Experts and sales trainers agree that the best sales reps prospect fearlessly, but being fearless means not plowing past objections and desperately trying to turn a "no" into a "yes." Fearlessness means accepting the "no's" just as graciously as the "yes's." You can't or shouldn't make a buyer talk to you for half an hour if they do not want to.
The moment you focus on one prospect, you are taking your attention away from all the others - and the time you spend trying to get one jaded prospect to agree to a meeting could be spent finding five new ones.
When you have a clear understanding of "fearless" prospecting, use the following one-liners to entice your prospects to take another call. The following tips may buck conventional sales wisdom, but if you try them, you'll increase your call list's speed and effectiveness.
"We haven't met before"
Prospects often mistake a sales rep's friendliness for familiarity, and this can confuse them. Have they ever met you before? Are they familiar with you from somewhere? It's likely they'll spend the first minute of your conversation wondering if and how you know each other. In contrast, when they discover that this is a sales call and the rep is a stranger, they can feel tricked and frustrated.
Let your prospect know up front, "We haven't met before," or "I don't know you." This sets their expectations and ensures they don't feel bamboozled. To generate buyer interest, it is always better to be straightforward and honest than to resort to cheap tricks.
"This call will take three minutes"
The lack of specificity in prospecting calls can be a red flag to prospects. Many reps say, "This call will only take a few minutes." What they mean by "a few minutes" is however long they are willing to listen to you.
While you're talking with the prospect, set a clear finish line so they don't desperately try to find a way out. Because they know they won't be on the phone for long, the prospect can concentrate on your speech content.
Additionally, this phrase keeps the conversation brief. In sales, shorter, more frequent contact is always better than longer, less frequent contacts.
Starting the Conversation
"I'm lost. Can you help me?"
Start a conversation with the prospect using this phrase. Say something like, "This is my first time calling your organization, and I'm not sure where to begin."
In addition to disarming the prospect, this sets the expectation that you will need their assistance. Let them decide whether or not to help you. Your time would be better spent prospecting somewhere else if they do not.
Words such as "help," "lost," and "start" are easy to understand and relate to. Your prospect is likely to have needed help, been lost, or had trouble getting started - this is a great way to connect.
"I don't know much about your company..."
Prior to a call, sales reps should research their prospects' organizations and demonstrate that knowledge. Why would you tell your prospect that you don't know much about them?
The answer is simple - prospects respond positively to curiosity more than credibility. While every sales rep tries to portray themselves as an expert, few take on the role of a curious student. Buyers often prefer the latter approach. Just make sure to follow this statement up with an insight that shows off your knowledge.
An example would be:
"Now, I don't know much about your company, but I noticed that you just released your third software release this year. How have the results been?"
Demonstrate your credibility after selling the prospect on your curiosity. You will earn more interest this way than the other way around.
Developing Connection
"Our companies have spoken in the past, but I haven't reached out before. I'm trying to decipher the notes from the previous account manager who spoke with you."
You can use it if you have inherited an account from someone else and don't know where to begin - and if your company has had a prior relationship with a prospect.
In a similar manner to the previous phrase, you rely on the customer for assistance. Express your genuine interest in learning more about the company by framing the conversation as a request for assistance.
"I'm looking to get more detail or background about your executive and what they like or don't like about sales calls."
When speaking with an executive assistant, ask them what their executive expects from a sales call. Perhaps you could even add, "I'm doing my homework to understand exactly what they need."
Besides building a connection with the assistant, you will also know what to include or avoid in a future sales call with the executive.
Demonstrating Interest
"How does your company do X?"
By asking this question, you put some distance between yourself and the sales process. It's best not to launch into a pitch right away - that can turn a prospect off.
During the same time, you want to command their attention and get them focused on you. It's best to make an independent observation or ask a question. Instead of saying something like, "I saw your company does X. That's great to hear, because I have experience with X and can help you."
You should instead ask them something they are qualified to answer. Allow them to explain how their company operates. Rather than starting a conversation directly about your sales efforts, start one that eventually leads to them.
"I just read your article on X topic. Could you expand upon Y point?"
With this approach, you can demonstrate to your prospect your interest in their space and company - but also your willingness to learn and grow. They will be able to help you through the process if you give them the opportunity. Set the stage for a productive conversation by referencing a prospect's content and questions.
You don't necessarily have to ask about the company. It is common for businesses to produce thought leadership content for interested readers - writing about specific, relevant topics they are passionate about and understand.
The more they explain topics, problems, and processes, the more likely they are to listen to what you have to say.
In the end, grabbing a prospect's attention isn't about bragging about what your company can do for them and getting into the meat of your sales pitch immediately.
Genuine curiosity and investment are what will draw them in. Before demonstrating your value, capabilities, or fit for their needs, demonstrate sincere interest. You'll be in a better position to capture and retain their attention this way.