Scripting Vs Planning

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Getting started with a business development call or telemarketing campaign can be daunting and a scary prospect for some people, so planning your calls in advance is a great method to help relieve the anxiety.
But it's not as simple as just writing a script and picking up the phone.
Scripts can be a useful asset to a telemarketing campaign, but they certainly shouldn't be relied on.
Here are 5 reasons why planning is a more effective tool than scripting: 1.
When conducting large volume calling campaigns continuity is important.
You must make sure that everyone you speak to is made aware of all of the benefits of your product.
If you've got a good script then you will see some success.
However, it becomes a numbers game: if you repeat the same script to enough people, someone, eventually will like what you're saying enough to want to hear more.
However, whilst playing that numbers game you're missing out on so many possibilities to make connections.
With a carefully planned approach even if you don't make a sale every time, you will always learn something from a call that's organic and has had some pre-thought and planning.
2.
It's a lot easier to give your staff a script than it is to equip them with enough knowledge and confidence to sell naturally.
If the contact has an objection, they've got the answer written down in front of them.
But what if they get a response that isn't on the script? They've become so reliant on the paper in front of them that they may lose the ability to think on their feet and actually converse with the prospect.
This is where businesses lose more credibility than they gain.
3.
Reading to someone is not the same as having a conversation.
It's obvious when someone is reading a script and it's almost insulting to think that they won't notice.
As soon as people recognise that you're reading the same thing you've read for the last 200 calls they switch off and don't listen (or just hang up).
If you have a conversation with the contact- i.
e.
you ask them questions and respond based on their answers- then you're engaging them and making them feel valued.
4.
Researching each company you call takes time.
Even a quick Google of their company will end up eating into the time you could be using on the phone.
But is it worth it? Well that depends on whether you think it's more important to be on the phone for a long time, or to have a good conversation.
So what if you've been talking to someone for ten minutes? You've been reading to them and they've been checking their emails or looking at pictures of their friends on Facebook- they aren't listening to you! Effective research will provide a lot of the information needed before you even pick up the phone, and you can use that information to your advantage.
If you show them that you've already invested some time in them before you've spoken to them then they'll be more open to talk to you and pay attention to your message.
5.
It's not just planning the individual calls either.
Planning the campaign as a whole before you make your first call will stand you in much better stead.
You're giving yourself an opportunity to understand what it is you want from the campaign, and what it is that your prospects want from you.
Without mixing these two elements then you've got nothing to offer and no reason to offer it.
You can also think about what the likely objections are going to be- what would you think if someone made the same call to you? Pre-empting the objections makes it a lot easier to overcome them when you're in call.
So can scripts help calls? Yes, if you have a huge database of contacts and don't mind missing out on the opportunity to have real conversations with them.
If you'd rather make fewer calls but use those calls to build strong, lasting relationships then spend some time planning your campaign.
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