We typically provide outsourced telemarketing for businesses that target large blue-chip organizations. Those decision-makers do not respond well to scripted calls that could fall over at first sign of a question or objection. The only chance of success is through an engaged conversation about their challenges and their opportunities. Therefore, a script is not for us. However, a good call structure is something we spend time on and is invaluable to guide the call. Whilst a script isn’t for us, that’s not to say that, in some situations, a formal script is not applicable.
Certain types of calling suit scripts and some suit call structures. Whilst, we will focus here more on call structures, it is worth noting when and why a call script might be needed.
A call structure, on the other hand, generally leaves room to flex the conversation to suit the prospect. It will almost certainly include a more two-way exchange of dialogue and provides additional elements that the caller can use to engage and build rapport. It will probably be where there is a higher value of sale.
What Elements Should you Include in an Effective Call Structure?
Background about the Prospects or Market and Campaign Focus.
We provide our telemarketers with supporting information about our clients’ services or products and the marketplace and in particular the challenges in the market. The information also summarizes the focus of the campaign and often includes reminders about who we will be booking the appointments for, how long a meeting will be and how the appointment should be qualified.
- Background / context e.g. Is there a change of legislation? Market information etc.
- Why a prospect should see our client and why they should see them now
- What is different about our clients’ services (point of difference)
- Client reference points (to name drop)and testimonials
- What industry awards they have won or memberships of industry bodies
- Specific experience related to the proposition
The more prepared the telemarketer is, the more they can utilise their rapport skills to deliver the outcome that our clients want from the call.
If you’d like to find out how GSA Business Development can help Generate Growth for your Business or book one of our new business development and marketing strategy workshops, contact us now on 0845 658 8192 or send us an email.