Telemarketing 101 – Structuring A Call That Actually Works

“Just be yourself” is terrible advice without a structure

If you’re new to telesales, you’ve probably been told two conflicting things.

“Follow the script.”

“Just be yourself.”

The truth sits between the two.

You need a structure so you don’t wander. You also need freedom to sound like a human being. That balance is exactly what the beginner course covers under “Telemarketing 101.”

The simple call structure that stops you freezing

At a basic level, most effective outbound calls follow a pattern:

1. Prepare – know who you’re calling and why

2. Open – introduce yourself and your reason, clearly and calmly

3. Explore – ask questions to understand their situation

4. Position – share how you help, using what you’ve heard

5. Close – agree a clear next step

6. Follow up – confirm and keep your promises

The beginner course breaks this down in detail. You practise openings. You learn phrases to get past the gate opener without sounding robotic. You role-play handling the first few objections that usually appear. And you write down examples that fit your product or service.

Getting past the gate opener without tricks

Gate openers – receptionists, assistants, switchboard operators – are not your enemy. They’re doing their job.

Instead of trying to “get around” them, the Academy teaches you to work with them.

You learn to:

• State your name and company clearly

• Be honest about why you’re calling

• Ask for the right person in a calm, confident tone

• Handle screening questions without sounding flustered

When you sound trustworthy and prepared, gate openers are more likely to help. You stop playing games. You start building relationships.

Questioning: where the real selling happens

Many new salespeople jump into a pitch too quickly. They talk about features before they understand the problem.

The beginner course focuses heavily on “understanding your prospect’s needs and effective questioning.”.

That includes:

• Open questions to explore current suppliers, challenges and priorities

• Probing questions to get detail when something matters

• Checking questions to confirm you’ve understood

Good questioning also supports you later. When objections appear, you can refer back to what they told you earlier, instead of guessing.

Pitching without sounding like a script

Once you’ve listened, you earn the right to talk.

At that point, a “pitch” is simply you explaining how you help, in language that reflects what they’ve told you. The Academy helps you build simple outlines that:

• Link directly to their problem

• Use clear, concrete language

• Avoid jargon

• Lead naturally towards a next step

You write and refine these during the course, so you go back to work with usable phrasing.

Closing and follow-up: where deals actually move

Closing is not one dramatic sentence at the end of a call. It is a series of small agreements.

In “Telemarketing 101,” you learn ways to:

• Summarise what you’ve discussed

• Check if they see value

• Suggest a realistic next step – a demo, a meeting, a quote

• Agree how and when you’ll follow up

You also cover best practice for post-call follow-up. That includes sending clear emails, logging notes and setting reminders. Consistent follow-up is one of the biggest differences between average and strong performers.

Where this series goes next

Now you’ve got a basic call structure, the next step is to sharpen how you listen and build rapport.

In the next blog, we look at active listening and rapport-building – topics at the heart of the intermediate “From Good to Great” course at the Academy. To see current “Telemarketing 101” dates, visit the sales training page

FAQs: Telemarketing basics

1. How long should a typical telesales call last?

There’s no fixed rule. Discovery calls often last five to fifteen minutes. The key is whether you reach a clear next step, not the exact duration.

2. Is it better to read a script or improvise?

Use a framework, not a word-for-word script. Have key points and questions written down, then adapt to the person you’re speaking to.

3. How many times should I follow up after the first call?

That depends on your sales cycle, but most teams under-follow up. Training helps you plan a follow-up sequence that respects time while keeping momentum.

4. What if I feel nervous before every call?

Nerves are normal. With structure, practice and simple pre-call routines, anxiety reduces. Training accelerates that process.

5. Do telemarketing skills transfer to in-person selling?

Yes. The same structure – open, explore, position, close, follow up – applies in meetings, video calls and emails.