By Daniela McVicker, Guest Blogger
Outbound telemarketing can be a powerful marketing tool if you know how to approach the customers. While speaking directly to clients can help you seal the deal, you first need to know how to keep their attention during the conversation.
The goal is to find the balance between coming on too strong and portraying yourself as hesitant and insecure. Finding that balance can be a tricky business but with the right techniques, the results can be mind-blowing. Try out these useful tips which can help you create a perfect outbound telemarketing script.
Approach the script like you are writing for actors, not for robots
One of the customers’ biggest pet peeves is when they feel like they are taking to a robot, not a real person. No matter what type of personality the caller has, your script needs to add a spark to each one of them.
When you get into the writing zone, think about the outbound telemarketing like a performance.
Instead of using generic questions such as “Did you like our previous product?”, go for something more laid back like “I really hope you liked our previous product.”
Don’t pitch too early
A premature sales pitch can shut down many deals from the very beginning. Once the cat’s out of the bag, there is no going back. Avoid making this mistake by mapping out the client’s wants and then making a sales suggestion.
Open-ended questions are your way to go with this challenge. Besides giving you clear direction about what the client needs, it will also make the offer feel more personalized.
Replace “I” with “you”
If you go on and on about the company and how great it is, you’ll lose customer’s attention in a heartbeat. Don’t get me wrong, you do need to introduce yourself properly, but try to focus on the client.
Some proportion of the conversation should be about discussing the benefits that the client will have from your product. They need to feel like you are offering this product in their best interest.
Time is money, people say, and you need to keep that in mind when talking to your customers. Wasting their time and messing up their busy schedule won’t get you far.
Besides a few friendly questions, you should keep their attention on what matters – the product and how it can help them. Use short and clear sentences to keep the conversation direct and avoid any confusion.
Ask questions to engage with the customer
Instead of a lengthy monologue, opt for interacting with the customers. Besides giving value to their opinion, this will also help you to prolong the conversation.
DMA’s Telemarketing Guide states that people are less likely to hang up when they feel involved in the conversation.
Asking one or two questions at the beginning of the call won’t help much. You need to keep the customer engaged throughout the conversation.
Add some fun to it
Keeping the conversation light and friendly will make a good impression on the customers.
Present your company as someone who thinks about their customers as friends rather than a source of income.
Feel free to add some friendly questions like “How is your day going?” or “I hope you are looking forward to the summer as much as I am.” While this may stand out from the typical script structure, it will help the customers to loosen up.
Be careful of “Can you send me some more information?”
Whenever a customer says “Can you send me more information over email and I’ll get back to you” early in the conversation, it usually just a way to brush you off politely.
You need to have your callers prepared not to fall for this trick. Instead of just saying “Okay” and hanging up, the caller needs to keep the conversation going.
Of course, they should say “Yes, I’ll gladly send it” and then follow that up with asking for more information. Justify this by saying that you want to personalize the offer. In the meantime, you’ll have the opportunity to get them interested.
Never talk price before value
If you blur out the price before you explain the benefits, there is a big chance that you’ll end up with a big fat NO. Never give away the price before you establish the value.
Present your services as a premium solution for their needs. That exclusivity will leave a mark in their subconscious mind so no matter what the price is, it will seem worth it.
In case that the customer is too persistent, it is better to ask about their budget before stating the price.
Don’t forget about the voicemail
Once you have created your perfect outbound telemarketing script you will probably think that your troubles are over. But what about the unanswered calls? Each time a customer doesn’t answer, a caller should leave a voicemail.
Don’t underestimate the power of a good voicemail. It can spark the customers’ attention and get them to call you back. That is why you should always create a script for those unanswered calls and have everything covered.
Make it your own
Lastly, differentiate your call from dozens of others they receive by making it unique. Keep this tip in your mind when creating the script.
There must be something that makes you different from other businesses in your niche and you need to stress that. Yes, you are writing a script which will be recited to numerous clients but that doesn’t mean that it needs to sound like it.
Some final thoughts
It is not enough if the customers hear you speak – you need to get them to listen. With these tips, you’ll provide the callers with enough material that can turn any doubtful customer into a buyer.
Just keep in mind that following the script is one part of the process. It is important that the callers understand the importance of using the right tone and volume in order to convey the message in the right way.
Daniela McVicker is a freelance writer, blogger, and editor at Top Writers Review. She graduated from Durham University and has an MA in psychological science. Her passion is traveling and finding ways to enrich students’ learning experience.