One… You said “lapsed customers” so just to clarify, you want them calling on clients (rather than leads) who used to pay you, but no longer do so, is that correct?
And Two… What is the overall goal of the sales call that you want your new staff member to make? If you’re hoping that the old customer is going to say “oh, hey, thanks for calling, we wanted to renew” forget about it.
PLEASE tell me they aren’t calling now, saying:
“I’m your new account rep and just wanted to check in blah blah blah.”
Identifying if A) they truly are a previous client and B) what your overall objective is of the sales call, those two things will help you create a winning opening value statement, as long as you remember that the objective of the opener is to PIQUE INTEREST first.
And in order to do that, you have to lead with a WHAT’S IN IT FOR THEM statement.
Saying “I’m your new account rep” does NOTHING for the prospect and that’s why those openers fail way more often than they work.
For me, I’ve found it better to simply ignore the fact that I’m a new account rep to them or that others from my company have worked with them before.
Instead, I’ve found these two OPENER “templates” work the best:
The POSSIBILITY Opener
As in, “Hi (PROSPECT’S NAME) this is (YOUR NAME) with (YOUR COMPANY NAME). Reason for my call is there’s a possibility we may be able to help you _____________.”
Now that blank is where you enter your targeted prospect’s hot buttons / pain points.
You business is only in business because it solves specific problems for a certain targeted audience. If you don’t know what those are, you better ask you sales manager, top sales rep, the person that started the company OR contact the top 5 clients and ask them why they chose your company over the competition.
The COMPETITION Opener
All C-Level Execs want to know what their competitors are up to. So calling and saying:
“Hi (PROSPECT’S NAME) this is (YOUR NAME) with (YOUR COMPANY NAME). Reason for my call is we recently helped (competitor) _______ and wanted to see if this may be of some help to you as well…”
Again, the (_______) is where you enter your targeted audiences pain point(s)/hot buttons.
These are just a few approaches that have worked great for me. Hope this helps.
– Michael Pedone
Michael Pedone teaches inside sales teams how to pick up the phone and close business. He is the CEO/FOUNDER of SalesBuzz.com – An online sales training company.
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How to successfully sell by phone – Live Online Sessions from Michael Pedone
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