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Why your teleprospecting efforts are failing
Posted on February 25, 2016 at 8:25 AM |
A mulligan, reload or redo; who wouldn’t
like to have a second chance? Sorry,
when it comes to getting the ear of your targeted executive prospect you’re
often lucky if you get a single shot.
That’s why I’m often amazed by the number of phone calls I receive in
which the caller’s goal is to “set up a time to chat.” If your targeted prospect actually answers
your call are you prepared to initiate a conversation that will capture their
attention and generate immediate interest?
Are you sure? Here is how many of
my conversations sound: Targeted prospect (phone is ringing): “Good morning, this is
Alan.”
Sales person: “Oh… Alan, hey thanks
for picking up. My name is John Smith
and I’m with ABC Company. We are a one-stop blah, blah, blah solution company
and I wanted to know if I could set up a time to chat about your needs.” Targeted prospect: “Well, you’ve got the decision
maker on the line now, so hit me with your best shot. What’s in it for me? What can you say in the
next 20 – 30 seconds that will keep my attention?” (Yes, I say those lines. I’m actually coaching them on how to
efficiently and effectively talk to me. I
never act like a jerk, or sound sarcastic.
I’m totally sincere.)
Sales person: (I can’t see them
because it’s a phone call. But I imagine they now look like a deer in the head
lights.) “OK… sure…. Like I was saying
we are a full service organization and I was hoping to schedule some time so
that my support team and I could explore your current and future projects and
see how we might help you. We’ve done
work for companies like Blah Company and More Blah Company. Look, I know you’re busy, so if you have
someone else on your team you want me to work with I’d be happy to do that.”
Targeted prospect:
“Well John, thank you
for respecting my time, but I also like to be respectful of my direct reports
time. By that I mean if I can’t
immediately see the strategic value then I certainly don’t want anyone on my
team spending time trying to force something to fit.” I’ll tell you what, I appreciate your call,
and I’ve made a note of your company.
I’ll let you know if we run into something you might help us with.”
Did I really “make a note?” Have I ever called back the sales person
after a conversation like that? Well, no, because there are no mulligans when
it comes to first impressions. Besides, I’m
still not completely sure what they can do for me, and I’m not going to spend
my time trying to tease out the value. Let’s
face it, their prospecting call fell short and I chose to end the conversation,
I just wanted to be polite during the exit.
What’s that? You don’t agree that I was being polite? Well, what if I agreed to a day and time for
another call, and then just cancelled the appointment later? I think we both agree that would be worse. Do all prospecting calls flow this
way? Of course not, there are going to
be occasions when additional time needs to be set up and other team members
(for both buyer and seller) brought into the loop. The main point here is that you need to be
prepared, just like you were going on a job interview, when it comes to initial
prospecting conversations with executive level decision makers. Here are some of my internal thoughts to consider: 1. Yes, I do answer
my phone quite often. That’s why having
an “appointment setter” call me is never going to work. Look, if that business model helps your
organization get productive business meetings then keep using it. If you are in the business of selling that service
and business is good, then continue selling it!
For me personally, it’s a waste of time.
The appointment setter might think they can “qualify” me as a prospect,
but I won’t be able to qualify you. The
call is over if I can’t probe for your personal credibility or feel some level
of trust developing. 2. Yes, I really do ask
“what’s in it for me” type questions. I
don’t care what companies you are already doing business with or that your organization
environment is a “Best Place to Work.” I
may care about those facts later on, but to initially get my attention you need
to hook me with a story and touch an emotion. 3. Stop trying to
close me on the initial call. Yes, I
understand, you have a monthly quota that needs to be retired. I know that your boss has made a commitment
to the executive office concerning your organizations quarterly results. And that your marketing department would love
to mount my brand logo on your “Our Customers” sales presentation slide. But what keeps you up at night isn’t what
keeps me up at night. So start out by
building a relationship that will open doors for me, not close deals for you. |
Categories: Customer Experience
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