Do your sales reps deal with hang ups on almost every cold call they make? Are they complaining that they aren’t setting enough meetings to meet their quotas? Are you wondering what you can do to help them succeed and keep your revenue strong instead of firing them and hiring new reps? Read on to learn the components of a successful sales hook or pitch that makes the difference between a brush-off and getting that meeting.
4 Parts of a Strong B2B Sales Hook
Since this is a cold call, your sales reps are talking to someone who has most likely never heard of them nor your company. Their sales pitch should start off in those crucial first 10 seconds with identifying just who they are.
One tip that I’ve heard from quite a few sales reps is to have the opening line be “Hey (prospect’s first name), it’s (your sales rep’s first name or first and last name). How are you doing today?” This gambit may make the potential customer think they’ve met your sales rep before and he/she has forgotten, so they’ll stay on for at least a moment or so longer to figure out who your sales rep is and if they’re supposed to be talking with that person, so make that next statement count.
Remember: No matter who your sales reps are calling, the potential customer’s goal is to brush your sales rep off (and if your reps are calling into sales, they are reaching professional brusher offers, so your reps need to be on their A game to get around that), while your sales reps’ goal is to keep the prospects on the phone and schedule a full meeting.
Once your sales reps have moved past those first seconds, identified themselves, and didn’t get an immediate “I don’t have time for this” followed by a hang up, it’s time to add more bait. Let the prospect know why it’s in their best interest to keep listening.
Now, I’m not saying threaten them to get a meeting. Obviously don’t do that. Instead, the goal for your rep in this sales conversation is to sell the value of attending that full meeting. That’s it. Your sales reps aren’t trying to sell the prospect on your product because that’s not what this cold call is about. They’ll learn about the product during that full meeting.
So, what should your sales rep say? Talk about your customers who are in roles that are the same as the potential customer and the benefits they’re seeing. Did one of your customers get promoted from manager to director because of your products that helped her BDRs set more meetings? (Yes, that happened to a ConnectLeader customer, by the way, in just four months of use of Team Dialer…) Talk that up.
As stated above, your sales rep doesn’t want to talk about your company’s products and features. However, if the potential customer specifically asks about that, your sales rep should keep that part of their sales hook high-level talking only about how your product brings about innovation and productivity. Again, this isn’t the time for a detailed discussion. This is a brief cold call.
This one may seem odd, because no one wants anxiety. In this case, however, I’m talking about GOOD anxiety -- the kind that makes you want to see what happens and learn more. Your sales rep’s goal in their sales hook is to build good anxiety in the prospect’s mind to show why attending the meeting will be beneficial to them.
Each one of your sales reps should have conviction, confidence, enthusiasm, and excitement for your products in their sales hooks. That will resonate over the phone and make the prospect feel like they’ll be making a mistake by not having that meeting with your sales rep to find out more.
Try and Try Again
When your sales reps get a meeting, they may be tempted to just use that sales pitch or sales hook over and over again. Don’t let them. If they do so, their pitch will become robotic and sound like a script they’re reading instead of a true conversation. To that end, train your sales reps to have two to three pitches that they rotate in their cold calls.
Also, your sales reps should be aware that cold call conversations can go quite literally anywhere. They need to be listening to what the potential customer is saying and responding to it, rolling with each change in conversation that might come up, rather than just saying what they want to say next.
Reach out to us here at ConnectLeader today to learn more about our entire suite of B2B sales engagement software, including Team Dialer, our human agent-assisted sales dialer that can help your sales reps each have 6-10 cold call conversations in just one hour. Simply click here or give us a call at 800-955-5040.