Telemarketing – How to Write A Telemarketing Script:
A telemarketing script, elevator pitch or elevator speech is a short overview of your business, products or services, and is typically used in business settings such as telemarketing, lead generation and business networking. An elevator pitch can be one of the simplest yet most powerful tools for a small business owner.
An elevator pitch is traditionally short, and as the name implies, delivered within the time it takes to complete your average elevator ride. The length of the pitch can vary, but ideally you want to be able to present your elevator pitch comfortably, without rushing, in less than two minutes, though ideally in less than one minute. The target pitch length should be approximately 150-250 words.
Here is a 7 step process for creating a powerfully effective telemarketing elevator pitch.
Step 1: Define who you are. Write a sentence about who you are.
Example:
“I am a business owner who advises other business owners on how to increase sales.”
Step 2: Describe what you do. Use your mission statement and product/service list as a guide, and write 1-2 sentences about what you do every day in your business.
Example:
“I advise time and resource challenged business owners on how to increase sales, develop more efficient processes to save time and ultimately become more profitable.”
Step 3: Identify your ideal target customers. Use your target audience description (refer to marketing plan) as a guide, and write 1-2 sentences about who your ideal clients or customers are.
Example:
“My ideal customers are busy and driven small business owners who struggle to achieve everything they want to. They understand the value of a sales expert and are ready to learn how to improve processes and outsource the sales function to experts.”
Step 4: Explain what’s unique and different about you and your business. Use your unique selling proposition (USP) as a guide (refer to marketing plan), and write 1-2 sentences about what sets you apart from other businesses which do what you do.
Example:
“I’m in a unique position to help my clients because I’ve faced the same struggle of not having enough time and feeling held back from achieving full potential through lack of in-house expertise. I have figured out a solution on the back of having sales and specific sector expertise, which enables my customers to achieve full sales potential, providing them with the flexibility they require to minimise their fixed costs to maximise cash-flow and enable them to maximise profits.”
Step 5: State what you want to happen next. Write 1-2 sentences which identify what you want your audience to do next.
Example:
“I would like to schedule a suitable time to get your full attention and speak with you in greater detail about some of your business goals and challenges relating to sales performance and explore how we may be able to work together to help you to achieve and overcome them respectively, ultimately increasing sales and maximising profits.”
Step 6: Create an attention-getting hook. Write 1-2 sentences that pull in your audience and will get them engaged in what you are about to say.
Example:
“Do you often feel held back by lack of time and wish you could clone yourself so you could get everything done, when you want to get it done, the way you want it done, with access to more sales expertise to make things happen more quickly?”
Step 7: Pull it all together. Combine the statements you drafted in the previous steps, putting Step 6 first. Then, add transitions and edit until it flows conversationally and captures the most important information.
Example:
“Do you often feel held back by lack of time and wish you could clone yourself so you could get everything done, when you want to get it done, the way you want it done, with access to more sales expertise to make things happen more quickly?”
“I am a business owner who advises other business owners on how to increase sales.”
“I advise time and resource challenged business owners on how to increase sales, develop more efficient processes to save time and ultimately become more profitable.”
“I’m in a unique position to help my clients because I’ve faced the same struggle of not having enough time and feeling held back from achieving full potential through lack of in-house expertise. I have figured out a solution on the back of having sales and specific sector expertise, which enables my customers to achieve full sales potential, providing them with the flexibility they require to minimise their fixed costs to maximise cash-flow and enable them to maximise profits.”
“I would like to speak with you now or schedule a suitable time to get your full attention in order to learn about your business goals and challenges relating to sales performance and explore how we may be able to work together to help you to increase sales and maximise profits.”
“Is now the best time to speak or can we schedule a date and time to suit you better?”
An effective telemarketing elevator pitch can help you introduce yourself and break the ice during telemarketing calls and in networking situations. You can also use your elevator pitch to clarify your target audience and business goals for your own use, and become more confident and self-assured when talking about your business.
When you write your telemarketing elevator pitch, follow these nine elevator pitch tips to maximise its effectiveness.
Tips for Writing an Elevator Pitch
9 Effective Tips for Writing a Powerful Elevator Pitch
A telemarketing elevator pitch can be a powerful tool for marketing your business, and once you have developed and refined it, you can use it over and over again in many different environments. Here are nine tips to make your telemarketing elevator pitch a powerful tool in your marketing portfolio.
Keep It Succinct
It’s called an telemarketing elevator pitch for a reason; you have a limited time to make a good first impression. Develop an elevator pitch that takes you about a minute to deliver at a good pace and/or includes roughly 150-250 words.
Edit Continuously and Harshly
An effective elevator pitch is like a work of art, and as the author, you may feel that there are always opportunities to refine it further, often through necessity over time as your business awareness and understanding develop, your business evolves and ideas flow more easily as a result. This is a good perspective to have because the more you are able to critique your elevator pitch, the more will you be able to improve it with each edit.
Avoid Industry Jargon
Assume your audience has little understanding of your industry, the services you provide, or the products you sell. You want to be able to use your elevator pitch to great effect on anyone and have confidence that they will understand what you do by the time you’re finished, even if they have never even heard of your industry before.
Say It In Front of a Mirror
An elevator pitch written down on paper is very different from one read out loud. Read your telemarketing elevator pitch in your head and then read it out loud in front of a mirror to make sure it flows and sounds conversationally fluent. It’s usually a good idea to run it by a colleague, friend or family member, too, to get a fresh perspective and feedback. It’s crucial to remember that everyone thinks differently due to different paradigms.
Remember It and Practice
You won’t have the benefit of a cue card when you are in a live, spur of the moment situation, so memorizing your elevator speech is important. The challenge is learning it by heart but still being able to deliver it in a way which sounds natural. The more you practice delivering your telemarketing elevator pitch, the easier it will be to sound fluent and relaxed.
Express Your Passion
The best telemarketing elevator pitches are those that are memorable, different from the norm, engaging and pave the way for further conversation. One of the best ways to accomplish this is by expressing the passion you have for what you do. Enthusiasm and passion can be very contagious.
Create Multiple Versions to Suit Different Audiences
If you follow a step-by-step elevator pitch formula, it is then easy to substitute new information to change your telemarketing elevator pitch to fit any audience. Once you are comfortable editing, rearranging and substituting information, you can create a few different versions ahead of time, or substitute the most relevant information possible on the spur of the moment.
Confirm Your Desired Action
Just as you do with all other marketing activities, you include a call to action at the end of your telemarketing elevator pitch. Outline what you want to happen next, whether it’s giving the other person a chance to ask you questions, confirming a meeting, or scheduling a time to talk in more detail.
Their Turn
You have put a lot of time into your telemarketing elevator pitch, so it will be a big relief once you have delivered it and successfully engaged the target audience in the process. But don’t forget about the person on the receiving end. The best way to make the transition from a successful elevator pitch to a successful conversation is giving the other person a chance to wow you with his or her own telemarketing elevator pitch.
For more details on how to maximise sales performance please contact us to discuss our services and products such as:
- sales consultancy
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- data acquisition
- email marketing campaign/system
- telemarketing
- CRM system
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