Things like testimonials and case studies can be great content marketing tools, but when you’re on the phone with a prospect or sales lead, it usually doesn’t make sense to recite a customer testimonial or attempt to tell a complicated story of your successful dealings with a similar customer. If you’ve ever tried reciting something from one of your company’s content marketing pieces while on the phone with lead, you probably know how ineffective it can be. It can be downright awkward. Worst-case scenario, it can make you seem absolutely nonsensical.
Wanting to veer from your sales script and provide detailed proof that your company’s solutions work is a natural tendency when you’re on the phone. Think about it: When a lead wants more information, isn’t your first inclination to give it to them? What’s difficult is coming up with a method for presenting more proof to a new, hot lead in the moment, when you’re suddenly put on the spot.
A seasoned sales professional will usually pick up on a lead’s desire for more proof early on and instead of trying to provide that proof immediately (usually because they don’t have it at their fingertips), take advantage of the lead’s deep interest level as best they can by offering to set a sales appointment or by sending follow-up marketing materials via e-mail, or both. While offering to follow up can be a very effective way to go about getting a lead to commit to a next step, it’s not always the most efficient or expedient sales tactic.
Have you ever felt that if you had been armed with more information during an early sales call that you could have sealed the deal and brought the lead to the point of purchase much sooner than you actually did?
The next time you feel that providing further proof that your company’s solutions work during an early call or early on in an engagement would be in your best interest, instead of talking about what your other customers have said about your company, attempting to tell a complicated story about your successful dealings with a similar customer, or immediately offering to set a next appointment and/or send follow-up materials, try presenting four sets of quick facts. Pull from your company’s existing case studies or use one of your company’s success stories that you know inside and out as a result of firsthand experience, and create succinct bullet points that you can shoot out to a lead when you get the sense that doing so will speed the lead to the point of sale.
What should your four bullet points contain?
- Bullet #1: One sentence that explains the challenges a similar company faced
- Bullet #2: A short list of the goals your company set in an effort to meet those challenges
- Bullet #3: One sentence that outlines your company’s strategy for meeting its goals
- Bullet #4: One sentence that relays the results of your company’s implemented solutions
Even if you don’t actually make an immediate sale every time you put this information out there, by having this type of information readily available and at your fingertips as you make your daily sales calls, you will most certainly set yourself up to gain more wins in less time.The immediate goal may be to set the next appointment, but the ultimate goal is to make the sale. If you’re in sales, you know the ultimate goal is the one that you can never afford to forget. By arming yourself with all of the things you need to close before you pick up the phone, you’ll be less apt to forget it.