Posted by Mike Scher June 17, 2015 3:30:00 PM There are lots of challenges you and your sales team face in getting sales appointments or getting enough of them. These range from lists being less than (a lot less than) 100% accurate, to people not answering the phone or responding to emails very often, to convincing a key player to take a meeting.
Getting that first appointment is one of the most difficult aspects of selling. Generally speaking, there are only a few “levers” you can push / pull. One of those levers is the messaging.
Most sales and marketing organizations use messaging as a way to tell the prospect all the wonderful things their product does or use some sort of Point of View statement. How many prospecting emails or messages have you seen sound like, “52% of CFO’s say the number one issue they face is blah, blah, blah”? The idea is to provoke a response.
So how is that working out?
If you aren’t getting the responses you would like, maybe its time to look at the problem a little differently.
We have studied this problem in great detail. And while there are lots of challenges you face in getting appointments, there are really only two challenges that matter. Those are:
- Finding the right person in the organization that cares about what it is you do
- Once your find the person; inspiring them to want to spend time with you.
The primary role of messaging in setting appointments is to address the first item (finding the right person). When you deliver your message (however you deliver it), you want to construct it in a way where the person consuming the message asks themselves (consciously or subconsciously) the question, “Is this relevant to me or my boss? If not, then who?”
By purposely crafting a message in this fashion, the consumer of that message may ignore you, but they will, in a number of cases, pass it on to the appropriate person.
For example, at FRONTLINE Selling our messaging is “helping sales people get more first appointments with the right people so they can sell more”. If I deliver that to the CEO, she may delete it, but many times will forward it to the VP of Sales because the CEO (or the admin of the CEO) knows exactly what challenges each organization faces and it is in their best interest that the VP of Sales solves that problem.
Once you get to the right person, you can concentrate on getting their attention.