How To Intrigue The Buyer On A Cold Call
This article is the third part of the series on the topic of the perfect phone call structure. If you missed out on the previous articles then it’s essential that you give them a read, you can find the articles below:
So remember the structure to follow for any call is
“Only I Can Love Prospecting”
Outlining the structure that is:
In this article we’re going to delve into…
The definition of intrigue is
That’s exactly what we’re trying to do on any phone call. In the initial stages of a call we have a momentary window in time whereby the buyer will either decide
- This isn’t worth my time
- Let’s hear what they have to say
So to attain our desired outcome at this stage, which is simply more airtime, we need to arouse the buyers curiosity. We must peak their interest to such an extent that they commit some more time to us, at least enough to move to the Captivate stage of the call.
Don’t misinterpret this to mean other parts of the call aren’t important, but if there is one area you need to perfect, it is the intrigue stage. More often than not, sales people struggle with cold calling at this stage, they fail to intrigue the buyer and the call ends there.
So if there is one area that you need to excel at, it’s the intrigue stage. So don’t be half hearted here, invest the time to make your intrigue stage of the call impeccable.
So how do we do this, how do we intrigue the buyer to give us more time on the call.
Well there are two key plays here:
- Ask for commitment
So what is the hook? Well the hook is a short statement that a sales person can make in the hook window. Remember its main purpose is to intrigue the buyer to giving you more airtime on the phone. So don’t make your hook a “selling point dump” we’re not looking for quantity, use something succinct that will encourage the buyer to want to know more.
For more on the Hook play and some examples of types of hooks, have a read of our previous article below:
So create a hook of your own, something that draws the buyer in. Then…
Ask For Commitment
The sole objective of the hook it to arouse a level of curiosity so that you can gain the buyers commitment for more time on the call.
So once you’ve used your hook, ask for commitment. Something like
“Joe, can you spare a few minutes to ascertain whether we could help your business?”
To help you with how to develop a hook and some examples of asking for commitment have a read of some of the examples below:
“Joe, I know you’re a busy person. I wanted to ask if you’d be open to a discussion about X. we’ve been working with Y and Z whom have experienced a 30-40% increase in employee productivity from our relationship. Are you willing to spare a couple of minutes on the phone to discuss this further?”
“Joe this might resonate with you, we’re seeing a trend with many of our customers as they look for ways to maximise the hours of their workday. We’ve used numerous innovations in IT to help our customers, I wanted to see if this was a challenge you’re experiencing and if you could spare some time to discuss some insights in more detail over the phone?”
“Joe we’re working with alike organisations as X. One of their key difficulties is maximising the productivity of their remote workforce, which is where they come to us for assistance. I know you’re a busy person, but I wanted to ask if you could spare some time to discuss some insights in more detail over the phone?”
Master the intrigue stage, don’t just jot down the odd idea you can use, that’s what average people do. Instead invest some time to brainstorm different variations of intrigue statements you can use, put yourself in the buyers shoes and imagine what statements or information will arouse their interest.
Then put in the grind, practice that which you’ve put together, use variations to see which intrigue statements have the most profound effect. Rehearse this over and over until you can deliver it in such an compelling way that you achieve the results you long for.
You’ll know it’s working when you have less rejection at this stage, when more conversations with buyers move to the captivate stage.
Do look out for our next article which will be on the Captivate part of the calling structure.
If you enjoyed this article then why not have a read of some of our others below:
- Success in Sales – From Hard Work or Talent?
- Don’t Be An Insensitive P****, Look After Your Staff
- Invest In Yourself For Results
- Take Your Cold Calling To The Next Level
- Positioning A Close With The Buyer On A Cold Call
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