Role-play: good and bad cold call

Here an example of good Role Play of a Cold Call after an action on our website or similar (can work also after an action on LinkedIN, market news, etc.).

It is useful for Sales Manager and CSM.

Why I should read it? It helps to close new deals and perform better in upselling process.

As a Sales Manager or CSM, you lead with great questions? Or do you “show up and throw up,” as we say in the industry? Do you ask about the specific areas the prospect cares about? Or do you bore the prospect with your company's elevator pitch?

BAD COLD CALL EXAMPLE

[Customer] “Hi, this is Mark.”

[Sales Manager/CSM] “Hi, Mark. This is Jess at HubSpot. Did I catch you at a bad time?”

[Customer] “I have one minute.”

[Sales Manager/CSM] “Great. I am not sure how much you know about HubSpot. We have an all-in-one marketing platform that helps companies get found online and convert visitors into leads and customers using your website. We have worked with Company X and Y in your industry. I am calling to see if you would be open to a 10-minute call to assess your company's online visibility.”

............. DISASTER!

GOOD COLD CALL EXAMPLE

[Marketing Manager] “Hi, this is Mark.”

[Sales Manager/CSM] “Hi, Mark. This is Jess at HubSpot. Did I catch you at a bad time?”

[Marketing Manager] “I have one minute.”

[Sales Manager/CSM] “Great. I noticed you downloaded our eBook about generating leads on Facebook. What specific questions did you have about Facebook marketing?”

............. YES!

[Marketing Manager] “Oh, jeez. Um. I was just doing some research. I think I was looking for examples of B2B companies that had seen success using Facebook for business purposes.”

[Sales Manager/CSM] “Great. I am happy to share some of those success stories. Have you run any Facebook campaigns yet?”

............. YES!!

[Marketing Manager] “I have.”

[Sales Manager/CSM] “How did they go?”

............. YES!!!

[Marketing Manager] “Okay.”

[Sales Manager/CSM] “Okay? What do you mean? ”

............. YES!!!!

[Marketing Manager] “Well, we did generate a lot of new emails from the campaigns. Unfortunately, I am not sure the people we are attracting are really qualified for our service.”

[Sales Manager/CSM] “Interesting. What types of people are qualified for your service? What types of people did the Facebook campaign attract? ”

............. YES!!!!!!!!!!!!!!!

Source "The Sales Acceleration Formula, Using Data, Technology, and Inbound Selling to go from $0 to $100 Million – Mark Roberge, Hubspot co-founder" on Curiosity: the ability to understand a potential customer's context through effective questioning and listening.