BY Tim Londergan
Sales trainers can teach you how to win at sales prospecting, but how helpful is their instruction at overcoming resistance? When prospects stall with seemingly legit excuses, what then?
Today’s top-performing B2B sellers generally recognize that stalls mask deeper issues. Consequently, they have mastered the techniques helping get beyond troubling initial resistance.
Win at Sales Prospecting by Focusing on the Appointment
According to sales trainers at SBI Growth, “the goal of prospecting is to set the appointment, NOT to sell”. It’s important to keep prospecting separate from the selling because you need adequate time and information to formulate solutions. Simply put, the selling should happen only during the first meeting after you’ve had time to prepare.
It’s naïve to believe that busy buyers will agree to a meeting without a compelling reason. So, your prospecting call must provide enough detail to earn the privilege of a further conversation. Personalizing your initial exchange is key to winning the appointment.
Again, SBI Growth offers tips to get your prospect's attention. Let’s examine a few:
The greeting
High energy, upbeat people with “a smile in their voice” tend to be the best at engaging in cold calls. Sellers win at sales prospecting by having a persistent, positive attitude.
The benefit statement
A carefully crafted benefit statement tailored to the prospect’s business is key. Benefit words such as increase, improve, grow or maximize set the tone. Meanwhile, an impactful metric quantifying the advantage of your product can be captivating.
Your company’s capability summary
A quick validation of why and how your company can help the prospect will maintain interest and lead to the next step. Telling how you've helped similar companies succeed may secure your meeting.
Win at Sales Prospecting by Preparing for Resistance
Get used to it. The opening response from a cold call is likely to be opposition. It’s human nature to turn inward to shield one’s precious time. Here are some common stalls:
Send me information
If you surrender information without a conversation, you lose control. SBI Growth suggests this response: “I’d like to send you tailored, rather than generic information, so I need to understand more about your situation.”
Postponement
“Call me back next quarter” is a common refrain of procrastination. However, if you can get them to agree to sit for 10 minutes next Tuesday, it can save time for both parties in the future. Then, promise to leave them alone if they remain uninterested.
No time/No budget
It’s tough to win at sales prospecting with these opening declarations. However, politely asking permission for 30 seconds to state the value of your product may work. Further, offering to put off purchasing until future budget approvals may earn you an appointment.
Win at Sales Prospecting by Increasing Perceived Value
Often, buyers are resistant to prospecting calls because they are not convinced of your product's value. Increasing the perceived value of your product requires a multifaceted strategy. Ideally, your message would center on customer outcomes, clear differentiation, trusted social proof, and highly relevant communication.
Focus on ROI
Through multiple communication channels designed to reach your prospect, articulate specific business outcomes that your product delivers. Cost savings, risk reduction or efficiency gains are impactful. Avoid technical specs and focus on metrics and concise statements of value.
Showcase customer testimonials
Our friends at Cognism outline multiple strategies that focus on value selling. Because B2B buyers trust peer experiences, tributes to your product can increase trust, credibility and conversion rates.
Leverage competitive differences
Align your company’s marketing to your sales efforts. Consistent messaging across the board can help you win at sales prospecting while increasing your product’s perceived value. Again, assure that these efforts are carried through multiple channels likely to reach your prospect.
Take a few minutes to carefully review your prospecting strategy. Know that by resisting the urge to sell, you can win at sales prospecting and pave the way for a meaningful conversation.
Photo by Andrea Piacquadio on Pexels.com
