Sales Debriefing

Let's face it, as small business owners you have to be a 'sales person' whether you want to be or not. While you would rather be focusing on the bigger picture, if you want to be successful you need to engage in sales conversations on a regular basis. So, how did your last sales call go? Did you make the sale? Why, or why not?

Taking the time to debrief after a call can help you do a much better job the next time. So, what types of questions should you be asking?

• How did the prospect react to the information provided - People process information in several different ways; some need to ask a lot of questions, others just want the top line summary. Some prospects need visual examples, others need a hands on experience to fully grasp your offering/product. So, did you adjust the call to their style, or did you simply run through the same presentation as you always do?
• What was the mutually agreed "yes" - Was everyone clear on the purpose of the call? Too often people pick up the phone or drop by to chat, and at the end of the day they say goodbye with no clear next step. While it is helpful to keep your name in front of people, going into a call with a plan will help you move toward a desired outcome. Making sure the other person knows the outcome options on the front end helps as well. If you are hoping to get an invitation for an office visit, did your prospect know that at the beginning of the conversation?
• Did you provide a USP? - Be different. All businesses must have a Unique Selling Point. If you do not stand out from the crowd, why should a prospect choose you? Make sure to send a clear message as to what you offer that others do not. Focus more on what makes you unique, as opposed to simply what you do.
• What pain indicator made you relevant - Did you take the time to find out what they really needed? Or do you have a one size fits all solution you are trying to shove at every prospect, regardless of what they need? If you are unable to empathize or relate to your prospect, they will not see the relevance of you or your company.
• What is their budget? - This is a tough one. Most people don't like to talk about money, but it is important to get this on the table early in the sales process. Do they have the funds? Is this something they are willing to invest in? You don't have to nail them down to an exact amount in the first conversation, but you should have an idea if you are playing in the same ball park.
• What happens next? - After you hang up the phone, is there a clear next step? If not, review the list of other questions. Do a better job of getting these answers and the next steps will be obvious.

About the Author:

As Creative Director or Roundpeg, Lorraine Ball is typically at the center of the managed chaos that keeps this agency on it's toes. With more than thirty years as a marketing professional (lie, tell her she doesn’t look that old) Lorraine is a native New Yorker, and a Hoosier by choice, committed to fostering growth and entrepreneurship in her adopted city. 

When not at Roundpeg, Lorraine can be found sharing what she knows in seminars and presentations around the country. She has a BA from Queens College, City University of NY, and an MBA from the University of Texas at Dallas.

Follow @lorraineball | Connect on LinkedIn

Reaching out to a Prospect: How Much is Too Much?

So you have the perfect prospect who fits all your target criteria, and you decide to reach out to them. You get their voicemail, or the receptionist, and after several attempts you get no return call, no messages, no emails, nothing. What do you do next? How long should you keep trying before coming off as annoying and irritating? How much is too much when it comes to reaching out to a prospect?

When you are selling a product or service, you need to be persistent. But, there is a fine line between persistence and annoyance. If you are uncertain where to draw the line, here are some tips to help you out.

Email versus phone; which is better? You can choose between using an email or a phone call, or both - depending on the type of product or service you are offering, and what you think will resonate more with each specific prospect.

Reaching out via Email

In today's tech savvy world, emails are a great means of getting a message across. It doesn’t put too much stress on the prospect, or on you, and it can be saved for later reading. But if you choose to start the communication via email, as most businesses prefer, do not be too surprised if you do not get a response after the first email. People receive a plethora of emails on a daily basis, and many of those emails end up in trash or junk mail. That being said, if you decide to use the email approach, go ahead and schedule several follow-up emails without the fear of coming off as a pest. Make sure to space them out by a few days to a week.

Tip: Make sure that you are targeting to the appropriate contact with relevant information. Small Business CRM can categorize prospects and update the status of various prospects so you do not have to waste your time finding out what your prospects have been up to. With the use of a Simple CRM you will get this done much faster and with a more precise message.

Reaching out via Phone

If you decide to proceed with a phone call, be prepared for reaching voicemail or the 'gatekeeper'. If you do manage to get through, you need to be natural yet to the point. Remember that politeness is key; "Hello Mr/Mrs [name], how are you? This is [name] from [company]...". It is always good to ask if they are busy or if they have a few moments. Again, you want to be brief, especially when making a cold call. People are busy, and you do not want to come across as wasting their time. Time is important in today's busy world, let them know you are cognizant to that fact.

 

Phone and Email Combination

The best method is, of course, the email/phone combination. Start with a phone call. If you leave a message, feel free to let them know that you will follow up with an email if there is information you need them to review, or if you are attempting to set time for a meeting. With this method, it allows them to follow up with their preferred communication message. When making cold calls/contacts with little information, wait at least 48 hours between the two combinations if you do not want to be perceived as a bother.

When You Should Stop

When you are getting into your follow up calls and emails, make sure to give a value proposition and modify your follow up messages. Always reply within your initial message sent. If you are saying the exact same thing each time, you have a higher rate of losing their interest. After sending the two (slightly different emails) the third one should be the final email. Let them know in a non-direct and non-threatening way that this is your last contact. As opposed to saying, "this is your last chance for a discussion", or "I will no longer be reaching out", try modifying your message to, "if you get to a point where a conversation makes sense, please feel free to reach out". If you do not receive a response after three emails or three phone calls, then it is probably time to stop.