Did we deliver the clarity the prospect needed ?
So as you know I listen to a lot of sales calls.
This week I listened to a great call which had so many positive facets and due to its high quality it was easy to diagnose how it could have been optimised.
One of the ways was that the presentation was too top level.
A feature dump that could send a glass eye to sleep is obviously one extreme but also being too top level on the deliverables can leave the prospect WANTING to work with you but left with an open loop in their mind on exactly how you will do this.
This is because you have not filled enough detail into the prospects mind for them to complete the synaptic gap of how your product or services bridges the void between their current situation and their desired end state.
An example I often use in my coaching is when considering a lead gen service to a business.
Instead of explaining that you will create a funnel that will allow them to create more opportunity that will drive the additional $10,000 revenue that they require, try baby-stepping them to ensure they have the mental clarity that they need to buy from you. Here is what I mean:
In call :
C:So Mr prospect , how many leads are you getting per month and how many of those turn into conversations ?
P: Id say on average 20
C: and of those 20, how many are turned into paying clients ?
P: ooh, maybe 2
C: Gotcha, so about 10% and if there was an increase in lead flow would you be able to handle the bandwidth on that ?
P: yes
C: great , and is there any reason why you feel like with that increased volume why that 10% conversion would change at all ?
P: no, not really …
C: And what is the average revenue per sale ?
P: $5,000
In presentation:
C: So Mr prospect, Pillar 1 relates to creating the funnel that you need to generate the volume required to bring you up to an additional $10, 000 in your business.
So we are going to at bare minimum 3 x number of leads coming into your business, so even before we look at qualification let’s take a look a the maths
So you know how you said how currently you are getting 20 leads a month and converting 2 and that your close rate is 10% making you about $10k? Well when we triple lead flow can you see how we will help you generate 30k into your business?
So with predicted ad spend to make that happen is $5k that leaves a 2.5 x on you ROI of £25k… you with me so far ?
Can you think of any reason , if we worked with you hand in hand to implement this strategy which has worked for dozens of other businesses in your niche, why this would not work for you ?
P: no, that makes sense
Pillar 2….blah blah
So by drilling down into the figures a little with the prospect and helping them ‘ join the dots if you will’ we complete the mental picture for them, compelling them to move forward …