Demystifying the sales call

~ Originally published here.

The game of sales is strategic in all its demeanour, demanding planning at each step of the way. Right from the time you step into the office, to every phone call you make, every email you send out and every bit of research you put in, these are essential parts of your target puzzle that eventually fit, if, or should I say once, you get it right.

There’s elation and a sense of accomplishment when things head en route to success, when the big bucks begin to pile up. On the flip side, there’s dejection and the obvious disappointment that comes when you don’t win the deal. Regardless of the outcome, the first of each month comes with a clean slate and an even cleaner bank balance.

For two years, I’ve been in selling SaaS products across Europe and North America. From a single person bootstrapped startup to billion dollar enterprises, from niche 3d printing companies to IT service behemoths, I’ve sold Freshdesk to all kinds of businesses?—?the kind of businesses that really care about making their customers happy. And I’ve learnt a lot of things along the way.

If you ask me what’s the most important rule of them all, I’d say it’s to pick up that damn phone and talk. Emails can never replace the personal touch in speaking with a prospective customer.

Your marketing team spends all the moolah to run campaigns and get you an inbound lead. Every lead, yeah, even most of the junk ones, come at a cost and every deal that you can convert essentially repays the engine, keeping it running for a longer period.

So, how do you get the maximum out of the first call ? What can you do to make the best of every lead that comes your way? How do you ensure that you do justice to both their time and yours and the amount of effort that goes into bringing those leads?

These are my findings, my mental pictures of what works on a call and what doesn’t.

Before the call

1. Know when to call them

Knowing when to call your prospect is of prime importance. Calling someone early on a Monday Morning might add on to their Monday Morning blues, despite all futile attempts by you to put them out of it.

I find the two hours after lunch time most productive since people are relaxed after their meal and are willing to spend fifteen minutes on the phone with you. Contrary to popular opinion, I’ve discovered that Friday evenings are actually a good time to engage in conversation with customers in Europe. They’re probably relaxed after a hectic week?

2. Do your research, and CRM it

There are two key aspects to this. First, you need to dig deep on the company’s business. Second, you need to know a little something about the person you’re going to call. This is where Google and LinkedIn are your best friends.

Knowing the business helps you with the pitch.

Where does the product fit? How does it add value? How can it solve a problem? How big is the organisation ?

Knowing the person helps you build rapport.

Is he/she the decision maker ? Is there anything I have in common with them so I can build a rapport ? What does he/she tweet about ?

If a prospect is comfortable talking to you, it’s easier for them to open up about their business problems. You slowly start getting more pieces to fill in the puzzle.

With the number of calls you make every day, you’re likely to forget what you spoke about. Make sure you enter them in your CRM.

3. The art of prediction

I spend some time before every call imagining every scenario that might occur and come up with the most likely one. In the beginning, the expected never happened but now, I know the most likely way the conversation might go and also steer it to where I want it to.

“So, let’s say I’m buying these running shoes. I add them to the shopping cart but I’m unable to check-out and pay. How do I contact you?”

“You can email us.”

“Doesn’t that involve too many clicks? How does a live chat widget on that page sound?”

“Wow. Let’s do it.”

During the call

You never get a second chance to make a first impression

1. Create a story

It is important to establish credibility, that too right over the phone. This is where your research will help. You can easily build a rapport before you steer the conversation towards the product. Make sure you sound enthusiastic and know what information you need to collect beforehand.

While selling a customer support product, the five answers I always want to know over the first call are:

1. How does your support work today?
2. What are the biggest challenges you are facing?
3. What would you like to accomplish using our software?
4. When do you want to implement this?
5. What is the size of your team?

I don’t ask these questions directly. I try to weave them into a story around their business and paint a real-time picture.

2. Listen and interpret

I follow the three second rule. Once the prospect pauses, wait for about three seconds before you add in anything. This way, you steer control of where the conversation is heading.

By the end of the call, I am aware of the totality of the deal (features required/deal size/setup time/when it’s most likely to close) and how I can close it faster.

3. Suggest a solution

I speak more about their business than about my company or the product I’m selling when I try to solve a problem.

“So, while booking this flight, it showed $106 but when I go to pay, it shows $121? How many times do you get this query?”

“Few times a day and I type out the same answer every single time?—?Flight prices fluctuate in real time.”

“You should put it up on your knowledge base.”

4. End the conversation properly

This is what lingers in the prospect’s mind once you hang up. Make sure you tell them that your product will have a great fit and ask a couple of open ended question.

I usually also ask, ‘So, what would be your next step?’. The answer to this is usually something that lets me fix the next appointment.

5. The Don’ts

Don’t try to hard sell and don’t talk pricing right away. It almost never works.

Today, most businesses are ready to pay if life gets easier but at the same time, they’re not going to buy unless the product fits them, however ridiculously low you price it.

Don’t let your mind wander. There is a high chance of this happening when you make dozens of calls in a day. Every bit of information you note during a call will help you close the deal. Concentrate.

After the call

1. Follow up

Send an email summarising everything you’ve spoken about and mention your availability over email or phone call in case the prospect has queries. This email allows you to brew yet another conversation.

2. Plan

Plan on how you want to go about helping the prospect and when you want to close the deal. Note it in your CRM. Create tasks for your next follow-ups.

3. Take a break

Then, relax for a couple of minutes before you make the next call.

Lastly, when the money hits the bank account, celebrate, for there’s no greater elation.