How important is a telemarketing script?…they are good for actors in the movies, but how important in a call center? Customers are looking for specific solutions in products and services that they purchase, so ready-made scripts may be unhelpful when catering to the needs of customers.

For example, the UK based Lloyds Trustee Savings Bank stopped using scripts after 90 percent of its clients complained about their use. Its staff performs best not by learning scripts or sales techniques’ but by just being natural, open, honest and friendly. But John Price, managing director of Price Direct feels that scripts have an important role to play in outbound calls used to solicit customers.

Some feel that call center staff are more intent on following the script rather than listening to what they are saying. But, scripts are valuable when it comes to following the specifics and details of the product or service, according to Kevin Norton, account manager at the UK-based business marketing, data management and analytical services provider LBM.

Training your staff to stick to the script while still being conversational is the key.  Skilled staff should have the expertise to use the script as a tool to explain the company’s selling points, and also be flexible enough to deviate from it when the need arises.