Telemarketing Scripts - Why they are important

Having a script is critical 
Because prospects have much less time over the phone than in person, you need to have a script for telemarketing ready. Every telemarketer caller needs specific instructions on how to begin, conduct, and end each call. You need to have different scripts to see which script works best, then make sure that the telemarketers sticks to the script for a while until they get feel comfortable with it.

Getting to the point of the call
The most important part of the call is getting to the right person. You need to create some interest in the call 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  the right person to speak to you. 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 not robot or sounds like they are reading from a script.

Keys to making a script sound natural are

* Don't read too fast
* Use natural and appropriate tone and get to the point
* Avoid speaking as though you are reading from a script
* Sound natural 
* Sound  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 120 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. Prospects don't want to be on the phone long. Scripts can only be a detailed paragraph or 2 and no more otherwise, the person on the phone will lose interest!

If the person isn't comfortable with the script, it will not work for your business. The point of a good script is retaining new business.