Telesales campaigns depend usually on call scripts for providing information and guidelines to the structure of calls. Scripts indicate the main stages of a call and help build a scenario that can direct the conversation towards a positive outcome.
Call scripts only have lines for the telesales executive only. The prospect’s reaction can only be vaguely anticipated, but never to the extent of providing lines for him as well. That means that scripts are never guaranteed to develop a pre-determined and redundant conversation. Rather, they provide an ideal and optimistic scenario. The structure of telesales scripts varies, depending on the call category.
Advantages and Disadvantages
The call script offers solutions and predefined sentences that can help the telesales executive go through the stages of a call. It can also be an important source of information regarding the features and advantages of a product. Using a call script the advantages are
- It provides information on the promoted product or service.
- It follows a structure that is based on best-practice rules.
- It helps the salesperson using it, be fluent and coherent.
Disadvantages
- It constraints creativity and improvisation.
- It might give the person on the other line the impression that they’re not being talked to, but read to.
- It distracts attention from what the customer is actually saying.
Scripts are useful when telesales executive is new in telesales or when starting to sell something new. Each telesales representative should adapt the script to his or her own style and according to each conversation. Rehearsing the script can also be beneficial, as it helps build confidence and get a good knowledge of situations that might appear. Depending upon the need, call scripts can be sales call scripts, lead generation or lead qualification call script.
Sales call scripts
Sales call scripts are built from convincing phrases and structured as a development towards influencing a prospect to become a customer. Call scripts usually have information regarding the features and advantages of the product or service being sold through the telephone. It is written on the presumption that the prospect will say “yes” and it’s only a matter of time and technique to persuade him. Sales call scripts help the salesperson set a positive state of mind, by providing information on how to succeed. They are usually structured as
- Introduction
- Catching the prospect’s interest
- Detailed presentation of the offer
- Handling objections
- Closing
Lead Generation Call Script
They are similar to sales call scripts but having difference of usually holding less information regarding the features of the products or services being promoted and the overall tone is less adamant, since the objective is not to persuade the prospect to agree to a purchase, but to persuade him to agree to a face to face meeting in which the benefits will be identified.
Lead generation calls are a part of a larger sales process and their aim is to generate the initial interest and to provide a bridge to the next step, which takes place in a face-to-face encounter. They are usually structured as
- Introduction
- Catching the client’s interest
- Summary presentation of the offer
- Handling objections
- Agreeing on the time of the meeting
- Closing
Lead Qualification Call Script
It focuses on collecting information about the customer, without actually persuading him to take any action. The only thing prospects should be persuaded to do in this type of call is to take the time to provide the caller the information he solicits. The lead qualification call script has the simplest structure as
- Introduction
- Presentation of the purpose of the call
- Questionnaire
- Closing
