In this stage of the phone call I am preparing for my call through research and review. This is where I set clear and defined objectives for the call.
I review the lead source
I review the ad campaign the that the lead converted from
I review the pages that they looked at on our site
I review their website
I analyze the search engine that they used
I review their online presence ( w/ https://adwords.google.com/apt/anon/AdPreview)
I review their online marketing budget, organic presence and competitors (w/ https://www.marketing360.com/competitor-tool/)
I look at their Facebook looking for activity on their page, the number of followers/fans)
I also review Instagram if they have it.
I review our previous conversations - their goals and needs to identify area where I can add value or over come concerns/objections
Planning helps me to anticipate what the conversation may be about, it helps me understand the client's current situation so that I can formulate some questions and anticipate some potential objections.
In A follow up call it helps me find ways to add value to the conversation in order to move the deal forward towards closing
*There are 2 times when your planning will be limited. Calling on FRED leads and on Call ins. Therefore, you must control the conversation so that you can uncover the above stage information in the third stage of the Sales Call (IDENTIFY). This is relatively easy to do with a a hot call in; but it will require more relationship development with a FRED lead.
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This is the stage of the phone call when I set the agenda for the call
I open and set the agenda by using P.O.IN.T which is an acronym for 'Purpose Outline Input Transition'. I clearly state the purpose of this call, making the call about the client and how we will help them on this call. I state an outline of what we intend to cover in order to accomplish the purpose of the call (Learn more about your business, what you are doing currently/past for marketing or what ideas they have, Why they reached out to us specifically and the expectations that they have in working with a company like ours)
Because it gives the client and me a clear objective for the call, it also offers space for the client to tell me what they want to talk about (this ensures that I can control when we dicuss this information...like price) and gives me a clear transition to the next stage of the call: Stage 3: IDENTIFY. Ultimately, keeping me in control of the conversation.
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This is the stage of the phone call when I identify the clients needs, goals, problems, wants.
I leverage the CURRENT/DESIRED/EXPECTATIONS questioning/talk track and I take notes using the C/D/E method. Asking questions that uncover what the client is doing currently for marketing, what they have thought about doing, what they have done in the past, why they reached out to us specifically, what they hope to accomplish, the expectations they have from us, the expectations in how our relationship will work as well as the major reason why all of a sudden they care. WHY NOT KEEP DOING WHAT YOU ARE DOING?
The Identification (discovery) stage of the call is where the real selling is done. This is where I uncover the information that I need in order to create a valuable recommendation that will help solve the clients needs. And it sets me up to use 'Link Feature Bridge Benefit (L.F.B.B) which is essentially me making clear connections to what the client said their goals were and how we solve those needs.
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This is the stage of the phone call before I transition in to the Recommendation Stage.
I repeat back to the customer the information that I have uncovered on our call. Stating if I am hearing your correctly here is what you are doing currently, heres what your goals are and here is what your expectations are.
This is important because it lets the client know that I was listening. It also makes the customers problems/needs/goals clear as day (Remember this may be the first time that they have actually heard it before) it also makes sure that you have all the info that you need to make a proper recommendation. Often a discovery summary will remind me to ask additional questions or help the customer gather their thoughts and disclose more information.
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This is the stage of the when I make specific recommendations about our product that will help solve the customer problems and/or help them meet their goals.
I use 'Link Feature Bridge Benefit' (also know as L.F.B.B.) I take a specific thing that the customer said (the LINK) and tie it to a specific aspect (the FEATURE) of my solution I BRIDGE to the benefit with a you statement (here's why this is important to you) then showcase how the product benefits the client obtaining their goals (the BENEFIT)
Link feature bridge benefits insures that the client fully understands why I am making the recommendations as well as guarantees that the client understands why I am suggesting a certain solution. This is where VALUE exists. The client is unable to make the connection as to solution and product if we don't show them. Plus when using LFBB we are speaking directly to the customers WHY...which is the part of the brain that controls decision making. We also use LFBB to make it clear to the client exactly how we came up with the price recommendation as it aligns with their goals.
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This is the stage of the phone call when I set clear and precise next steps for the next call. How will we move forward.
****closing is not getting money. Getting Money is a result and may be the clear next step, but if that is all that I have to move the deal forward, then no one will close and you are not very good. :)
I always ask for the business in some form. For Example: I am looking forward to working with you. Sounds like you are ready to get started.
If the client doesn't move, then this is an opportunity to over come the client objections. Figure out what is holding them back - meaning uncover their objections or concerns.
I then set clear and hard next steps for how we will move forward. This could be a scheduled discussion to get the credit card, review the contract, a call with another partner. An exact next time to talk is a must.
The end of the call cannot be left up in the air. I must set a clear way forward.
If I leave the call up in the air, I will get stuck in limbo and the client will be left to resolve their objections and concerns on their own. Resolving concerns is my job. With out clear next steps, the deal will get stuck in limbo until the client is ready....which maybe never if your don't over come objections/concerns.
Moves the deal forward towards the account opening.
At this stage if the deal doesn't drop, I will continually look for small ways to move the deal forward. Your CLOSE is set up by your objective for the call which is defined in STAGE 1:PLAN.
