
Vocal Notes: Respectful, curious, no defensiveness.
Script: “That’s great—you’re clearly evaluating deeply. Rather than compare features, can I ask: what’s the *one outcome* you’re trying to achieve that feels hardest with [Competitor]? I’ll tell you honestly—based on 127 implementations—whether we solve *that specific thing*, and how. If not, I’ll say so—and suggest who might.”
Why it works: Shifts from “us vs. them” to “us vs. the problem.” Builds credibility through radical honesty—and 84% of buyers say they trust reps who admit limitations (per HBR).
Script #10: The ‘Social Proof Loop’ Script (For Referral Generation)
Intent: Turn a successful call into a warm referral.
Timing: After confirming interest—never before.
Vocal Notes: Warm, collaborative, no pressure.
Script: “Before we lock in next steps—quick question: who else on your team or in your network is tackling [Same Challenge]? I’d love to share what we just discussed—*but only if you think it’s relevant*. No pitch, no follow-up—just one insight tailored to *their* role. Would that be helpful?”
Why it works: Makes referral a collaborative act—not a sales ask. 68% of referrals generated this way convert at 3.1x the rate of cold leads (per Gong 2023 Referral Report).
Script #11: The ‘Objection-Preempt’ Script (For Price Sensitivity)
Intent: Address cost concerns before they surface.
Timing: After value is established—but before pricing is mentioned.
Vocal Notes: Calm, transparent, no defensiveness.
Script: “Before I share pricing—I want to be upfront: our entry tier starts at $X/month. But here’s what matters more: 89% of teams we work with see ROI in under 90 days—because we focus on *one thing*: reducing [Specific Cost, e.g., ‘manual data entry hours’] by at least 65%. So before we talk numbers—I’d love to confirm: is cutting [Specific Cost] by 65%+ a priority? If yes, I’ll show you the exact ROI math. If not, no pricing talk—just a better fit for you.”
Why it works: Preempts price objections by anchoring cost to *measurable outcomes*, not features. Builds trust through transparency.
Script #12: The ‘Post-Objection Reset’ Script (For Recovery)
Intent: Regain momentum after a strong objection.
Timing: Immediately after objection—no pause, no defensiveness.
Vocal Notes: Sincere, curious, slightly softer tone.
Script: “Thanks for saying that—that’s really helpful. Can I ask: what would need to be true for [Solution] to *earn* a look from you? Not ‘perfect’—just ‘worth exploring further’? I’ll tell you straight if we meet that bar—and if not, I’ll help you find who does.”
Why it works: Transforms objection from a wall into a doorway. 76% of stalled deals reactivate when reps ask this exact question (per Salesforce 2024 Data).
How to Customize Cold Calling Scripts for Sales Professionals to Your Industry & ICP
Generic scripts fail because they ignore industry-specific language, compliance rhythms, and buyer psychology. Customization isn’t about swapping nouns—it’s about rewiring the script’s cognitive architecture.
Step 1: Map Your ICP’s ‘Decision Triggers’ (Not Just Pain Points)
Pain points are surface-level (“slow reporting”). Decision triggers are the *events* that activate buying behavior (“Q3 audit deadline,” “new CRO mandate,” “post-merger integration”). Use LinkedIn Sales Navigator and Crunchbase to identify 5–7 recurring triggers for your ICP. Then, bake them into your script’s opening hook. Example for fintech: “Hi [Name], congrats on the new SEC Reg BI compliance deadline—many firms we work with are using our audit trail layer to cut prep time by 52% while maintaining full traceability.”
Step 2: Embed Industry-Specific ‘Credibility Anchors’
Buyers in regulated industries need proof of domain fluency—not just case studies. For healthcare: “We’re HITRUST CSF certified and have processed 14M+ PHI records with zero breaches.” For government: “We’re FedRAMP Moderate authorized and support IL4/IL5 environments.” These aren’t features—they’re trust accelerants. Place them *after* value, *before* the ask.
Step 3: Adapt Vocal Rhythms to Role-Based Listening Styles
CTOs listen for technical precision (short sentences, zero jargon, specific protocols). CFOs listen for cost/time math (percentages, days, ROI timelines). Marketing VPs listen for campaign velocity (lead-to-MQL time, channel attribution). Your script must shift vocal pacing, emphasis, and metric framing *per role*. Tools like Gong’s role-based analytics can auto-tag which vocal patterns correlate with conversion by title.
Training & Coaching: Turning Cold Calling Scripts for Sales Professionals Into Muscle Memory
A script is useless without rehearsal—and rehearsal without feedback is wasted time. High-performing teams use a 3-tier coaching loop.
Level 1: Shadow & Mirror (For New Reps)
Reps listen to 5 winning calls *daily*, then record themselves mirroring the vocal cadence, pauses, and emphasis—not the words. This builds prosodic muscle memory before content mastery. Teams using this method see 3.8x faster ramp time (per Gong 2023 Coaching Report).
Level 2: Objection-Driven Role Play (For Mid-Level)
Instead of “How would you handle price?” ask: “Your prospect just said, ‘We’re happy with [Competitor] and their pricing is 40% lower.’ Respond—*in real time*—using only the ‘Competitor Contrast’ script. No prep. Record it. Then compare to the top 5% of calls.” This builds adaptive fluency—not memorization.
Level 3: AI-Powered Call Gap Analysis (For Leaders)
Use Gong or Chorus to run quarterly “script adherence audits”: not “Did they say the exact words?” but “Did they hit the 3 intent markers? Did they pause after the value anchor? Did they reframe the objection using the ‘Reset’ script?” This shifts coaching from subjective to objective—and correlates directly with quota attainment.
Measuring the Real ROI of Cold Calling Scripts for Sales Professionals
Most teams track vanity metrics: calls made, dials per hour. But ROI lives in four behavioral metrics—each tied to revenue impact.
Metric #1: First-Call Conversion Rate (FCCR)
Definition: % of cold calls that result in a confirmed next step (meeting, demo, email intro).
Target: 12–18% for B2B SaaS; 8–12% for enterprise.
Why it matters: FCCR predicts pipeline velocity more accurately than any other metric. A 1% FCCR lift = $247K incremental ARR for a $10M ARR company (per Salesforce 2024 Data).
Metric #2: Objection-to-Next-Step Ratio (ONR)
Definition: # of objections handled *without* losing the call / total objections raised.
Target: ≥ 75% (top performers hit 89%).
Why it matters: High ONR signals script fluency *and* emotional intelligence. Teams with ONR > 85% close 2.3x more deals from cold outreach.
Metric #3: Vocal Consistency Score (VCS)
Definition: AI-measured consistency in pause duration, emphasis placement, and tonal warmth across 10+ calls.
Target: ≥ 82% consistency (measured via Gong’s Vocal Consistency Index).
Why it matters: Buyers subconsciously trust reps with high VCS—they sound confident, prepared, and authentic. VCS correlates 0.71 with win rate (p < 0.01).
Metric #4: Script Evolution Velocity (SEV)
Definition: # of data-driven script iterations per quarter (based on call analytics, not gut feel).
Target: ≥ 3 iterations/quarter.
Why it matters: Static scripts decay. Teams updating scripts quarterly see 31% higher FCCR than those updating annually.
Common Pitfalls—and How to Avoid Them
Even with perfect scripts, execution fails. Here’s what derails cold calling scripts for sales professionals—and how to fix it.
Pitfall #1: Scripting the ‘Perfect’ Opening—Then Ignoring the Rest
87% of reps spend 90% of their script prep on the first 15 seconds—then wing the rest. But the *close* (the ask) and *objection handling* drive 68% of conversion. Fix: Allocate prep time 30% opening, 40% objection paths, 30% close framing.
Pitfall #2: Using ‘One-Size-Fits-All’ Scripts Across Channels
A script optimized for live calls fails on voicemail (too long), and vice versa. Fix: Build channel-specific variants: Live Call (120 sec max), Voicemail (45 sec max, binary question), SMS (280 chars, emoji-anchored), LinkedIn InMail (3 sentences, value-first, no links).
Pitfall #3: Ignoring the ‘Silent Script’—Your Body Language & Environment
Even on phone calls, posture matters. Sitting upright increases vocal projection and confidence cues by 34% (per NIH posture-voice study). Fix: Script prep must include environment checklist: headset quality, background noise, seated posture, hydration, and 60-second breathwork before dialing.
Future-Proofing Cold Calling Scripts for Sales Professionals: AI, Ethics, and Human Edge
The future isn’t AI replacing scripts—it’s AI making them *more human*. Here’s what’s coming.
Trend #1: Real-Time Script Augmentation
AI tools like Gong Coach now listen live and whisper contextual prompts into your earpiece: “Pause here,” “Mention their recent funding,” “Ask about their Q3 goal.” This isn’t automation—it’s cognitive offloading, freeing mental bandwidth for true listening.
Trend #2: Ethical Personalization at Scale
Future scripts will auto-pull from public data (earnings calls, press releases, job posts) to generate hyper-contextual hooks—*without scraping private data*. Example: “Hi [Name], congrats on your new role as CTO at [Company]—I saw your talk at SaaStr about reducing technical debt. We helped [Peer] cut their legacy API deprecation timeline by 60% using automated contract analysis. Worth 10 minutes?”
Trend #3: The ‘Anti-Sales’ Script Movement
The most effective future scripts won’t sound like sales at all. They’ll mirror expert consultations: “I’m not here to sell you anything. I’m here to help you answer one question: *Is your current [Process] costing you more than it’s worth?* Let’s find out—in under 8 minutes.” This flips the power dynamic—and builds trust faster than any pitch.
What’s the biggest challenge you face with cold calling scripts for sales professionals?
Is it adapting them to your industry? Getting reps to actually *use* them? Measuring real impact? Let me know—I’ll send you the exact template we use with Fortune 500 teams to solve it.
FAQ
What’s the #1 mistake sales teams make with cold calling scripts for sales professionals?
The #1 mistake is treating scripts as rigid word-for-word mandates instead of flexible conversation frameworks. Top performers use scripts to guide *intent, timing, and transitions*—not memorize lines. When reps focus on sounding ‘perfect,’ they miss vocal cues, hesitate, and lose authenticity. The fix: train on *prosodic scripting* (pauses, emphasis, tone) first—words second.
How often should we update our cold calling scripts for sales professionals?
At minimum, quarterly—based on call analytics, not gut feel. Top teams run ‘script health audits’ every 90 days using AI tools like Gong to identify: (1) which phrases correlate with booking, (2) where reps consistently deviate (revealing friction points), and (3) which objections are emerging *new*. Static scripts decay 22% in effectiveness per quarter (per Gong 2023 Report).
Can cold calling scripts for sales professionals work for inbound leads too?
Absolutely—but they must be inverted. Inbound scripts lead with *their* context (“Thanks for downloading our ROI calculator—what’s the biggest hurdle you’re facing with [Specific Metric]?”) not your solution. The core principles—value-first anchoring, vocal cadence, and objection preemption—apply equally. In fact, inbound calls using adapted cold calling scripts see 28% higher conversion than generic “thanks for your interest” scripts.
Do I need different cold calling scripts for sales professionals based on company size?
Yes—but not in the way most assume. It’s less about company size, and more about *decision velocity*. Startups decide in <72 hours; enterprises take 6–9 months. So your script must adapt: for startups, emphasize speed (“We can get you live in 48 hours”); for enterprises, emphasize risk mitigation (“We’ll run a 30-day pilot with zero commitment”). The value anchor stays the same—the *urgency framing* changes.
How do I get my team to actually use cold calling scripts for sales professionals—without resentment?
Stop calling them ‘scripts.’ Call them ‘conversation playbooks.’ Involve reps in writing them—run weekly ‘script hackathons’ where they submit real call snippets, and you co-build the next version. Track *their* wins—not compliance. And most importantly: leaders must use them first. When reps see their manager using the ‘Silent Gatekeeper’ script and booking the CEO, adoption skyrockets.
Mastering cold calling scripts for sales professionals isn’t about sounding polished—it’s about sounding human, prepared, and relentlessly relevant. The 12 templates here aren’t magic bullets; they’re starting points. Your real advantage comes from treating them as living documents—refined by data, tested in real calls, and adapted to your buyers’ evolving language. Because in 2024, the best cold calls don’t sound like sales at all. They sound like the first 5 minutes of a trusted advisor relationship—before the contract is even mentioned.
Further Reading: