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Don't Just Script... Teleprospecting Done Right

by Peter Gracey  |  
September 26, 2012

Before teleprospectors pick up their headsets and let the auto-dialer work its magic, most marketers will have conducted due diligence on their list of prospects to determine both the true buyers and the products or services that will best meet their needs.

But once that process is complete, don't let them put on their headsets just yet.

Dedicating sufficient time to crafting an effective script and giving your teleprospectors ample opportunity to practice, refine, and make the script their own are crucial steps to the teleprospectors' success and should be done before they start making calls.

Script writing, practice time, and verbal delivery of the content are the key components of tactical marketing messaging at its best. Words matter more during the teleprospecting stage than any other period of the sales process.

The way teleprospectors phrase their questions and emphasize key messaging within the content can be the difference between handing over a fully qualified lead to the sales team and hearing a dial tone.

But don't fall into the common trap of writing a script and trying to get everyone to follow it verbatim.

Realize that when you craft a script, you have less control than you think over what is ultimately actually said, and so you have to spend even more time thinking about what information you present to your teleprospectors. Yes, you'll need to put something good in front of your teleprospectors, but you have to allow them to make it their own. Position it as a guideline and make sure they know that they can tweak it accordingly to match their own communication styles.

Don't hammer script adherence down on your team members. Get them instead to understand your communication strategy and how they can follow it.

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Peter Gracey is chief operating officer at AG Salesworks, a B2B teleprospecting and marketing services firm.

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