There are pros and cons to using scripts in telemarketing. On the one hand, it can give the call an impersonal touch and deprive the call agents of the flexibility necessary to conduct any conversation with another human being. On the other hand, a script can help keep the call focused and move things along.

You will therefore always find people who will advocate for it and others who favour a more spontaneous approach. If you decide that you want your team to follow a script, here are a few pointers towards what makes a good pitch, one which will impress prospects and convince them to buy from you.

  • Use simple – but not patronising – language and aim for sentences that are not too long or complex. If the person called doesn’t understand what is being said, they are not likely to listen for very long.
  • First impressions are everything, so do make sure that your opening sentence is compelling enough for the person called to want to hear more.
  • Don’t beat about the bush, and state the reason for your call early on as well as what you are offering. If you are trying to sell a product, don’t start the script by saying that you are not calling to sell anything, as it will become obvious later that you are and people may feel manipulated.
  • The script needs to make the call agents come across as honest, genuine and enthusiastic. Don’t overdo it though, as it can have the opposite effect.
  • Your script should demonstrate that your company is the best by outlining your credentials and what makes you an expert. If you won a trade award, don’t be shy about it, say so!
  • It should also tell your prospect how the product or service you are offering is going to fulfil their needs and convince them that they need it.
  • Your script should wrap up with a call to action, be it a sale, the offer of a time-limited discount, an agreement to another conversation, an appointment with your sales team, etc…
  • Always remember to thank the prospect for their time.

Don’t be afraid to review and rewrite your script as necessary. Monitoring and polishing it is a critical element in ensuring that you get it just right, but it is worth the investment, as a good script, well executed, will translates into sales.