As long as companies have been using the telephone to marketing their businesses or increase sales, there has been a debate running as to whether it is best to use a script or not. This applies to both Business to Business (B2B) and Business to Consumer (B2C) telemarketing or telesales campaigns. There are advantages and disadvantages to both methods:

Using a telemarketing script - advantages:

• Consistent marketing message
• Shorter training times
• Legal compliance
• Consistent information collection

Using a telemarketing script - disadvantages:

• Can sound stilted or robot like
• No freedom for sales person to express their personality
• Prevents conversational style
• Cannot deal with unexpected responses

The ideal situation combines the positive aspects of using a telemarketing script but still allows skilled sales people the freedom to make a sales pitch in their own way.  Rather than a strict script, a call outline should include:

A strong introduction, which generally is read as written.  You only have seconds to capture attention, and a tested and well written introductory script gives the best chance to continue the conversation

Starting a conversation by asking questions and listening to the answers

Using a written list of (Frequently Asked Questions) FAQ's or prompts to answer queries, and highlight the unique selling points (USP's) that are relevant to that individual.

A script that gives a strong close, or a choice of closes, depending on the conversation. Having this written down as a script reminds the telemarketer to ask for the outcome they want - a sale, appointment, agreement for further action or similar.

The combination of written scripts, written FAQ's, written USPs and a strong close where you ask for the outcome allows even inexperienced telemarketers to make the most of every call.