How to Write a Telemarketing Calling Script

by Contributor; Updated September 26, 2017
Detail of a Smiling Man's Mouth and Headset

The art of calling customers has been initiated since the early days when the telephone was first invented. For years, telemarketers have been calling consumers asking for a sale. Nowadays, there are many home-based businesses looking to cash in on the business of selling over the telephone. However, there aren't many people who can properly construct a calling script that will keep the customer on the phone. Learn how to convert more calls into sales with this article.

Items you will need

  • Pen or pencil
  • Paper
  • Examples of other scripts
Step 1

Start off with a brief introduction. The introduction should consist of a short greeting. Anything else would be too much information. Be committed to starting off your phone conversation on a strong note. Your introduction should start off as, "Hello. May I speak with John Doe please?" Smile as you introduce yourself. Many people usually have someone who screens phone calls for them. However, smiling will ease the tension a little.

Step 2

Explain who you are and what company you represent. You can also give a very brief short story about your business, but don't push it. An example of this is, "My name is Mary Lane and I represent ABC Associates. We are committed to serving our customers with quality and service satisfaction." This should be the extent of the short story. Try to incorporate the business slogan as your short story.

Step 3

Briefly highlight the features and benefits of your product or service. This is the meat and bones of the sales call. The purpose here is to get customers so excited about the product that they will want to immediately buy from you. Your calling script must include an offer they can't refuse. Concentrate on pointing out at least three features, then follow it up with three benefits. The more the better. An example is, "This widget is expandable to allow more items inside. It comes in different colors to match any decor. It also comes with a money-back guarantee so it's risk free." The more features and benefits you add in your calling script, the better your cold call will flow. However, make sure you don't bore your customers to death with information. Make good use of descriptive and colorful words. If they are interested, they will want to know more about the product. The key here is to keep the telephone conversation not only compelling, but short and to the point.

Step 4

Close with a sincere, authoritative tone. The reason why you're calling the person is to ask for a sale. It makes no sense to call someone and not ask for the sale. An example of this is, "With this in mind Mr. Doe, let's get you started today." After you ask for the sale, keep quiet and allow the customer to input their answer. The person who speaks first during this phase of the cold call is usually the loser. Make sure to listen very closely to what they tell you. It will either be, yes they want the product, or an explanation to why they don't want the product.

Step 5

In case of an objection, offer another product that is similar or will enhance the first product. If you have but one product, listen to see what the objection is and respond accordingly. For example, let's say the customer said no because they already have one. You can respond by saying, "Mr. Doe, allow me to point out that this widget is expandable, which allows you to use it as a back up to the one you already have, and it comes with a money-back guarantee which allows you to try it. If you feel the product isn't useful, simply return it and get your money back. With this in mind, let's get you started today." Most of your sales will come after a good comeback, so make sure that it's good.

Tips

  • Speak with a friendly, yet firm voice. Articulate. Speak while moving your tongue and lips. This helps your call because your speech will be heard clearly. Assume the sale. Listen to how others operate their calls and take notes. See what works and doesn't work. Write down the results.

Warnings

  • Don't give up. Eliminate wells, ums, and ahs from your call. These give your customers time to interrupt you and say no. This also makes the customer feel as though you don't know what you're talking about.

Photo Credits

  • Spike Mafford/Photodisc/Getty Images
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