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A recent survey found that a majority of Americans have a negative view of telemarketers. Today’s customers are busy and somewhat impatient with sales calls, seeing them as an intrusion. This in itself presents a challenge for a telemarketer. It is essential to get your message across quickly and get the customer to buy your product or support your cause. A well crafted telemarketing script can be an effective tool in reaching this goal.
One advantage of a telemarketing script is that it keeps your message on point. You can be assured that every telemarketer is giving the same information to each customer and not “winging it” or making misleading claims to get a sale. Furthermore, not having to think of what to say gives your salesperson more freedom to work on their delivery and to personalize the call. Although there have been some complaints about telemarketers using scripts, they have turned out to be one of the best sales tools in terms of cost effectiveness and productivity.
A well prepared script will suggest effective responses to early resistance. If a customer says “I can’t talk right now” a telemarketer can choose from a number of responses including “ Is there a better time for me to call back?” This at least saves the call for a future prospect. Without a script, the timid telemarketer may just apologize and hang up, losing a potential sale.
Critics of sales scripts often confuse having a script with reading a script verbatim. Many customers have commented that “telemarketers sound like robots”. A good script is a guide not a speech. Telemarketers should be encouraged to sound natural and add natural comments that don’t take them off task.
Prepared scripts can save money on training costs and can allow a telemarketer who may not be experienced to do an effective job. Telemarketing scripts are also important in fundraising campaigns. Since most volunteers may not be trained salespeople, a prepared script can guarantee that all customers are given the same information. By providing a list of common objections and language on how to steer the customer back to the presentation, a volunteer will be able to make more effective fundraising calls.
A good script can quickly and easily guide your telemarketing staff straight to the point, effectively handle objections and successfully close a sale. When you look at excessive training costs or the cost of lost sales a good telemarketing script is probably the best sales tool around.
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