Customizing a sales script
There are many tools used in telemarketing but the one tool that all marketing programs have in common is going to be a cold calling script. The calling script covers the basics of the sales conversation but is usually generic with details. Here are a few tips on customizing your script.
- Personalize your script– refer to the client you are speaking with by their name and always use their company name when referring to the company.
- Use industry lingo and key words – Each prospective company specializes within their industry. All businesses will use industry specific lingo that pertain only to their market and might be considered a foreign language to outsiders. For example if you are calling a doctor’s office mention the upcoming flu season if you are marketing services for a janitorial service company. If you are contacting companies about IT security, you might ask about their network.
- Do your homework – Most businesses have a website that might list management bios and goals for their company. Using information found on the website can help with key terms and customizing your sales script.
A sales script should be a work in progress with great flexibility. Be prepared to alter your script for whatever works. If you are out there making sales calls and find out that the script is too wordy, be prepared to make changes to boost your productivity. Generic scripts are great way to get your foot in the door, but a custom script is one that will bring you long term sales.