Tips for Writing Outbound Call Scripts

Outbound calling is much more effective (and less stressful) when you have a strategy in place that includes scripts your team can use to connect with prospects. And despite the increasing number of people who are thriving on self-service technology to find the information they need, as many as 71% of consumers report wanting to hear from companies early in the process. 

So, how can you make sure that you deliver when you make those outbound calls? Scripts, of course. As with anything, how you use them (and how well you use them), will make all the difference. In this guide, we’ll cover the most important things you should know about writing outbound call scripts. 

In addition to that, here are some key do’s and don’ts for outbound scripts and calls in general:

Do:

• Get their attention by using their name and offering yours. 
• Provide your title and the reason that you’re calling straightaway. 
• Be an active listener, rather than trying to stick to the script. 
• Don’t forget to ask. All the scripts in the world won’t work if your reps aren’t making the actual “ask” for a conversion, follow-up, or other next steps. 

Don’t:

• Immediately ask if you’re talking to the right person—that makes it seem like you haven’t done your research. If the person isn’t the “right” contact, they’ll usually let you know in short order and you can go from there. 
• Get so caught up in the script that you forget to listen to the prospects’ needs. 
• Create a single script for every call. You need scripts for each occasion. 
• Talk about the industry or other small conversations. Small talk might seem natural but it’s a time-waster and your prospects are busy. 
• Use generic reasons like “just checking in” or “just reaching out.” Have a value-added reason for your calls. 

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If you’d rather someone else do the work, you can always outsource to the experienced virtual receptionists at Smith.ai, who can act as your personal team for outreach campaigns. 

But, because education never hurts and some of you will need to make your own outbound calls, here are some tips to help you craft the perfect scripts for all of your outbound communications. 

Tip #1 – Scripts are a guide 

Too often, sales reps try to use outbound call scripts as a word-for-word conversation with the prospect. This doesn’t work for several reasons. For one, all prospects are different and will require a different approach. That’s why we’re talking about how to write scripts, not just “a script” for all your outbound calls. 

As mentioned, you should have multiple scripts, or guides, available to your outreach team. That way, they can pick and choose the right script to apply to each call based on their customer research and what they’ve gleaned from your CRM or other databases. This can also help with different types of outbound calls (warm leads, cold leads, discovery calls, etc.).

Tip #2 – Write the way people talk 

Nothing is worse than a sales script that looks more like a piece of prose than a conversation tool. You’re not reading a speech or reciting a monologue here; you’re having a conversation. Create room in your scripts for responses, questions, and pauses as both your reps and your prospects think about their answers or consider the information they’re hearing. 

If your team is so focused on sticking to the script, they’re going to miss the conversation taking place. If you need help with this, you can check out plenty of outbound call script examples to get you started. Think of how conversation normally flows when creating scripts and you’ll be doing it right every time. 

Tip #3 – Lead with a powerful introduction 

First impressions are everything. The way you introduce yourself on a sales call, especially when you’re prospecting or making outbound calls, makes all the difference. You’re not just Jeff from XYZ company with a product to sell—you’re the person who has the answer to the prospect’s problem(s) and you can’t wait to share that with them. 

You should offer your name and get to the point about the reason for your call, but make sure that along the way, you sneak your unique value proposition (UVP) in to set you apart and make the prospect see why you’re the best choice. 

Tip #4 – Create a convincing close 

Almost as important as your introduction, or perhaps even more so to some, is your close. You need to have a convincing way to wrap up the conversation and encourage the next steps, whatever those may be. Ask for feedback, offer opportunities for follow-up (not a generic “can we follow up later?”), and drive the key points home so that nothing is left to guesswork. 

Even if you get a negative response, you should always end calls professionally and respectfully. For this reason, it’s helpful to create closing scripts that include negative responses so that your team can be prepared. You’re not going to win every call, after all, so reps should know how to proceed in every possible situation. 

Tip #5 – Test, tweak, and try again 

Not every script is going to be a winner, and that’s fine. One of the best ways that you can keep tabs on which of your scripts are working is to test them and see how they perform in practice. Call recording and coaching sessions can help with this and will give you opportunities to find ways to improve your scripts so they are more effective moving forward. 

Tip #6 – Outsource the work instead

As mentioned above, there’s always the option to let someone else handle the outbound calls. When you partner with the virtual receptionists at Smith.ai, you get a dedicated team to handle your outreach campaigns, along with support for lead intake, appointment scheduling, and a 24/7 answering service to catch all those inbound calls, too. 

To learn more, schedule a consultation or reach out to hello@smith.ai. 

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