Marketing Direct

Tested Concepts In Lead Generation

Script Tips

A script is the navigational chart of a telemarketing call.

It gives you control.

It's the key factor in assuring you of one of telemarketing's major benefits — COMPLETE CONTROL OF THE PROGRESS AND CONTENT OF THE TELEPHONE CALLS.

When scripting is developed and presented properly, it dosen't even sound like "telemarketing".  It's pleasant, interactive dialogue.

Guidelines

1. Say exactly who you are.  The prospect you are calling is at a disadvantage.  He or she does not know your name... does not know your company... does not know anything about you.  Prospects will refuse to speak with you unless you immediately confront these issues.  Also, be sure to state the exact reason you are calling.  Be specific.
   
   
2. Immediately hit upon a benefit to the prospect.  A benefit can be a key word or phrase.  It should trigger an interest in your prospect — i. e., make your prospect want to learn more about you.
   
   
3. Be provocative.  Ask open ended questions that cannot be answered "yes" or "no".  Your goal is to promote interaction... and get your prospect to reveal information.
   
   
4. Don't interrupt.  Let your prospect do most of the talking.
   
   
5. Keep your introduction as short as possible.  Use scripts you can complete in 20 seconds or less.  Most cold call prospects will not grant you more time... unless your script has words or phrases that interest them.
   
   
6. Take "No" for an answer.  The number one complaint of telemarketing prospects is that salespeople will not take "no" for an answer.  Instead, telemarketers press... thinking that only by overcoming objections will a sale be made.
   
   
7. Qualify your prospect for future contacts.  Ask them to suggest what THEY would like you to do — "when do you want me to contact you again?"  Drop those prospects who will not suggest a call-back date.