What’s the reason for your call?
This was my mother’s response to all solicitors.
It’s a trick question though.
Most will reply with their objective. Their reason. To tell Mom about the product or service. To get her interest and close a deal or schedule a follow-up.
Something like this:
“Thanks so much for your time. I know you are busy, so I’ll make this brief. Have you ever had costly repairs around the home? Yeah, they sure don’t build them like they used to. I’ve been working in the Northwest for 33 years ….”
And they will go on like that for quite some time. A one-sided conversation, and they’ve picked the wrong side.
The better answer is a reason she should take the call. A reason she shouldn’t hang up right now. A reason that resonates with her.
What she needed to hear was how you could help.
“My company helps customers save time and money on unnecessary rip-and-replace repairs on their home through timely proactive maintenance.”
What she needed to hear was specific.
“I was doing work at your neighbor’s house last week, the Johnson’s, and I noticed your deck needs some maintenance. I do that kind of work and it will save you money in the long run because you won’t need to replace the lumber for another 5 years.”
What she needed to hear was why she can trust you. Social proof.
“Anyhow, you can go ask the Johnsons about the work I did for them. It turned out great, they are happy, and it’s guaranteed for the next 12 months.”
And what she needed to hear was an onramp to working with you.
“I can call back next week after you have a chance to think it over. I’ll give you a free quote and project plan, so you will know exactly what needs to be done even if you don’t select me for the work.”
The buyer’s job is not to download your capabilities and match that against their needs. That work is yours alone. That is the salesperson’s job, matching needs and wants with capabilities, and helping buyers understand why they should pick you.
How you can help. Specific capabilities match. Social proof. And minimal risk via onramps for the relationship. If you can check those boxes when you speak with prospects, you’ll help them make real progress, and you’ll make progress too.
So, before you engage, you can ask yourself the same question, and make sure you’ve got a great answer that puts the customer’s needs first.
What is the reason for your call?
A later version of this post appears in my book, Passing Notes to Strangers. Check it out!
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