Kick Off a Sales Call with a New Prospect in 120 Seconds in 5 Steps
Starting a sales call with a new prospect is a delicate balancing act that sets the tone for the entire conversation in two minutes or less. An effective opening can establish credibility, build rapport, and open the door to meaningful dialogue. Here are practical steps to ensure you make the most of those crucial first moments.
Connecting Reference
For example, a connecting refence can be something as simple as:
“Hi Lisa, this is Tom with LSA Global, I was talking with Ted over in Finance, and he suggested I reach out to you…”
The goal of a connecting reference is to let your prospect know that there is a connection, and that this isn’t a cold call out of the blue.
Engaging Question
Immediately following that connective reference, pose an easy and engaging question. We define an engaging question as a simple yes or no question like:
“I understand you’re the VP of _____ at ______. Is that right?” or
“We talked 6 months ago about business sales training…. Do you remember our conversation?” or
“Susan suggested I reach out to you… Did she tell you I was going to call?”
The above questions are different than, “Do you have time?” or “Are you interested?” or “Are you the right person to speak with?” These questions can be the kiss of death for initial sales calls.
The power of the engaging sales question is that the answer doesn’t really matter. The goal is simply to engage your potential client. We know from sales negotiation training that prospects are predisposed to stop listening, tune you out, and brush you off. But your simple question will hopefully keep them on the line long enough to get to the next step in the sales conversation — why it’s worth their time to talk to you.
— highlight a pressing problem that they are currently facing
— share a creative or unknown insight about how to solve that problem
— outline how you are uniquely positioned to make it happen compared to others
It must also relieve any sales pressure by letting them know it’s their choice to continue to engage. At this point, you aren’t selling your solution, you’re earning the right to continue the conversation. For example:
“I noticed your company growth strategy has shifted, and I wanted to share how we’ve helped leadership teams like yours get aligned for growth…But I’m not sure if your teams are struggling to get on the same page.”
By giving prospects an out, you are taking away the inherent sales pressure. When you say you’re not sure, this may also cause them to wonder if you could potentially offer something useful to them, and chances are, they’ll give up a few minutes to find out.
The Bottom Line
The first two minutes of a sales call can make or break the interaction. By preparing thoroughly, starting with unique relevance, and prioritizing the prospect’s needs, you create a strong foundation for meaningful sales discovery. Mastering these 5 steps to kick off a sales call with a new prospect ensures your calls are not only productive but also pave the way for long-term client relationships.
To learn more about to kick off a sales call with a new prospect, download 30 Research-Backed Sales Questions that Matter Most
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