How to Craft the Perfect Telemarketing Script
Posted by Resource Nation on February 17, 2014 in Sales 2.0 [ 0 Comments ]
Telemarketing scripts should be written in specific ways for complete effectiveness. A great telemarketing script engages the responder and keeps him or her interested in what’s being said. It also works functionally to deliver the kinds of things that listeners want.
Here is a kind of rubric of style developed by various kinds of experts in the field of communications – these kinds of tools have been proven effective in crafting a superior script for call centers or other telemarketing teams.
A telemarketing script introduction needs to be short and snappy. It needs to introduce the company or business, as well as the person who is speaking. A listener wants to be able to reference the name of the person who’s calling. They also want to be instantly clued in to what or who that person represents.
According to Marketing All-Inclusive, an introduction needs to be short and engaging, with the dramatic delivery of verbal cues. Experts advise using a professional tone, yet refraining from sound like a monotonous auto-recorded messaging machine (a sure-fire way to have a responder hang up immediately).
Directly after the introduction, the script should introduce the listener to the reason why that person is calling. Many telemarketing efforts aim to sell things to responders, but the best of them do this in particular ways. One common example is to include a customer service element, where the telemarketing script is framed as a survey. Here, the purpose is more concrete and evident. The listener becomes active, not just passive.
The above strategy means incorporating specific questions that address these goals and objectives.
The first question should lead into the goals mentioned above, and get the person engaged in their own roles. For example, if there is a history of customer purchases, this survey can relate to those purchases.
A simple short first question could be something like “do you have (x) product?” or “are you still using (x) product?”
The telemarketing script has to accommodate some branching. In this example, the answers to the above questions will either be ‘yes’ or ‘no.’ The telemarketer should have stock responses for each of these. Typically, a ‘no’ will take that person out of the script loop and lead to a quicker conclusion, where a ‘yes’ can lead to other branching questions.
Related: Get Competing Quotes on Call Centers
One example would be involve some grading system of identifying how happy a customer is with a certain product.
Although you might call this part of the telemarketing script “open conversation,” in reality, it should be, again, based on function. One example is where responders may have the ability to give their own feedback and input about whether they were happy with the product. They could even ask for technical support or other responses from the company, which will again keep them engaged in a mutual conversation with the goals and outcomes. As this progresses, the telemarketing script can accomplish its own goals. This resource from Call Box Inc. shows how these kinds of strategies have been proven effective in different telesales or other scenarios, and provides some additional helpful tips for planning these ‘open conversations.’
The conclusion of a telemarketing script is a way of ending the conversation, but it also needs to offer future possibilities. This is an opportunity to include more contact information that the responder can use for contacting the company by phone, in person, online or through social media.
All of the above can help companies to develop better scripts for telemarketers that will accomplish more vibrant conversations with individual customers.
(Image via Hubspot)