Picture this... You send out an email blast to your pipeline in your CRM, whether you use SalesForce, HubSpot, InfusionSoft or whatever else you might be using. You send it out to 500 people. If you sent out a good email, you would include follow up steps or "next steps" as indicated in your CRM software. It may look something like this.
I'll follow up with a phone call this afternoon to see if you have any questionsLet's say you get one of your prospective clients on the phone. "Hello this is Bob." You would normally follow up with, "Hi Bob, this is [Your Name] from [Your Company]. I sent you an email earlier today. Did you have time to discuss it?"
Does that sound familiar?
SUCCESS #1: Made phone call
I'm going to commend you on making that first phone call, as 48% of salespeople don't make that phone call. 48%, that's 52% of your sales force that actually takes the initiative to make that phone call. That's scary!
CHALLENGE #1: Made Contact
Now that you made contact, now what? Let's see what happens when Bob answers, "Hello this is Bob." "Hi, Bob, this is [Your Name] from [Your Company]. I sent you an email earlier today. Did you have time to discuss it?" What happens when Bob says, "No. I didn't have time to read it. What are you selling?"
This is a trap! Don't take the bait. 83% of sales people jump into their presentation which they have rehearsed over and over, and over and over, and over and over. What did you do? You jumped into sell, sell, sell. You never once asked what the prospect was looking for, what his business challenges were, and what he plans to do with his business in the next 3 to 5 years.
MY RECOMMENDATION: Discovery
This isn't anything new, innovative or inspirational. You need to ask Bob the questions to find out about his business. I always recommend starting with the 5 W's. It's really simple. "Okay, Bob. I can go into deep detail about our solution and how we have solved our client's challenges but I need to first make sure it is something that is of value to you. Would you agree that I need to understand your business in order to make recommendations?"
SCRIPT EXAMPLE: Explain and State Intent
"Let's grab 20 minutes and sit down to discuss your business, what you're trying to accomplish, why those goals are important to you, who you're currently using, where you see us fitting into your long-term growth and when you would like to engage in business with us. My intent is to earn your business and we only want to work with businesses that have serious long-term goals of increasing sales. Does that sound fair enough?
OBJECTIVE: NO, I don't have time
Bob, I understand you don't have time today. What time works better for you; this evening or tomorrow morning? I only need 20 minutes to determine if this is something that is of value to you and I cannot help you determine that unless I align your goals with our solutions. Does that make sense? This evening or tomorrow morning?
OBJECTIVE: Yes, let's sit down.
Bob. Perfect. Does this evening or tomorrow morning work better for you? Perfect. Do me a favor, write down my name, [Your Name], and next to it write [Your Objective: Ex: 23% increase in sales]. That's what this 20 minutes is going to be worth to you.
That's an example of a successful cold call. You need to remove the fear of closing the guy on the first contact. In fact, only 2% of all sales calls, office visits or email transmissions close on the first contact. If you make 100 calls, only 1x, you'll only close 2 sales.
I hope this was helpful.
Your Friend & Consultant
Optimize Business Solutions
Curtis DeCora is the Chief Executive Officer with Optimize Business Solutions and also a Senior Account Executive with Integra Business. The experience and expertise is backed by 8 years of B2B sales, starting 44 small businesses, and helping clients save an average of $9,381/year.