What Happens When You Operate At The Heart Of The Matter
Posted on 26th July 2019 at 11:39
This week I coached a highly paid consultant, who has a unique, valuable set of skills. He wanted to be trained on how to make more appointments with senior people at blue-chip companies. I listened intently as he shared stories of not getting through and not getting enough time once he did get through and how his appointment conversion rates were much lower than he expected. given his skill set and ability to add value.
He felt he wasn’t able to hold the attention of the prospect and sensed them losing interest. He admitted, “At times, I can tell they just want to get off the phone as soon as possible’.
He averages 2 appointment per week and spends on average 8 hours per week on the phone making calls after warming his prospects up with a direct message on LinkedIn
We did some role playing so I could get a real sense of how his cold calls played out, and took a look at his emails. As I suspected, but for a few questions, the conversation was very much about what he did, and his emails were not much different. Very little of the conversation focused on what was at the heart of his prospect’s matter, He didn’t seem to be appropriately concerned with the buyers challenges and there was no value proposition used and no true insights were shared that would made the customer say,
“I would like to know more about that”
“I’ve never looked at it in that way”
The truth is, his prospects are busy, they have a lot of responsibility and work in complex businesses. They simply cannot afford to spend time taking calls from sales people who cannot sell. It doesn’t make sense for them to spend valuable time listening to a stranger talk about how great their products or services are.
Most buyers already know all about what your company and industry can offer anyway. All you are doing is telling them stuff they already know.
The idea of a cold call is 1) to get involved in the conversation that your prospect is having in their own minds, in their own office with their peers and bosses, so that what you say instantly resonates, or 2) to offer a new insight that can provide the impetus for your prospect to re-prioritise their agenda. You have a short amount of time to show you understand them and their key challenges. From there you can create a brief compelling case to sit down with you so that you can share something they will find valuable.
I have never seen it done well or consistently without a Value Proposition. It’s the missing link in cold calls, warm calls, sales meetings and proposals, in fact in every area of B2B sales, if you don’t have a Value Proposition, you are leaving money on the table.
So, I did a session from my Value Proposition Development workshop, then demonstrated how to use it on a cold call. It left him excited about the possibility of having simple, straightforward interactions that resonate with his buyers.
The following morning, he made the 2 appointments in his first hour of calling. The same amount he normally made in a week. He can expect this trend to continue, because that is what happens when you communicate to senior decision makers at the heart of the matter.
Contact me now for more information on my game-changing Value Proposition Development Workshop, The Heart of The Matter
Tagged as: Sales Strategy, Successful Sales Conversations, Value proposition, Sales Training, Sales, Consulta
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