Most B2B marketers are used to writing benefit-oriented bulleted copy for direct mail postcards, or solutions-oriented text for case studies. However, I find that many marketers are not experienced at writing telemarketing call guides (AKA scripts, though I don’t like that word). So, here’s a little outline to help you develop successful, action-oriented call guides for your outbound B2B telemarketing efforts.
- Introduction/Credibility Building. It’s critical to introduce yourself and build credibility right off the bat.
- Problem Identification. No matter why you’re calling, it is critical to discover a problem that you can help solve. Do some probing on your prospect’s pain points (now say that tongue-twister three times fast!).
- Present Solution. Explain to your prospect that you have a solution for their biggest challenges. You know, the ones that keep them up at night.
- Offer. This vital step is often overlooked. You must have a compelling offer for your prospect. A ‘free infrastructure analysis’ or ‘complimentary ROI assessment’ should do.
- Close: Typically, you’re trying to set an appointment or asking your prospect to take some sort of action, right? Now is the time.
That’s the top-line stuff, but be sure to include some objection responses, a way to verify contact information and gather opt-in e-mail address. Did I leave anything out? Do you have any horror stories about bad call guides?
