At one time or another, it's happened to all of us. We're sitting comfortably, the phone rings and it's another one of those annoying telemarketing calls. Many of us immediately hang up, while others quickly interrupt the caller, and say that they are not interested. While some people are more polite and listen before not acting, very occasionally a telemarketer gets our attention, and we listen to what he has to say. What exactly does this one individual do that the other do not that grabs our attention, and keeps us on the phone?

The most successful telemarketers actually use scripts, yet make the script sound so conversational that we don't feel like it's being read to us. A successful script has to begin on the upbeat, and immediately grab our attention, and whet our appetite, while appearing to be addressing an important need. Some of the rules for telemarketing scripts include:

1. Immediately addressing the person that answers the phone by name, and not just making it appear impersonal by calling the person Mister this or that. While a telemarketer must sound proper, respectful and professional, he must also come off as being conscientious, attentive, and professional. Some telemarketers feel that they need to "small talk" to warm up the receiver of the call, yet studies and my experience in training and performing telemarketing for over thirty years, indicates that people don't want their time wasted with idle chatter. Instead, beginning with something such as, "Is this John? John Smith?" and then waiting for a response, before proceeding. Once John is on the phone, continue, "Hi Mr. Smith? May I call you John?" Then, of course wait for confirmation before proceeding. "My name is _______ (give your name) with _______(give the name of your company or organization). If you're like me, you hate to get calls from people like me, so I'm not going to waste your time, and if you give me just two minutes of your time, I'll prove to you, I'm not one of them. OK?" Wait for the cursory response before proceeding. "The reason for my call is..." and then explain concisely why you're calling and what's in it for them. Don't overstate or make empty promises, but explain how you have helped hundreds of others, and believe you can help them too. Continue to be upbeat and concise, while focusing on their needs. Listen intently to any comments, etc.

2. Locate the person's "hot button." That means ask questions instead of making just statements, and direct your conversation toward whatever motivates them. Use expressions like, "If I could show you a way," or "Wouldn't that make sense," while always giving the person the opportunity to reply to your directed question.

3. What is the purpose of this telemarketing call? Is it to sell something, invite someone to something, make an appointment, or for some other purpose? Stick to the one or two purposes only, and then get off the phone once confirmed.

4. Have an effective close to your script. After asking the questions, and getting the individual in the habit of saying yes, close by asking, for example if your trying to set an appointment, "Is Tuesday at 4 PM good, or would Thursday at 5:30 be better? Then, as always wait for a response. if the individual chooses one, simply say, "Great, I look forward to seeing you on Tuesday at 4PM. Good bye," and then get off the telephone immediately.

5. Understand in advance the objections someone might offer, and have an effective answer for each, and always remember to close at the end of the answer once again. In a previous EzineArticle, I discuss the five steps to answering an objection, and using this technique provides the best opportunity for success.

Remember that telemarketing is a numbers game. Proficient telemarketers learn what their Closing Ratio is, that is, how many calls it takes to have success. Based on that, someone should be able to predict how many calls they need to make to achieve their success goal. Telemarketers must understand that someone that says no is not a personal rejection, and that every no brings you closer to a yes. Use a script and make it part of you, understand the nuances, and devote the time and effort necessary for success. Take occasional breaks so as not to "burn out.

Richard Brody has over 30 years consultative sales, marketing, training, managerial, and operations experience. He has trained sales and marketing people in numerous industries, given hundreds of seminars, appeared as a company spokesperson on over 200 radio and television programs, and regularly blogs on real estate, politics, economics, management, leadership, negotiations, conferences and conventions, etc. Richard has negotiated, arranged and/ or organized hundreds of conferences and conventions. Richard is a Senior Consultant with RGB Consultation Services, an Ecobroker, a Licensed Buyers Agent (LBA) and Licensed Salesperson in NYS, in real estate.
Richard Brody has owned businesses, been a Chief Operating Officer, a Chief Executive Officer, and a Director of Development, as well as a consultant. Richard has a Consulting Website ( http://tinyurl.com/rgbcons ); a blog ( http://tinyurl.com/rgbstake ); and can be followed on Twitter.