The Opening Statement
Nothing is more important to prospecting (other than actually doing it) than the quality of your opening statement. In person or over the phone, windows of attention are typically slammed shut in less than 10 seconds. This means you have to maximize the impact of every word, syllable and pause in your lead off statements. They need to be works of art-compelling to the extreme degree. Fortunately, opening statements can be prepared and practiced before a sales opportunity is ever pursued. Below are some guidelines and thoughts for creating your opening statements, as well as some samples for you to rework into your sales world. If active prospecting is a part of your sales world, you’re responsible for making your prospects want to engage with you over the 10 to 20 other sales people who call on them each day. This is your guide to creating the opening statement. A Professionals Opening Statement. The Objective is to create immediate interest for further discussion...to engage the prospect.
The Method is to work through the following using pen to paper or fingers to keyboard...
What do I sell? (Fewest words possible)
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How do customers benefit (both the prospect and the prospect’s company) when they buy my product/service? Make sure they are real.
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Build several opening statements for the different scenarios you may face; catching a decision maker without a screener, catching a decision maker on their way out the door, delivering the opening statement to a screener who insist on knowing “what is this in reference to?” for voice mail, etc. Address each of the following in whatever order seems most appropriate for your particular sales world. Make sure you follow this format for the statement of potential benefits opening statement.
Include...
- Reference customer
- Explain how the benefit was realized
- Quantify the benefit
- Assist prospect in visualizing similar results for their company
Keep in mind
- Maximize every word, syllable and pause
- The opening statement is not meant to close the prospect
- Never leave a misleading or vague voice mail message, hit them with your complete and prepared opening
- Never use industry jargon
- Avoid vagueness
Phrases to avoid in your opening statement
Call with a purpose. Please, I beg you, DO NOT call prospects and customers and use any of the following: These phases may be used at other times during the sales process, but they have no place in the opening statement because they do not create immediate attention or encourage the prospect to engage with you.
1. How are you today?
2. I’d like to learn a little more about your business to determine...
3. We’re the leading provider of...
4. We work with several of your competitors...
5. I’d like to see if there are some ways we might work together.
6. Is now a good time to talk?
7. Did I catch you at a bad time?
8. Calling to check in with you and see how it’s going?
9. Wanted to touch base and see if anything’s changed?
10. Hadn’t talked in a while and thought I just give you a call?
11. Just wanted to call and see if you’re ready to do something now?
12. Was wondering if there was anything you needed?
These are nuisance calls.
Sales reps who open calls with these inane phrases are lazy, or simply don’t know what to say. The first I can’t help with; the latter ... well, let’s get to it. Make a personal commitment to have a value-added reason for calling, every time you phone. Value-added means that the person can say they gained something by taking your call.
Sample opening statements
Statement of Potential Benefits
Hi, (first name) Mr. Jones at XYZ Company feels that because of a solution my company provided them, that they were able to achieve benefits that measured $2 million in savings; with your support we may be able to reach similar results. Would this be valuable to your team?
Statement of Purpose
Hi, (first name), (sales name), xyz company...the purpose of my call is that we deliver (product or service) which might be able to save you more than (specific percentage) on your current process. Would you be interest in discussing how it might fit into your environment?
Statement of Qualified Reference
Good day Mr. Jones, The CFO, Mrs. Smith, told me that if I was to be of any value to this company that need to speak to you about the cost savings we have been able to provide to other companies with similar challenges.
Practice; write these down, post on the wall of your office. Make sure you have these in plain sight when making cold calls. It is the only way to success.