Telemarketing Scripts - No
Care Calling – Yes!

When sales people read from telemarketing scripts, those receiving the call can easily recognize the "technique".

Most people begin businesses to do whatever it is that they love. Chef’s open catering companies; carpenters begin cabinet making operations; and photographers open picture studios.

Few of these people consider themselves to be great salespeople, and some may actually cringe at the thought of picking up the phone to do a sales call. Nonetheless, terrified or not, telemarketing (done properly) is an effective and inexpensive way to reach your specific target audience.

The very term "telemarketing script" is perceived as quite negative. Let’s face it, many consider an unsolicited phone call as an interruption or intrusion on their privacy.

Going forward, we’ll no longer utilize the term "telemarketing script". Instead, we’ll adopt the terms "care calling" or "courtesy call". Ah, that sounds much better, doesn’t it?

Care calling, with the proper script and personal touch, can be extremely effective.

One thing often overlooked by business owners is the opportunities that exist simply by growing sales from within their current customer base.

Calling your own customers is an automatic "warm call", you already have a relationship with this person. Start here! These are the calls that present the most opportunity to grow your business.

We’ll explain.

Care calling is indeed a skill. And yes, even care calls utilize a telemarketing script, or outline to guide their call.

The people who are most successful at care calling are those who "add value" to their customers day. Don’t believe the hype – it’s NOT just a numbers game, it’s a customer-focused strategy.

You have to know how to treat people. Remember the Golden Rule? That’s right, treat others the way you wish to be treated.

Okay, before you even pick up the phone you have to prepare an actual script of what you want say. However, never simply read from "patented" telemarketing scripts – it will just make you sound fake and insincere.

Take the time to create more of a set outline of what you want to cover on the call. Get comfortable with the outline by role playing with one of your peers. A little practice will go a long way in both making you comfortable and making the call more palatable to the customer.

You have only a short time frame with the person you are calling, so you don’t have time to mince words. Be respectful of the person’s time.

Following these guidelines for turning telemarketing scripts into warm and fuzzy courtesy calls:

• Know Your Target Market – it’s always best to call existing customers first. It’s a warm call. It’s an opportunity to expand the relationship. Happy existing customers are more willing to refer their family and friends. Ask satisfied customers for opportunities to serve their circle of family and friends. Warm leads like this provide a great way to gain new customers. Avoid cold calls whenever you can. Cold calling is no fun, and not the best use of your time.
• Introduce Yourself – make a quick connection by reminding them of the last time you spoke, or let them know that you are aware of how long they’ve done business with you.
• State The Purpose Of The Call – Bring down their guard by telling them that this is not a sales call. Let them know you are simply checking in with them to see if everything with our service is to their satisfaction.
• Invite Them To Give Feedback – Get the caller engaged in the converstation, build the rapport and the relationship.
• Fix Any Issues or Concerns – One thing you can count on is that if the customer is unhappy, they WILL tell you.

  Be thankful when this happens.

  Had you not called, this customer may very well have moved their business without even telling you why. This is a great opportunity to show them you value their business and save the relationship.

  If you do have an issue you need to follow up on, simply assure the customer you will research the issue and get back to them. Go no further until you have solved their issue. Pick up right here once you call the customer back with the good news that their issue is resolved.

• "By The Way"! – Mention that while you have the customer on the phone, you should mention to them about your current promotion/product sale. Ask if this is anything they would like additional information on while you have them on the phone. Not a hard sell – simply match a potential need with a wonderful product or service.
• Thank The Customer – Let them know how much their business is appreciated. Ask the customer if they know of any family members or friends that might also benefit from your product or service. If they say yes, ask for a referral. Keep the conversation focused on "what can I do for you?", no hard sell.

Hopefully you can see the difference between simply reading from telemarketing scripts versus making an honest-to-goodness courtesy call.

Care calling is a wonderful way to show your customers that you value their business. It also leads to improved customer retention.

Always remember the phrase: "Every sales issue is a service opportunity, and every service issue is a sales opportunity."

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In addition to telemarketing scripts, we're constantly on the lookout for highly effective telemarketing scripts, tools and resources that we can recommend to our readers. Share your own helpful hints and tips here.

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