Always have one among these basic gross sales sizzling buttons prepared to guide with, and one other in reserve, earlier than you dial the name to the prospect or Decision Maker (“DM”)to ask for a gathering. (In some ways, these are just like the temporary “elevator speech” it’s best to have prepared; we speak about elevator speeches in one other article.)
(As a matter of fine follow, it’s best to have these gross sales sizzling buttons in thoughts even earlier than you first dial the prospect’s secretary, so you can be prepared when the display places you thru.)
Sales sizzling button #1: You are following up on a private referral from somebody the prospect is aware of and respects.
This specific gross sales sizzling button additionally tends to be a really highly effective door-opener. But make sure to pronounce the referral’s identify and group clearly, so the prospect makes the connection rapidly. Here’s a mannequin to adapt:
“My firm has recently completed a project with Lucas Industries, and Mr. Lucas suggested that we contact you. He felt that we may have areas of mutual interest. Perhaps he has already talked to you about this?”
Sales sizzling button #2: Highlight key related instances out of your profitable monitor file.
Again, be succinct. Talk “bottom-line.” That is, emphasize what these instances indicate you may DO FOR the prospect or the group, not the technical particulars of the services or products you provide.
A gross sales sizzling button is simply that: a button to push, not an extended “information dump.” If the sizzling button works, you will realize it, after which you may fill in the particulars.
These first fashions are acceptable if you have already got expertise that’s instantly on-target.
“We’ve been able to help a number of other law firms in the area reduce their overhead costs. This translates into an average of ten-percent greater profitability. I’d like to meet with you to explain how we may be able to help your firm, as well.”
Or, “As an art consultant, I work with several other people in the Great Falls area who are interested in art for both aesthetic and investment reasons. In about 15 minutes together we can determine whether this is appropriate for you.”
Or, “I design training programs, and have recently worked with two large banks in the mid-west. As a consultant to these banks, I developed teller training that increased the productivity of tellers by over fifteen percent. I believe I can do the same for your bank. I’d like to meet with you for a half-hour to explore the possibilities.”
But suppose you do not but have impartial expertise to consult with? That is, what if all of your work has been as an worker, and never as a marketing consultant or self-employed? One method is to change your lead-in. Thus you might rephrase the final mannequin above as,
“When I was at BigBank, I headed a team that developed teller training that increased productivity by…”
Alternately, in case you have simply arrange your online business and do not but have successes to consult with, you may counsel a possible want space, leaving it to the DM to deduce that you’ve got the essential functionality for assembly it efficiently:
“As you know, one of the most troublesome problems facing most law firms is how to store and access key data. We can offer you a solution that will both save your firm a significant amount of money the first year, and increase your access to this information.”
Or, “I’m an art consultant. I believe it would be worth your time to meet with me for a half-hour at your convenience to discuss a program I offer, as I think it may have significant investment potential for you.”
Sales sizzling button #3: BRIEFLY define what you consider you are able to do for this group.
Again, since gross sales sizzling buttons are to seize the DM’s curiosity, emphasize what you are able to do FOR the prospect or the group, not the particulars of what you DO. What individuals actually got down to purchase are outcomes, not services or products. The services or products is a way to an finish for them.
An efficient gross sales sizzling button is a concise, “netted-out” assertion, often no more than a pair or three sentences. You will lose the prospect’s consideration in case you are too long-winded. Here’s a mannequin to adapt:
“I’m calling because I have ideas to share on how my firm may be able to reduce your turnaround time on receivables.”
Notice how this mannequin gross sales script is designed to intrigue the potential shopper via a point out of an space of curiosity — how one can pace up funds, and therefore enhance money stream and profitability. It DOES NOT get into the technical wizardry of the software program program you may have developed and hope to put in.
Your earlier homework in researching the group could set off some preliminary concepts on methods in which you could possibly assist:
“My readings on the difficulties your firm is having in keeping up with demand for your products indicated to me that…”
Or, elevate options out of your expertise of how organizations like this will likely need assistance:
“I’ve been able to help a number of emerging firms like yours, and it’s been my experience that you may be experiencing certain typical difficulties in this stage of your growth.”
Do not get slowed down at this level in the particulars of how you’ll do what you plan to do: depart that for the face-to-face assembly.
Sales sizzling button #4: Explain that you’re calling to offer data the key Decision Maker requested earlier.
If you might be calling in response to the prospect’s request for data, that clearly is a door-opener. But as you lead with it, make sure to make the level clearly that you’re following up at the prospect’s personal request.
You may must refresh her reminiscence of the context in which that request was made:
“We met following my talk last week before the local CDE Association, and you asked me if I had ever heard of the method being applied to your industry. The question intrigued me, and I researched it, and came up with some interesting results. I’d like to meet with you to share these findings. Would an afternoon later this week, or early next week be convenient?”