6. Telemarketing - Phone Scripts and Phone Lists: Keys to Telemarketing Success
Who will the telemarketing company call? What will the representatives say? The answer to these questions will be different for every business- depending on your goals, the company might make calls to current customers, potential leads, or even “cold call” from a phone list. The phone list and phone script are key to telemarketing success.
The phone script
The script used by TSRs should clearly relay a specific message: do you want TSRs to make sales, verify sales lead information, or inform customers of an upcoming promotion? The right phone script will, in many ways, determine the success of your campaign. You can write the script yourself, write it with the help of the telemarketing company, or purchase a finished script from the firm you use- many telemarketing companies that specialize in outbound sales are experienced at crafting unique scripts. The script should reflect the needs of the type of customer you’re trying to reach- for example, if you’re calling businesses, use a professional tone. Calls to individuals or companies with a more casual reputation can use a more conversational tone.
Scripts can cost up to several hundred dollars in most cases. You should also determine if the TSRs will be allowed to go “off script” when speaking to customers- this is usually the case where TSRs are making sales rather than collecting information.
Phone guidelines
TSRs should understand how you want them to communicate with potential customers. With the telemarketing company, create guidelines that lay out what time of day you want TSRs to place calls, if they should call back, whether or not to leave a message, and what to say on a recorded voicemail.
