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Script Reading vs. Open Conversation

Here is an age old topic telemarketing companies struggle with and how they go about their business.

Are you using script reading sales-types, or professional-level executive callers? In today’s day and age, 99% of executives notice and will spot out the difference. What kind of telemarketing do YOU want to represent your company?

Think about it for yourself just a moment here. When the phone rings and you don’t immediately identify that number on your caller ID screen you generally will think to yourself ‘Who is that calling?’ .. ‘Is it a SALES call?’ .. Your mind is already preparing itself to be pitched and you pick up the phone with your standard greeting only to be hit with.


scripted telemarketing

“Hello, My name is XXX and I’m calling on behalf of company YYY. We have a very special offering right now and would love for you to be a part of it. The ZZZ product is 50% better than …….”

WAIT WAIT WAIT JUST A SECOND HERE! Do these people ever come up for air? I’ve had phone calls like this where I’m keeping them on speakerphone just to time how long they will talk before taking a breath and letting me speak on the other end. Guess what? I ALWAYS SAY NO. I’m not going to give information to a telemarketer approaching me this way. It says nothing to me about them bringing a value-add to what we all know they are just trying to sell me.

Executive-level callers make an enormous difference in getting results. They call to have a conversation and not just to pitch you on an item. You might not be a fit for the product/service, or  host of other reasons that right now may not be an optimal time. That telemarketer? They hang up <click> and the auto-dialer takes them to their next inevitable rejection. Executive-level calls stay on the line, and converse. That’s what true telemarketing means to us at OMAI USA. It’s about hang meaningful conversations that drive your brand to more revenue, larger market share, and our nuanced approach has proven itself for going on 20 years now.

I could not tell you how many times one of our associates did not get a lead from a call attempt on the spot, but it turned into a referral for another company they know needs the solution, future business because they appreciated the tactful approach, or re-direction to the proper people internally that no bought list could have provided.

That’s the difference between a professional in marketing and telemarketing.

The word telemarketer has been watered down over the past decade with technology. Companies can set up call centers faster and cheaper than ever before and it shows in the final product, their outbound calls. No longer to people think of telemarketers as sales men and women building contacts. It has unfortunately become this nasty phone creature looking to bother you, read you a terrible script, waste your time, and ultimately try to get your personal information. We’ve been fighting that battle for 20 years now with tremendous results.

One of the big misconceptions people get with telemarketing and professional-level telemarketing is the goal. Do you want to contact 1000 people are just blurt out a 1 line message and more on? Then that call center is best for you. Chances are you’re going to get zero business out of it and waste everyones time. You don’t react to those calls right? Why on earth would your target audience. In professional-level telemarketing the goal is to have successful interactions with decision-makers. 1000 calls is never going to happen on the same size/budget campaign as the call center people, it’s just not realistic. Getting a list back of 1000 calls where 95% of them were little more than “call attempt” is useless. On the other hand getting a list back of 200 calls where 60-100 of them had conversations with people of influence in the companies reached? Golden. That’s true market intel that will benefit your company and internal sales staff. It’s also the biggest difference in our marketing approach compared to the call centers.

We measure success by building intelligent connections for your company that can be leveraged today, tomorrow, and in the future. High quality, expertly trained, executive-level callers who are having true dialogues with a target audience that matters and understands your value prop. It’s what OMAI USA has done for 20 years and will continue to do over the next 20. Building brands, building business.

Steve Lichtman

Steve Lichtman

Steven Lichtman is our marketing expert and had spent the last 15+ years as the Director of Sales and Marketing for a New York based marketing firm . Steve is a creative thinker who uses traditional design methods along with cutting-edge technology to create powerful designs. His fine arts background includes painting, installation art, and puppetry / mascot design.