Entrepreneurial Selling

Writing an Effective Telemarketing Script

Written by Rayzelle Forrest Young for Gaebler Ventures

This article highlights the necessary components to an effective telemarketing script. Learn tips on how to close and make a sale even if customer responds with a "no."

Telemarketing can be a powerful marketing tool to familiarize your customers with your business and its benefits.

This form of marketing has been in existence for years now and is often shunned upon by customers but can be effective if done correctly. There is definitely an art to selling your products or services over the phone. The key to this form of marketing is to not bore your audience and keep them listening long enough to hear the great advantages of doing business with you. In order to do this you will need a well written telemarketing script.

Introduction

At the start of the script there needs to be a brief introduction. This introduction should include a greeting with you asking for a specific person. Something to the effect of " Hi, may I please speak with Mr. or Mrs. (household last name). If you have the first name of the person you are calling it's a good idea to use it in your telemarketing script instead of "Mr. or Mrs.". This makes the call seem less like a sales pitch and more conversational. People tend to put their guards up when they know someone is trying to sell them something over the phone.

Give Name and Company

Let the person know who you are and what company you are with. A brief company description may be appropriate but make sure to keep it short. An example of this is "My name is (your name) and I am with ABC Auto Inc. where we specialize in superb auto detailing." If at all possible, include the company slogan in your introduction in order to help build brand recognition.

Briefly Explain Product Features and Benefits

Your explanation of features and benefits has to excite your listener about what your products or services can do for them. This is the only way they won't get bored and be tempted to hang up. Give at least 3 features and benefits of your product. The more you have the better but don't overdo it. In this portion of the phone call you should sound pleasant and excited about what your company has to offer. Doing this will get your listener excited as well. Create vivid pictures by using descriptive words in your language. If the listener is interested, your explanation will make them want to know more and ask questions.

Ask For The Sale

Asking for the sale is the next step. This is the main reason for making the call in the first place. You want to end the call with the listener making a purchase of the product or service. Use a tone that is both authoritative and pleasant when asking for the sale. You also want to close with an assumption that they are going to buy the product. Here is a good example, "So John, will you be using credit or debit for your purchase today?" Once this question has been asked, remain silent. The person who speaks first is usually the loser. The response will either end in a purchase or an explanation of why they can't buy today.

Make A Comeback

If the customer responds with an explanation you will need to have a good comeback built in to your telemarketing script. This is when most of your sales will take place so it's a good idea to have this part of the call down packed. Once they give their explanation, comeback with a response that offers a similar product that may be more suitable to their taste.

If your company only has one product then you need to convince them that they need it even if they make claims to already have one. If they already have, one play up the notion that the one you are offering is the new and improved version with added features that the original one doesn't have. Also let them know that they can always get their money back if they aren't satisfied. Usually this tactic will win the customer over.

Rayzelle is an entrepreneur and writer. Based on her experiences as an owner of her own dance studio, she will share her personal tips on being a successful entrepreneur.

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