Originally posted on Business2Community.com
After years of undervaluation and blatant misuse (cold calling, I am looking at you…) the B2B sales call is finally making a come back and getting recognized by thought leaders as the powerful communication channel that it is.Ken Krogue, the president of Insidesales.com, recently explained how a well integrated call strategy is often the missing ingredient growth-focused companies are lacking to land big accounts and drive conversions. The key is to seamlessly thread calls into your content focused email campaigns and maintain a holistic view of every stage of the buyer’s journey.
Below I share 6 different script examples, organized for a content focused Threaded Email and Call Cadence, and easily adaptable for any company to guide their prospects from the first touch, through the 3 main buyer’s journey stages; Awareness, Consideration, and Decision. Make sure to read the pro-tips and check out the script examples that accompany each call stage.
Example Call for the Awareness Stage
1.) The Content Focused Warm-Cold Call
Your first contact with any prospect should be focused on adding value and discovering your prospect’s pain points. This call should be made after first sending the prospect an email that shares a relevant piece of content on a topic of a possible industry wide interest.
- Always state your name and give a one sentence “tagline” to describe how you help your current customers. Make sure not to over sell yourself or your company!
- Reference the email and content you sent, but don’t bank on them having read it.
- Ask questions. Think of this call as a discovery call. The goal is to uncover pain points, and if possible offer a preview of your company’s solution to those pains.
“Hey Hannah, this is James Cooldude calling from VOIQ, we are an automation platform that helps growth-focused companies scale their sales by layering data-driven intelligent calls into their sales stack. I hope you received my email this morning, I sent over [Pertinent content] because we’ve been seeing many companies in [Prospect’s industry] struggling with [Related pain point] . We’ve been [Alleviating pain point] and I wanted to ask you a few questions to identify if you are in a similar boat. [Begin asking top five pain point identifying questions]”
Example Calls for the Consideration Stage
2.) The Content Focused Nurture Call
Similar to the Content Focused Warm-Cold Call, this call should be made after sending the prospect an email with relevant content. Because the prospect is now in the consideration stage and you are already aware of their specific concerns and pain points, you can personalize this content to directly address the pain points you discovered in your first call (this is why it’s so important to keep detailed notes of every call).
- The shared content should be personalized to their specific pain points expressed in the previous call.
- The focus of the call should be on building trust, the sales rep should help the prospect consider their options and explore solutions.
“Hey Hannah, this is James Cooldude again from VOIQ, we’re the call automation platform. When we talked last you mentioned that you already have an in-house sales team and you were still considering whether or not outsourcing your team’s prospecting was the lever you needed to pull to reduce your high Customer acquisition costs. This morning I sent over [Pertinent content] as it talks about the correlation between segmenting your sales teams and lowering CAC…”
3.) The Friendly Fan Club Call
Follow the company on social media or set google alerts to receive news updates to gain opportunities to engage personally with and check in on prospects that you haven’t heard from in awhile.
- Reach out to the contact if you notice any interesting company news.
- Tie the news back to something you discussed in your previous call and ask if they are still trying to find a solution to their original pain points.
“Hey Hannah, it’s James again calling from VOIQ, I was surprised to see you pop up in [News source] for [Receiving an award/ Passing a milestone/ Attending an event/ Other positive company news] it made me think of you and our last conversation when we talked about [Soft push back] and I wanted to let you know that [Value add]….so you can continue to make your decision equipped with the best information possible.”
4.) The Post (Demo/Meeting/Info Sharing Session)-Call
After an in person meeting, a demo or an information sharing session, a Post-Call can be used to keep your company top of mind and reinforce the main take-aways you want your prospect to remember.
- Remind them of the value of the offer and revisit their main pain points.
- Guide them through the call with an outline of what you will talk about, look confident and organized, and schedule the next call while you have them on the phone.
- Follow up the call with an email that clearly outlines the next steps and a summary of the value adds and pain points addressed so they can easily share them with their team.
“Hey Hannah, this is James again with VOIQ. When we last spoke you let me know that you’ve been having difficulty developing a strategy to improve your in-house sales team because your current process lacks an organized analysis procedure or a system to track call data and outcomes. It sounded like you were already looking for an automation solution to track your sales call data but that you were hesitant to learn a new gadget that required you to leave your current CRM.
After our talk I continued to think about your situation, I’d like to let you know what I came up with, and then you can let me know your thoughts or any questions you may have. Sound good?”
Example Calls for the Decision Stage
5. ) The Disappearance Investigation Call
Prospects almost always return every email and phone call so if you haven’t heard back from a prospect you should contact local authorities and report them as missing…Actually DO NOT DO THAT. If a previously interested lead stops answering emails or missed a scheduled call appointment, don’t email, and don’t call the authorities…. Call them! Even if they are no longer interested, they have valuable insight as to why they have changed their mind, and you can’t afford to ignore that feedback.
- Remind them why they were interested originally
- Restate that you want to help them, and you understand they are busy
- Ask why they have pumped the breaks (Have they gone with someone else? Are they focusing on solving a different pain point? Do they still have concerns? Are they a later opportunity or totally uninterested?)
“Hey Hannah, James again from VOIQ, I am sorry we haven’t been able to connect. When we first spoke you let me know you wanted to find a solution to [Prospect’s pain point]. I know how busy things can get and it’s not my intention to waste either of our time, but I want to ask why you have been delaying making a decision. Have you found a different solution to [Prospect’s objective]? If you have gone with someone else I would love to understand your thought process a little better, and if now is not the right time for you, let me know when I should reach out to you again or if there is anything specifically I could help you with to get you back on track towards your goals.”
6.) The Deal Closing Call
When nearly all that’s left is to dot the “I”s and cross the “T”s make sure you don’t lose focus. Today’s purchasing and acquisitions processes are complex, and often made by entire teams. Always restate value and offer to talk with any other contacts involved in the final decision.
- Ask directly what’s holding them back, and try and counter…(maybe you can offer incentives)
- Verify they don’t need anything more from you, and that everyone on the decision team has all the information they need.
- Ask directly for a time frame, so you know when to take your next steps.
“Hey Hannah, James again, with VOIQ. After our chat last Friday you seemed very interested solving your [prospect’s pain point] problem and I would love to get the wheels in motion from our end. I wanted to make sure everyone on your decision team is feeling comfortable moving forward, and let you know I can reach out directly to anyone who could use a bit more information. Could you let me know the time frame your team is looking at for when you might be ready to take the next step?….
For more great sales advice, Ebooks, infographics and case studies, check out VOIQ.com or download our free Ebook on sales development below.