Monthly Archives: September 2014

Incorporate a Bidirectional Lead Gen Strategy

It’s common for businesses today to possess just one process for lead gen at any given time. Perhaps you’re more focused on cold calling, direct mail or search engine optimization. Sure, it’s a good thing to be working toward a singular strategy for lead generation (at least you’re doing something!) but you can be even more effective when you employ a bidirectional strategy to boost results.

A bidirectional lead generation strategy is one that drives improvements with both outbound and inbound leads. Outbound strategies include activities that actively reach out to prospects in an effort to generate leads, while inbound strategies involve getting prospects to come to you.
Outbound Lead Generation

Here are some examples of how to proactively contact prospects to pique interest and therefore develop leads:

  • Cold calling: Cold calling is perhaps the most well known and commonly used form of lead gen. This is when a sales person contacts a list of prospects over the phone using a predetermined script to schedule a meeting or appointment.
  • Cold walking: Similar to cold calling, this approach is when a sales person engages a prospect face-to-face, such as within an office setting. This type of lead generation technique is not used as much as it should be.
  • Email marketing: This strategy relies on mass emails to prospects for the purpose of staying in touch and generating leads. This approach is gaining momentum in terms of being a highly cost effective method of outbound lead gen. However, the response rate tends to be quite low.
  • Direct mail: This traditional form of marketing involves sending snail mail to prospects through the U.S. Postal Service, which is a more costly approach than email with about the same response rate.

 

Inbound Lead Generation

Inbound lead generation activities involve creating systems and information that drive prospects to you. The two methods to achieving this are:

  • Search engine optimization (SEO): SEO helps improve the content of your website to make it easier for search engines to find you and thus send traffic to your site on a consistent basis. You’ll have to make the investment in time and money, but you can succeed in drawing in prospects and establishing an inbound channel in terms of lead gen. When done right, this approach can bring you excellent results.
  • Social Media: Social media, a collection of varying web-based and mobile applications, promote networking and communications between you and your prospects. These resources are certainly great for outbound lead gen activities, but they can also be used to encourage inbound traffic. Why? They are an ideal way to connect and share information online with potential clients.

Through the creation of a bidirectional strategy, we can diversify our lead generation approach to boost overall results and cut down on risk.

 

Contact HexaGroup for help with creating a bidirectional lead gen strategy for your business.

Michael Halper

Michael Halper, founder and CEO of SalesScripter and author of “The Cold Calling Equation – PROBLEM SOLVED, is an expert on how to penetrate new accounts, get meetings with executives, and generate leads. His mastery of this area began while working in hunting roles selling technology products to large corporations and took it to the next level while building and managing an inside sales call center.

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Decreasing Costs with Sales Outsourcing

In the course of fine tuning your sales strategy, you may evaluate whether sales outsourcing should be part of mix of tools and resources. There are advantages and disadvantages to this approach, of course, but one of the big benefits is that you can cut down on costs when you outsource sales. It is a very safe estimation that you will improve the company bottom line by transferring some sales department responsibilities to a third party and here are three factors that can influence that.

IT Costs
One of the initial things you may do when hiring a sales person is to gather all the necessary IT equipment and systems required. This could include a PC, desk phone, mobile phone, tablet device, etc.When you outsource sales, you eliminate the necessity for providing this equipment.

In addition to the actual equipment, you must also consider the software, services and IT support involved, which can also drive up the overhead cost for an internal sales resource. The a typical sales person in today’s world, they will need plenty of software, as well as internet and mobile phone service plans, access to help desk support, and more. Using an outsourcing provider can nix these costs as well.

Workspace
Workspace related overhead is another component that can boost costs for your organization, but the good news is you can decrease these expenses as well through sales outsourcing. Every employee needs a dedicated workspace of some kind.

If working in a formal setting, this may end up incurring costs for real estate, office furniture and office supplies. By giving sales responsibilities to an outsourced service provider, you can easily avoid all of these costly workspace overhead expenses.

Management
When you outsource sales, you will also outsource the management of frontline sales resources and this is another cost and one that is often easily overlooked. The outsourcing company can handle all the minutiae of day-to-day management of sales resources, leading to a decrease in the amount of time and cost it takes to provide a layer of management over frontline selling resources.

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Training and Recruitment
You can always count on some level of sales staff turnover. It’s simply the nature of the business. As such, you’ll spend significant time and resources on recruiting new hires and then training those new employees on the sales processes you employ.

When you let an outsourcer tackle these time-consuming sales activities, you can cut down on the amount of time and hassle this involves for you, as well as cut costs for the bottom line.

Healthcare
When you employ full-time sales people, you have to pay them benefits and healthcare. This can get pretty costly, especially since the price of healthcare is skyrocketing. When adding this to your sales team’s regular salary and commission, these costs can become astronomical. When you choose to outsource, however, you are essentially hiring another organization to do the work and you are no longer responsible for this cost. This is a good way to boost your overall cost structure.

Let ProSales Connection help you with sales outsourcing so you can cut down on unnecessary costs.

Michael Halper

Michael Halper, founder and CEO of SalesScripter and author of “The Cold Calling Equation – PROBLEM SOLVED, is an expert on how to penetrate new accounts, get meetings with executives, and generate leads. His mastery of this area began while working in hunting roles selling technology products to large corporations and took it to the next level while building and managing an inside sales call center.

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Sales Success with CRM Software as a Sales Coaching Device

The competence of your sales staff directly contributes to the success of your organization. As such, even the most well-thought-out strategies won’t work if your sales team can’t follow through in the best way they can. One problem you may be experiencing is a lack of sales coaching, which is what happens when salespeople do something vastly different than what they’re taught by their sales manager — who incidentally, is often a superior seller. However, this doesn’t automatically mean that they’re great at coaching a team. In addition, you are best off putting your most successful seller out in the field. This is where CRM software comes in to help gel the relationship between sales managers and salespeople.

Critical Teamwork

Thanks to CRM software, a new approach to sales coaching has arrived on the block, taking the “me” out of the process and adding back in the “team.” This is a good thing, as too many companies these days actually encourage competition within a sales team, which ultimately does nothing to hone essential sales skills that lead to whole-team success. With CRM software, all information pertaining to customers is kept in one place, where the sales team can look back at any customer conversation or transaction at any time. What this does is fosters an environment where people are encouraged to share. This also makes it easy for sales managers to hold team meetings in order to go over the quality of information that has been entered into the database, essentially focusing on the information at hand rather than on what individuals have contributed.

Equal Time for Equal Effort

Historically, sales coaching has focused on giving more training and attention to the worst salespeople rather than the best, with the mentality that the ones who need the most help should receive it to improve. This also in effect rewards the top sales team member for being the best. However, it has been proven time and again that this type of approach doesn’t garner results. For the highest level of effectiveness, all sales people should undergo equal amounts of training. Luckily, CRM software helps to streamline that process.

You can achieve this by designing a standardized template for collecting customer data, which ensures a level playing field for all your associates. This allows the sales manager to redirect their efforts of achieving success for the team as a whole. This makes it easy for everyone involved to get a snapshot of what is going on at any given time by viewing the dashboard, in effect forcing everyone to be invested in all aspects of the teamwork. Sales managers can ask for feedback from the team during meetings so that everyone’s on the same page.

Use CRM software as an ideal sales coaching device where you can tap into a centralized source of data to effectively train all team members.

Craig Klein

Craig Klein is CEO and Founder of SalesNexus.com, a leading web based customer Craig-Headshot1relationship management (CRM) and email marketing solution for sales teams. Craig’s passion is helping businesses grow. He believes that when businesses grow, employees, customers and families lives improve and communities thrive. Craig’s the author of “Grow Sales with Emails” and several other popular e-books. He is a contributor to Small Business Today Magazine and has appeared as a featured speaker at the Digital Marketer’s Email World 2013, the TEANA 2012 Conference and many other exhibitions and conferences. Read more from Craig here. Connect with Craig – @craigklein or on LinkedIn.

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How to Find Pain with a Cold Call Script

When you create your cold call script specifically geared to finding out what the pain and challenges are for each prospect, you can vastly improve how you generate leads. However, it’s tough to uncover that pain in just one quick cold call. Take advantage of every second you have on the phone to reveal paint points. Check out these tips to improve your approach.

Use pre-qualifying questions to determine pain
It’s a good idea to come up with a short list of pre-qualifying questions you can ask to find out if there is a match and if there is even a point to chatting further. Determining the level of fit means your questions should connect back to the pain you wish to address. Apply the following situation to your cold call script, in regards to resolving errors that are happening with supplier-submitted orders.

How often do you find errors coming up with the orders you are submitting to vendors?

The bottom line is, if your prospect doesn’t currently experience pain that your services or products can assist with, there’s really no point in carrying on the conversation and wasting everyone’s time. They likely won’t buy anything from you because they don’t inherently need what you’re selling. Listing the pain points you intend to address when developing your script means you can create a question for each point to determine pain.

Sharing examples

What often ends up happening is that the prospect won’t share any pain with you after you’ve gone through your pre-qualifying questions. But don’t fret, as there is another method to use. Why not share some examples of pain that other customers have experienced and see if those examples resonate with your prospect?

This is what you can say within your cold call script:

I understand. Well, many of the operations managers I’ve talked to say there are lots of errors within orders due to the time consuming nature of reviewing them and the inability to efficiently order the correct amount of materials. Can you relate to that?

When you approach the situation this way, you are giving them examples and encouraging them to outright agree with you or at least acknowledge that they happen. You may get any number of answers, all of which originate from a simple yes or no. Got anything close to a positive response? Go with it right away and ask more specifics. Find out all you can about their specific situation and what pain they experience on a daily basis. By capitalizing on that immediately, you’re increasing your chance of building rapport.

Let the experts at SalesScripter help you come up with a killer cold call script that reveals a prospect’s pain and promises results.


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Michael Halper

Michael Halper, founder and CEO of SalesScripter and author of “The Cold Calling Equation – PROBLEM SOLVED, is an expert on how to penetrate new accounts, get meetings with executives, and generate leads. His mastery of this area began while working in hunting roles selling technology products to large corporations and took it to the next level while building and managing an inside sales call center.

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There’s No “I” in Team: The Big Benefit of CRM Software

Sales is akin to sports. Although traditionally viewed as an individual approach, sales teams feel like they must compete against each other, much like sports teams do, by focusing on what they can do individually rather than what they can all do together. CRM software brings that teamwork mentality back, providing a centralized area that breeds effective communication. As we all know, this is a crucial component to the success of any collaborative effort. Because buyers are changing, the sales process is taking longer. Why? Buyers want to feel like they are involved in the process and that they are fully knowledgeable about it before making the leap to purchase. Translation: sales teams must go with the flow and evolve in order to stay in tune with the buyer.

Nix the Lone Wolf Mentality

It’s no longer effective for each member of a sales team to have that lone wolf approach. In fact, it’s well known that sales tend to increase when colleagues forget about the intense competition and instead work together. An easy way to facilitate that is through CRM software, which helps teams share data about the customers they’re tracking. Sales staff should be keeping vast data on customer profiles, along with contacts with customers and what was exchanged. With this approach, team members know exactly where to start on the next exchange — there’s no guesswork. It helps if you look at your sales process like the sport of baseball. There’s no need for everyone to get that home run, right? In fact, this is unreasonable. Each member of a team brings something valuable to the game, whether that’s fielding, hitting or running. Play on those individual strengths to make the team stronger as a result.

Redefining the Sales Manager Role

With CRM software, the job of a sales manager becomes more involved in the overall process. It’s no longer acceptable for this person to stand back and observe each individual’s contribution. Rather, the sales manager should act as a coach, developing a solid team taking into account everyone’s pluses and minuses. This manager should be able to encourage brainstorming within the team to boost sales and use the information shared to move forward when facing a dilemma. Team members can use CRM software to track progress and make the overall experience more pleasant.

Morale of the Team

CRM software changes the temperature of the business in that you are accountable for every action you take, bringing collaboration to a whole new level. This leads to boosts in team morale, and we all know a pleasant work environment is a productive one. When there is no organization, miscommunication can result. With CRM software, though, each move within the organization is tracked, leading to streamlined information that’s easily found all in one spot. As a result, the chances for miscommunication are drastically reduced.

A positive sales team that communicates and collaborates with each other is the key to a well-oiled business, and CRM software is the catalyst for this.

Craig Klein

Craig Klein is CEO and Founder of SalesNexus.com, a leading web based customer Craig-Headshot1relationship management (CRM) and email marketing solution for sales teams. Craig’s passion is helping businesses grow. He believes that when businesses grow, employees, customers and families lives improve and communities thrive. Craig’s the author of “Grow Sales with Emails” and several other popular e-books. He is a contributor to Small Business Today Magazine and has appeared as a featured speaker at the Digital Marketer’s Email World 2013, the TEANA 2012 Conference and many other exhibitions and conferences. Read more from Craig here. Connect with Craig – @craigklein or on LinkedIn.

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How to Defuse Someone’s Guard with a Cold Call Script

When you cold call your prospects, it stands to reason they will be guarded in their initial reaction. However, you can break through this wall with some small yet powerful objectives within your cold call script to diffuse any guardedness you may feel on the other end of the line.

Sound like a real person

This is to say: don’t come off like a sales person. Your prospect deals with people like you every day. Stand apart from the rest and just sound like a regular Joe. Running right into your sales pitch will increase their guard — a way of protecting themselves from a situation in which they are being asked to buy something.

Don’t talk about your product right away
One way you can achieve this is to forget about launching into the many benefits of your product and why it’s so great. Ditch the sales tactics at the start of the call, which may resemble this:

Hi, I’m with XYZ Corp and we are number one when it comes to calibrated injection systems.

Right about now, your prospect is thinking:

Great. I’m stuck talking to this guy who’s trying to get me to buy some kind of calibrated injection system that I don’t need right now. I’m so busy. How can I get off the phone??

Focus on value

Instead of touting the product you’re selling, try focusing on how it will help the prospect. You could try:

Hi there. The reason I’m calling is that our company helps manufacturers like you cut down on disruptions caused by system failures.

Changing your approach in this small way can really make an impression, as you avoid the triggers that cause guardedness and instead pique their curiosity.

Make sure they have the time to take your call

Always make sure your prospect is available to chat with you at that moment. This shows you respect and value their time and will only proceed with their explicit permission. This will buy you some more time — probably between two and five minutes. You’ll find that the prospect is more likely to open up to you than if you were to simply forge ahead with your sales call unsolicited.

How to ask the all-important question

Avoid this approach to your prospect when asking for permission:

Are you busy right now?

Particularly when calling for B2B purposes, always assume your prospect is busy. Everyone’s busy all the time. You’re setting yourself up for an answer to that question like:

Why yes, I am!

Make a tiny change in that approach and say something like this in your cold call script:

Did I catch you in the middle of anything?

This makes a better impact because not only does it confirm their availability, it also gives you a temperature reading on the state of their business at the moment. You’re showing them that yes, you know they’re busy, but you want to know if they’re engrossed in a project they can’t come away from. This also shows a level of casual friendliness that invites further chit chat.

Turn to SalesScripter to help you develop a powerful cold call script.


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Michael Halper

Michael Halper, founder and CEO of SalesScripter and author of “The Cold Calling Equation – PROBLEM SOLVED, is an expert on how to penetrate new accounts, get meetings with executives, and generate leads. His mastery of this area began while working in hunting roles selling technology products to large corporations and took it to the next level while building and managing an inside sales call center.

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5 Ways to Maximize the Effectiveness of Your CRM Software

Buying CRM software is just the tip of the Customer Relationship Management iceberg. You’ll need to conduct additional planning if you want to utilize this software to its optimum potential. We understand it can be difficult to accept change and learn about a whole new system, but it’s true that this type of software is supposed to provide an ease of use for relationship management within your company. Check out these five tips and tricks to explore the full benefits of the process.

CRM Tips and Tricks

Develop a roadmap. It’s crucial to put a plan into action prior to buying your CRM software, so you must know ahead of time what your plan is for software implementation as well as your long-term goals. Put it all on paper and brainstorm some actionable items for your CRM approach before implementing it.

Keep the whole team in the loop. If your CRM plan is to be successful, you’ll need to be fully committed, and this means all of your teammates, too. Train all employees in the use of the software and invite them to strategy discussions to keep everyone updated. Your team should understand that this process should eliminate unnecessary work for them over the long haul, with a goal to maximize communication through a central hub of activity where everyone knows all parts of the conversation taking place.

Track important information. It’s too easy to get overwhelmed in tracking the minutiae of customer information. Instead, track the most important information across the board with a standardized template within the software. To tap into the full potential of CRM software, you must track every communication you make with a potential customer so your team is always on the same page at all times.

Determine metrics for tracking on your dashboard. As the eyes and ears of your campaigns, the CRM dashboard helps you determine what works and what doesn’t. The metrics you select are highly dependent on the overall goal of each campaign. For instance, when it comes to lead generation campaigns, track the number of leads you receive and where they originated. Engagement metrics like click through rates are the focus of lead-nurturing campaigns.

Provide consistent updates. To keep track of sales growth, it’s essential that you update all customer information as it happens, noting each move your clients take throughout the sales lifecycle. Don’t forget about those prospects who eventually turned into customers and what they bought. Sales leads will also need to be tracked so your team can make the appropriate calls at the right time.

Implementation of CRM software may sound difficult at first but you will reap the benefits over the long run if you follow these tips and explore the advantages this process provides your company.

Craig Klein

Craig Klein is CEO and Founder of SalesNexus.com, a leading web based customer Craig-Headshot1relationship management (CRM) and email marketing solution for sales teams. Craig’s passion is helping businesses grow. He believes that when businesses grow, employees, customers and families lives improve and communities thrive. Craig’s the author of “Grow Sales with Emails” and several other popular e-books. He is a contributor to Small Business Today Magazine and has appeared as a featured speaker at the Digital Marketer’s Email World 2013, the TEANA 2012 Conference and many other exhibitions and conferences. Read more from Craig here. Connect with Craig – @craigklein or on LinkedIn.

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3 Reasons to Look Externally for Sales Coaching

It’s well known that sales coaching can have a positive effect on the results a sales team garners. However, you have two different options when it comes to delivering on that coaching need. Either the management team can offer one-on-one coaching sessions in-house, or it can look outside the organization to outsource a sales coach to work one-on-one with each sales person. You’ll see below why the latter could be an advantageous option for your company.

1. Open Communication

In order to have effective coaching, you must maintain an open line of communication between client and coach. If the sales person feels uncomfortable opening up to the coach, the results will not be as positive and the effectiveness of making improvements will diminish. This often happens when an internal manager and sales person are paired together for coaching, as the sales rep may not want to divulge all his vulnerabilities to that in-house manager.

When you provide external sales coaching, the lines of communication typically open up because there is no fear of retribution or competitive drive. It also helps that there’s usually a confidential agreement signed between coach and client to keep everyone honest and willing to open up freely.

2. Internal Exploration

More challenges exist when you have a sales manager providing sales coaching, as a sales manager and a sales person will usually share the same goals – generate more business, close more deals, etc. This share-goal element makes it difficult for the sales manager to be objective throughout the duration of the coaching session.

For example, it natural for a sales managers to often feel the need to correct the sales person when they are doing something wrong. And this desire can easily and frequently arise during a coaching session. But it’s important to hold back on the direction and instead let the sales person use self-reflection to learn what’s the best course of action. With the specter of the chain of command looming over their heads, this can be challenging when an internal manager is providing coaching.

3. Coaching Expertise

Most sales managers have several areas of knowledge they are proficient in, mostly due to many years of experience in managing sales teams. They also typically possess deep knowledge of the products, policies and processes of the company.

However, even though there knowledge and experience is likely impressive, it can be very possible that they may not have a lot of knowledge and experience in the field of sales coaching. Coaching is a skill and this may be one that might not have been taught or developed by the sales manager.

To perform powerful and productive coaching,  there can be elements of discovery, active listening, brainstorming, action planning, progress tracking, etc. This can be difficult for someone that has not deep knowledge about sales coaching. Even is a sales manager has been trained on coaching, they still might not get in enough practice in that area to become really effective in breaking into the minds of the people he or she is coaching.

Going External for a Sales Coach
When you look at those three factor, you can see how the utilization of an external sales coach can have some positive benefits. By having someone that is an expert in coaching with that being all they do, and having the ability to bring down the walls around a sales person and establish very powerful and productive discussions, you can create a coaching program that is better positioned for noticeable performance improvements.

Michael Halper

Michael Halper, founder and CEO of SalesScripter and author of “The Cold Calling Equation – PROBLEM SOLVED, is an expert on how to penetrate new accounts, get meetings with executives, and generate leads. His mastery of this area began while working in hunting roles selling technology products to large corporations and took it to the next level while building and managing an inside sales call center.

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Email Marketing: 8 Best Practices to Consider

Email marketing has gone through an evolution of sorts over the last 10 years, as evidenced by the strength it offers when it comes to your arsenal of marketing tools. Check out this recent survey by iContact that illustrates how much of the small business budget is spent on email. As such, email marketing stands head and shoulders above other forms of marketing thanks to its unique personalization of content that can be directed right to the inbox of the consumer. When you know how to craft compelling emails, you can make even more of an impact and ensure your email is not only opened but read as well. The downside is that email marketing is not always executed well and thus remains one of the most under-optimized marketing channels around. Ensure a max investment in your email marketing campaign by employing the use of these top eight email marketing best practices.

1. Make sure your content offers a value to the recipient.
To develop trust and make it known that you are at the forefront of subject matter expertise in your industry, you must make sure your email offers value. It’s simple, really: your customers are short on time — if you send them a sub-par email that does not address their needs, you risk them deleting your email the next time something from you pops up.

2. Keep the reader’s interest going.
You can achieve this through writing an email to your customers that encourages them to visit your website for further information. Email content is good, but if you can actually get readers to click on your site to learn more, you have a better chance of making the sale. Always remember: sales and marketing work together.

3. Conduct a review each month.
This is the time to take a look at your open and click-through data utilizing your findings to determine the areas in which you excel and areas in which you stand to improve.

4. Cool it with the calls to action.
Sure, you want to encourage your visitors to contact you for more information, but if you give them too many options, they may take their time in their decision making.

5. Be discriminating when adding recipients to your email base.
Send emails to those consumers who have already expressed interest in what you have to offer. Respect your consumers’ needs and never send them email when it’s not wanted.

6. Craft compelling subject lines.
That old saying “you never have a second chance to make a first impression” is never truer than in the development of subject lines. The subject line is the single most determining factor in whether the reader will open or simply delete the email, so make it count. Remember: iPhones will shorten messages automatically to 32 characters.

7. Create appealing content.
When creating content, be sure to customize it to your readers’ interests. To do this, compile their purchase history and previous inquiries to come up with content that makes them more likely to read what you have to say.

8. Limit the number of emails.
Sending too many emails will overwhelm your readers and turn them off, resulting in lots of deleted mail and a waste of time on both sides. However, if you don’t send enough, readers may move on to other companies for their needs. Find that delicate balance by testing frequencies and results.

You may think the reasons why email remains at the core of small business marketing are obvious, but perhaps you didn’t realize just how important this is. As a cost-effective resource, email marketing can bring in lots of positives for your business — provided you execute it well. Share your email marketing best practices with us now!

Craig Klein

Craig Klein is CEO and Founder of SalesNexus.com, a leading web based customer Craig-Headshot1relationship management (CRM) and email marketing solution for sales teams. Craig’s passion is helping businesses grow. He believes that when businesses grow, employees, customers and families lives improve and communities thrive. Craig’s the author of “Grow Sales with Emails” and several other popular e-books. He is a contributor to Small Business Today Magazine and has appeared as a featured speaker at the Digital Marketer’s Email World 2013, the TEANA 2012 Conference and many other exhibitions and conferences. Read more from Craig here. Connect with Craig – @craigklein or on LinkedIn.

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Components of Good Cold Call Scripts

Making good cold call scripts stand head and shoulders above the rest can be easy provided you know how to go about it.

Value Statement

Take a look at your value statement and then consider your cold call script. Is it included? Is there a statement that speaks to the value you offer? This only needs to be one sentence — enough to communicate your service. Because most call scripts contain an introduction statement, you may be tempted to include details about what your company sells or provides. Here are two examples:

“We sell software to help with your systems management.”
“We are number one in risk management consulting.”

While these statements say something about what you offer, these aren’t technically value statements because they don’t touch on the value you plan to deliver to the client. You need to explain briefly how your client’s processes will improve when they utilize your services.

When beginning cold call scripts with a specific value statement, you achieve a couple of key results. First off, because you’re not mentioning the product or service immediately, you’re reducing any guardedness your client may have. Second, you are generating a little mystery around your product, with the goal to pique the client’s interest and curiosity further.

Pre-Qualifying Questions

Oftentimes, when considering what to say when dialing the phone, you may wonder how you should describe the product so the prospect will want to buy it. This poses a challenge because you have a lot to impart but not a lot of time to do it — one or two minutes at the most. This is also a very selfish way of thinking because it’s only describing what you offer, not how the prospect will benefit from it.

Instead, consider some insightful questions you could ask that will draw out responses from the prospect. When you do this, you are engaging the person on the other end of the phone and you actually end up with some pretty great information. Therefore, you should come up with questions that pre-qualify the prospect by finding out if they are running into problems in their daily operations that your product or service could provide a solution for.

Examples of Common Pain
Your goal with pre-qualifying questions must be to detect the pain your prospect is currently dealing with. However, this isn’t as easy as it sounds, because often times, prospects don’t give up that information readily. You have to work for it. In this case, provide the prospect with example of problems that other companies go through. By sharing these common pain points, you are encouraging the person to sympathize. Have these examples ready before you make that call.

Build Points of Interest

At some point in the call, you’ll have to work to build up interest in the prospect so that you can progress to the next step in the sales lifecycle. This is when you typically may bring up the features and functionality of your product or services. However, to really have the most impact, create statements in your cold call script that illustrate how you have helped previous customers, along with proven ROI you have facilitated and what makes you stand apart from your competitors. You may also want to mention what will happen if the prospect stays with his current situation, contrasting that with how much your product could improve his situation.

Turn to SalesScripter to help you and other sales pros develop the most impactful cold call scripts possible.



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Michael Halper

Michael Halper, founder and CEO of SalesScripter and author of “The Cold Calling Equation – PROBLEM SOLVED, is an expert on how to penetrate new accounts, get meetings with executives, and generate leads. His mastery of this area began while working in hunting roles selling technology products to large corporations and took it to the next level while building and managing an inside sales call center.

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