Telemarketing Debate: Script or No Script?
Telemarketers have been in the business of making business calls nearly as early as the advent of reliable telephony, Whether or not to have pre-made support scripts is a debate that has been raging ever since telemarketing became an integral part of mainstream marketing. But it seems, there will never be any upper hand for either side in this debate as both have their own sets of positives and negatives.
Those stands for the usage of scripts tend to follow the line that, a script that’s built around a specific target market, allows telemarketers to get their message across during each and every prospecting.
The point they stress is, scripts can ensure that the pitch is consistent. It’s easy to get the same message across still, can add enough flexibility to help the target audience to tackle specific problems. Scripts are built around key points that need to be addressed.
Proponents of usage of pre-made scripts in telemarketing points out, very effective scripts usually have the following components:
Telemarketer initially has to outline the organizational credentials to the listener.
Everything, especially the value proposition has to be presented in clear and simple terms.
What the caller pitch for should convey to the other end, telecaller must have good understanding about the queries prospects might put forth.
The telemarketing script will be more complete if the conclusions have the material to allow the marketer to reinforce the offers. At this stage, using a few points that resonate well with customers could clinch the deal.
Even when, many who consider that a telemarketing script is needed, also agree that in high value B2B calls, acknowledge the necessity of sometimes going off script. In such cases, however, it is important to have scripted answers for the most common.
At the tele-calling stage, it is not advisable to go deep into significant details about a particular product or service, since this is the job of the direct salesperson who will receive and follow up this lead once it is fully qualified.
Those who believe that scripts are unnecessary, cite the following:
Scripts are too formal and telemarketers are unable to sound natural when reading from scripts
It is difficult to build rapport using a script
Scripts can lead to lower value outcomes
Scripts always signal a sales pitch which puts people off
Unexpected questions can cause scripts to fall apart
Telemarketers work best when they can be flexible and are not bound to a script
Proponents of script-free business telemarketing are of the view that calls need a compelling fluid introduction that scripts simply do not allow. They also assert that the key to high value sales through telemarketing is the result of a conversational approach anyhow, which involves active listening, high interactivity etc. and add, telemarketers have a harder time responding to questions fluidly when using a script.
No matter what the thoughts are about using or not using scripts with business telemarketing calls, at the end of the day, it’s essentially all about the results produced.
Scripted or unscripted, only proper statistical analysis will bring out what has resonated with each group of prospects and each product offers.