“We follow up on new leads that register for a free trial of our Saas and I’m having a hard time getting them to call or email me back. I would expect that if the leads were cold but these are warm leads (hand raisers).

Are we just getting bad leads?”

Answer:

This is a common problem. A lot of sales people think that just because it’s a “warm lead” that its OK to handle the call a little differently (read: SKIP SALES STEPS)

No matter if you are making cold calls or contacting warm or even hot prospects, you must always lead with a WHAT’S IN IT FOR THEM statement. You must first PIQUE their interest.

Most sales people will call a warm lead and say / leave a voicemail message or email something to the effect of:

“You recently set up a trial of our (_________) service, so I was calling to get a little more insight into your requirements and learn what you are looking to accomplish”

Now here’s the problem… the prospect most likely is already on to a new fire. Taking the time to educate you on what they need is most likely not high on their to-do list. Even with a warm lead who is interested in solving a problem they have.

However, most prospects are willing to talk to someone that can help them get what they want. There’s a big difference.

Let’s see if this alternative example will help get the point of today’s lesson across:

Salesperson:

“I understand you’re curious about what type of LEAD RESPONSE you might be able to get by using our drip marketing campaign software as well as what pricing incentives may be available”

Do you see how one discusses “insight” and “requirements” (BORING) and the other discusses a hot button (in this case, LEAD RESPONSE) and “pricing incentives”?

Which call / voicemail / email would increase your chances of responding to? The one that wants to know insight / requirements or one that has promise of helping you get what it is that you are really after?


 

Mastering the Art of the Cold Call 

About the author

Michael Pedone

Michael Pedone

Michael Pedone, founder and CEO of SalesBuzz.com, is a name well known to many…

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