A well-written script is critical to the success of telemarketing calls because it helps the calling agents to have an engaging conversation with potential customers. 

It advises the telemarketing agent on how and when to say certain things to attain your goals. Make them sound professional while also allowing them to exercise command over the sales pitch. Most of all, prevent them from making a mistake on the call. However, there are some important considerations to consider when developing a telemarketing script.

  

Tips for writing a perfect telemarketing script

Here are some tips for writing a perfect telemarketing script:

Identify the prospects:

Identification of leads is dependent on the product or service you intend to sell, so consider industries and prospects who are a good fit for your company’s products or services.

Research about the prospects:

Every customer’s needs are different, and what works for one person may not be appropriate for another. Therefore, you should spend some time in advance noting down some of your prospects’ information, such as their job role and any recent information that may help you personalize your script.

Set the right goals:

No matter who you’re calling and at what engagement stage they are at, your telemarketing script should always include the specific goals for each contact. Your ultimate goal is to turn potential customers into customers, but this isn’t necessarily your priority. Instead of trying to sell your product or service when you make your first phone call to a potential customer, you might try to arrange a meeting or an appointment for a later date so you can discuss the matter further.

List down pre-qualifying questions:

You should ask pre-qualifying questions designed to understand the customer’s pain points better and how they fit into the buying process. You can get a good sense of how your business can help your leads by asking these questions.

Include the benefits being offered:

Your first conversation with a potential customer should not be focused on your product’s features because they are not relevant to their needs. What is your product going to do for them, and how will it improve their lives or work? What sets your product apart from the competition? To ensure that your outbound telemarketing script is effective, make sure to include these advantages. 

Organize your script:

A few essential elements must be included in every successful telemarketing call script. These elements have been explained in the section below.

Check Out: Difference between Telemarketing and Telesales?

 

Parts of a good telemarketing script

The following are the backbone of a good script:

  1. The Introduction: Capture their attention from the first sentence.

“Hello, {contact name}, this is {your name} calling from {company name}. I hope you’re having a nice day. Are you busy at the moment?”

 

  1. The Connecting Statement: To establish a quick rapport with the customer.

“I’ve noticed that your {prospect’s company} just {briefly mention their company’s recent success}. Congrats on that!”

 

  1. The Elevator Pitch: The value proposition of your company’s product/service

“The reason for my call is “{state how your company has helped other businesses}.

Or,

“I would love to ensure that {prospect’s company} is a good fit for what we provide, so I’d just like to ask you a couple of questions, {prospect name}.”

 

  1. The Pre-Qualifying Stage: To ensure that the person you have contacted is the right fit for your company. At least 3-4 pre-qualifying questions should be asked 
  • The Problem Listing Stage: To help prospects figure out the challenges they’re currently facing?

“Well, since we have a relationship with several businesses like yours {mention a few examples}, let me share some common challenges that they face, for instance, {talk about their pain points}. Can you relate to any of these?”

  • The Benefit Listing Stage: Connecting your services to the prospect’s needs. What distinguishes your company from others that provide similar services?

“As I mentioned before, our company {give them the clear big picture value and benefits of your product specifically aimed at solving their obstacles}.”

Or,

“Some of  the factors that make our company different from others are {list those reasons}.”

 

  1. The Ask: To ensure a benefit or something concrete from the call.

“I know you’ve probably got a busy schedule, but I’d love to book a slot this week to have one of our consultants walk you through the product. Would {mention date and time} work for you?

Or,

Sounds great {prospect name}! I’ll book a slot and send a confirmation email. It was great talking to you!”

 

  1. Use Power words: “Please” and “Thank you” are two excellent examples of power words and phrases to include in your scripts. Such power words are one of the best telemarketing examples you can use to make your calls sound more sincere and reach your potential customers more effectively. Your contacts will be more receptive to your messages if you use these words to evoke feelings in them. Even if your cold call doesn’t go well, being polite will always help.

 

Phrases to use on a telemarketing call

Following are some of the phrases that can be used in any telemarketing call:

  1. “Living in (City Name), we thought you might be interested to hear that…”

Customers are more likely to respond positively to a personalized call opening. It’s critical to have a “hook” to immediately get the customer’s interest.

  1. “That’s true, Sir/Madam, but…”

To build trust with a customer, it is essential to acknowledge their concerns and respond to them in a way that makes sense to them. 

  1. “I can assure you that we…”

Speaking confidently is critical when selling. It’s important to use strong words like “I can guarantee” to show confidence.

  1. “I’m throwing in a (bonus freebie), just for you…”

Adding the phrase “just for you” to a freebie makes the customer feel special and helps build a stronger relationship between the brand and the customer.

  1. “We can certainly do that for you, Sir/Madam”

The word “certainly” is a good positive word in this assertive statement. A little-known persuasion technique known as “-LY” ending words has been recognized by many marketing agencies.

  1. “The difference is that we are committed to…”

Prospective clients are likely to conduct additional research after speaking with you on the phone. Agents can help your brand stand out from the competition if they can differentiate it from the competition early on.

  1. “Let’s move forward and discuss…”

Words like “let’s” indicate that your company operates in a structured and methodical manner and wants to work with the customer as a team.

  1. “When would be a suitable (delivery time/start date)?”

An effective way to remind customers that their needs come first is by using this phrase, which shows flexibility and responsiveness to their needs.

  1. “I’m sorry to bother you, Sir/Madam, but I thought you would be interested to know that…”

A generic greeting like “Hello, my name is…” can be an immediate turn-off for customers, especially if the sales agent uses it. On the other hand, starting with an apology is more unconventional and will immediately engage the customer in conversation.

  1. “Let’s see if we can put together a package that’s perfect for you…”

An expert sales tactic is to make it sound like you can tailor the product/service to the customer’s needs. Using “we,” as in the customer and the agent, rather than “we,” as in the agent and the company, conveys a sense of teamwork.

Related: How to design scripts for effective cold calling

 

Sample telemarketing scripts

Here are samples of some effective telemarketing scripts:

1. Generic script

The purpose of this call script is to elicit additional pertinent information from your prospects. This script should be tailored to the needs of your target customers:

Introduction: “Greetings, (Prospect’s name)!” This is (your name) calling from (your company name). Hope you are having a nice day. Can I please talk to you for a few minutes?”

Connecting statement: “I’ve noticed that your {prospect’s company} just {briefly mention their company’s recent success}. Congrats on that!”

Pitch: “The purpose of my call is to let you know that our business helps companies optimize their websites to improve the amount of traffic they’re bringing in regularly. I would like to make sure that we’re on the same page, so I’d just like to ask you a couple of questions if you don’t mind.”

 

If the potential client agrees, you should ask a few intriguing questions like:

Pre-qualifiers: “Fantastic. Okay, so currently:” OR “Are you getting as much traffic to your site as you’d like?” OR “Are your customers happy with your site functionality?”

Sample Problems(Optional): “Because (your company name) has a relationship with several businesses, including (name some other clients who do business with you), some of the common challenges they face are a low conversion rate or a website layout that customers find difficult to navigate. Do any of these issues sound familiar to you?”

Proposed Benefits: “So, as previously stated, our company provides website optimization services while improving your site’s user experience. We assist in driving more traffic to your site and improving site functionality so that customers can quickly find what they are looking for, thereby increasing your conversion rate.”

“We have decades of experience in increasing satisfaction ( share some accolades your company has received over time).”

Ask: “I understand you have a busy schedule, but I’d like to book a time this week for one of our consultants to walk you through our product. Is Thursday, 5 p.m. a good time for you?”

 

If the prospect says yes:

“Awesome! I’ll reserve a time slot and send you a confirmation email right away. It was a pleasure speaking with you!”

 

2. Value-driven call script

In the business world, it’s common knowledge that telemarketing cold calls don’t work. These phone calls aren’t just about closing sales; they’re also about building trust with potential clients. So, what would you do if you just had one chance with the prospect?

You will need to write a call script that is full of value and can capture the attention of a potential customer on the first try. Here’s a sample phone call script:

“Greetings, (Prospect’s name)! “

“Do you have some time?”

If the prospect says “Yes.”

“That’s incredible! I respect your hectic schedule and understand how valuable your time is. However, I recently discovered that your company (mention company name) is facing a problem (mention the challenge). If my research is correct, your customers are also unhappy as a result of this.”

“Am I right?”

“Yes, but…” the prospect responds.

After listening to the prospect and asking pertinent, contextual questions, you’ll have a deeper understanding of the issue. As soon as you’ve done so, simply respond with:

“I get it now. If you need help with (whatever the prospect’s problem is), (your company’s name) can assist you.”

Be precise not vague.

“We’ve previously assisted (name some competitors and how you assisted them) with a similar issue. They have now achieved their goal after overcoming this challenge (mention some results).”

This discussion could go on for quite some time. Following a successful call, you can convert the lead on the spot.

 

3. When a prospect hasn’t responded to your follow-up and you need to get back to them

Prospects may or may not respond to your outreach efforts. Most of the time, it’s because they’re simply too busy to answer your calls. To follow up, here is a script you can use:

“Good day, (prospect’s name). As agreed, I’m calling you back. I’m hoping it comes at a good time. Have you checked your email recently?”

If the prospect responds with a “Yes,”

“Great! As I stated in my email, our (re-mention of your products/services) can help you generate leads (potential results).”

“Just a quick call to see if there’s anything we can do for you. Do you mind if I ask you a few questions to better understand your needs?”

This call script is both a follow-up and a discovery call. Your goal should be to work around your prospect’s schedule so that you can begin or resume marketing efforts.

Also Read: 4 Best Outbound Call Scripts In 2022

 

Conclusion to get back to them

The telemarketing process has evolved greatly over the years and will continue to do so. Calling scripts are a great way to educate potential customers about your products and services. If you’re feeling nervous, start by using the templates. 

Pay close attention to the words and phrases that most appeal to potential customers. As you improve your scripts, your telemarketing calls will lead to more qualified leads. It is an effective way to build a trusting relationship with your prospects.