Many people have become allergic to cold calls these days. Ask any telemarketer, and they will tell you how people hung up on them, even slammed phones, when they suspect they are talking to telemarketers.
\n\n\n\nYou cannot blame people for doing so because there are organizations that have given telemarketing or cold calling a bad rap. Despite the bad news, it does not mean that telemarketing is dead. In fact, it remains one of the strategies companies use, even the Fortune 500 companies, to drive revenue. Lead generation services continue to play a huge role in today’s B2B marketing because they help keep companies competitive in the market.
\n\n\n\nHowever, if you are still using dated cold calling techniques, better not do it at all. Many changes have happened over the years, so if you are serious about telemarketing, here are a few tips for creating a successful telemarketing script.
\n\n\n\nLet’s start with the opening:
\n\n\n\n\n\n\n\n\nHello. My name is Thor Odinson.
\n\n\n\nI’m calling up tech startups in the area to check if they will be a perfect match for our lead generation beta program.
\n\n\n\nIn a nutshell, we help you connect with your target buyers in any market and industry.
\n\n\n\nDoes it sound interesting to you?
\n
Now, let’s break down it down to see why this is the perfect introduction.
\n\n\n\nIt seems like a no-brainer to start with your name when you introduce yourself. However, it will surprise you that many people forget this important step.
\n\n\n\nTelling your prospect who you are, establishes context and trust. More so, a name makes the call more human than sounding like a bot.
\n\n\n\nSet aside your pitch for a minute. Forget about small talk. People already know that chatting about the weather is BS. It might sound friendly, but if they don’t know who they are talking to, they will not spare any minute to hear the rest of what you say. Besides, you have interrupted them from whatever important they are doing.
\n\n\n\nGet to the point. It shows that you value their time.
\n\n\n\nThe words have been chosen carefully. In that one single sentence, you were able to:
\n\n\n\nNotice that we used “tech startups” rather than “customers” or “prospects.” That’s because you are making an exploratory call. We also use “beta program” to show them that you understand the language they are speaking (remember you are talking to tech startups).
\n\n\n\nJust a note: The details of your script depends on your target audience and what you are offering them.
\n\n\n\nIn less than 10 seconds, you have delivered your elevator pitch clearly and briefly. According to experts, your elevator speech should not exceed 20 or 30 seconds more. According to the Harvard Business Review, if you can hook your prospect in the first 8 seconds, they will allow you to drive your message without giving you a hard time.
\n\n\n\nYour prospects don’t have the patience, especially if you are cold calling them; so make that first 8 seconds count.
\n\n\n\nThe question allows your prospect to say no at the first opportunity, so why should we use such question?
\n\n\n\nThink about this:
\n\n\n\nIf you make small talk and proceed to your sales pitch, your prospect might be polite enough not to hang up on you. However, he or she will spend the rest of the call thinking of reasons how to end his or her call with you. You wasted both of your time.
\n\n\n\nOn the other hand, if you allow your prospect to say no at the earliest time possible, you can extract more information from him or her. It allows you to extend the conversation even if for just a few more seconds.
\n\n\n\nBefore we continue with the script, let’s take a look at the whole script structure:
\n\n\n\nYou should have raised your prospect’s curiosity at this point before you deliver your elevator pitch.
\n\n\n\nLearn more about your prospect, their needs, their problems, and their processes. Here are a few questions to ask:
\n\n\n\nRelated: How to Skillfully Recognize and Respond to True Buying Signals
\n\n\n\nAt this point, you try to find their decision timeline, price sensitivity, and other relevant information.
\n\n\n\nYou schedule what happens next and get the necessary contact details.
\n\n\n\nYou have a script, but that should not make you sound like a robot nor should it limit your conversation. Scripts are primarily there to help you deliver your message with clarity and brevity. They also help you polish and develop the sales process as well as increase your sales IQ. They also help you adjust or make changes quickly during the conversation. Most importantly, scripts allow you to listen well to your prospects, enabling you to gain a better understanding of them and their company. In other words, scripts help you perform well.
\n\n\n\nRelated: Proven Sample Cold Calling Scripts
\n\n\n\nYou now have an excellent telemarketing script, but that does not guarantee that you will get a “Yes” all the time. You will still get a no, but you have to embrace the “nos” you are getting.
\n\n\n\nWhy?
\n\n\n\nBecause they will give you insight. Understand why your prospects are saying “no” to you.
\n\n\n\nMore often than not, it’s not really because they are not interested in what you offer. To lessen the percentage of rejection, present the value you have to provide early on during the conversation.
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