In these days of social media, email, and inbound marketing tools and techniques, it might seem that B2B sales calls are no longer required. Spend time on your content and new customers will come to you, right? To an extent, yes. But how do you qualify those leads? And close the sale? The future of B2B SaaS is likely to combine inbound and outbound approaches.
Here are our top tips for making great sales calls.
Seven Things to Remember Before Making a Sales Call
Target a Persona
The first and most important step is to do your research. You need to know who you are calling, and why they’ll be interested in your product.
How? Start with building customer personas. You can do this by using your existing data to identify your ideal customers. Think about what you know about the background, motivations, needs and expectations of those customers. And then use this information to inform how you approach your call. Above all, make sure you’re confident in describing the prospect’s business to them.
As well as getting all your information ready, spend some time preparing yourself. B2B sales calls take energy, so make sure you get a good sleep, drink lots of water, and take breaks from the calls.
Manage Your Time
Studies have shown that Wednesdays and Thursdays are the best days to make sales calls, between 8 and 9am or between 4 and 6pm. The same research shows that the longer the gap between initial enquiry and follow-up call, the less effective that call is. Use this intelligence to your advantage and plan your day accordingly.
Let the Prospect Know the Purpose of the Call
You’ll know that discussions – be they on calls or in meetings – work best when there is a clear structure.
Put aside some time to create an agenda to guide your call. You’ll want to include the purpose of your call, how much time you’re likely to spend, and the outcomes you’re hoping to achieve.
Share these with your prospect at the start of the call, and make sure they agree.
Ask Questions and Qualify
Your calls should be a combination of questions and answers, from both you and the prospect. Prepare some questions in advance and listen to the answers. Listen to the questions from the prospect and answer them clearly. Most importantly, don’t get distracted.
Avoid the Waffle
We all know how busy we are at work these days. Your prospects will be just as busy as you. Planning what you want to say – often in the form of a script – will help you be concise. Starting with a confident opening will also help. Tell your prospect about the compelling information you have about their industry, and how your product is a great solution.
Last but not least, you should enjoy the calls you make. That’s not an easy ask but, to be successful, your 50th call of the week needs to be as energetic as your first. Start the call on a positive note, and end on a high.
New developments in technology mean that lead prospecting and sales are changing. But they’ll always be a place for the sales calls. Following our tips will help you refine your calling technique and achieve great results.