Why do great Telemarketers use Telemarketing Scripts?
It’s simple — because they provide a formula that works and they allow you to really listen to your customer instead of focusing on what you should say next!
One of the great things about working in telemarketing is that because you have no face to face contact with your customers, you can easily use telemarketing scripts. There is no need to memorize your call formula.
This means that you can have total clarity on how your call will progress before you even pick up the phone. That is an advantage no smart Telemarketer would ignore!
Why use a Script?
- So that very little Training is required before you can get started in your telemarketing role
- Because it is a proven formula that has been proven to work call after call
- It helps you to pin point any trouble spots with your phone presentation
- Because most people haven’t been trained with detailed Sales knowledge and don’t confidently know how to lead a call without call guidelines
- It gives you complete clarity and confidence on the phone
With a Telemarketing Script or guidelines helping you, you always know what to say. Because your work is over the phone, you can have a copy of the script in front of you. So even a new telemarketer can confidently pick up the phone and prospect a client!
It goes without saying that as a telemarketer you need to be able to deliver the words of the script without sounding scripted, much like an actor does.
When I am training telemarketers I often compare this to reading a story book to a child. If you want the child to fall asleep, you read slowly, quietly and with no animation or emotion in your voice. But if you want to entertain and engage the child, you read with enthusiasm, with changes in tone, volume, voice modulation and with a real vibrancy!!!
That is exactly what you need to do when delivering a scripted call to a customer.
It needs to be your scripts words (or quite close to) delivered in a natural, authentic and enthusiastic way.
Now that you have the words, you can think about all of the other things that go into delivering a clear well-rounded message to a client. On the Good Communication Skills page I discuss the disadvantages telemarketers have by not being able to use eye contact and body language over the phone.
Knowing this information gives you even more insight into why a script is so important. By having your words pre-organized, you are free to concentrate on your voice tone and your delivery. Over the phone you have to communicate 93% of your message with your voice – so how you say your presentation is suddenly that much more important!
It is essential that:
- You have a script for each type of call that is to be made and for any common objections you get from customers
- You have a copy of all scripts in front of you at all times. I normally use a plastic stand, or laminate scripts. A stand is better as it is more comfortable for most people.
A sale is a process that a customer needs to be taken through at a pace that feels comfortable to them.
For a client to first of all make a buying decision and then to subsequently feel good about that decision, they must be given the room to say “Yes”. You want your client to feel that they have made a wise decision to purchase, not that they were pushed into buying.
Every sale is a gradual process and you need to figure out which part of the process will involve telemarketing for you and then write a script that suits. Is the purpose of your call to make initial contact with a potential client? Is it to book an appointment? To talk about your product or service? Or are you calling to close a sale?
Your script will differ greatly, depending on your purpose.
Before you begin writing your script you must have a basic understanding of sales techniques.
This will give you a simple run down that you can then utilize to write your own telemarketing scripts.