At the VST Group, we understand the merits of both approaches, but we’ve long championed unscripted telemarketing. Our experience has shown that this method consistently yields higher-quality appointments and leads. Why do some telemarketing companies continue to rely on scripts when a more personalised approach appears to be the way forward? It all boils down to one thing – experience. At VST, we take pride in our customer-centric approach, and we believe that being “call ready” allows us to consistently deliver unique, unscripted telemarketing experiences.
The Power of Unscripted Telemarketing
Unscripted telemarketing empowers telemarketers to engage in natural, authentic conversations with prospects. This often leads to the rapid development of strong and genuine relationships. Informal conversation enables telemarketers to adapt their style intuitively, fostering empathy and guiding the conversation in a way that increases the likelihood of a successful close.
This approach might sound easy, but in fact requires years of experience and quality training to master it. What’s crucial, however, is not just the experience and training of the telemarketer, but also their ability to listen attentively to the customer on the other end of the line. No one wants to feel like they’re being hurried or talked at; allowing each prospect to express their thoughts is essential.
At VST we have a diverse team of highly-qualified and skilled telemarketers. They vary in age, and although they come from a diverse range of career backgrounds, they are always commercially aware and extremely professional. You certainly wouldn’t hear any poor language in the background or ‘bell ringing’ on our calling floor!
Our ‘call ready’ preparation involves delving deep into our clients’ businesses, often including site visits for production or process-oriented companies. Our telemarketers become a seamless extension of your existing sales and marketing team.
There are occasions when we do need to read from a script – such as when compliance statements or terms and conditions need to be read out, but other than this, all of our calls are natural.
The Constraints of Scripted Telemarketing
By contrast, scripted telemarketing significantly restricts a telemarketer’s ability to establish a rapport with prospects. Scripted conversations come off as rigid and robotic, often frustrating or alienating the prospect within the first few moments of the call. Scripted calls hinder the natural flow of conversation.
A lot of companies opt for scripted calls because they can hire less experienced telemarketers and minimise the need for extensive training or close client involvement. Oftentimes, these companies operate under a “payment by results” model, which might generate more initial appointments but often leads to poor-quality leads. Often they’re simply not the right fit for your business.
VST’s Philosophy: Less Means More
Our philosophy is that “less means more.” We’d rather secure two appointments in a week that result in actual business for our clients than five appointments with a slim chance of closing. Our industry-leading quality scoring and feedback process is tailored to ensure high-quality appointments that won’t squander your valuable time.
So, should you opt for scripted or unscripted telemarketing? It depends on your product or service and the quality of appointments you aim to generate. If you require a telemarketing partner with business acumen, excellent communication skills, and a rigorous quality scoring process, then VST should be your first choice.