Behind many well-attended seminars and webinars in Singapore is the careful work of a skilled telemarketer. Across APAC, telemarketing is still a strong and reliable way to boost event attendance and generate quality B2B leads.
Professionals in this role often rely on structured cold calling scripts to guide conversations and ensure consistent delivery. With monthly salaries ranging from SGD 2,300 to SGD 3,200, telemarketing is best for individuals who can communicate clearly and build rapport easily.
While the terms are often confused, telemarketing and cold calling involve different approaches. Knowing how they differ allows for more targeted outreach.
Cold calling refers to contacting potential customers with no previous interaction or engagement. Since it often relies on generic lists, the results vary, and the average success rate is just around 2.3%.
Unlike cold calling, telemarketing is about building trust and staying connected. It involves reaching out to warm leads, past participants, or individuals who have shown interest. When done well, it can lead to conversion rates of 2% to 10%.
In this blog, we’ll dive into what makes an event telemarketing script truly effective.
Looking to boost event attendance without making the calls yourself?
Telemarketing vs. Cold Calling
Here’s a quick side-by-side comparison to make the distinction clear:
| Telemarketing | Cold Calling | |
| Nature of Contact | Pre-qualified or inbound responses | Unsolicited outreach |
| Goal | Long-term relationship building | Immediate interest or lead capture |
| Lead Source | CRM data, inbound inquiries, and previous clients | Purchased lists, directories |
| Script Style | Tailored and dynamic | Generic or semi-personalized |
| Follow-up Strategy | Structured and consistent | Rare or minimal |
| Success Rate | Higher with trust and rapport | Lower |
How It Works for Events
Telemarketing supports your event at every stage of the promotion cycle. Here’s how each step works:
1. Initial Invitation Calls
Reach out to qualified contacts with a personal phone call. Introduce the event, highlight key details, and gauge interest. This direct approach builds trust early and encourages faster sign-ups.
2. Follow-Up After Email Invites
After sending your email invites, follow up with a call. Confirm that the recipient saw the email, answer questions, and help them complete their registration. This keeps your event top of mind.
3. Reminder Calls Before the Event
Call registered attendees a few days before the event to confirm their attendance. Share last-minute information like venue directions, access links, or materials. These reminders reduce no-shows and improve turnout.
4. Post-Event Feedback Calls
After the event, call attendees and no-shows to gather feedback. Ask what they liked, what could be better, and if they’d be interested in future events. Use these insights to refine your next program.
5. Lead Nurturing Follow-Ups
Call interested attendees after the event to continue the conversation. This is the perfect time to explore their needs, offer next steps, and turn engagement into qualified sales opportunities.
Telemarketing works best with a clear plan. It helps bring in more attendees and get more value from your efforts.
Discover more strategies to attract attendees to events
Script Essentials
A solid script makes a big difference in event telemarketing. It helps callers stay on point, explain details clearly, and speak with ease. A good script makes event promotion easier. It helps the caller speak easily, explain things clearly, and ask the listener to join in a relaxed way.
Below are the key parts of an effective event telemarketing script:
1. The Opening
The opening sets the tone for the entire call. This is where you briefly introduce yourself, mention your company, and clearly state the reason for your call. Whether you’re speaking to a gatekeeper or the decision-maker, the tone should be professional, polite, and engaging.
Example (for gatekeeper):
“Good morning/afternoon, my name is [Your Name], and I’m calling from Callbox. May I speak with [Target Contact’s Name], the [Job Title], about [Event Title], please?
Goal: Make a strong first impression and earn permission to continue the conversation.
2. The Body
Once you’ve reached the right contact, it’s time to deliver the event details. Be direct and avoid unnecessary details. Focus on what’s most relevant to the person you’re speaking with, and adapt based on their responses.
At this point, you can check if they got the event invite, answer any questions, and help them sign up.
Example 1 – Checking email invite:
“Good morning/afternoon, may I ask if you’ve received our invitation to the upcoming [Event Name]?”
- If Yes: “Great! Would you like me to assist with registration or provide more details?”
- If No: “Thanks. May I confirm your email address so I can resend the invite right away?”
Example 2 – Checking registration status:
“Have you already registered for the event?”
- If Yes: “Thanks for registering. May I confirm your details just to make sure everything’s accurate?”
- If No: I can help you complete the registration now if that works for you.
Tip: If they mention interested colleagues, offer to send them an invite and ask for their contact info.
3. The Closing
The close should be polite, professional, and confirm all the key event information. Thank the prospect for their time and let them know the next steps.
Example Closing:
“Mr./Ms. [Name], your registration for [Event Name] on [Date] at [Venue or Online Platform] is confirmed. Guest registration begins at 8:00 AM. Thank you for your time, and we look forward to having you at the event.”
A strong script is more than just words on a page. It guides the conversation so you can share information, keep interest, and get results. In the next section, we’ll share tips to make your script even more effective.
Tips for a Strong Telemarketing Script
- Keep It Concise and Persuasive
A short, focused script helps grab attention quickly. Don’t overwhelm your prospect, provide just enough value to spark interest, and keep the conversation going.
- Use Active Language to Inspire Action
Active language creates a sense of urgency and encourages action. Simple, action-focused language like “You’ll gain access to…” can lead to quicker decisions and responses.
- Adapt Based on Feedback for Better Results
Great telemarketers don’t stick strictly to the script, they listen and adjust as they go. This builds trust and keeps prospects engaged. Regularly refine scripts based on real feedback to improve results.
Focus on planning your event while we handle the calls and marketing.
Why It Matters
Scripts sometimes get a bad reputation, but when used correctly, they help you connect better with prospects. A well-crafted script not only ensures consistent messaging but also drives efficiency, professionalism, and conversion rates.
Here’s why scripting still matters:
- Consistency across the board. Scripts ensure every call reflects your brand’s voice, values, and objectives—no matter who’s on the line.
- Better conversations result in better marketing leads. A strong script keeps the conversation focused, helping reps qualify leads quickly and move them toward the next step.
- Prepared responses build trust. Knowing how to handle common objections builds credibility and helps overcome hesitation during the call.
- Optimised and targeted outreach. With a structured flow, your team can avoid distractions, stay efficient, and boost productivity across campaigns.
- Designed to evolve with your goals. Scripts are flexible tools. You can update them as your message changes without slowing down your work.
With the proper structure, scripts provide conversations with direction, enabling your team to communicate with purpose and impact.
Check out how Branding Consultancy Grows in Southeast Asia with Event Attendees and New Prospects with Callbox Event Marketing Service.
Conclusion
A strong telemarketing script is essential for successful event programs. It provides structure, keeps messaging consistent, and helps your team guide prospects through each step with confidence.
In event marketing, where every call is a chance to connect, a well-prepared script helps create meaningful interactions and strengthen your B2B lead generation. It keeps the message consistent, the delivery professional, and the process smooth for both the caller and the prospect. With the right script, your team can focus on connecting with people and inviting them to join something worthwhile.
To increase sales leads, consider partnering with a trusted telemarketing and cold calling agencies that offer marketing tips, offer event marketing services, insightful sales strategies, and effective telesales scripts. The right partner can help you reach your target audience, increase engagement, and drive better results across your programs.
