5 Elements of a Perfect Telephone Script: Sales Lead Management Association

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5 Elements of a Perfect Telephone Script

Dr. Gary S. Goodman | Articles > From the section: Telemarketing/Telesales

December, 31, 2014 |

President
Customersatisfaction.com, Clientrelations.com

I launched a very successful training and consulting business a number of years ago.

Focusing on college sponsorships at first, I thought through very carefully what it would take to devise a sales script that: (1) Stodgy university personnel would be persuaded by; (2) That would operate stealthily; and of course, (3) One that would produce wonderful results: lots of college bookings of my seminars.

Suffice it to say, my script was so successful that I can recall the schools that declined my offer, and there were only a few that said no.

One of them was the main campus of Purdue University. I did sell Purdue's sister campuses, though, and there were several located throughout Indiana. With warp speed, I was offering my programs at 35 universities coast to coast, and I became blissfully busy with as much work as I could handle.

My script nearly achieved "perfect" results, but how?
I crafted it based on these five, fundamental postulates:

A script should be incredibly short. The longer you "spray-and-pray," the more likely it is that you'll hit a false note.
It needs to instantly involve the listener. This can be done with a credibility statement or with a quick, appealing statement of purpose.
It needs to be written down. Without a document you'll be less aware of what is working and what isn't. A written script enables you to make notes and corrections and to capture winning improvisations that leap out, unexpectedly.
It needs to prompt the listener to close himself. When we feel we have "chosen to buy" instead of "being sold," we're more committed to the deal.
It needs to be something you, as a salesperson, enjoy reciting.

Of course, I enjoy reciting what works, what gets people to say yes. But I also enjoy the phone-craft involved in refining a persuasive message that is so wily that it does its magic, undetected.

Most scripts that I've encountered as a consultant have been lacking in major ways. Often they have been composed by someone who mysteriously does it well, but no one else around him can bring it to life.

The good news is more than 95% of existing telemarketing, cold calling, appointment setting, inside sales, customer service, and tech support scripts can be improved, and a few can be polished to near-perfection.

If you'd like to learn more about implementing a scripting strategy, as well as the nuts and bolts regarding how to put traditional and New Telemarketing™ scripts together, contact me and ask about The PhoneMasters™ Training Program.

It combines audio and video training with individualized scripting help and telephone coaching.

About the Author

Dr. Gary S. Goodman is a top speaker, sales, customer service and negotiation trainer, best-selling author, and TV and radio commentator. Creator of the popular Nightingale-Conant audio program, THE LAW OF LARGE NUMBERS: HOW TO MAKE SUCCESS INEVITABLE, Gary conducts seminars and convention presentations around the world and can be reached at:[email protected]. His profile can be read at:

http://customersatisfaction.com/credentials/main.html.