The Anatomy of a Good Telemarketing Script

Posted by on October 30, 2012 in Telemarketing [ 1 Comment ]

The Anatomy of a Good Telemarketing Script

Done well, the outbound telemarketing script is a passport to success. A good telemarketing script not only helps train new telemarketing employees, but injects freshness into the calls of veteran telemarketers. The best side effect of a great telemarketing script, of course, is increased sales. While telemarketing is hard work, improving your success rate by even one percentage point with a good script means a nice bump in sales. A great script can boost your 3% success rate to 5% or more, improving confidence and morale.

The “Don’ts” of Telemarketing Scripting

When it’s time for a new telemarketing script, there are some things you shouldn’t do. For one thing, it’s best not to recycle an old script. Starting fresh with new and original text for your telemarketing professionals is a great way to get a fresh take on your products and services and communicate that to those you call. If this is your first telemarketing script, be aware of legalities of telemarketing in the state(s) where you’re deploying your campaign so you can avoid legal problems.

Conversational Style Trumps Perfect Grammar

Your telemarketing script should be written in a conversational style. Strict adherence to grammatical rules is less important than having a style that sounds natural when your telemarketing professionals use the script. On the other hand, you don’t want your script to be so casual that contacts mistake it for a friendly chat. Professional, but not overly technical, should be the style you should go for — as if you were telling an acquaintance about your products and services.

Be Ready with Responses to Common Questions

Questions are great. When your contact asks you questions, it means you’ve broken a barrier and captured their interest. It also gives you a great opportunity to answer in a way that will build interest in your products. To prepare your telemarketing professionals for this, you should make a list of common questions potential customers may have, along with responses that emphasize how your products can solve a problem of theirs. When a prospect asks a question, he or she is a few degrees “warmer” than when you called, and that’s good.

Understand Where “No” Comes From

When a contact says “No,” it generally means that they cannot see the upside to saying “Yes.” You can address that feeling of reluctance on the part of a contact by creating a script that subtly states that you understand their objections. Then you can take the call to another level by showing exactly how they would benefit from your product or service.

Emphasize Benefits Rather than Features, and Be Specific

While your product or service features are important, what’s most important to contacts is the answer to “How does this benefit me?” When you can be specific, they’ll listen more closely. Saying, “We help clients reduce expenditures on web hosting by 15% or more” is far more helpful than “We offer less expensive web hosting.”

Don’t Burn Bridges

Contacts sometimes change their minds, so it is important that your telemarketers end the conversation on a positive note. If the contact makes a purchase, callers should end the conversation expressing confidence that he or she made a great decision. If not, your caller should thank the contact for their time in a friendly tone before terminating the call.

Here’s a Starting Template

If you’re starting from square one, here’s the “Mad Libs” version of a very basic script. Consider this as your starting point, or the frame on which you can build an effective telemarketing script.

  • Greeting: Hello, Mr. / Ms. _______. My name is _______ and I am calling from _______.
  • Purpose of the call: I am calling to let you know we have been working with businesses (or organizations or people) like yours.
  • Brief introduction to what your company does: We have been able to help them (minimize some unpleasant or expensive reality) while at the same time helping them (maximize a desirable outcome). We may be able to help you as well.
  • Transition to explanation of your products or services: If you have just three to five minutes to talk, I would love to (assess your situation) to see if we could be of benefit to you.

From there, you can describe some specifics of your products or services, emphasizing the benefits while touching on features of your products or services.


After implementing a new telemarketing script, you should analyze metrics. How many conversations do your telemarketers have compared to the number of dials made? How many of those conversations have the desired outcome of an appointment or sale? Getting the perfect script is a process, so don’t feel bad if you don’t get it perfect right out of the gate. Learning from mistakes is a major part of succeeding in any business.

Photo Credit: Vitor Lima

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