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Use These Powerful Sample Telemarketing Scripts for Your Business (and additional tips!)

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Published: Nov 12, 2018

Telemarketing Scripts

‘The Godfather’ is undoubtedly one of the greatest films ever made, rightfully claiming its place among the classics. A beautiful and haunting film about a mafia family, the movie’s themes touch upon engrossing topics of betrayal, human relationships, and of course, violence.

And the acting is simply superb, with Marlon Brando playing the unforgettable patriarch of the family, Don Vito Corleone.

But what on earth does ‘The Godfather’, have to do with telemarketing scripts, you wonder?

Well, a little-known fact about this movie is that during the shoot, Marlon Brando didn’t memorize his lines, at least not all of them, anyway. He made other actors (like Robert Duvall as you can see below) hold up cue cards for his dialogues, as he believed they helped him be “spontaneous” which made his acting much more natural. Well, that clearly worked: he won an Oscar for his role!

A picture of Marlon Brando reading from a cue card in 'The Godfather'

Credits: The Huffington Post

When it comes to telemarketing, scripts play a big role in the success of your calls by:

  • Telling you what and when to say something so you can achieve your objectives
  • Keeping your prospect engaged in the conversation
  • Helping you sound professional while giving you control over the sales talk
  • Ensuring you avoid making mistakes on the call

After all, if a talented actor like Marlon Brando can use cue cards to perfect his acting, a telemarketing professional like you can certainly use a script to improve your calls!

Building a telemarketing script isn’t very hard, but there are some key pointers you need to keep in mind. In this article, let’s look at how you can make a perfect sales script to attain your goals.

Oh, and we’ve included some sample outbound telemarketing scripts as well to get you started, so read on!

Identify your Prospects

Before you start working on your script, know who your prospects are so that you can genuinely add value to them. Identifying leads depends on the product or service you’re planning on selling, so look at industries and prospects who are a good fit for you. If you’re confused at this stage, a good tip here is to look at your past calls which were successful and try to apply the characteristics of the people you called to the prospects you’ve identified. If they match, great! Else, keep looking.

Takeaway: By figuring out who your prospects are, you can build an outbound telemarketing script that is relevant to them.

Research your Prospects

Even if your prospects belong to the same industry, their needs would be unique. What works for one person, wouldn’t necessarily be suitable for someone else. So, take time beforehand to note down some of your prospects’ information like their job profile, the role of their company, and any recent information that may help your cause—maybe their company won an award or secured some funding, so you should include a note of congratulations in your script. This would be the connecting statement of the telecalling script which establishes a rapport. Use sites like LinkedIn to get all the business details about your prospects.

Takeaway: By researching your prospects, you can personalize your script.

Ensure that You have the Right Goals in Mind

While your telemarketing script varies to an extent depending upon whom you’re targeting and what stage of engagement they’re on, you must ensure that you’ve got the contact-specific goals in your script. While obviously your end goal is to convert prospects into customers, this isn’t necessarily your immediate aim. For example, if you’re calling a prospect for the first time, you wouldn’t be looking to sell your product or service right away; you’d be looking to set up a meeting or an appointment at a later date to further discuss matters.

Takeaway: Ensure your outbound telemarketing script has the right goals for the right contacts.

Make a List of Pre-Qualifying Questions

You should include pre-qualifying questions which are specifically designed to understand the customer’s pain points and how exactly they fit into the buying process. By asking these questions, you get a good idea of how your business can help your leads. In some cases, your contacts might not be comfortable talking about their obstacles to a stranger so to help them along, make a list of these questions in your scripts. The questions you’ve noted should be common complaints that your customers typically face. For instance, if you’re a telecom company you’d include questions like:

  • How important is it for you to stay connected with your contacts?
  • Do you feel that the tools you’re currently using are helping you optimize your time while engaging with contacts?

Takeaway: By including pre-qualifying questions, you get a good idea of what your prospects need.

Include the Benefits You’re Offering

A common mistake which telemarketers make while building cold calling scripts is including the features and functionalities that their product offers. The truth is, when you’re calling someone for the first time with an attempt of making a sale, the contact is not going to be interested in specific features of your service. They are more interested in the value-add—how is your product going to make a difference to their lives or their work? How is your product better than other similar products out there? Focus on including these benefits for your outbound telemarketing script to be a solid one.

Takeaway: Let your script clearly indicate how your service will benefit the prospect by giving them an overall picture.

Organize your script

There are some key components every good sales call script must invariably have. These “areas” form the backbone of the script, and are:

The Introduction: Who are you and where are you calling from?

“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?”

The Connecting Statement: How can you establish a quick rapport with your contact?

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

The Elevator Pitch: What is the value that you’re proposing to your customer?

“The reason for my call is {mention how your company helps other businesses}.

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}.

The Pre-Qualifying Stage: How are you going to ensure that the contact is a right fit for you?

Note: {Ask them at least 3-4 pre-qualifying questions}

The Problem Listing Stage: (This step is only necessary if the previous stage didn’t really unearth a need for your services, or if the prospect wasn’t able to list any specific obstacles)
How can you help the prospect figure out what obstacles or problems 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: How are you going to connect your services with the prospect’s pain points? What makes you different from other companies offering 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}.

Some of the ways in which we differ clearly from other companies in the space are {list those reasons}”

The Ask: How are you going to get something concrete from this 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?

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

Note: The above is a sample representation of how your script should be outlined. The outline varies according to your company and which engagement stage the prospect you’re targeting is at. Feel free to experiment and see what works and results in the highest conversion rate!

Use Power Words and Make the Script Readable

Make sure to plug your script with as many power words and phrases as you can, such as ‘please’ or ‘thank you’. These words have the capacity to evoke emotions and make your contacts more receptive in a conversation. Besides, being courteous always helps during your cold call, even if the call isn’t exactly going your way.

When it comes to the structure of your script, a best practice here is to make it easily readable so that telemarketers can understand the gist of it by just skimming through it. If your script is unnecessarily wordy and filled with blocks of text, the salesperson is likely to pause awkwardly during the conversation to figure out what exactly to say, which is counter-productive. Since the script serves as a basic guideline for conversation flow, use fonts that are legible.

Pro Tip 1: Use colors to highlight different parts of your script to prioritize important points.

Pro Tip 2: Include terms that are relevant to your prospect’s industry and which they are likely to be familiar with to build trust and establish authenticity.

Now that we’ve mentioned all the key points essential to your sales pitch script, let’s look at a couple of sample script to get a better understanding of how to build one of your own.

Sample Script for a First-Time Call

Introduction: Hello Joel, this is Scott calling from Zirg Pro. I hope you’re having a nice day. Can I talk to you for a few minutes?

Connecting Statement: Great! I’ve had an eye on Net Ventures for a while now and I saw you closed a big round of funding last month. 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, Joel.

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

Sample Problems(Optional): Since Zirg Pro has a relationship with several businesses such as Phoenix and The Smart Inc amongst others, some of the common challenges that they face are a poor conversion rate or a website layout which customers find difficult to navigate. Do any these problems sound familiar to you?

Proposed Benefits: So as I mentioned before, our company provides website optimization services while enhancing the user experience of your site. We help drive more traffic to your site and improve site functionality so that customers quickly find what they want helping boost your conversion rate.

We’ve consistently been ranked among the top 10 web optimization companies by the US Business Tech Awards and we have decades of experience in enhancing customer satisfaction.

Ask: 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 our product. Would this Thursday, 5 pm work for you?

Awesome! I’ll book a slot and send a confirmation email right away. It was great talking to you, Joel!

Sample Script when talking to Prospect’s Secretary/Gatekeeper

Good morning/afternoon sir/ma’am. I’m Scott calling from Zirg Pro. Am I speaking with {prospect’s name}?

If Yes, follow above script. If No, i.e. you’re talking with a gatekeeper, continue.

Our business helps companies optimize their websites to improve the amount of traffic they’re bringing in regularly. I would like to schedule a call with {prospect name} to talk more about the services we offer.

If they aren’t interested:

Oh, that’s too bad. Can I have {prospect’s name} email id/contact number so that I’d be able to directly contact them? Thank you.

If the prospect is unavailable:

Oh, that’s no worry. Can you tell me when {prospect name} would be free so I can contact them at a later time when it’s convenient? Thanks for your assistance.

If they offer to transfer you to voicemail:

That’s alright, is there someone else I could talk to? {try getting connected to another person with a similar job profile as your prospect}

If they give contact details of the prospect:

Great! I’ll be sure to contact {prospect}. Thanks for helping. Goodbye!

Pro Tip: To build telesales scripts for prospects that you’ve contacted before, or for contacts who haven’t answered your calls, definitely check out this article that we’ve written!

Building the perfect telemarketing script might take some time and you’ll have to make a number of calls, but the effort is totally worth it. All you need to do is follow a few key strategies to see the results you desire.

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