Calling Warm Leads
“We use a lead management system (InsideSales.com – now called XANT.AI) that allows us to callback warm leads within less than a minute of the prospect requesting information from our site. So why do I still need an “enticing” opening value statement script? They are already “warm” and are requesting more information… this isn’t a cold call where they don’t know who we are.”
Calling Warm Leads – Why Sales Scripts Make Sense
Enticing opening value statements are needed for cold, warm and hot leads no matter if they are outbound or even inbound calls for several reasons.
Let’s go with your example where you are making an “outbound” call to a warm lead (warm lead = prospect raised their hand by requesting more information via filling out a call-to-action form on your website)
Even if the form they filled out, lets you know that they are the CEO, you still do not know their purchasing process. They may have several others involved in this type of decision.
Going in and assuming you are speaking with the decision-maker based on the warm leads “title” will leave holes in your sales process and set you up for failure (You know, those stalls you hear like “I need to check with my partner, IT department, HR, VP, etc when you try and get to the next step or go for the close?)
So the only way you are going to truly uncover their purchasing process (among many other things you will need to know before presenting your solution or going for a close) is to be able to ask them some questions.
You’ll need an opening value statement that piques interest and then places you in a position to be able to ask them a few quick questions. If you use a weak opening value statement and then start asking “probing questions” you’re going to get resistance from the prospect, no matter if it is a warm lead or a straight-up cold call.
Most prospects are going to have a little trepidation when a salesperson contacts them.
Warms leads don’t equal “I want to buy your stuff right now”.
They are only a few degrees (for the most part) above a cold call.
There is some interest, but they may not even be able at this stage to articulate that interest or understand the exact problem they should solve nor realize yet the full benefits they would gain as a result of buying a solution such as yours.
That is the salesperson’s responsibility to make sure that the process happens. Salespeople help prospects by asking questions that will confirm or deny in the prospect’s mind if this is a wise decision/choice.
This is done by asking well-prepared questions in a logical, sequential order. And if a weak opening value statement is used on a warm lead, it most often “blocks” the salesperson from being in a position to ask the right questions, at the right time and instead raises the prospect’s defenses. This then causes the salesperson to go on the “offense” and try and overcome the resistance that they are responsible for causing in the first place.
The other issue with using “You requested some information on XYZ, and I wanted to see if you had any questions.” opener is if they actually do have questions – you’ve now placed yourself at a disadvantage right from the start and are now a talking brochure instead of a salesperson who should be asking specific questions in a logical, sequential order that would help the prospect and you determine if there is a potential opportunity for both parties.
– 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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