The Great B2B Telemarketing Debate: Script or No Script?

For as long as telemarketers have been making B2B calls, the debate over whether or not it is better to have a script has been raging. Unfortunately, there will probably never be a clear cut winner of this debate.

Those who tout the importance of scripts will tell you that a quality script is built around a specific target audience and allows telemarketers to get their marketing message out during each and every call. The key they say is to make sure that B2B scripts are consistent; get the same message across; help the target audience to solve a specific problem; and are built around key points that can referred back to again and again.

Proponents of B2B telemarketing scripts say the most effective scripts have the following elements:

• The telemarketer establishes his or her credentials at the beginning of the call.
• A value proposition is established in clear and simple terms. This involves letting the person on the other end know that you understand their problem and are currently helping people solve that same problem.
• A closing paragraph that allows a telemarketer to reinforce the value proposition, using a few points that resonate well with customers.

Even those who believe that a telemarketing script is essential to high value B2B calls acknowledge the necessity of sometimes going off script. In such cases, however, it is important to have scripted answers for the most common questions that may lead off script. They do not advise going into significant detail about a particular product or service, however, since this is the job of the salesperson who will receive this lead once it is fully qualified.

Those who believe that scripts are unnecessary cite the following:

1. Scripts are too formal and telemarketers are unable to sound natural when reading
   from scripts
2. It is difficult to build rapport using a script
3. Scripts lead to lower value outcomes
4. Scripts always signal a sales pitch which puts people off
5. Unexpected questions cause scripts to fall apart
6. Telemarketers work best when they can be flexible and are not bound to a script

Proponents of script-free B2B telemarketing will tell you that calls need a compelling introduction that scripts simply do not allow. They also say that the key to high value sales through telemarketing is the result of a conversational approach which involves active listening. They add that telemarketers have a harder time responding to questions when using a script.

No matter what your thoughts about using a script for your B2B telemarketing calls, it is essential to measure the results of all of your calls—scripted or unscripted. Only then will you know what is resonating with prospects.