Voss Graham, author of Three Games of Selling, notes that it can take up to ten “touches” to close a sale of complex B2B products or services.
“I keep running into sales people who really think they can make a large B2B sale with just one sales call,” Graham commented in a recent blog post.
That first critical contact, the initial call, when handled well, can pave the way for successful lead nurturing, and ultimately, a closing of the sale. Here are a few tips to keep in mind:
- Open the conversation by identifying yourself, your company and the reason for your call. You may need to remind the prospect of their request for information, but be careful never to refer to “the lead you submitted,” or in any other way label the person you’re speaking to as a “lead” or “prospect” during your conversation.
- Ask the right questions—ones that will allow the prospect to add more depth to the information you already have about them. Avoid asking questions to which you already have the answer. Ask, for example, what motivated them to begin searching for information, or what key benefit they expect to receive from the services they’re seeking.
- Get “centered” before each sales call. This advice comes from a recent CBS Moneywatch article, along with these pointers, “During your conversation with the customer, focus your intent on the customer: words, gestures, tonality and context. Don’t think about what you’re going to say next. Listen, then respond, then ask another question.”
- Show personal interest. Rather than focusing the entire conversation on your company and its services, give your prospect the opportunity to talk about what their biggest challenges have been when making similar buying decisions or about their past experiences with other vendors.
- Keep in mind the customer’s buying process. Asking a few questions such as “is there anyone else who will be involved in this decision?” or “will this work with your present budget?” will give you some insight into how you should proceed.
- Don’t be afraid to address the pricing question. Your willingness to give the prospect an idea of the price range they can expect will go a long way toward establishing trust and keeping the dialogue open.
- Ask what other companies they are considering. This should not be viewed as a taboo subject. A simple inquiry regarding which of your competitors your prospect is looking at will give you the opportunity to showcase your unique selling point.
How is your sales team spending their time? Recent findings by CSO Insights reveal key areas where B2B companies can enhance their marketing efforts and increase sales. In a survey for CSO’s Sales Performance Optimization Report, 1,800 companies reported that their sales representatives spend nearly 20 percent of their time generating leads.
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