Most sales trainers and experts agree that the best sales reps prospect fearlessly. But what “fearless” truly means is up for debate.
To me, being fearless doesn’t mean plowing past a prospect’s objections and desperately trying to turn their “no” into a “yes.” Instead, true fearlessness is accepting the “nos” with just as much grace as the “yesses.”
If a buyer doesn’t want to talk to you for a half hour, you can’t and shouldn’t make them. Your determination to get one particular prospect to agree to a meeting means you have less time to find five new prospects who would welcome your invitation.
Once you have the right conception of “fearless” prospecting, use the following four one-liners to grab your prospects’ attention and entice them to take another call with you. Some buck conventional sales wisdom, but I guarantee you’ll blaze through your call list with increased speed and effectiveness if you give them a try.
1) “We haven't met before.”
Prospects often perceive a sales rep’s friendliness as familiarity, and this can confuse them. Have they met you before? Do they know you from somewhere? They’ll likely spend the first minute of your conversation wondering if and how you know each other. But when it becomes evident that this is a sales call and the rep is in fact a stranger, they feel tricked, and become angry.
Take the guesswork out of your intention by stating up front, “We’ve not met before” or “I don’t know you.” This sets the prospect’s expectations and ensures they don’t feel the rep is bamboozling them. In the long run, being straightforward and honest is always better than relying on cheap tricks to perk buyer interest.
2) “This call will take three minutes.”
During prospecting calls, many reps say something along the lines of “this call will only take a few minutes.” But the lack of specificity is a red flag to prospects. They know that “a few minutes” doesn’t actually mean a few minutes -- it means however long they’re willing to listen to you talk.
Set a clear finish line so the prospect isn’t desperately trying to think of a way out of the conversation while you’re talking. A time limit allows the prospect to concentrate on the content of your speech because they know they won’t be on the phone long.
In addition, this keeps the conversation brief, and shorter, more frequent touches are always better than longer and less frequent contacts in sales.
3) “I don’t know much about your company.”
Sales reps should research their prospect’s organization before a call and demonstrate that knowledge while on the phone. So why would you tell your prospect “I don’t know much about your company”?
The answer is simple: Prospects respond more positively to curiosity than credibility. Every sales rep strives to portray themselves as an expert, but not many take on the role of a curious student. And this latter approach is more appealing to buyers.
Just make sure to follow this statement up with an insight that shows off your knowledge. For example:
“Now, I don’t know much about your company, but I noticed that you just launched your third software release this year. What have the results been like?”
Sell the prospect on your curiosity first, and then demonstrate your credibility. This will earn you more interest than the other way around.
4) “Thank you.”
Maybe you’re calling for a referral to the right person to talk with about your product. If the contact gives you the name and email address of the appropriate colleague, don’t drag the conversation out. Simply thank them, wish them a pleasant day, and end the call.
But you’re not done yet. After you’ve hung up the phone, pick it up again and call the same person back. When they answer (and it’s highly likely they will since you just talked with them), say the following:
“I’m sorry to call you back, but I forgot to ask you -- why is John the person to talk with about this?”
I find that this two-call approach yields far more information than if the rep tries to cram all their questions into one long conversation.
Again, frequency trumps duration. Two five-minute calls are more agreeable to the prospect and more valuable to the rep than one half-hour long meeting.