Hi. Telemarketing scripts are aimed to help the uncomfortable get comfortable and the poor get good. They really do either. Today I’m going to show you a number of telemarketing scripts, summarize them, and make one big change to that summarized set to help you get more effective at telemarketing for complex B to B selling.
I’ve reviewed practical recommendations from five sites and summarized them, and I’ve found generally that they’ve tended to be all about manipulation, trying to manage a conversation. In complex B to B, there are some really important elements going on for the buyer that the seller needs to understand and take cognizance of and build a strategy around.
I believe a telemarketing script should be a flow, not a script at all, and it’s, of course, not about selling the product, but it’s also not about selling you or the company. It’s about selling the next step, and the next step is an exploratory meeting. If that’s true, if genuinely the next step is an exploratory meeting, then you have to earn an exploratory meeting, which means you need to surface an issue that you’re an expert at solving. I’ll show you how to do that when we summarize these articles.
Here’s how I see all of that coming together. The first is from Kathy Sisk. She’s the president and founder of Kathy Sisk Enterprises. Twelve steps. Found this quite practical. Let’s skip the preamble. Introduction, reference, a quest for time, purpose of the call, probe, restate, features and benefits, get a reaction, trial close, objections, close for an appointment, and then post close. Very practical steps, if a little dry.
Keith Rosen from Profit Builders, cold calling. Interesting. They’re both about cold calling and I’ve taken the same spin largely off the back of the fact that the ones I looked at were largely local. They were cold telemarketing. They’re really like cold calling. Now this is a sample of a cold calling script that recommends an outline. It’s a bit hard to extract from this website, so we have to go through and pull it out, but an opening statement, “State your compelling reason,” which is the end result of the benefit you offer. Good enough. It needs analysis. Summarize and confirm. Finish by confirming details. Okay. Good enough.
Telemarketing scripts. No author named. The site is Biztree. Quite a practical script, arguing that even seasoned salespeople are put off by cold calling. Couldn’t agree more. It goes back to the point I made earlier, that most receivers of calls have received more calls than you’ve ever made, so they’re better at it than you are. It goes from “Hi” to opening statement. “I am great. I’m sure you’re busy and we’ll respect your time,” and then it states the compelling reason and asks for permission to continue with the call. “Now, would you be comfortable spending just a few minutes with me if I stick to my timetable?” All valid. I don’t disagree with anything that he said. I’m going to argue in a moment. It’s not quite good enough, but certainly there’s nothing I disagree with in the flow at all.
Let’s take a look now at Bill Nassir from Phone Ware. He’s got some practical steps. It beings with a point with which I agree. Understand the limitations. Three to fifteen percent of calls will succeed. That’s confronting, but good advice. He has some specific recommendations. Write the script with the telemarketer’s experiences in mind. Good advice. Use a grid to facilitate fluidity. Again, I agree. Include five key elements or areas within the script. Ask the caller questions. Differentiate yourself. Ensure caller action. Introduce the purpose.
I want to take a look at one more which was super shared. Unfortunately, I couldn’t conclude anything because it’s just a sales page for a book, and I wanted to share that because it was the most shared of the lot in social media, but it’s just a sales page on a great book. That’s what I can conclude from looking at others who’ve blogged about this same topic of telemarketing scripts.
You need to develop a well thought-out script that the caller can use. Think about why recipients say no, and craft your script to avoid no and encourage yes-type interactions. Introduce the value early. The general format recommended from these articles is an introduction, a reason for calling, how the product can help the listener, repeat key information back and conclude with a call to action.
I wasn’t thrilled with that, so I looked also at our own site to see, basically, what we’d said previously in blogs. I found an old summary from our blog there that I think still makes sense. Key from that is that you need to follow leads up quickly, and there’s some real maths around how quickly you need to follow them up. Build a working best practice framework and test hundreds of hypotheses that you can A to B test to improve that framework. Remember that the buyers normally receive more calls than you make, so they’re way better at this. Don’t try and outsmart them.
We need a flow for telemarketing scripts that allows a bit of personality, get the value in early, respects that you have some value that they may not be looking for so that you need to talk, but recognizes that they are more expert than you at this game. Here’s my take on what we actually need telemarketing scripts to do. Set up a process that you can learn from, follow, master, measure, and improve. All of those elements are important. Learn from, so it’s got to be a good process already that you can follow so it’s not too detailed. One that you can master, one that you can measure, and the measurement is obviously important, and then improve your own process.
Follow-up as fast as humanly possible. Do your research on the individual company and the caller first. Look at their website. Look at their LinkedIn profiles. Look at competitors websites and LinkedIn profiles as well. Make your transition from “Who the hell is this?” to “I need to allow this call” as compelling an as fast as you can. Simply nothing matters more than this. You need to earn the right to the next two minutes. Remember you’ve interrupted them. You need to get from that interrupt to I’m going to put up with this call, and frankly that’s all you’re going to get, but you need to get to it quickly.
Then we need to transition from, “All right. Let’s talk,” to “I’d like to meet …” That’s another big transition. You’ve got two big transitions. “Do I even accept this call?” and then, “Do I want to meet?” The second transition has to be equally compelling, logical, and quick. Consider “So this is the case and I’m assuming that …” and you can then insert your gap or it’s cause or it’s consequence is having an impact. Tell me a little about how that’s playing out. Clearly if you mention a gap that’s unlikely to play out, then you’ve done your homework badly. “I’ve seen …” Now state how you’ve seen this elsewhere and don’t make that up. Evidence of your knowledge and ways to fill the gap and then ask for an exploratory meeting. Let me try that as a script.
I’m going to leave it up on the screen because I want you to see this word for word. “John, this is Hugh Macfarlane from align.me. The reason for my call is that I saw that you’re planning for a launch of your new data integration service simultaneously in five markets. I have to imagine you’re concerned about having a plan that will work across those markets and having a whole team, marketing as well as sales, from the five regions bought into the plan.
I’ve got a lot of experience building multi-stakeholder go-to market plans in 20 countries. I’ve seen a few blow-ups, but mostly I’ve just seen underwhelming results. I’ve got an idea on how to possibly help you avoid some of those more common disconnects. Can I ask you a couple of questions?”
Now that was long. You might find with testing you need it to be shorter. You might, from your own personality, need it to be different. The point that I was making with that script is that I needed to get an issue to the surface that wasn’t at the surface because the guy was doing his e-mail, was doing something else other than my call, to evidence my knowledge, but I need to earn the right to ask the questions rather than just “May I ask you?” That’s not compelling enough because they’re busy.
Cute techniques that get people nodding, I don’t disagree with, but again, it’s all about manipulation and in sophisticated B to B, manipulation rarely works. What does work is finding and then bringing to the surface an issue that they weren’t focused on that you are a world expert at and earning the right to an exploratory about the conversation. That means homework and it means getting that issue on the table quickly, not about cute telemarketing scripts.
If you got value out of this blog, I’m delighted that that’s the case. If you haven’t already, can I ask you to subscribe or invite you to subscribe? Because that way you’ll hear about these first. We send out an e-mail. Whether you subscribe at marthmarketing.com/blog, I’ll send you a quick summary e-mail that you can choose to read if it makes sense. You can also subscribe at youtube.com/mathmarketing and their YouTube will let you know when we’ve posted. You can get these updates really quickly that way.
Now if you have already, I wonder if you have a colleague who would get out of this. Would you mind sharing? It really helps us to help them. Perhaps you could do that now and share this blog or share one of those links with that colleague.
Now if you’ve done both of those, I have a third request, but it’s only relevant if you’ve done both of those other things. That is, what would you like me to cover? You know that we do research. I put a align.me spin on it. If you’re getting value out of that dialogue and that research and that work, then tell me what you’d like us to take a look at. I’m very happy to be led.
Lots more next week. Until then, may your funnel be full and always flowing.