Providing an effective call structure for inside sales was one of our most popular blog posts last year, and continues to be today. With this in mind, we thought it might be worth revisiting this topic and delving a little deeper into some of our day-to-day experiences.
We’ve talked a lot about how lead generation has changed in recent posts, but at its core, an inside sales team still has the same job – engage your prospect, position them your product or service and close to a Qualified Sales Opportunity (QSO).
At INCo, we spend a lot of time training our inside sales team to be confident with the value propositions they present for our many clients. This would simply not be possible if they were reading from a script every day. As stated in the previous blog, buyer behaviours are changing – and more and more the decision makers we are targeting will be engaging in the buyer’s conversation long before we contact them.
So, how do you work with this?
Reading from a script doesn’t work, but in the same way, neither does throwing the script out of the window and just having a chat with everyone you speak to during the day. So we work with a structured approach, including introductory questions, common pain points, key benefits, references, etc, on top of three key points to always remember;
- Do your research – we place heavy emphasis on data building and data profiling, so that before our inside sales team goes into a call, they know exactly who they are looking for. Nothing says scripted or unprepared like a call asking for the ‘Head of Business Development.' We find you’re much more likely to have a meaningful conversation when you ask for the prospect by name.
- Listen to your prospect – one of the many things INCo is known for is ‘all our people have one thing in common; they listen’ and that’s because it is at the core of everything we do. It can be so easy to jump on the phone and rattle through a script to close a sale, but you will not come away with any meaningful information from a conversation like this. If your inside sales team talks less about the one service offering they’ve been having the most success with recently, and listens more to the prospect’s current predicament, you may find that they are actually in the market for more than one of your client’s service offerings. Or that they’re having such desperate problems with software they want someone in tomorrow to rip it all out and replace it.
- Ask intelligent questions – concise, open, engaging questions will help prospects see your inside sales team as knowledgeable and helpful; which is exactly what you need when trying to close an opportunity. Your goal here is to successfully support a potential customer either through their current need, or by helping them recognise there is a lead, and show them that your value proposition is the answer to that problem.
In order to really connect with your potential customers, it is vital to be engaging and understanding, while still positioning your product or service. Looking to know more about the Elevator Pitch approach? Read our blog about it here.
Do you need help structuring your inside sales call? Click the button below to download our free template.