Because prospects have much less patience over the phone than in person, you need to have a script for telemarketing. Every telemarketer needs specific instructions on how to begin, conduct, and end each call. Try different scripts. Measure which script works best, then make sure that the telemarketers stick to it.
Get to the point
The most important part of the call is the beginning. You need to create some interest in the prospect's mind and assure him or her that you are not going to take up a lot of time. You also need to qualify your prospect and determine whether or not he or she is someone you should spend time with. This is why it is so important to have a script and to carefully evaluate its effectiveness.
Keep it sounding natural
Ironically, while it is important to have a script, it is just as important for callers to sound like they aren't reading from one. Prospects are less likely to have patience or engage in conversations with callers that sound as though they are delivering "canned" presentations.
Keys to making a script sound natural are
* Don't read too fast
* Use natural and appropriate emphasis on key words
* Avoid speaking in a monotone
* Pause slightly at the end of each sentence
* Sound genuinely interested in the prospect's questions, concerns, or objections
Make lots of calls
Even more so than in-person selling, telemarketing is a numbers game. No matter how good you are on each call, you're not going to sell to everyone. How many calls you make will make a big difference in your success. A super-aggressive telemarketer may reach as many as 150 decision makers in a single day. A less aggressive telemarketer may only reach 20. Which one do you think will make more sales?
Keep it short
While you should encourage your telemarketers to build a rapport with their targets, this shouldn't take all day. Track the phone calls your telemarketers make to determine what length of time per phone call, on average, is ideal for qualifying, presenting, and closing a sale with a customer. Have your telemarketers try to stick to this ideal time frame.