So the goal for the next step is clear: make an appointment with the client. But given how “nobody enjoys hearing a sales pitch,” it’s understandable how this step in the process can cause anxiety in some sales professionals.
But first things first: come prepared with information. Do not even attempt to get in touch with a prospect without doing your research. Ask around, check your network, go online. Research these days is just a few clicks away.Taking it on from getting a prospect to scoring a meeting? Download our Free 5-Point Follow-Up Process for Better Results eBook.
Once you have your intel, get ready to spring into action.
1. Turn on the charm.
The first 10-15 seconds is crucial and the last thing you want to do is sound like a salesperson. Your opening line should introduce yourself (“Hi! This is ___ of ______...”) but do not proceed to a pitch soon after. Opt for a line that (pleasantly) surprises them. One line that works is establishing a connection. (“Hi! This is ___ of ______. We met previously at this __________…”) Or you can nip the potential client disdain or rejection in the bud by acknowledging that you may have called at a bad time. (“Hi! This is ___ of ______. I realize I may be calling at a bad time…”)
Charm your prospect. An opener that’s warm yet professional can save those first 10-15 seconds and prevent a client from blurting out, “Are you trying to sell me something?”
2. Create value.
Once you’ve charmed them and have their attention, it’s time to remove the fluff and establish the next best thing: the value of your phone call. Have your elevator pitch ready and explain your value proposition in two to three sentences. Be clear yet concise. This is where the intel comes in handy. You’d be able to make the best case for the benefit or solution you’re offering if you know exactly what your prospect could possibly need.
3. Set the date.
Next, be clear that you are hoping to make an appointment with them so you can best explain your value offering. While others prefer being specific about a time and date, we feel that giving your prospect options is better. (“Would Tuesday morning work for you? Or is Thursday afternoon better?) This tactic avoids “yes or no” questions, and this is key.
Be prepared for an initial rejection: If the prospect refuses to confirm a schedule, you can ask them when would be great for them. If they ask that you send them information via email, suggest calling again instead. It’s much easier to get a confirmation via a phone call than via email, which they can easily ignore.
It’s not easy making a sales appointment, and if you experience rejection, don’t give up! You can always try again. And even if a prospect rejects you three times—what most experts would claim as a definitive “no”—you can always bring dead leads back to life.
