How... To... Write... A... Powerful... B2B... Telemarketing... Script

Most telemarketing gurus would agree that scripts are not the right way to deliver a B2B phone call. But calls do need a structure - too much freedom for your agents and they may fail to deliver the right message and even damage your brand (or your client's brand).

The problem with scripts is that they sound like... ummm, scripts.

It's difficult for your customer to have a natural conversation with an agent that is reading what to say. Nor can a script cover all the permutations of a conversation or the muliple objections thrown at them by reluctant buyers.

Key phrases
But agents need guidance to ensure they stay 'on message'. Most of us can recall 5 phrases, and 3 phrases is even easier. So identify the key phrases that encapsulate your brand message, USP or product benefits.

If necessary employ a copywriter to ensure the phrases are succinct and clearly understood by the decision-maker (preferably a copywriter who has written radio commercials).

Tell your agents a story
Next, give your agents an understanding of their target audience. Write a story (short paragraphs, 200 word total) describing the typical day, work-life and challenges of the people they are likely to contact.

Stories create a visual in the mind of your agent that is easier for them to remember, it also helps them to connect and empathise with the decision-maker. Again, a copywriter will help breathe life and interest into the story.

Connect your offline and online message.
Finally, check your website (or your client's website). After a successful call, decision-makers are most likely to visit go online to check you out. So ensure the words you deliver over the phone are reflected on your website... especially those key phrases.

Telemarketing scripts for B2B campaigns may be dead, but good copywriting can still play an important role in ensuring key messages are delivered and agents are 'in tune' with the target audience, as well as connecting your online and offline words.

So don't think scripts, think copywriting.