Article

Never Do This In a Sales Call (And What to Do Instead)

Until I became a frequent prospect myself, I did not realize just how bad most sales reps are.

Where it is the ugliest, not surprisingly, is cold calling.

I have noticed one particular trend, which I believe is the worst of them.

That is when sales reps ask for an appointment no matter what the prospect says.

For example:

Sales rep: We are a full service marketing firm, we would love to show you how we can help SuccessKit generate millions of dollars in the next year

Me: Thanks, however we are a startup, and we just brought on our first marketing hire.. I don’t think we are a prospect for you

Sales reps: Totally understand, but if you have some time there is no commitment, my director can walk you through our process..

This happens ALL the time.

This is ineffective on many levels:

  1. It is not likely going to change my mind
  2. It gives me the impression that you don’t listen to me or care what I think
  3. The people that do actually change course and set the call are often the people that will miss the call or waste your time on the call

Instead of blindly trying to schedule an appointment with someone who most likely is not a fit, you should be addressing their objections or concerns first.

Here is an example of how that might look:

Sales rep: We are a full service marketing firm, we would love to show you how we can help SuccessKit generate millions of dollars in the next year

Me: Thanks, however we are a startup, and we just brought on our first marketing hire.. I don’t think we are a prospect for you

Sales reps: Totally understand, it probably doesn’t feel like the time to outsource marketing. However, we just worked with a startup at the same stage as you, and they found that having outsourced while they brought on their first marketing person worked in the traditional sense, AND made their new hire 10x more productive. Would you like to see how x Startup did this?

This approach can work.

Not every time, and if you are dealing with a prospect who just isn’t interested or is not a fit, then they will say no again.

But in the second example, the sales reps showed that he actually heard me, and indicated that he can prove his company can help me specifically.

Rather than blindly trying to set an appointment and hoping that I will come around, he listened to my objection and offered a sensible response.

Taking this approach means you will need to listen to your rep and most likely have done a little research on them before the call.

It wouldn’t hurt to have a Customer Success Story ready to reference in your call, as well.

 

Julian Co-Founder & CEO

Julian has focused his career on B2B sales and sales management, specifically bringing new technologies to market. After years as an elite sales rep, he began leading teams, specifically focused on coaching sales reps on how to be direct, credible, and respected throughout the sales process. Julian conceived of and designed SuccessKit when running an 18 person sales-team at Axial, a b2b startup, as a way to help sales reps have better conversations by utilizing customer success examples and other content more effectively.

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