Do you remember a time when we couldn’t screen calls? When you’d get a call from a telemarketer who would most likely butcher the pronunciation of your last name? Ahhh, those were the days!
Hi, Mr. Schnowhsnfklaks. I’d like to talk to you about-”
The greeting is everything. There’s more to it then just pronouncing the last name correctly. Often times greetings are too generic, haven’t been thought through, or come off flat and energetic. If you’re lucky enough to keep the prospect on the phone, you have to get them to listen to your pitch. Most of us are so stoked about getting to the next step, we bungle the rest of it! We turn into “JoJo the idiot circus boy with his pretty new pet!”
Let’s look at how a company should communicate the best selling points of their product to its sales team to use on prospects.
Let’s say a company sells high-efficiency light bulbs. Their target audience is everyone from giant, corporate offices to small mom-and-pop stores. The obvious need is cutting energy bills.
The salesperson reaches a decision maker - the person responsible for the company budget and the building’s maintenance/infrastructure. First, let’s take a look at how not to do it.
“We have some of the sleekest, most durable lights in the industry. Our lights are 100% eco-friendly. The wattage isn’t too bright or distracting and is easy to install throughout your building.”
“So what,” says the decision maker. Maybe he or she starts to raise doubts and asks you what your sales are - when the real question they should be asking is, How does this affect my company’s building?
The QuickSell to that key question comes by discussing their issues. Maybe instead of talking about why your company is so great, you roll off into this question:
“Do you know how much your company’s electricity bill was in the past year? Better yet, what were the last few months like? Your building is roughly 5,000 sq. feet, give or take. How many of those rooms are lit up from 9 to 5? Maybe even all night in some cases? I know it’s probably difficult to enforce a policy that tries to remind employees to turn off lights when they leave a room, because your priority is their productivity. Have you seen any rise in your electric bills year over year? Have you done anything to counter it?”
Notice before the main hook, not a single question saying how awesome their lighting company is. Just repeated questions of the prospect’s needs. And if they don’t know the answers to all of them, at least the you raised them for the decision maker to mull over later - and you stand out as the company that asked.
Once you get feedback, then you rattle off the main hook:
To get lower energy bills, you should buy eco-friendly light bulbs from us. We cut "X" company's bills in half last year... and their building was 10,000 sq. ft. It's fast, easy, and will save you money. I could set up a consultation today, if you'd like?
It’s that line of questioning that positions the sale down a better path. People naturally want to talk about their concerns and what their company can do to save or make them money. It’s the basis of almost every sale. If you’re spending too much time queued up to the first pitch, you’re going in reverse and may end up like the telemarketer above.
As a company, why not take that second pitch, acclimate the questions/scenarios to your company’s product and communicate that message to your team to use out in the field?
With ej4’s Thinkzoom, you have a communication tool to create a better selling point template - and other messages - for your sales team to learn and apply. And that one communication could have a resounding impact on your sales for tomorrow and the rest of the days ahead.
Communicate your company’s selling points to your sales team with ej4’s Thinkzoom. Test it out now for 15 days!