Sales Pro Tip #2

Ever had a prospect get combative when you framed the call?

Maybe they something like…

 

  • “Cut the BS. We know why we’re on this call. Just tell me how you can help me…”
  • “I can’t invest or put a deposit down on anything right now”
  • “Uhh...I am just here to find out what you do”

 

Etc etc etc.

If you’ve run into this, let me tell you WHY this happens:

Pretty much all of what’s taught in the big “grow your consulting business” group coaching programs is a VERY strong “frame the call”...

Many of these “set the agenda” scripts put the prospect in an inferior position…

A position where they’re “qualifying” themselves to work with you…

A position where you’re on the top of the mountain, and they’re the ones who’re broken and need your help.

Now, let me be very clear…

That type of posturing CAN and DOES work….

Especially in B2C and entry level B2B markets (like biz opp)...

But high end, sophisticated B2B buyers aren’t going to let that shite fly…

That’s why often they'll reject your frame.

(It also won’t work as well if the lead is generated via outbound opposed to inbound.

Outbound - by their very nature - have a higher tendency to put you in an inferior position to begin with).

So if you’re selling high end B2B, what’d you do instead?

Simple. Use something like this:

“John, I’m prepared to talk about ____ which is what I know you reached out about. First, I hope you wouldn’t be offended if I got some context on your situation so we can only focus the meeting on what’s relevant to you. Sound good?”

WHY THIS WORKS:

 

  • - “John, I’m prepared to talk about ___.”

 

You’re beginning by meeting the prospect where they’re at.

The prospect is on the phone to learn about your product…

You are on the phone to learn about their problem…

This tells them upfront, that you’re prepared to discuss the product. This puts the prospect at ease…

 

  • - “I Hope you won’t be offended if”

 

This is “going for the no” as Chris Voss would put it...

When you start this way, they’ll respond:

“No I wouldn’t be offended at all, go ahead”.

Framing it this way makes it difficult for them to go in any other directions.

 

  • - “If I got some context on your situation”

 

Keyword: context.

NOT problem, goals, challenges, etc etc etc.

Not saying you can’t say those things…

But to more defensive buyers it can trigger resistance.

 

  • “So we can only focus the meeting on what’s relevant to you”

 

Ending with a benefit that’s in the prospects best interest.

KEY DISTINCTIONS:

Let me be clear…

If you’re selling B2C or lower-end B2B you probably don’t have to use this…

Would it work? Absolutely…

BUT if you can pull off the “prize frame” posture in the beginning, do it. It works.

Much of it will depend on the effectiveness of your marketing, too...

For example:

Dan Kennedy is someone who worked with sophisticated B2B buyers (DFY sales letters, at least)....

BUT he made them jump through so many hoops marketing-wise that I am damn sure he was the “alpha” when they finally hopped on a call lol.

So... if you struggle with sophisticated buyers who are more guarded, definitely give this a try.

I think you’ll like it

- CG

PS - If you or your sales team need help w/ this stuff hmu

PPS - This was inspired by the book “Socratic Selling” by Kevin Daly. Good read. I morphed it a bit based on my own experience. Pick it up if ya haven’t read it.

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