Which Method Is More Suitable For Telemarketing: Script Or No Script?

It’s a dispute that’s raged across the business for years, with diametrically opposed viewpoints.

There are so many different viewpoints on telemarketing scripts that it’s not always clear which method is the best.

In this post, we’ll look at the arguments for and against scripted and unscripted telemarketing, and try to figure out which method is the most effective.

Scripted Telemarketing

When it comes to telemarketing, using a script is often the less popular way, but it can be beneficial, especially for telemarketers who are new to the field.

Many telemarketers are trained using scripts since they may not have the skills or experience to sell the product or service being marketed over the phone. They can be useful for organisations selling many products/services that have telemarketers who are unfamiliar with each offering they must pitch.

Having a script on hand when on the phone gives these telemarketers a handy tool for guiding a discussion down a specific course that leads to a prospective sale. It can assist you in structuring your talks such that they benefit you and provide the intended results.

Although scripts have numerous drawbacks, when employed by a more experienced telemarketer, they can frequently get in the way of their inherent charisma. You run the risk of sounding robotic, which can have a considerable impact on the smoothness with which the pitch is delivered.

When employing a script, the telemarketer may not want to stray from the scripted dialogue, making it more difficult for the prospect to gain answers to their questions or learn more if it isn’t in the script.

When a script is employed, the person on the other end of the line will notice because discussions will feel forced and the telemarketer will sound less natural over the phone. Customers don’t always want to be read a generic sales script and would rather have a dialogue.

Unscripted Telemarketing

The use of a script is typically considered as a hurdle that breaks the flow of a call, hence most experienced telemarketers choose to forego using one.

When a telemarketer doesn’t utilise a script, he or she has greater freedom to connect with the person on the other end of the line. Unscripted telemarketing allows for more personalised and distinctive discussions, with calls seeming less generic and salesy, putting the prospect at ease and making rapport development much easier.

Scripts can fall into the one-size-fits-all category, which isn’t ideal for telemarketing. Having a same script to sell to all of your prospects restricts your pitch and does not appeal to each prospect you call.

Because the telemarketer isn’t utilising a script, they may adapt their presentation to each individual prospect based on their reactions. On a phone call, you have the flexibility to adjust your strategy if it’s not working with a particular prospect, allowing you to appeal to each person you speak with more effectively.

Telemarketers don’t have a safety net to fall back on if they don’t have a script. If the telemarketer gets off track and forgets the primary selling points of the product or service they’re selling, they won’t be able to get back on topic since they won’t have anything to refer to.

​When a less experienced telemarketer doesn’t use a script, it’s simple for them to get off track and start trailing off the pitch, making it more difficult to grab and hold the prospect’s interest and, as a result, losing a possible chance. When a telemarketer isn’t using a script, he or she is more likely to make a mistake and fail to attract the attention of a prospect.

​The Alternative

Both scripted and unscripted telemarketing have advantages and disadvantages, and each strategy is better than the other depending on the person utilising it.

However, there is another approach that could provide you with the best of both worlds for your company.

Campaign guidelines are a different technique to telemarketing than scripted or unscripted calls. All of the crucial components of the telemarketing campaign should be included in a campaign guide, including the primary selling points of your offering, answers to typical inquiries, solutions to likely objections, and a wealth of information that can assist you in making a call.

Using a campaign guide allows you to take your own approach rather than being forced to follow a script, but still having all of the key details at your fingertips if you’re unsure where to take the conversation.

This campaign strategy should assist you in supporting your telemarketing efforts while also allowing you to adjust to changes in talks as the call proceeds.

In Conclusion

Overall, there are a variety of ways you may take to your telemarketing efforts, and each one may function differently depending on the salesperson who uses it.

Scripts are useful for training and newcomers to the telemarketing industry, but they can obstruct the ability to conduct a natural conversation. Telemarketers don’t have anything to fall back on if they don’t have a script, which is why campaign manuals are frequently employed as an alternative.

We employ campaign guides to support our telemarketing activities at Virtual Experts because we’ve had the best success with this method.