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.