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Whether your goal is an immediate sale or to begin a process that may result in a
future sale, telemarketing represents a powerful sales tool for your company. The
following are the first ten of 42 ideas to make your telemarketing work harder:
Telemarketing Idea No. 1
Set clear goals for your sales campaign before you start calling. Who are the
best prospects for your product or service? What do you expect to happen as a result of
the telephone selling campaign? How will you measure its success or failure?
Telemarketing Idea No. 2
Choose your audience. Some products are very specialized and appeal to a narrow
market segment; others are well-suited to a variety of potential buyers. If your product
or service is the first kind, you know who your audience is; but if you have multiple
types of prospects, you need to decide which one you are trying to reach with this
telephone selling program.
Telemarketing Idea No. 3
Set an objective. "To sell more," is not enough. Before creating your
telephone selling script, write a brief sentence like this: "As a result of receiving
this telephone sales call, I expect (types of individuals) to (take this specific
action)." Then, as you write the telephone selling script, refer back to this
objective and ask yourself whether your telephone selling script copy would reasonably
make people respond as you intend.
Telemarketing Idea No. 4
Before writing any other part of your telephone selling script, write your call
to action. For your call to action, go back to your original objective. What do you want
people who receive your telephone sales calls to do? Whatever it is, your call to action
at the end of the ad needs to tell them exactly what to do.
Telemarketing Idea No. 5
Write the the opening for your telephone selling script. A sales script's opening
is very closely related to the call to action. They work together to state the same point
in two different ways.Write a script opening that maximizes buyer interest by telling
people exactly what you have to offer, and to whom.
Telemarketing Idea No. 6
Write the body of your telephone sales script. Think of telephone sales script as
a sandwich. The opening and the call to action are important. The first makes the prospect
stop and listen to the script, and the second induces them to take an action; but the
middle is where the meat is. The job of the body is to amplify on the promise of the
opening and to fill in enough details to make the call to action attractive.
Telemarketing Idea No. 7
Write your telephone selling script as if speaking to a single person; don't make
it sound like advertising copy. Try to imagine a prospective customer sitting in front of
you. What would you say to him as one person to another? That's the way you want to write
your phone sales script -- like one person talking to another using language you would be
comfortable using in a conversation.
Telemarketing Idea No. 8
Keep your telephone sales message focused. Avoid the temptation to describe all
of the advantages of buying from you or all of the models you offer. Confine your
telephone sales script to points which support your immediate objective and call to
action. If you say too much, you may actually chase some customers away.
Telemarketing Idea No. 9
Don't use unnecessary puffery. Too many sales scripts claim to be the best, to be
the "leading" something, to have the lowest price, highest quality and so on.
Use body of your script to communicate facts, not claims.
Telemarketing Idea No. 10
After you write the body of your sales script, edit and then edit some more. Most
people won't spend a lot of time listening to your presentation, so make every point as
concisely as possible. Keep cutting out extra words until all that is left is pure steak
with minimum frills.
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