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B2B Telemarketing Script Writing Part 1By: Gene GerwinArticle Word Count: 702 words [Comments (0)] Total Views: 134 Views |
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Worded just right, a telemarketing script will secure your company's place in business history as it propels to ever greater heights of prosperity and market dominance. Business leaders will bow their heads in submission as your telemarketing script knocks over objection after objection like so many bowling pins. Your coffers will swell as decision makers, gaping in awe at your brilliant presentation of features and benefits, queue up with pen in hand to sign on the doted line. Yeah, right. In all honesty, most busy executives will forget what you said a few minutes after you hang up the phone. Wait a week and they will not only forget what you said, they will forget you too. In this age of sensory overload, inroads are forged through repeated contact and personalization - in other words, relationships. Imagine a total stranger knocking on your front door and saying, "Hi, I'm Bob. I just moved into the neighborhood and want to be your best buddy. I brought some beer. Let's hang out. Mind if I raid your fridge?" This is the impression you give when you try to accomplish too much in your first call. Is it any wonder executives hide behind voicemail more and more? MAPPING THE RELATIONSHIP BUILDING PROCESS Success is a relative term in the sales process- changing depending on the stage of the relationship. At first success could mean securing an in-office presentation. Later on it could mean closing the deal. Regard success as the final rung in a ladder to the next stage in a relationship and ask yourself where you need to start the climb. For an in-person meeting, some of the rungs that need to be scaled first could be getting permission to email information or setting a telephone appointment. Correctly mapping out the relationship stages requires you to put yourself in your prospect's shoes. Just because you think it should go from A to B to C doesn't mean your prospects feel the same way. Use feedback from your sales agents but don't neglect doing some of your own primary research. Sales people are often wedded to sales systems they've been trained on and do not adjust to changing realities. What may have worked selling into one industry a year ago, may not work this year or for another industry. What may have worked selling to the CEO, may not work when selling to the CFO. What may have worked for one product, may not work for another. By breaking down your sales process this way, you will always know what you can ask for without seeming outlandish. Push the boundaries slightly by going for the top rung in the current relationship stage, but regard a progression to any of the intervening rungs as a successful outcome. >From time to time, when reaching for the top rung, you will get it. By aiming higher, you give chance an opportunity to work in your favor. As you clearly map out the relationship building process, you develop a better sense for how far telemarketing will be able to carry the ball for you and if it is worth the investment. By building the script around realistic expectations the telemarketing agents will remain motivated and your sales agents will not come to you complaining their leads were not ready to sign contracts. Grab this articles
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