Open More Doors With A Framework for Opening Your Sales Call
When opening a sales call over the phone, using a script will give you direction, provide your call with structure, and ultimately open more doors for you.
However, most sales reps use the script as a crutch, reading it like a nervous speaker reading their PowerPoint slides while delivering a presentation.
A script gives you an outline of your opening process when making a sales call . But to make it your own, you need to maintain flexibility and awareness so you can respond appropriately to your prospects and earn their trust.
Here’s a suggestion: trade the traditional script for an outline of your opening process. You’ll have a better chance of engaging your prospects when you open a sales call over the phone.
Here’s a general process that you can follow. But remember to be flexible and adapt it to fit your individual situation.
Open your sales call by getting their attention.
Sometimes, simply using your prospect’s name is enough. Most sales reps, when they open a call, talk about themselves, their company or their product before they create the interest. Be different. Use your client’s name to get their attention.
Show your prospect that they are important to you.
Share what you know about them by verifying their title. Or compliment them on something that they have achieved. You can even make a statement about their industry that they may not know. But all cases, find a way to tactfully display your knowledge of their issues, just like Jessica when she called a busy HR professional. It shows that you consider them, and the relationship, important.
Ask a question bearing on time.
People are busy. The odds are high that an unexpected call will catch someone in the middle of some other activity. So, ask them if they have a moment to talk. Now, if you left a previous message stating that you were going to call at the designated time and they were expecting your call, ask them how much time they have set aside to talk. Your prospect will appreciate the fact that you cared enough to ask.
Tell them why you called.
This is the general benefit that you supply to their industry. Remember, you can’t make a claim about their specific situation until you can perform a diagnostic session with them. However, you can state some of the benefits that you have supplied other clients in their industry. If you have examples or testimonials, this would be a good time to roll them out.
Don’t make promises.
Tell them you don’t know if their company can attain the same results that you delivered to your previous clients. But also tell them that further analysis is needed. When I had my inside sales team, I remember coaching one member on this very topic. He was just out of college and he needed to realize that he was telling a business owner with 25 years of experience how to improve his business. I can appreciate the swagger. But at some point you have to stand back and recognize your bluster. Avoid promises and exaggerated claims. Stick to what what you’ve done for other clients and tease them with the possibility of doing the same for them.
Run your trial close.
Ask them if they have time for additional questions or are open to a face-to-face meeting.
Remember, this is a general process for opening a sales call and advancing your prospect through your sales process.
Also, remember that no two people are alike. Adapt the process to your individual prospect’s needs and expectations. Stay aware of what your prospect is saying and doing to fully leverage the power of this process.
Flexibility and awareness are key. With these, you will be able to make adjustments as you move the sale forward and you will have a better chance of moving more prospects into your sales pipeline.