The steps to writing an expert Telemarketing Script
There are those who believe that telemarketing conversations should be unscripted. However, that reduces your chances of being able to measure the success of your message.
So, a script is essential – building a script is a process worth learning.
Understand your audience
Success often lies in the direct link between audience and script. If your audience is tightly segmented – in other words, if we know exactly who we’re talking to and there is consistency within the data set – then we can write a script with some certainty about the message.
So if your audience is IT directors, then create that user persona. Understand what keeps them up at night, and build that into your script.
Be clear about your benefits
Benefits are great – we’ve all learned to be more benefit-led in our marketing. But everyone sells the benefits these days. Be clear about them; ensure that each benefit is value-oriented and backed up by evidence.
For instance, you could say that you save companies money. Well, lots of businesses do that. But you could say “We saved £20m by reducing wastage…”
The clarity of your messaging is what will get peoples’ attention and make them start listening properly.
Be clear about your call to action
This is telemarketing – not telesales. So your call to action is to get some face-to-face time with your prospect. Therefore, be up front about that. Be very clear about how long the meeting would take, when you’d like it to be (it’s OK to be direct), and what the prospect should expect (who, how, what you’ll be talking about, etc.)
The call to action is often overlooked in the script – almost as if it’s expected that the call will close. Only 1 in 10 conversations will actually result in an appointment in the B2B space (on average), so getting this part right is crucial.
Be briefed for questions – but not too briefed
It’s good if your telemarketers have a solid business background, they’ll be able to field questions and go off-script should the prospect want to discuss further on the phone.
However, being over-briefed can also be a problem. If you’re selling a service or a product, and the person handling the call knows all about it, then there’s a temptation to answer every question in detail. That’s good – but it could be better handled by saying “you know what, I can’t answer that question, but my colleague could go into more detail in a meeting”.
There is a balance to be struck between being informative and helpful, and booking an appointment.
So, a telemarketing script is the opportunity to craft a message, refine it, listen to the responses, and adapt that message. Make sure that you’ve refined your audience and that your message will resonate with every person you speak to, and make sure that your telemarketers don’t know too much about the product or service – when they go off-script, you don’t want them affecting your chances of booking the appointment.