B2B sales. The right way.
Your potential client hangs up the phone, your first sales call with her is over. You made a good impression, and believe the customer is truly interested. Are you going to let her enthusiasm burn out, or take action to keep her interested?
You’ve done everything well and provided her with all the answers. You basically shared many facts, opinions and data, at least half of which she didn’t write down and will soon forget.
You don’t want your potential client to forget the points you worked so hard to prove during the call. Your job now is to summarize the most important information – so that you’re both on the same page next time you connect.
What should be the form of your summary? You could send a:
Personally, I prefer sending a PDF. It’s more official, you can present condensed information in a pleasant-to-read way.
Plus, you can have a template (only with the core, necessary information) to send in standard client cases , and then this task boils down to attaching a file and writing a short message.
The way you present information should be appealing, but the most important part is obviously the content of your summary.
What does a proper summary have?
That’s it, send over your summary and prepare for your next connection.
Check out this template of a summary I would use (or scroll down and read on):
Truly a pleasure speaking to you on our Skype call today! Thanks for spending those 20 minutes with me.
As I told you during the call, we deliver high-quality leads for B2B tech companies. I`m sending a short summary – you can find all the numbers and facts I told you about in the PDF attached to this e-mail, or below.
Out every 100 e-mails sent, on average we get:
• Open rate: 40% +
• Response rate: 20% +
• Positive response rate 10%+
• Bounce rate less than 1%
To us, positive responses are answers which indicate interest. For example:
“Let’s talk about it on Skype”
“Let’s set up the meeting”
“Send me your offer”
“Who do you work with in my country?”
“Not right now. Get back to me in 3 days”
Of course, there are projects which don’t fit into the stats. Perfect examples are in our case studies which you can find on our website.
We can outreach your potential clients wherever people use the latin alphabet. That means we don’t operate in Russia, China or Middle East.
Most of our experience comes from Europe and Anglosaxon countries. Obviously we get best results in countries with high internet and smartphone penetration (more data means better results).
Facts and figures:
We’ve done hundreds of projects for over 130 clients from 14 countries.
We work with a broad spectrum of clients. Among the popular ones are SMT Software, Datev, Kontakt.io, Divante, Elastic.io, iTaxi czy Minubo.
RightHello took off in january, 2014.
Our team already consists of more than 20 employees.
XevinLab supported us as VC.
As we agreed, let’s connect again on Monday and figure out how we could help you grow faster. Please, let me know in case you need assistance or have questions.
In case I’m not asked by the client to call her and continue our discussion, I use a short e-mail to follow-up first, something like this:
I hope you’re well!
As we agreed on Skype, I’m circling back to continue our discussion about the potential cooperation of RightHello and ABC Limited. Have you had time to review this possibility with the rest of your team? If so, I’d appreciate it if you share your conclusions.
If you need my assistance or have questions for me to answer, just let me know and I’d be happy to help.
Looking forward to your reply.
If anything changed in your company since your last connection, you can include that information Post Scriptum (it proves that your company is constantly growing).
You’ve probably noticed that I don’t try to force or convince the person in any way. At this stage in the sales cycle, it’s too early to be pushy.
That’s how many CEO’s, Marketing or Sales Managers, etc. I’ve talked to over the last 12 months, and I’ve noticed a few typical client responses after the initial call:
You should always send your potential clients a summary of your first call with them. It has to include:
If you’re not asked to connect again, send a short e-mail to express that you wish to do that.
After the initial call, different clients can be at different stages in their buying cycle:
As you can see, your performance during the call is only a part of the whole process. But it’s fundamental to your overall success. Calling, emailing, eye-to-eye conversations – those are some of the things that you have to approach differently than anyone else, and the sooner you learn the basics – the better.
This way it will be easier to add to what you already know. And there’s always something more you could do to improve your hustle.
This is the third (last) part of my “Anatomy of a Sales Call” mini-series. If you haven’t looked at part 1 and 2, you can check them out here:
Check also our case studies – here
Don't forget to check out parts 1 and 2 of our series about first sales calls: