By Centerpoint Connect.
Making the perfect sales call is both an art and a science and the opening lines can set the tone for the entire conversation. Whether you’re a seasoned sales professional or new to the game, knowing how to begin a call effectively is crucial. From open probes that uncover hidden opportunities to purpose statements that set clear expectations and general benefit statements that create instant value, the right opening technique can be the difference between a cold call and a warm lead. With us here at Centerpoint Connect, explore the strategies that can help you captivate your clients from the very first word.
When it is time to make a sales call, what is the best way to begin? Some techniques to open a call are the following:
Open probes are particularly useful in situations where you feel the customer will quickly reveal opportunities or needs. When you use an open probe to begin a call, it’s generally best to make some sort of bridging statement to position your probe. For example:
Purpose statements are useful in situations where you have had some sort of previous contact with the customer. When you open a call with a purpose statement, you provide the customer with an explanation of what you hope to accomplish on the call. Generally, it’s a good idea to begin a purpose statement with a bridge that helps to position your purpose. For example:
After you make a purpose statement, you will pause and wait for a customer’s reaction to the statement. The customer may react with an attitude, reveal a need or an opportunity, provide you with background information, make no relevant response (in which case you would have to probe) or simply say something like, “Sure, what would you like to know?”
General benefit statements are particularly useful for customers who are not very familiar with our product/service or your company and may need some information before they are receptive to probing. You make a general benefit statement by describing an assumed customer need based on information gathered on previous calls, pre-call research or knowledge or trends in the customer’s industry. For example:
Once you make a general benefit statement, you can either pause or wait for a customer reaction or you can go on to make a purpose statement and then pause for a customer reaction. In addition to its use at the beginning of a sales call, the general benefit statement can be effective in several different situations. For example:
Original article and photo source: Centerpoint Connect
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