Marketing Meets Sales: Selling to Inbound Marketing Callers

Inbound Marketing matters, to your top line revenue and your client list.  Other than “selling” Girl Scout cookies to Mommy and Dad, Grandma and Grandpa, there’s no better sales opportunity than a prospect who dials your number and asks about what you sell.  Do not even think about flubbing this.  But without simple yet skillfully designed response guidelines, you are in danger of dropping the ball.

Inbound Marketing begins when a prospective customer who either met you somewhere or was referred to you by someone finds the motivation to contact you and ask if you might answer a couple of questions about your products or services.  Consider that outreach to be your Hollywood screen test and close-up.  If you want to call yourself a business person, then you will learn to confidently and competently handle Inbound Marketing calls (or emails) and emerge with an appointment to meet the caller in person to discuss specifics.

Let’s start with some basic observations about your marketing plan, the carefully choreographed activities that you implement to inform potential customers about your products and services.   Marketing can be divided into two types:

  1. Outbound Marketing, which encompasses traditional, time-tested marketing strategies and tactics such as advertising, networking, speaking engagements, teaching, writing a book, sponsoring a community or business event, nonprofit board service and other activities that broadcast your business brand and marketing message “outward” to the public.
  2. Inbound Marketing, which consists of activities designed to encourage potential customers to develop a level of interest and interaction with your company that “pulls,” i.e., persuades, them to do business with your company as a result of the trust and confidence developed through the ongoing engagement.  Online activities play a dominant role in Inbound Marketing, including social media, newsletters and blogs.  The Inbound Marketing audience is self-selected, as there is always the ability to opt-out of the communication and theoretically this cohort is more likely to do business.

The purpose of creating and executing an Outbound Marketing strategy is to generate Inbound Marketing inquiries by potential customers.  If your business fails to encourage Inbound Marketing,  your venture most likely will not achieve the financial success that you would like.  Inbound Marketing is where the money is made.

An Inbound Marketing call can lead to billable hours or a sale that makes your month, or leave you kicking yourself because you mishandled an objection or forgot to ask an important question.  Let’s see how you can design successful response guidelines.  Grant Cardone, selling skills guru and author of If You’re Not First, You’re Last: Sales Strategies to Dominate Your Market (2010), breaks down his very useful Inbound Marketing call technique:

Greeting

How you welcome the prospect who has chosen to reach out to you, rather than your competitor, is all-important.  Ace the first impression by answering the telephone politely at all times, no matter how annoyed you are by other matters.  When you realize that you’ve been gifted with a prospective customer’s call, i.e., an Inbound Marketing call, slide into character by smiling as you speak and adding a (realistic) dose of enthusiasm to your voice.  Smiling as you talk and imagining that the prospect is in the room with you has been demonstrated to make selling over the phone more successful. Give your name, title and a cheerful, helpful attitude to your caller.

Facts

“Who am I speaking with, please?” Obtaining the name of the caller is an easy Step One of the trust-building that is the foundation of every sale.  Grant Cardone recommends that you resist the temptation to ask for more information because if the caller is really interested, s/he will happily volunteer that information to enable the sale. What you DO want to learn early on is what prompted the call:

  • What the caller would like to know about what you sell and how that information  relates to what s/he would like to achieve or resolve?
  • Which, if any, product or service has been used regarding the issue before and what was the outcome?  Why does the caller want to investigate something else?
  •  Determine the timeline and any deadline “Do you need to make a decision today, or this week?”

Objections 

As you discuss the features and benefits of the product or service that may provide the solution that your caller needs an objection may abruptly spring up and make your caller suddenly lose confidence.  Objections can be skillfully handled through a method I learned many years ago, called “Feel, Felt, Found:”

“I understand why you might feel this issue (or perceived shortcoming) might prevent you from achieving results.  There have been a few others who at first felt this situation could possibly become a problem.  Over the years, my staff and I have found that when you (make this adjustment, or whatever), it’s possible to bring about the results that you want.  Does that sound reasonable to you?”

To help you organize your thoughts during any part of your unexpected Inbound Marketing call, Grant Cardone suggests that you press the hold button to give yourself 30 seconds or so to plan a response.  Making certain that you are able to successfully handle an objection seems to me like the right time to hit the hold button!

Appointment

While you might get lucky and sell your Inbound Marketing caller on the first contact, chances are your prospect will require more information to develop adequate trust in you and your company and make him/her feel confident enough to close the deal.  Suggest to your prospect that you would be happy to come to his/her office to discuss how your customized product or service solutions can benefit his/her organization and its business goals (alternatively, the caller can come to your office).

“Since you don’t need to make a decision immediately, it would seem to make sense for us to sit down together for an hour and discuss what you need, your short and long-term goals and how I can customize a solution for you that respects your budget and time line.  What does your schedule look like? What is your company name and address and what is your call back number and email?”

Happy New Year and thanks for reading,

Kim

Photograph: Doris Day (left) and Rock Hudson in Pillow Talk (1959)                          Directed by Michael Gordon for Universal Pictures

 

 

 

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Spring Training: Perfecting Your Elevator Pitch

We get only one chance to make a good first impression and beyond the visual presentation that your clothing and accessories communicate, followed by how you greet those that you meet (with a pleasantly firm handshake, friendly eye contact and a warm smile), what you say means a great deal.

In business-related gatherings or meetings the direct communication of your elevator pitch must grab the attention of the listener, inspire confidence and entice him/her to want to hear more.  Your elevator pitch is a sales technique wrapped in a conversational tone that piques the interest or even curiosity of the prospects, referral sources, investors, or strategic partners that you meet and entices them to want to know more about you and what you do.  Your elevator pitch is Step 2 in the process of meeting and winning over a VIP (getting the meeting is Step 1).

An elevator pitch (or elevator speech) is your official business introduction.  In it, you state what you do, for whom you do it and the outcomes and/or benefits that you provide to your clients, all in about 30 seconds.  As the story goes you step into the elevator, encounter someone who would like to know who you are and you roll out your spiel between floors.

A well-designed and delivered elevator pitch answers the (unspoken) question, “What can you do for me?” If good luck is on your side, you’ll have a business card handed to you, with a request to call that afternoon at 5:15 PM.  Your elevator pitch should address at least three of the following points:

  • The problem or need that you solve, i.e., the purpose or mission of your venture.
  • Identify your usual or ideal target clients (for-profit, not-for-profit, life sciences professionals, B2B, B2G, Fortune 1000, etc.).
  • Identify one or two of the primary results that your organization provides.
  • Name one or two of the primary benefits that your clients receive as a result of your services.

Depending on what you do, your (heavy-hitting) client list, the person or group that you’re addressing, or your mood, don’t shy away from getting a little bold about the value that you bring.  Even introverts can step up in their own quietly determined way.  If you have some credible (and demonstrable) metrics to attach to the outcomes and results that you produce, so much the better.  That is, if you can truthfully say, for example,  that 9 out of 10 of the marketing campaigns that you design for clients are routinely associated with a 15% increase in top line (gross) revenues within a 12 month period, then include that information in your elevator pitch.

Alternatively, you can keep your pitch very stripped-down and simple and state something like, “You know when this (problem or need) crops up? I fix it.”

Ideally, whoever you’re speaking with will want to hear more but if s/he doesn’t give much of a response, that means you are not speaking with a prospective client and it’s useful to know that up front.  Your elevator pitch will separate the wheat from the chaff and help you recognize who deserves your time and who does not.

If you’ve delivered a good elevator pitch that portrays you as a knowledgeable and trustworthy professional, you may get a client or you may get a referral.  You could also get an invitation to appear on a panel, speak at a business association meeting, or an inquiry about your teaching skills.  An effective elevator pitch is an integral component of the first impression that you make.  Be certain that what you say communicates your brand in the best possible way and it will open doors for you.

Thanks for reading,

Kim

 

Upgrade To A Branded Elevator Pitch

Think about it.  Your elevator pitch and your personal brand are co-dependent.  The two share a mission-critical objective, to create a positive and memorable first impression of you and your enterprise when you meet personal and professional contacts.  The all-important self-introduction known as the elevator pitch is, while brief and simple, nevertheless your most important marketing tool, because it’s often how people first get to know you and your business.

From the opening line to the final sentence, your elevator pitch is Step 1 in  communicating your personal brand.  Its content must be clear and concise, and persuade people that you are worth knowing and doing business with.  Build the introduction to your brand by choosing two or three of your services or products to use as talking points; write them down and rehearse your pitch frequently.  Like a singer or musician, memorize the melody of the song that is your elevator pitch and improvise as needed.

Your delivery is as important as its content.  Polish your presentation by speaking in a pleasant and energetic tone of voice.  Exude a welcoming and friendly demeanor as you greet people with a smile, all the while standing up straight and maintaining eye contact, as you extend your right arm to initiate a comfortably firm hand shake and give your name.

Networking is a 365 days a year activity and your elevator pitch can easily be tailored to fit any context, whether you’re at a holiday party or a business association event.  Purely social events usually do not require mention of your business life, unless the topic comes up a little later, as you chat with your new acquaintances.

What matters most is that your pitch ensures that you are perceived as competent, credible and authentic.  When introducing your professional role, use easy-to-understand, jargon-free language as you succinctly describe two or three of the services you provide (What you do) that solve two or three problems that your clients encounter and must resolve (Why you do it).  Depending on who you’re meeting, you may choose to reveal the types of organizations that you work with (for Whom you do it) and the value (benefits and outcomes) that are achieved when clients work with you.

Jeff Bezos, founder and CEO of Amazon, famously said, “Your brand is what people say about you when you’re not in the room.” Take the time to develop an elevator pitch that creates a trust-building first impression for prospective clients, influencers and referral sources and serves as an effective first touchpoint for your personal brand.

Thanks for reading,

Kim