Script Writing 101

When it comes to creating the perfect prospecting sales script, experts will tell you that the first 10 seconds of that script better be compelling or you can consider your pitch a failure.

When creating a telephone script for appointment setting purposes, for example, the script needs to be short and to the point. What many people fail to realize, however, is that you write differently than you talk. In other words, even if your script sounds good on paper, it might not sound great on the phone.

It is vital that you read your script out loud before calling a prospect – you might even consider taping it – so that you can review what it sounds like live. Look out for things like unnatural pauses and make sure you sound genuine. The last impression you want to give is that you are reading from a script!

While you never want to sound like you are reading from a script, never make a prospecting call without a script! Without a carefully crafted message, you can be sure things won’t go the way you had hoped!

When it comes to writing your script, here are some pointers to make it convincing, conversational, and most importantly – effective:

Introduce yourself and include your title. It is important that the person you are calling knows that you are an expert in your field and that it is worth their time to listen to what you have to say.
Communicate confidently, and quickly, the benefit you offer their business. Tell the prospect what you are offering – a workshop, presentation, etc. – and how it will change their business for the better.
Let them know that you are not calling to sell them anything. This will allow them to lower their guard and listen to what you have to say instead of being distracted by thinking of a way to shut you down.
Create a sense of urgency. Do you only have a certain amount of appointments left? Is the workshop almost full? Let your prospects know this.

Writing and delivering the perfect script is not easy. That is why many businesses choose to outsource their call center services such as appointment setting, event registration, and lead generation. After all, to be successful when it comes to telephone prospecting a perfect script is nothing without the perfect delivery, and vice versa!