What Do I Say When Reaching Out To Prospects?

Module:   How to Do Cold Outreach                                   Session Number: 10

Session Title: What Do I Say When Reaching Out To Prospects?

Session Overview:

Sometimes we find ourselves not necessarily knowing what to say to our prospects in order to differentiate ourselves from the crowded marketplace. Although we can often get some kind of generic messaging from the marketing department, it doesn’t always resonate with the buyer. This session will help you learn exactly what to say to your prospect in order to move him toward saying “yes.”

Training Principle

It isn’t enough to use a bunch of industry terms in your messaging and to simply talk about your value proposition. Instead of relying on a generic message created by your marketing department, strive to create an irresistible value message. If you don’t have one, we’ll teach you how to create it. 

Step 1:

Understand that buyers have two questions when they are speaking to someone for the first time. They want to know who you are, and what you want from them. Begin by answering those two questions. 

Give them your name and your company. Then give the prospect a point of reference. 

If, for example, I reach out to 25 of the companies on my Dream 100 list and I send them something via physical mail, when I make my next phone call, I can refer to that thing I sent them. It’s a reference point that moves the prospect from being a cold contact to a warm one. 

There are countless ways to create a point of reference, from LinkedIn to referrals to networking events, but the point is simply to help your prospect connect the dots. 

Step 2:

Make sure that your message is personalized.

If, for example, you know that the prospect is hiring new sellers, and you know that 30 to 40 percent of new sellers have a hard time hitting quota, speak to that challenge. Teach them that new members often struggle this way but many sales leaders don’t realize it.

Provide blindside information to your prospect. 

Blind-side information refers to the fact that a right-handed quarterback won’t be able to see the left side of the field very well. He’s depending on the line to protect him. Your client is the quarterback and you must protect him from the things he doesn’t see. If he gets hit, that’s a huge problem for you. 

Anticipate problems before they arise. Point out challenges he may not even yet recognize. It will prevent the challenges from becoming an even bigger deal. 

Your prospect won’t likely have all the same data you do. 

“We’ve analyzed the calls of more than 400 B2B technology sales reps and we’ve discovered that their issues aren’t with the closing but rather with what they say in their second meeting. That factor causes 90 percent of stalled deals, and you can share that knowledge with your prospect. 

Share blindside information in your messaging in order to create irresistible value. Your job is to educate and train the prospect. 


Step 3:

Offer an invitation that will encourage the buyer to move to the next level or to initiate change. 

You’ve opened a loop with your buyer by sharing data that he didn’t know. He will have an unconscious desire to close that loop. He’ll want to know what it is that new sellers are saying in the second meeting that is wrecking their deals. 

You can move him forward by asking him if he would be open to learning more. 

It’s the technique Donald Miller introduces in his book Building a Storybrand. You open that loop by telling them that there is something the sales reps aren’t saying that is hurting their success. When you invite them to find out more, you create opportunities to learn more by hearing from them more. 

If you don’t have blindside information, share experiences you’ve had with past clients who had similar challenges. Share the discoveries you’ve made working with these companies. 

Offer up three challenges you’ve seen hold teams back from massive growth.

  1. Hiring and keeping the right salespeople.
  2. Having a repeatable sales process for new hires. 
  3. Finding time to coach mid-level performers. 

At the close of this, ask the prospect if any of these are a challenge for his organization as well. He may acknowledge having the problem with no idea how to fix it, or he may not realize the problem exists. 

Your job is to marry the knowledge of a challenge with the desire to solve it.  

Tasks to Implement: 

Develop your own irresistible message. 

Tell the prospect who you are and where you’re from. 

Give the prospect a point of reference.

Share your irresistible value message.

Offer the prospect an invitation to continue the conversation into the future. 

Practice these steps this week even going so far as to role play it so you’ll get comfortable with the different components. 

Comment below if you have any questions or observations. 

Session Recap: 

The generic messaging that our marketing departments provide isn’t always sufficient to connect with prospects. In order to move our prospects forward in the conversation, we must educate and inform them and provide an irresistible value message. 

You can create an irresistible value message by identifying yourself and your organization and by revealing blindside information to your prospects. Help the prospect recognize their challenges and show him how you can help address them. 

Practice what to say to your prospects so it becomes second-nature.