As long as companies have been using the telephone to marketing their businesses or increase sales, there has been a debate running as to whether it is best to use a script or not. This applies to both Business to Business (B2B) and Business to Consumer (B2C) telemarketing or telesales campaigns. There are advantages and disadvantages to both methods:

Using a telesales script - advantages:

        Consistent marketing message

        Shorter training times

        Legal compliance

        Consistent information collection

Using a telesales script - disadvantages:

        Can sound stilted or robot like

        No freedom for sales person to express their personality

        Prevents conversational style

        Cannot deal with unexpected responses

The ideal situation combines the positive aspects of using a telemarketing script but still allows skilled sales people the freedom to make a sales pitch in their own way. Rather than a strict script, a call outline should include:

        A strong introduction, which generally is read as written. You only have seconds to capture attention, and a tested and well written introductory script gives the best chance to continue the conversation

        Starting a conversation by asking questions and listening to the answers

        Using a written list of (Frequently Asked Questions) FAQ's or prompts to answer queries, and highlight the unique selling points (USP's) that are relevant to that individual

        A script that gives a strong close, or a choice of closes, depending on the conversation. Having this written down as a script reminds the telemarketer to ask for the outcome the want - a sale, appointment, agreement for further action or similar

The combination of written scripts, written FAQ's, written USPs and a strong close where you ask for the outcome allows even inexperienced telemarketers to make the most of every call.

 Source: Jon Elder link