The goal of a telemarketing script is to convey messages over the telephone. When someone receives a sales letter or literature, they can read it over and over and focus in on certain portions of the material. With telemarketing, however, we have one chance to make an impression and we have to work quickly. People aren't listening to every single word that's said. They're listening to phrases.

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A telemarketing script needs to use verbiage that's as short and concise as possible, and the message needs to be communicated clearly and in a manner that's easily understood by the prospect. The goal is not just for the prospect to hear the message that's being communicated, but in their mind, they need to process that message and come to the conclusion that they need what you're selling. Often, success depends on the telemarketer's ability to create tangible ideas in the prospect's mind.

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A good script - a well-thought-out presentation that says what you want to say, precisely and succinctly, yet still gives you room to maneuver - is one of the keys to a successful telephone pitch. This is about communication and about being prepared. In writing your script, you are crafting a message and focusing your message to your prospect. Your goal with your script is for your prospect to hear you and for your prospect to get "hooked."

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So, what makes a good script? Write your script the way you talk-and get to the point! Written language and spoken language are very different. If your script is in written language, you will sound phony. Real people do not speak with capital letters at the start of sentences and periods at the end. People actually speak more in phrases or fragments, with pauses, sometimes. It is imperative that you sound real, so if improper grammar and the occasional "ah" or "um" is giving you a tough time, try talking into a tape recorder, then playing it back and writing down what you say.
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• Opening Statement 

All scripting begins with your opening statement. An opening statement needs an introduction, a hook (what's in it for client), and a bridge to your questions or your close. Without these it's impotent. Make sure that the benefits you offer are:

• a) really benefits, and
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• b) relevant to the person you are speaking to and not just you!

Imagine yourself in your client's shoes and then ask, "What will this call potentially do for my business and why should I care?"

Start by asking for your prospect by name. Then, greet your prospect by name. Next, introduce yourself. "My name is (your name goes here), my company is "(your company here)" or "My name is (your name goes here), I'm with "(your company here)".

Then, you want a sound bite to further introduce yourself. A sound bite is one sentence that expresses simply and succinctly what you do (or what is your product or service). Example: "Wendy Weiss teaches people to get what they want over the telephone."

Your sound bite, or the following line, should position you as the expert-someone (company, product or service) who stands out from the pack. If you do this well, you will preempt the objection: "I can't meet with every salesperson who calls." You will not be "every salesperson who calls." To do this, you cannot say the same things that everyone else is saying-so be creative!

1. Heart of the Script 

Next is the heart of the script. Describe your product or service, pointing out relevant benefits. Remember-your prospects are interested in benefits. Remember also, your prospects will buy for their reasons, not yours. That is why it is important to do your research and have a sense of what your prospect may need and may be interested in.

Interest-creating comment (a.k.a. "The Hook"). In less than 15 seconds (one or two sentences), you need to capture your prospect's attention. This is probably the most important line of the script, because it plays a major role in determining if a prospect will stay on the phone with you or hang up. For example, "I'm calling to tell you about how companies such as yours have successfully saved up to $200 per month

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2. Dealing with Direct Questions 

"How much is it?" "How long have you been in business?" "Where are you located?"

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