There is nothing worse than losing what could have been new customers to a novice caller’s nervous laughter and “Um…uh…”. While the uncomfortable first few calls will come to pass, one thing that will always be a part of a telemarketing job is knowing what to say, and when and how to say it.
Several hours each day of saying the same lines over will eventually become rote to your callers, but you should know what and how you want your employees to say at least this well before you even communicate it with them. Your best bet is to construct a script for your team to read off of, not necessarily verbatim or word for word, but rather as a set of guidelines that help to ensure telemarketing successes for everyone involved.
The script should stick to one page, getting out the purpose of the call early without leading right into anything to do with money or selling your product up front. It be double spaced so your callers can pencil in their own notes, vary in terms of font size, italics, boldness and underlining, and should be in the clearest and easiest to read font you can find.
If you are concerned about the way your callers may sound on the phone, have practice calls with them and evaluate their technique. Have them bring their scripts so they can take notes based on what you say will make them individually more effective over the phone. Some tips you might give them include to have read and understand what it says on the script, but to not rely too heavily on it to the point that they sound robotic or like automated messages. You can also ask more experienced or successful callers give example calls either with each other or real people, relying on the script at the appropriate degree.
But it isn’t just what is written on the handout that your callers should absorb like little sponges. Make sure they are all properly trained to speak to potential clientele, and have periodic meetings, if necessary, to go over any changes, or even make sure they are doing their jobs as best they can. Prepare telemarketing personnel for angry or annoyed people, threatening or disparaging words, hang ups, requests not to be phoned again, and make side notes and examples of appropriate ways to handle each situation in the script. Differentiate between a “no answer” and a”call back”, a “remove from list” versus a “do not phone”, and clarify what types of miscellaneous comments are worth leaving for the supervisor or a future caller of that person, versus which comments are a waste of time and space on the profile.