Building Initial Rapport and Questions to Qualify

Not all prospects are created equal. In B2B, staff size minimums, decision-maker titles and names can be a baseline of data points that require confirmation to determine if the company is worth pursuing. The goal is to confirm and validate information on that first call.

The ability to quickly develop initial rapport during a qualification call can lead to more successful sales opportunities as the process moves along. Being able to create a comfortable environment for conversation, where the guard goes down, will allow for results to be achieved. Finding out information about a potential target before they answer the phone, is vital. It determines whether or not a company is eligible to pursue, resulting in the proper allocation of sales team labor. It is very expensive for marketing to produce unqualified prospects, and then for the sales team to not recognize this until weeks of time and energy were expended chasing the wrong people or companies! Let’s take a look into how to identify a pursuable prospect, and then how rapport is built throughout the interaction.

Initial Introduction with the Receptionist

Start off the call with the basics. Expressing interest in something as simple as the receptionist’s name can drastically influence the way in which the interaction proceeds. Did they just get back from vacation? Seem overwhelmed? Those are points worth noting for future rapport-building with the gatekeeper, offering a greater likelihood of gaining contact with the decision-maker, if the screener in fact is able to screen you out.  Introduce yourself to the screener in an upbeat but authentic-to-you manner, ensuring vocal variety in your tone.

Your main objective on this first dial is to identify the decision-maker’s name and position, along with any other relevant qualifying /disqualifying information. While you’re on the hunt for information, exhibit transparency in your introduction by including brief information about the firm that you are representing and the value that will be provided to the decision-maker.

Authentic engagement with the gatekeeper can lead to proper validation and qualification of the data you are seeking to confirm.

Are they qualified?

Once the initial introduction concludes, movement into deeper aspects of the call begins. Is the contacted firm eligible for the products or services being provided? Even if they are eligible, are they the size opportunity that makes sense to spend time and energy? What questions will you now ask the gatekeeper to validate the opportunity? Let’s take staff size as a qualification point. For example, if you ask, “Does your company have around 40 people there, on-site?”  And the receptionist says, “I don’t know” but your qualification parameter is 25 or more… you can follow up with, “OK, well can you at least tell me if you’re over 25?”

For acquiring the correct name of the decision-maker, ask, “Who makes the decisions on _____?” Remember, we’re not after who “handles” xyz… that is often not the same person that brings on a new vendor!

BONUS POINTS — Get the receptionist to give up the decision-maker’s extension!  Companies often have an automated message as the initial greeting from a phone call. Given their extension, it’ll be easier to reach the DM without having to go thru the receptionist the next time. We only want to deal with receptionists for information, then we want to bypass them and move straight to the door of the decision-maker!

The qualification process is a necessary step before a conversation with a decision-maker. Building rapport with the receptionist will allow you to qualify more easily. Asking smart questions will let you know quickly if the prospect is to be pursued. The path to the appointment will be more imminent, with each qualified group of prospects at hand.