The Best Telemarketing Spiels: Lines For Every Situation

Telemarketing is by no means dead.

It still forms one of the most integral pillars of outbound lead generation, and it still manages to rake in thousands of leads for a lot of industries monthly.

In this guide, we take a look at common telemarketing scenarios, and what to do to win in each situation!

Opening Spiel

How have you been?

A lot of telemarketers and lead generation unanimously agree that this is one of the best openers in the book.

In fact, even the guys over at Gong did a test using the phrase and it performed 6.6x better than their baseline test results.

There are a lot of reasons why it works, and here’s a couple of them.

First of all, it’s different. Everyone is used to “How are you?”, “Do you have a minute?”, “Am I interrupting you?”, but using a line like this sounds fresh and nobody really uses it.

It also permits for a more open-ended response, the phrases that we mentioned earlier usually generate superficial answers that don’t leave room for any communication apart from “Fine” and “Yes”.

By using a line such as “How have you been?” a marketer can disarm their prospect and get a more candid response.

Lastly, it makes the call feel more familiar without being creepy, it’s a line that’s often used by friends, without really overstepping the boundaries of formal communication. People are hardwired to respond kindly to people that sound familiar.

Related: Telemarketing in Today’s Digital and Multi-channel World

You Don’t Know Answer to a Question

Let me find out for you now

Let me find out for you now!

This is also a common question from customer reps, and the best way to deal with it is to tell the person on the other line that you’re going to get them the answers they need right away.

When a prospect starts asking questions that’s a good sign.

Now, even the best telemarketers don’t have all the answers, but it’s critical to tell the prospect that the marketer is willing to get them the answers immediately and that they are happy to do so.

During this time, a telemarketer can raise the concern to a supervisor or have the call transferred.

Whatever happens, they need to make sure that their prospect is aware that something is being done about the situation.

Facing a Gatekeeper

What’s the best way to reach them?

The dreaded gatekeeper.

There’s no avoiding them and almost all high-level DMUs have them around. However, this doesn’t mean it’s the end of the line.

When facing a gatekeeper, the best thing to do is to respect their position in relation to the DMU.

They are put there for a reason, so a telemarketer should greet them, state their intentions, and ask them kindly, “what’s the best way to reach them? [the DMU]”

By doing this, telemarketers acknowledge the gatekeeper and their position, make sure that they are following formal protocols for marketing communications, and maintain a possible way to create a relationship with the gatekeeper.

Adding lines such as, “what’s the best way to go about this?”, “what would you advise is the best way to contact them?” or even, “when can I call you again to check up on the proposal?” are also great additions.

Related: 4 Ways to Get Past Gatekeepers and Reach Prospects Every Time

If they want to hang up or if they’re busy

Don’t let me keep you, are you free on [INSERT DATE and TIME]

Don’t let me keep you, are you free on ____ at ____?

A lot of prospects can get elusive, but sometimes they are truly busy and they need to attend to a fire in the organization, so the best way to get a follow up call is to propose one.

Here’s why it works.

If telemarketers just ask their prospect when they’re free, this gives the prospect unlimited options and adds to their mental workload. If a more specific time is suggested, then the prospect starts thinking about that particular time slot and a negotiation is initiated.

When an open negotiation is initiated, it makes it harder to dodge a follow-up call and puts the prospect in the mental state that another meeting is going to take place.

It’s the same old technique used when asking someone out on a date.

If they really don’t want to buy into the solution or aren’t interested

Simply end the call or:

You’ve been so great to talk to, is it alright if we keep this line open for the future?

Thank you so much for the insight, I learned a lot from this call, do you think you might be able to refer me to someone else?

Thank you for your time, I know you’re busy, do you have any advice for me?

There’s something marketers have to know about their prospects, they’re human, too. And, depending on how well the call went, there’s a chance that it could still lead to another lead later on.

This is what telemarketers should capitalize on, if rapport was developed and a call was indirectly prolonged, there’s a chance that a prospect would offer some advice or even a referral.

People like helping other people out.

Related: Why Outsourced Telemarketing is More Effective Than In-House Options

There are a lot more scenarios out there, but these should cover the most common ones that telemarketers face daily. By knowing how to respond to these scenarios, they should have most of their bases covered.

Find out how Callbox can help with your lead generation today!

Watch On-Demand: 5 Times Telemarketing Can Get Your More Leads and Sales

Watch On-Demand: 5 Times Telemarketing Can Get Your More Leads and Sales

Some may believe that telemarketing is a relic of the past, that it should be tucked away in a box and forgotten about. They are mistaken.

Over the last several years, telemarketing has seen some significant changes. The dreaded “cold calling” technique that has long been associated with the industry has been replaced with a new and improved “relationship building” method.

A method that has been considered as obsolete has actually proven itself as still the most effective outbound practice in today’s business market. So, by no means should you underestimate the power of telemarketing. 

As a lead generation services company, we’ve had our fair share of running various different B2B lead generation campaigns. We’ve seen and tried them all, and that’s why we want to share all the knowledge that we’ve acquired over the years with you. 

Last August 18th, we held a webinar to share some of our top tips on the most effective ways B2B companies can incorporate telemarketing into their sales and marketing mix and how knowing when and when not to call your prospects can give you great results and better conversion rates. 

Watch on-demand: 5 Times Telemarketing is the Answer

Why Telemarketing Matters More than Ever

As we’ve mentioned already, telemarketing has come a long way and even though it garnered a negative impression before, 50%-60% of all decision makers still prefer to receive sales calls. As you can see from the percentages mentioned, a lot of companies are still missing out on this opportunity. 

The great news about telemarketing is that it allows you to influence your buyers at precise moments where they are about to form or change their impression towards your brand, which we also refer to as the Zero Moment of Truth. 

Even with the existence of social media, search engines, and other digital marketing tools, it has been shown that nothing beats the value-driven from a one-on-one discussion with a client. Such customized interactions are critical for generating leads and closing transactions.

Today’s telemarketers employ technology to make their jobs more interesting and productive. As a result, telemarketing is expected to not only stay relevant but also grow in the future years.

‘SMART’ Calling 

Here at Callbox, ‘SMART Calling’ is a term that we often use to refer to making calls at the right time with the right message. What SMART Calling does is that it allows you to speed up your client’s decision making princess by providing them with exactly what they need at the right moment all through a phone call. 

To note here, it’s not just about making specific calls during your prospects’ awareness, consideration, or decision making stages. Instead, it’s all about making accurate calls during the most crucial moments no matter which of these stages they are currently in. 

Related: 3 SMART Calling Strategies to Get More Appointments

The ‘Perfect Time’ to Call Prospects

Now, this is what everyone is itching to know – what is the ‘perfect time’ to call your prospects? Well, there are five times where you can effectively use telemarketing, and in this webinar, we’ve carefully gone over each of these points in detail. Not only did we get into the thick of it, but we also presented various examples and situations to give you a better understanding of choosing the right time to call your prospects. 


There is so much more that Telemarketing can offer especially in the sphere of Lead generation and Sales. All it takes is a deeper understanding of how to efficiently incorporate it into your strategies and how to tweak it to make it work specifically in your business. 

With this webinar, we hope to help you see telemarketing in a new light and guide you to using it right!

Watch on-demand: 5 Times Telemarketing is the Answer
6 Things You Shouldn't Do When Calling Prospects in Singapore

6 Things You Shouldn’t Do When Calling Prospects in Singapore

Telemarketing remains to be one of the most formidable ways to market to clients on a personal level, but one has to realize that each market is different.

Today, we take a look at dos-and-don’ts of telemarketing in Singapore.

We’ll examine the best way to approach prospects and what we should be avoiding when we conduct our telemarketing processes in the Garden City.

Misidentify who/where you are calling from

When telemarketing in Singapore, one of the first things that you have to provide is proper identification. This means that once the prospect answers the call, you need to provide information on your company and the purpose of the request that you’re making.

Unable to provide extra information when needed

Telemarketing rules in Singapore are also a little stringent when it comes to the provision of information to the people being called. The caller has to be able to provide pertinent information detailing the nature of the business, the identity of the organization, and of course, how the contact details were sourced.

Other questions could include details on the supervisor of the agent that was tasked to call a specific number. The name and contact details of the telemarketer should also be provided if the contact requests for it to be provided.

You need to be able to provide these details as soon as they are asked from you.

Call during the weekends or holidays 

We all love an enjoyable holiday to be away from work or from the things that stress us out, and regardless of the product or service being offered, it does make sense not to call people on the weekends or holidays.

One of the first rules about calling in Singapore is that you shouldn’t conduct telemarketing activities on the weekends or holidays. This is a good thing because the chances of you catching an irate contact that’s just trying to relax are lower when you call on the weekdays.

If you want to make calls on Saturdays, you have to make sure that you’re only calling between 9 am to 6 pm. You could avoid calling on these days, too, so that you can come off as a company that respects rest days.

Furthermore, it also allows you to let your team rest during these days, making sure that they’re ready to make a difference in your lead generation during the working days!

Not stay with the weekday calling schedule

Calling during the weekdays in Singapore follows the standard rules of business communications wherein you can only call between 8 am to 9 pm. However, even if you can call within this time frame, you are also advised to strategize your calls.

Think of this way, will your prospect be more comfortable to talk to during business hours, or would you instead call them while they are having a late dinner trying to shake off work and destress? By being able to answer these questions, you can make sure that you are calling at the right time.

Just because you can call them during these times does not mean you have to call them.

Also, take into account what time your competitors are calling your prospects, make sure you’re reaching them before they do.

Disrespect the “Do Not Call” list

Let’s tackle this head-on because it’s one of those issues that every telemarketer has to be cleared with before they start any campaign.

Do not call people on the “do not call” list. They do not want to be bothered, nor will your brand gain any momentum by doing so. Imagine explicitly requesting not to be called, and yet calls are going through; it’s an annoying experience.

These DNC rights must be respected, or the Personal Data Protection Commission (PDPC) in Singapore will be forced to take action to protect consumers that might lodge complaints.

Additionally, when people ask to be added to the DNC list, the telemarketer has to comply and keep that customer on the list for at least one year.

Lose hope

Some people say that telemarketing in Singapore is challenging because of all the rules, but it’s not as daunting as it seems. If you stuck in a rut, then maybe you should contact a telemarketing specialist to help you out.

With a little creativity and perseverance, you can make it work.

There are a lot of observable similarities between Singapore and general rules of telemarketing, but like any market, it does have its quirks. By being able to keep these quirks in mind, one can develop a better telemarketing strategy that is efficient enough to be sustainable.

One of the best ways to facilitate this process is to avail of the services of an appointment setting or lead generation company that can make the process easier for you. Marketing teams can also benefit from the expertise that these third-party vendors have.

Telemarketing in Singapore: Best Practices for Sales Prospecting Calls

Sales prospecting calls will still be a major mainstay in the world of B2B lead generation and it does not look like it has hit its demise anytime soon. Outbound telemarketing has been integral to the lead generation strategies of many large companies in Singapore, but how do you really go about it with your own business? In this article, we will be examining the best practices for sales prospecting calls in the B2B sales process and how it impact B2B lead generation in Singapore.

Establish Rapport

“You were never that close to your spouse when you first met, but now you share a family together.”

There are many tips and tricks that telemarketers use, but the first one we’re going to tackle is establishing rapport. 

Establishing rapport is conversing with someone on the phone to the point that they can trust you to a certain degree. We know that it can be difficult at times, but people who are generally happy or pleased that they are speaking with you can generally help drive sales higher. It has become a term in outbound contact centers because of how effective it is when dealing with a client.

Do Your Research

Do you want to succeed in business? Then, you better understand that knowledge is power. Before you even go about calling your list of prospects, you have to understand that you have to do your research beforehand. Communicating on a sales prospecting call is more effective if you know who you are talking to and what that person is generally interested in.

Doing your research allows you a competitive edge in any type of situation.

Stay Focused on What You Are Doing

A lot of contact agents get easily distracted when they do sales prospecting calls because the scripts can be easily memorized and sometimes it becomes a habit to just talk. However, being laser-focused on what you are doing allows you to be able to be more effective in generating leads that you can really rely on.

Avoid being on Facebook or communicating with other people when you are cold calling because your main goal is to communicate effectively with your prospect. It’s not that hard to do when you already have the habit in place.

Prospecting in batches 

Set aside a certain amount of hours each day to make calls. Making numerous outreach calls in a succession is far more efficient than calling one prospect, preparing for a demo, attending a meeting, making a couple more calls, connecting with ten people on LinkedIn, and so forth.

You’ll not only be in the prospecting mentality, but you’ll also be able to store all of your supplies close at hand.

Talk Less, Listen More

This point is another significant point that you really have to practice. Most of the time, people give away clues about their intentions through the words that they use. Think of it as part of the research, you want to know more about a prospect so you listen to them, not only are you building rapport as a good listener but you are essentially mining for information at the same time.

Staying focused is important here because unlike a face-to-face conversation, you won’t be looking at gestures but rather focusing on intonations and tell-tale signs based on their speech.

Be Grateful

Regardless if they want to talk to you or not, still be grateful for the opportunity to have had the chance to talk to your prospects. This goes a long way because it establishes your company as a graceful one and it also uplifts your mood and gets you ready for the next call.

A lot of contact center agents will often complain about their ruined moods after talking to someone who has been so negative on the phone. This is unavoidable because humans are relational beings. However, one sure fire way of getting this sorted out is by being grateful. It stabilizes your mood and keeps you happier about everything.

Look for Pain Points

Do you want to be more effective at what you do? Ask questions about the prospective client’s business. This is a great way for you to find more about how you can help them. It leads to more fruitful conversations and also adds to the rapport that you are trying to build.

You are here to establish relationships that are long term, this is the backbone of repeat B2B sales.

Solutions Are What Works

Your aim is to be a consultant and not a salesman. 

Nobody likes having products or services jammed down the phone, and as much as possible you want to be solutions-based and not product-based. When you become solutions-based, you stop being part of the sales team and you end up being someone that they can rely on to help make a difference in their company.

People do not want to know how good your products or services are, they want to know how they can have their problems fixed. Trust us, this is one of the most effective ways to communicate.

By being able to apply these simple principles you will be able to modify the process of how you go about your sales prospecting efforts. An efficient cold calling strategy will not only save you on costs, but it will also make your sales process much more effective. Never underestimate the power of outbound telemarketing!

How Effective is Telemarketing in Singapore and APAC?

Like Singapore fashion where baggy fisherman pants aren’t a great look, but classic casual shirts, denim, and flip flops are still the way to go practically stylish, telemarketing has remained at its comfy personalized fashion.

Telemarketing in the Digital Stitch

Everyone seems to have gone digital. 

Brands lean on tech power of apps that help them retain customers and get new ones such as Salesforce, Nimble, and Zendesk. 

These tools allow businesses to manage all aspects of customer relationship by means of email, live web chats, social media, and all other customer-centric activities.

The telemarketing industry acknowledges the fact that these apps possess potentials for high productivity, but at some point may become impersonal, and still require a human touch. It’s given that today’s customer acquisition strategy starts with engaging target prospects using customer relationship tools before exercising any face-to-face presentation. However, B2B sales deals only happen, most of the time, after in-person meetings, which means that human interaction still plays a major role in building stronger connections with customers above any tech apps. 

Telemarketing is Data Woven

Data is a prime component of telemarketing, but clean data boost successful campaigns. However, data ages quickly due to job or post change, relocation, business close down, rebranding, etc. That is why it needs to be regularly profiled (cleansed, validated, deduped) in order to yield the best results from your telemarketing campaign.

There are much demand and spending on data and analytics in APAC. 

In fact, Singapore, China, India, Thailand, Japan, and Australia were the six APAC countries surveyed to be consistently increasing the use of digital apps

Example, 55% of APAC consumers are more likely to use an app to hire a transport service like Grab compared to other countries at only 44%. On the contrary, nearly half of APAC consumers (44%) took actions to reduce sharing data online and 77% cut deals with businesses that have misused their data. 

The paradox is an added challenge for telemarketing providers, but it’s not something that could hinder them from running an effective, data-driven telemarketing campaign.

Telemarketing’s Empowered Customer Experience Patchwork

When we talk about customer experience in today’s telemarketing, your manner of communicating via phone – tone, choice of words and rapport building, may still impress. But technology advancements like social media and real-time interaction swayed the course to engaging customers in digital ways – what apps do they use, which social platform do they hang out and their purchase behaviours. Such interactions are less invasive and more convenient for customers.

With empowered customer engagement, telemarketing goals shifted. Making a sale now only comes second to creating trust with a prospect and building relationships. 

Statistics showed that half of brands say they are planning to increase customer experience-related technology spending next year

20 tools under four categories were pronounced to enhance customer experience: 

  • Sensing which comprises Sensory, Biometric, and Sensor.
  • Deciding involves Episode Maps and Analytics, Experience Dashboards, AI, Predictive Analytics and Automated Decision Engines. 
  • Acting which is composed of Personalized Experience, One-to-one Sales and Marketing, Salesforce Automation, Omnichannel Customer Support, Next Generation Contact Centers, Augmented Reality and Delivery Drones.
  • Managing includes Net Promoter System, Episode Design, Episode Management, Privacy Management, and Blockchain.

Telemarketing Provides A Runway for Immediate Feedback

Customer feedback is the groundwork of customer loyalty. Without it, you will never know what drives customer satisfaction, what actions to take for product and services improvement, how to create a top customer experience, improve customer retention, and come up with wise business decisions. 

In order for you to be able to act on the data you have gathered, get the most accurate feedback from the right target, and follow up.

Despite the evolution of sophisticated tools which telemarketing adapted, Singapore and the whole APAC region cling to its classic ensemble of tools and strategies and winning customer-centric approach.

Sample Cold Calling Scripts for Key Buyer Personas in Managed IT (Featured Image)

Cold Call Scripts That Land Meetings with MSP Buyers [Free Download]

Managed IT providers know that they need to reach out to both IT and non IT decision makers to gain new customers. That’s because IT purchases are increasingly being decided not only by multiple people, but also across multiple business functions.

These trends highlight the critical role that targeted, one-on-one outreach plays in selling MSP solutions, and cold calling remains one of the best tools for the job.

That’s why we recently released a downloadable eBook that contains sample call scripts for finding and qualifying potential MSP customers. Each script is tailored for a specific buyer persona and includes a few helpful notes and comments.

The resource is available for download here. The rest of this blog post provides added insights to help you fine-tune your cold call pitch.

Who Makes Managed IT Purchases?

IDC reports that non-IT line of business (LOB) buyers now account for around half of technology spending. These are purchases made without the involvement or knowledge of an organization’s IT department.

Even when IT does get involved, LOB managers still hold a huge sway in the tech purchase process. TechTarget estimates that nearly 30% of buying decisions made by an organization’s IT leadership depend on inputs from non-IT staff.

This makes it clear that selling MSP solutions now needs to move past solely targeting IT decision makers. This underscores a growing challenge for MSP vendors that rely on reaching buying consensus with multiple stakeholders to close deals.

Not only do LOB managers’ priorities and pain points differ from those of IT decision makers, but these two buying groups often disagree about key items on the IT buying checklist.

What’s also important is that these divergences have a huge impact on how MSP buyers start their purchase journey. This means that connecting and building relationships with stakeholders require messaging that takes these gaps into account, even in the initial stages of the buying process.

Targeted Cold Calls to Key MSP Buyer Personas

Targeted cold calls make up a vital layer of touch points for proactively reaching out and engaging potential MSP customers.

Cold calling works well for top-of-funnel outreach activities since it enables one-on-one conversations that prepare prospects for the next stages in the sales cycle.

For complex-sale products like managed IT solutions, cold calls help move contacts from initial awareness to active leads.

With the MSP prospect pool growing to include more and more non-IT decision makers, your cold call messaging strategy also needs to capture this new audience.

One way to refine your outreach message is to segment potential stakeholders based on buyer personas and then tweaking your cold call pitch accordingly.

In most technology purchases like managed IT solutions, key decision makers consist of four buyer personas (although the number can certainly increase, depending on the complexity of your sales cycle):

  • End User:  These are typically non-IT LOB managers of departments and business areas that stand to benefit the most from your offer.
  • Influencer:  These are mid- to senior-level decision makers that drive purchase decisions.
  • Technical Buyer:  These are IT-focused specialists that can block a purchase if it doesn’t meet their requirements.
  • Economic Buyer:  These decision makers oversee the budget and give the final go-ahead for a purchase.

End User

In MSP sales, the end user buyer persona consists of non-IT LOB decision makers that oversee specific functional business areas that directly benefit from your solution.

End users have the most to gain from your offer. That’s why they tend to be your biggest advocates in your target accounts. That is, if you can find a way to build a relationship with them early on in the sales process.

LOB decision makers care about business outcomes rather than product specifics. If a product solves a real problem, the results matter more to them than the underlying details.

According to professional services automation provider Promys, the decision-making process that LOB managers follow typically includes:

  • Decide if there’s a specific problem
  • Determine if the problem is worth devoting resources to
  • Identify possible ways of solving the problem
  • Pick out the “best” way
  • Look up vendors that provide the “best” solution
  • Choose the “best” vendor


Even though buying decisions have now become more distributed, the process is still significantly driven by stakeholders that span different business areas and functions.

These decision makers have a huge influence on the buying process and help move the deal forward. That’s why they’re typically labeled as “influencers.” They commonly consist of mid- to senior-level managers that directly handle your target LOB prospects.

Influencers look for strategic impact of MSP solutions instead of operational or technical details. They’re more into seeing how your offer fits their big-picture goals of growth, profitability, competitiveness, industry trends, disruption, etc.

That’s why your cold call messaging strategy needs to achieve the below three key points. These ensure that your pitch will be able to capture influencers’ attention and obtain the response you want:

  • What does your offer bring to the organization?
  • How can you earn your prospects’ trust?
  • What line of fresh thinking can you offer?

Technical Buyer

The rise of the LOB buyer hasn’t made the IT department irrelevant in MSP purchases. The risks and limitations associated with shadow IT (such as interoperability, security, resilience, etc.) still support the case for IT’s close involvement.

While technical buyers typically don’t have final authority over tech purchases, they do have the power to reject a potential managed IT proposal. The goal when reaching out to technical buyers is to make sure they don’t shake their head sideways at your offer.

When crafting a cold call pitch aimed at technical buyers, it’s important to keep the following points from Lean B2B in mind:

  • They have in-depth and specialized expertise in your field.
  • Their main concern is to verify whether your solution really does what you claim it does.
  • They focus on the measurable and quantifiable items of your offer.
  • They look for details on usage, testing, deployment, and maintenance.

Economic Buyer

The persona that has the final say in MSP purchases is the economic buyer. In fact, most marketing experts consider economic buyers as the “ultimate decision maker” because even if everyone else says yes, it’s the economic buyer’s approval that determines whether a purchase happens or not.

Economic buyers can be a single person or a committee that directly controls budget and spending. The larger the deal size, the more senior the economic buyers will be involved. Smaller purchases commonly require only the approval of managers lower in the org chart, while deals with six-figure price tags can involve a board- or C-level evaluation committee.

The key to winning economic buyers over is to deeply understand the things that tend to make them say yes:

  • Finding the best-fit managed IT vendor for their organization
  • Ensuring long-term stability of both the MSP provider and the working partnership
  • Knowing the vendor’s approach to risk mitigation
  • Verifying different proof points about a vendor’s ability to deliver
  • Being able to objectively weigh costs against benefits


Now more than ever, cold calls help MSP vendors reach and connect with the different decision makers involved in the purchase process. But this requires refining your MSP pitch to make it more relevant to what each decision maker actually cares about.

To see how to put this strategy into action, check out our latest collection of cold calling scripts for various MSP buyer personas.

Turn cold MSP leads into sales meetings. Get your free sample scripts now.

Download your Sample Cold Calling Scripts for Key Buyer Personas in Managed IT eBook

ABM Telemarketing Scripts for Cold Calling Key Software Personas Free Ebook

[Free Download] ABM Telemarketing Scripts for Cold Calling Key Software Personas

If there’s one channel that checks all the boxes in ABM outreach, it’s targeted phone calls. Outbound touches drive ABM results in five crucial areas:

  1. Gathering insights that help tailor your approach
  2. Building and growing meaningful relationships with each stakeholder
  3. Delivering relevant content and messaging to the right decision maker at the right time
  4. Providing a consistent and coherent brand experience across the different stages of the sales funnel
  5. Achieving true marketing and sales alignment

Targeted telemarketing helps you achieve all these and more, but it can be a little challenging to translate these into clear actions and actual messaging strategies.

That’s why the Callbox team recently put together a free downloadable resource that includes sample buyer profiles and telemarketing scripts tailored for ABM programs in the IT/software space.

We want this resource to serve as a practical guide and template for everyone looking to use the power of targeted phone calls in ABM. With this downloadable content, you’ll be able to integrate telemarketing into your ABM program in ways that impact results.

Here’s a quick preview.

Buyer Persona Templates

A buyer persona represents a specific stakeholder’s characteristics. It summarizes the demographic, professional, firmographic, and psychographic qualities related to a decision maker.

Buyer personas help you segment and personalize your messaging strategy according to the needs and preferences of each stakeholder. That’s why creating reliable buyer personas is critical to the success of your ABM outreach efforts.

This downloadable PDF includes sample buyer persona templates that outline the following characteristics:

  • Job Title/Professional Info
  • Demographics
  • Goals and Pain Points
  • Preferred Resources

We provide a filled-out buyer profile template for each of the four key buyer personas typically involved in software purchases:

  • Champion (your primary advocates in the target account)
  • Influencer (stakeholders with the authority and expertise to sway buying decisions)
  • Ratifier (decision makers with highly-specific concerns about a solution)
  • Economic Buyer (stakeholders who control the budget)

Targeted and Personalized Cold Call Scripts

One-on-one phone calls with stakeholders form an important component of an ABM outreach strategy. Phone calls work well at nurturing prospects that are in the middle-of-the-funnel (MOFU) stages as well as converting stakeholders during the bottom-of-the-funnel (BOFU) phases.

But live calls are also very effective at connecting with potential prospects during the top-of-funnel stages. That’s because, when combined with other outbound channels like email, targeted calls can help you scale attracting and qualifying stakeholders early in the sales process.

For the downloadable resource, we compiled a complete cold calling script tailored for each of the above-mentioned software buyer personas. Each script covers all the key areas of compelling sales conversations:

  • Personalized introduction
  • Rapport-building tactics
  • Creating curiosity and highlighting pain points
  • Probing questions
  • Wrapping up

This proven formula for targeted sales conversations works well at engaging different stakeholders in an ABM setting. We provide these actual scripts to serve as your guide or reference when writing your own.


Outbound calls help drive results for ABM programs. Our downloadable buyer persona templates and call scripts will help you make the most of this crucial ABM channel. Get your copy today.

Download your ABM call scripts + persona templates

What Telemarketing Has Taught Me and How It Improved My Sales Approach

What Telemarketing Has Taught Me and How It Improved My Sales Approach

Telemarketing is not a mere job, it’s a profession. It requires knowledge and skills and a lot of work values in order for one to survive and succeed in it. Along with the daily tasks, sales, leads, appointments, call volume and rejection from prospects are what completes a telemarketer’s day in the office.

Having been a telemarketer myself, I can say that this profession has taught me many lessons from sources I never expected.

The Data List

Most people who go the grocery keep a list of their needs either on a paper or on their phone memo, teachers refer to a class record to keep track of their students’ performances and the billions of mobile users treat their phone, the contact list in particular, as one of the most important things which they can’t leave home without. However, discrepancies in these data list can negatively impact tasks, systems and processes. Like if you go pick groceries without a list, chances are you’d miss some items like toilet paper, a teacher can never gauge a student’s progress without keeping track of his scores and miss a call from a client who intends to close the deal today due to a phone left at home.

A database should be organized and must contain the most accurate data which is viable in achieving goals. This tells us that we have to continuously learn new skills and acquire knowledge to keep ourselves with the most accurate information in order to become consistently valuable and integral in the field we serve.

Lead Nurture Tool

When a prospect says “call me back on…”, a telemarketer may suggest a schedule to the prospect but must prioritize the prospect’s decision or his most convenient time. The lead nurture tool will be your best assistant in keeping track of time and constant communication with the prospect.

This teaches patience – knowing how to wait for the right time until the lead matures or the prospect is ready to move forward, and respect – adhering to the agreed schedule.

Proper utilization of the lead nurture tool in your daily telemarketing tasks will bring about effective communication by allowing you to send the right message to the right person at the right time, at the same time build a partnership between you and your prospect.

And from the subject itself, I have learned that getting your prospect to say YES to products and services you offer is just part of the process, but educating them about the benefits and how these can help their business grow is tip-top.

The 5 F’s of Data Hygiene for Deeper Sales Conversations

The 5 F’s of Data Hygiene for Deeper Sales Conversations [VIDEO]

Data is the new oil.
Without it, your sales engine stops running.

Like oil, data needs to be refined.
Or else, it won’t fuel your sales machine.

The problem is that B2B data has a very short shelf life.

  • 24% to 36% of your CRM data decays each year Tweet this!
  • 25% of sales contacts are invalid at any given time

Poor data causes reps to waste 27.3% of their time,
and ends up costing you 12% of revenues.

The good news is that,
by following a few simple data hygiene best practices,
richer data-driven sales conversations are always within your reach…

#1 Find out what’s wrong

  • Start with a thorough audit of your CRM
  • Interview key data handlers and users
  • Identify what types of errors and potential issues you encounter

Related: Ways to Optimize your Marketing List for your Multi-Channel Campaigns

#2 Fix what’s broken

  • Validate data entry errors and typos first
  • Research and update inaccuracies like phone numbers, email addresses, etc.
  • Define rules for merging and removing duplicate records

Related: Get Rid of Dead Leads on your Database in Singapore

#3 Fill missing values

  • Use the main company phone number as a placeholder until you obtain a direct line
  • Infer email addresses from common company-specific email patterns
  • Populate empty fields with data from publicly-available sources and third-party providers

#4 Fit data together

  • Follow standard naming conventions for contacts and businesses
  • Make sure to use consistent abbreviations and punctuations throughout a column
  • Create formatting rules for categorical fields (e.g., job titles, industries, etc.)

Related: The Secrets to Increase your Database with Qualified Contacts

#5 Feed into a data management process

  • Plan for each stage of the data lifecycle (from collection to removal)
  • Automate as much as you can, but keep humans in the loop
  • Farm out a specific task when you don’t have the resources to do it in-house

Keep in mind that data hygiene is a continuous process, not a one-time thing.
Always go back to the 5 F’s:

  1. Find
  2. Fix
  3. Fill
  4. Fit
  5. Feed
3 SMART Calling Strategies to Get More Appointments

3 SMART Calling Strategies to Get More Appointments

Singapore B2B companies want only the best result for their telemarketing campaigns. Aside from the fact that telemarketing is still a relevant outreach channel, organizations are using it as a means to produce better results in terms of revenue and market influence. However, to bring about the full benefits that telemarketing gives involves the application SMART Calling.

As you may all know, SMART is a basic concept in the world of business management. Business owners could hardly survive their respective markets without coming with plans that are specific, measurable, attainable, realistic, and timely. Without a SMART blueprint in mind, it would be difficult to open up new opportunities let alone generate a greater ROI for all your marketing efforts.

With SMART Calling, B2B businesses will have to make sure that their telemarketing campaigns are designed in line with their specific objectives. For one, companies in this industry aim to increase the number of sales appointments they can produce every month. To do that, they need to make sure that a good number of leads they get are nurtured and prepped up for an appointment with a sales rep.

If anything, selling isn’t always about pitching a product to someone you think is interested in your product. It’s actually more crucial to interact with your client first by initiating a conversation that strategically puts you in a position to set up an appointment.

A lot of factors are involved prior to a sales appointment. The best way to go about this is to make use of SMART Calling approaches that will surely help you produce a good number of sales appointments.  

Apply these best practices and see the volume of your appointments (and eventually, your conversion numbers) go through the roof.

List down your talking points

A good marketer knows better than to arrive unprepared for what’s to come. So, prior to a calling campaign, make sure you have everything you need to create effective talking points.

This involves defining the structure of your calls and anticipating possible questions. Your B2B prospects would appreciate it if you call with a purpose in mind. For one, they don’t really have the luxury of time to accept calls they don’t need from the get-go. So, it’s important to let the prospect know that you have something valuable that they would want to adopt.

Apparently, getting a sales appointment depends on how well you interact with a prospect during the initial engagement. Make your first impressions count. As a good rule of thumb, craft your call scripts together with sales and determine the most relevant questions that will lead you towards setting an appointment.

Related: A Visual Guide to Telemarketing Performance Metrics [INFOGRAPHIC]

Make it natural

Call scripts are always crucial to basically any task or activity that involves calling. Still, if you aim to increase the number of appointments you generate, it’s often best to steer clear of relying too much on the script.

A SMART Calling approach entails making the conversations as natural as possible. The call script is only there for your reference. To get potential clients to book an appointment, you need to connect with them at a more casual level.

One thing’s for sure, automated messages won’t simply work, neither will “canned” questions and talking points. Instead of reading verbatim, lift only important keywords from the script and “repackage” them into natural and relevant conversational topics.

Related: 4 Sales Call Rapport-Building Techniques That AI Can’t Yet Do [VIDEO]

Focus on value

Nothing motivates a B2B prospect more than the amount of value they can generate for their business. In this sense, you need to provide your prospects with relevant information on your products and services. However, don’t focus too much on setting everything on the table. Choose your words wisely and provide the other person some space to talk about their needs.

Once you have the prospect talk about the issues or problems that they are currently facing, you can then proceed to the next phase of a SMART Calling session, which is to provide value.

For this, show the prospect what your products and services can do to help them save time and money, or reducing the workload. Expect more queries along the way, which is a good thing since questions indicate that your prospect has enough interest in your offers to know more.

From there, you can send them either a case study or whitepaper to further inform their decisions. On the next session, your prospect will be more likely to set a sales appointment with you.

Again, value should be your main target, so it’s always a good idea to give your prospects a glimpse of how easier life gets through your products or services.

Related: How to make Prospect Realize They Need your Product or Services

Leverage technology and make smarter touchpoints

Track These KPIs and Learn How to Increase Sales Call Volume [VIDEO]

Track These KPIs and Learn How to Increase Sales Call Volume [VIDEO]

Telemarketing still pretty much remains a numbers game.

To deliver results, calls need to be made at scale.

Not convinced?

Let’s do the math…

Let’s say your funnel looks like this:

If you want your reps to meet 20 opportunities,
you need to call up over 1,000 prospects.

Keep in mind that’s all based on some pretty decent conversion rates.

If those percentages go down,
you have to call more contacts to hit your targets.

That’s why you need volume to get results.

To manage and improve sales call volume,
keep a close eye on these 4 crucial metrics…

#1 Calls Per Hour

  • This shows you the average rate an agent/rep places calls.
  • High calls-per-hour numbers are generally a good sign.
  • But when this metric is too high, it indicates low-quality conversations.
  • So, don’t look at this metric by itself.

#2 Average Call Length (Average Talk Time)

  • This indicates how much time an agent/rep usually spends on each call.
  • You want to keep average talk times below some threshold.
  • But very low call lengths can also mean low-quality conversations.
  • To understand this metric, also look at script complexity and amount of admin work required.

Related: 4 Sales Call Rapport-Building Techniques That AI Can’t Yet Do [VIDEO]

#3 Occupancy Rate

  • This is the ratio of time spent on calls versus time spent between calls.
  • It tells you how efficiently agents/reps use their time.
  • Occupancy rates greater than 1 indicate agents are spending more time calling than not calling.
  • If it’s below 1, it means something is keeping an agent preoccupied between calls.

#4 Calls Per Record

  • This shows how many times an agent/rep dials a record, on average.
  • It tells you how persistently agents pursue each contact.
  • Keep in mind that it takes up to 18 touches to reach a lead.
  • So, always be sure this metric is flashing on your dashboard.

Related: The Follow-up Strategies in Cold Calling to Counter the Five “NOs”

To start managing your sales call volume, keep track of:

  • Calls per hour
  • Average talk time
  • Occupancy rate
  • Calls per record
4 Sales Call Rapport-Building Techniques That AI Can't Yet Do [VIDEO]

4 Sales Call Rapport-Building Techniques That AI Can’t Yet Do [VIDEO]

By 2050, machines will take over half of all jobs.

… and telemarketers will be the first ones to go.

An Oxford study says

there’s a 99% chance
AI will replace human telemarketers soon.

But until AI learns how to build genuine rapport,

sales calls will remain a person-to-person interaction.

That’s because there are four building blocks of rapport

that only we humans can do for now.

#1 Listening and Empathy

Talking about oneself releases feel-good chemicals in the brain.

It’s even more rewarding with a person who’s really listening.

How Not to Sound Like a Machine:

Start with an open-ended question;

let them share a bit about themselves.

#2 Being Authentic

People do business with people they like.

No matter how well AI mimics human speech,

there’s nothing like the real thing.

How Not to Sound Like a Machine:

Let the conversation flow naturally and show genuine interest,

but don’t overdo it.

#3 Finding Common Ground

AI knows more about your prospects than you do.

But only people can connect and find common ground in a conversation.

How Not to Sound Like a Machine:

Bring up interesting tidbits that prospects can relate to.

Build on these points at different moments in the call.

Related: Telemarketing: Why Singaporean Prospects Turn You Down

#4 Creating Shared Experiences

The secret to building rapport is creating shared experiences.

Whether it’s defining the prospect’s problem or identifying a solution,

working together brings people closer.

How Not to Sound Like a Machine:

Turn sales calls into collaborative brainstorming sessions.

Use “we”, “our”, and “us” in the conversation.

Rapport is a two-way connection between people.

It’s going to stay that way unless machines master these four skills.