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When was the last time you wanted to hang up on a telemarketing call because the agent was following the script a little too closely? It’s one thing to try to squeeze all points into a conversation; it’s quite another when the agent is ignoring your comments in order to get through everything on the list.

Regardless of the reason behind the call, the agent has a certain responsibility to engage with the recipient in the conversation, or they risk a call-ending click. Telemarketing calls are so much more effective when the agent focuses on achieving a goal and not getting each word of the script exactly right.

Therefore, careful planning needs to be put into the script to ensure the right message is communicated without alienating the current or prospective client. The topic of creating the right script has been covered numerous times throughout the telecommunications media space, but seeing as telemarketers keep getting it wrong, it’s worth revisiting.

Chances are, if you’re using a predictive dialer, your environment is all about making as many calls as possible in a short amount of time. That means you have specific desired outcomes you expect from each call. As a result, your scripts have to be dead on, and you have to empower your agents to deviate away from the script when it’s necessary to drive results.

So, let’s take a look at five key elements that need to be included in a powerful telemarketing script:

1. The Introduction – Like it or not, this is the make or break point for many a telemarketing call. If the agent doesn’t deliver the right introduction, the call recipient may simply not listen any further. If you’re using a predictive dialer, be sure there isn’t a pause between connecting the call and the agent getting on the line. Here, it’s important to clearly establish why you’re calling.
2. Make the Call Different – If this call is similar to every other call the recipient has likely received during the day, their interest probably won’t last. Establish a “differentiation statement” and make it at the beginning of the call.
3. Keep Open Questions in the Mix – While your agent has specific goals in mind when promoting your product or service, it’s important to engage the recipient in conversation. This means asking some open ended questions that allow the conversation to move in a more fluid, dynamic and results-driven manner.
4. Allow for Branching – If your script is written to go in one direction regardless of the recipient’s answers to the agent’s questions, the call is sure to go south rather quickly. It’s important here to allow for the agent to branch into the right dialogue based upon given answers to specific questions.
5. Give the Recipient a Reason to Act – Don’t give them a reason to hang up the phone. The script should be written so as to appeal to the person on the other end of the line, giving them a reason to want more, make a purchase, agree to receive more information or whatever your end goal may be.

While this list is certainly not all-encompassing, it is no doubt a good start for ensuring you’re off on the right foot.