On average, at least 6-8 cold call attempts are needed in order to reach a prospect. When you do make contact, you only have a small opportunity to close on your desired call-to-action, which in most cases is a second call with your AE or Product Specialist. In your limited time you have to uncover a need and paint a picture as to why your product or services will help solve said need. Sales is an art and everyone has their own way to paint the picture, but some paint it better and more frequently than others.
Why is that?
There are numerous tactics to achieve your goal of getting the prospect to the next steps, but only one is necessary. Closing. If you can’t uncover a need and convince the prospect to spend their time listening about the service or product you have just spent 2-4 minutes qualifying them for, then sales may be a challenging career.
Think back to one of our earlier blog posts by our Chief Reveneer, Greg Casale, “When Outbound Calling, Stop Asking for Permission”. In this post, he explains how it is frivolous to open calls seeking permission such as, “Is this a good time for a sales call?”, and the exact same principle holds true with closing. While there are different ways to go about closing a prospect, telling them what the next steps are vs. asking is extremely important.
Use this scenario: You have just spent your time, effort, and skills to overcome any and all objections thrown your way. You’ve held the conversation long enough to uncover a need and qualify them as a “good fit” for your service or product. You’ve done it, and now you need to close for a next step. So, why would you ask for permission to close and give the prospect that one last chance to turn you away or say no?
Saying, “It seems like this product could be beneficial for you, would you mind if we schedule some time with my product specialist to give you a deeper look into the product?” seems like it should be fine. Actually, what it is doing is leaving the door wide open for another “send me an email” or any other objection forcing you to dig yourself out of a hole.
Approaching with a “Hey (prospect name), based on (need/pain point uncovered) I feel like this product could be beneficial because (state a reason related to pain point). I’m going to schedule a time next week so we can take a deeper dive with the rest of my team – how does the same time next week work?”
When all is said and done, you will always have that chance for an objection, but from experience, I have learned that it is much more difficult for a prospect to say no when being told what the next steps will be instead of asking them. Try it and see the results!