Always have one in all these traditional gross sales scorching 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 much like the transient “elevator speech” it is best to have prepared; we discuss elevator speeches in one other article.)
(As a matter of fine observe, it is best to have these gross sales scorching buttons in thoughts even earlier than you first dial the prospect’s secretary, so you may be prepared when the display screen places you thru.)
Sales scorching button #1: You are following up on a private referral from somebody the prospect is aware of and respects.
This explicit gross sales scorching button additionally tends to be a really highly effective door-opener. But make sure you pronounce the referral’s title and group clearly, so the prospect makes the connection shortly. 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 scorching button #2: Highlight key related circumstances out of your profitable observe file.
Again, be succinct. Talk “bottom-line.” That is, emphasize what these circumstances indicate you’ll be able to DO FOR the prospect or the group, not the technical particulars of the services or products you provide.
A gross sales scorching button is simply that: a button to push, not a protracted “information dump.” If the scorching button works, you will comprehend it, after which you’ll be able to fill in the particulars.
These first fashions are applicable if you have already got expertise that’s straight 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 guide or self-employed? One method is to switch 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, you probably have simply arrange your online business and do not but have successes to consult with, you’ll be able to recommend a possible want space, leaving it to the DM to deduce that you’ve got the obligatory 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 scorching button #3: BRIEFLY define what you consider you are able to do for this group.
Again, since gross sales scorching 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 scorching button is a concise, “netted-out” assertion, often no more than a pair or three sentences. You will lose the prospect’s consideration if you’re 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 consumer by way of 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’ve developed and hope to put in.
Your earlier homework in researching the group could set off some preliminary concepts on methods in which you might be able to assist:
“My readings on the difficulties your firm is having in keeping up with demand for your products indicated to me that…”
Or, elevate solutions out of your expertise of how organizations like this may increasingly 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 intend to do: depart that for the face-to-face assembly.
Sales scorching button #4: Explain that you’re calling to supply data the key Decision Maker requested earlier.
If you’re calling in response to the prospect’s request for data, that clearly is a door-opener. But as you lead with it, make sure you make the level clearly that you’re following up at the prospect’s personal request.
You may additionally have to 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?”
