Picture this: You have compiled your list of names and phone numbers. Before your shift ends, you must be able to make 100 calls. You know you have to – your sales manager has given your team a huge pep talk encouraging you to dial nonstop.
You know you need to smile, press the phone, and do your job. But… What are you going to say?
It wouldn’t be that nerve-wracking if you had a telemarketing script.
Before we get down to business, let’s first discuss what you need to know about telemarketing.
What is telemarketing?
Telemarketing is a form of direct marketing that involves reaching out to potential clients or customers over the phone to generate leads, gather relevant marketing information, and complete a sale. Typically, it involves a salesperson making unsolicited calls to people to promote products, services, or ideas, and convince them to buy it or take some other action.
Unfortunately, this method of interacting with potential clients has recently lost favor and developed a reputation as “intrusive telemarketing” due to unlawful direct mail marketing and unauthorized phone calls.
Telemarketing vs. Cold-Calling
Telemarketing and cold-calling are frequently used interchangeably, but they refer to two different sales strategies. Although both strategies make use of telephones as the main medium of contacting potential customers, the purpose of these calls varies from each other.
Telemarketing involves calling people who have expressed some interest in the product or services that are being offered, or who have opted-in to receive calls. Often, telemarketing involves a more structured approach – using pre-written scripts or following specific sales processes.
Cold-calling, on the other hand, pertains to making unsolicited calls to people who haven’t expressed any interest in the products or services you are offering. This strategy can be challenging since the salesperson needs to establish rapport quickly and capture the interest of the prospect without any prior relationship or knowledge. Cold calling is frequently used to generate leads or set appointments for subsequent sales efforts.
The calls made in telemarketing are more of a B2C form of communication where any engagement with a prospect matters. Cold-calling, meanwhile, has a more narrowed focus that includes targeted B2B sales. Here, the main purpose of the call is to set an appointment or sign a deal.
How does telemarketing work?
Telemarketing can be done either by individual salespeople or through call centers, where large call volumes are managed for multiple clients. For telemarketing to succeed, A strong ability to communicate clearly, the capacity to deal with obstacles, and a persistent, upbeat attitude are needed.
This technique is employed by marketing research organizations, for-profit businesses, political groups and candidates, donation solicitation, surveying, and nonprofit organizations.
Writing your telemarketing script
Telemarketers speak with potential customers over the phone, share important info, and help them find solutions for their pain points. One important tool that guides telemarketers as they contact new prospects is the telemarketing script.
Knowing how to write a script correctly will help you calm your nerves to manage your calls efficiently and effectively highlight and relay important information. You can use these scripts to organize your pitch and make sure you don’t miss the most essential parts.
Get all the jobs done in just one call using the best event telemarketing script. See the parts of an event telemarketing script and suggested spiels:
- The Opening
- The Body
- The Closing
The Opening spiel is an identification of who you are, the company you represent and the purpose of the call. It must include a warm greeting and and a brief branding of the product or service.
Normally, gatekeepers would answer the initial call so you have to keep a pleasant tone to get through.
“Good morning / afternoon. My name is ________ and I am calling from/on behalf of company name . I’d like to speak with (Target Contact) the (Job Title) please. It’s about event title.”
Once you have reached the DM and have delivered the Opening spiel, you may proceed to the Body of the script and comprehensively explain the full event details. Keep in mind that most prospects may only have more or less 5 minutes to spare for the call, so organize your spiels and customize your answers according to the prospect’s questions/responses.
1) “May I ask if you have received our event invitation via email?”
Event telemarketing campaigns usually kick off with email blasts of the invitation brochures. The email contains the event details, a registration link, and some FAQs. The follow up call should bear the qualifying actions:
If the answer is yes, confirm if he was able to register online. Most email invites now contain online registration links.
“If you have already registered, you will have received an email notification from (company name) confirming your registration.”
If no, inform the prospect that you will resend it to his email. Verify his email address (use phonetics), and ask for the best time to call back, or ask for a few minutes to discuss the event details with the prospect. (Get email address and resend invite)
“I am sorry to hear that. May I verify your email address please?”
“Thank you. May I have a few minutes of your time now to share with you more on this event?”
Proceed to discuss the event details, otherwise:
“I will resend you the event invitation today. I’ll call you back later or tomorrow morning to confirm your registration. Thank you for your time and good bye.”
2)”Have you already registered online?”
If the answer is yes, proceed to verify contact details:Com pany Name, Contact Name, Job Title, Phone Number (Direct Line/Mobile). Jet down everything.
“To confirm we have you registered, may I take your email address please”
“This event will present relevant content to executives from the manufacturing and operations, finance, IT, supply chain and logistics, plant and maintenance departments.”
“Would you like us to extend this event invitation to any of your colleagues?”
“Thank you for the details. We will be in touch with your colleagues shortly. We look forward to welcoming you and your colleagues at the event. Thank you for your time and good bye”
If no, suggest to register the prospect online on his behalf. If he agrees, proceed to verify contact details: Company Name, Contact Name, Job Title, Phone Number (Direct Line/Mobile).
“Thank you for your time. We look forward to welcoming you at the event. Good bye.”
Prospects who did not receive the invite
Immediately verify his email address and resend the invite while you still have him on the call. This will open the opportunity for you to get him registered for the event and save both yours and his time from calling back.
Prospects who received the invite
Ask the prospect if you could possibly extend the invitation to his colleagues. If he agrees, note down the full name, job title, phone number, email address. Get in touch with the colleague as soon as the invite has been sent.
Your closing spiel must contain the the event details, reminders for the prospect of an email notification of his registration, and your thank you spiel. See sample below:
“Mr. Lee, you are already registered to the Flavours 2016 event, which will happen on May 7 & 8, 2016 at the Park royal on Pickering. Attendance registration starts at 8am until 9am.
We look forward to seeing you at the event. Thank you and have a nice day”
These are helpful information like event details : title, date, time, and venue, the company’s website link or event link, and WIIFM (what’s in it for me) insights for prospects when they attend the event.
Event telemarketing emails contain flashy highfalutin words to grab a reader’s attention and perk up excitement.
But not for an event telemarketing script where all you need is just to include all the important event details and some creative workarounds like quick tips and reminders – concise, complete and comprehensive – to make it the best.
Pro Tip: Make your script readable. Use power words!
After getting familiarized with the different parts of the telemarketing script, here are some of the best practices to makes your spiel a toal success:
Ensure that you include numerous power words and phrases in your script, such as “please” and “thank you,” as they possess the ability to elicit emotions and enhance the likelihood of your contacts being open to conversing with you. Additionally, exhibiting politeness is always advantageous during a cold call, even if the conversation is not proceeding in your favor.
In addition, script structure also plays a crucial role. Here, it’s a best practice to make it easy to read and navigate. If your script is too wordy and contains a lot of block text, telemarketers will find it difficult to get its gist. It’s better to keep it easy to read and navigate so that they can understand what the script is all about by just skimming through it.
Here are some tips for a more effective script:
- To simplify navigation for your telemarketers, employ branched scripts that allow them to access only the pertinent sections of a script depending on the course the conversation takes.
- You can prioritize important points in your script by highlighting various sections.
- To establish authenticity and build trust, incorporate industry-specific terms that your potential clients are likely to be acquainted with.
Having covered all the crucial aspects of your telemarketing script, it’s time to delve into its significance.
Why are marketing scripts important?
A well-crafted marketing script can help enhance your sales and marketing efforts’ efficiency, improve communication with prospects, and boost your business’ revenue growth.
The mention of telemarketing scripts itself turns up noses, given its reputation as contrived, phony, and robotic responses. However, the benefits that these scripts bring to your business success shouldn’t be overlooked.
Here are four advantages of telemarketing scripts:
- They allow you to keep your message consistent: When dealing with customers or prospects, telemarketing scripts make sure that every team member uses the same strategy and messaging. This helps create a consistent brand image and reinforces key messages.
- They encourage better lead generation: By having a well-prepared marketing script, your sales team can engage with potential clients more effectively, resulting in stronger interactions that are more likely to lead to second meetings, increased professionalism, and ultimately, higher conversion rates.
- Telemarketing scripts address typical objections upfront: Salespeople who are well-prepared have an advantage over those who are not, as they can anticipate objections that potential customers may raise and have appropriate responses ready to address them.
By doing so, they can demonstrate their knowledge and expertise to the customer, build trust and credibility, and ultimately increase their chances of closing the deal.
- They help teams be more efficient: Efficiency is a crucial aspect of any successful telemarketing campaign. A well-designed telemarketing script can help improve efficiency by providing sales reps with a clear and structured approach to the sales process, avoiding unnecessary tangents, asking the right questions, and addressing customer objections effectively. By improving efficiency, a telemarketing script can help sales reps to make more calls, close more sales, and ultimately drive business growth.
- They are easy to update and revise: Sales scripts are an effective tool for guiding sales conversations. If your business is growing and your internal policies or services are evolving, it’s evident that your sales script should also be modified accordingly. However, if you have already created a script, you don’t need to start from scratch; you can simply revise your existing one.
Over the years, the telemarketing process has undergone significant changes and is expected to continue evolving. Utilizing calling scripts is an effective approach to informing potential customers about your products and services. If you’re apprehensive, consider starting by outsourcing to a reliable lead generation service provider, such as Callbox.
Phone conversations remain a crucial aspect of lead generation as over 55% of decision-makers still favor this mode of communication. To incorporate phone calls into their lead generation campaigns, many companies opt for Callbox as their preferred telemarketing service provider.
It’s essential to note that telemarketing can be effective when done correctly, but it can also be intrusive and annoying if done poorly. Therefore, it’s important to work with a reputable and experienced provider like Callbox that understands best practices and adheres to regulations and ethical standards. It’s also crucial to ensure that your telemarketing efforts align with your overall marketing and sales strategies and that they are part of a well-rounded, multi-channel approach to lead generation.
Meanwhile we converted this into slides, check out this humorous and interactive slideshare. Enjoy!