1. Hire experienced telemarketers with a verifiable track record
Even if they sound great, hiring inexperienced telemarketers is a bad idea because telemarketing is a difficult job and very few people will stick with it. Experienced telemarketers with a strong track record are in short supply but you need to keep looking until you find them or your program will fail.
1. It is not so much what you say, but how you say it.
2. The shorter the script, the more likely it is to result in an appointment.
In testing on some of our major campaigns over the years, the results clearly show that less is more. The script, particularly the opening statement, must be very short and get right to the point in order for a script to work successfully. Trying to convey too much detail in a script is a sure fire way to kill an appointment setting campaign. The tendency is to think that the more information we throw at the prospect, the more likely they are to find something that interests them enough to want an appointment. In fact, it works exactly the opposite—the more details you give the prospect, the less need they have for the appointment to get the details.
3. Sell the sizzle.
This point relates directly to the previous one. Make sure your script sells the benefits and the end result of using your product or service. Leave the details of how you do it for the appointment. If they ask how or why, tell them you will show them in your demonstration or meeting.
"Do you think about me when you do your marketing?"Like most business owners or managers, you are busy running your business and your business probably tends to absorb most of your thoughts. If you are honest with yourself, your business is all you ever think about. You want to grow your business, but most of the time you are fighting the day to day battle of just keeping the ship floating.
I have recorded a short video introduction to AdWords with Matt Gethins. Matt is in charge of our AdWords Campaign Management service organization and has been involved with AdWords and online lead generation for about 11 years. Enjoy.