Writing a telemarketing script for the first time can seem like a daunting task. Where do you start? How will the call flow? This following article will explain a simple process for developing one. Firstly, you need to consider the required outcome of the call. The outcome is normally either confirming data, lead generation or telesales. Whichever one of these you are attempting, the introduction is probably the most important part of the call. Consumers are generally bored of telemarketing calls and will generally hang up in the very early stages of the call. The introduction must be punchy and quickly engage the recipient of the call. The call must always start off positive and fast paced. Don't give the recipient of the call the opportunity to hang up where possible. The opening must gain interest. Imagine the most important thing you want the call recipient to hear and then get that out in the first 10 seconds of the call. Script development is often a process of trial and error. Most calling platforms will allow you the opportunity to check the number of short calls where a short call is defined as one with a very quick duration. For argument's sake, we will say a short call is anything less than 10 seconds in duration. hen changing scripts, always check whether the volume of short calls is increasing or decreasing. Short call duration isn't always down to scripts but it definitely plays a major part. It's also worth assessing individual performance on the percentage of short calls. If one agent is using a slightly different introduction and receiving lower volumes of short calls, assess what they are doing and if applicable, roll this out across the other agents.
The next stage of the call is typically any legal or regulatory requirements of the call. This may involve dealing with data protection issues or to inform the call recipient that the call is being recorded. Although some people might suggest that this is slowing down the call at a critical stage, it normally adds credence to the call in the recipient's eyes (or should I say ears).
The next stage is to qualify the caller. For example, if you're selling mortgages and the call recipient is a tenant rather than a home-owner, you probably don't want to waste any more time with the caller.
After this, it's important to get across the body of the message you want to deliver. Instead of a formal script, it should attempt to be a call flow and ask as many open-ended questions as possible as opposed to closed questions. A closed question is one which can be answered with "Yes" or "No". Use as few closed questions as possible as successful telemarketers must try to get the call recipient to do the bulk of the speaking. The agent must listen attentively to what the call recipient is saying and ensure that they write down the issues. If the call recipient keeps on talking, then let them. They might have multiple issues they want to be resolved and the script (or call flow) must allow for this. Once the call recipient has finished, it is now time to address these issues as part of what is often referred to in sales circles as "The Presentation". At this point, the script can default to closed questions where the answer can generally open be "Yes". The presentation lays out definitively why the next course of action is appropriate for the call recipient.
The next stage is the close. It's important that the script is worded in such a way as to maximise sales or leads now. If the call ends without the sale, there is a strong likelihood that the call recipient will change their mind. The script should however contain the ability to call back at a specific time if the call cannot be fully completed at that time.
The penultimate stage is the confirmation of what has been agreed. It should be worded positively and reassure the call recipient of everything which has been discussed. In some cases, this stage might be a verification conducted by a team-leader or in some cases by an automated system.
The final stage should be to ask for referrals from their friends where appropriate. It works. Try it.
Always remember that there is not a huge manual on how to produce telemarketing scripts. There are certain areas of best practice which I have detailed above but it's really not that difficult. Remember to trial out new things in a controlled environment and if that works, then go with it.