How to Keep Prospects Engaged on a Sales Call

Let’s face it, keeping the attention of a prospect is hard. You will often encounter people who don’t have the time to talk, aren’t interested in listening to a pitch, or who will hang up immediately without giving the time to prove the value of your call. In a previous blog post, we provided some tips on how to gain a prospect’s attention during an introductory call. These tips included taking their guard down, using vocal variety, and asking smart questions. But, gaining a prospect’s attention is only the first step, getting them to stay on the phone and engage is the next step. Consider these tips to keep a prospect on the phone once you’ve gained their attention:  

Don’t just talk business – be personable with the decision–maker 

 During a qualification call and the journey to reach the decision-maker, you may learn a lot about your prospect. You’ll learn about their company through asking questions, but you’ll also acquire a lot about the gatekeeper or decision–maker through unprompted conversation. While it is certainly important to learn about the company you are talking to, it is equally important to learn about the person you are talking to. For example, during a qualification call, the decision–maker may have mentioned that they were going on a vacation. Note that in the prospect’s record and, during the next sales call, put in the extra effort to ask them how their trip was. This is a great way to show that you have care for the person themselves, and this kind of discussion takes the defenses down.  Show them that each conversation important to you but also make it clear that their time is valued. 

Sell the solution  

The best way to get your prospect to stay on the phone is to prepare for the call. Using a script guideline is a great way to ensure that you address all of your talking points and don’t miss a beat. Scripts are also a solid confidence–builder going into a call. However, customization is key. Research the company before the call. Once you have the decision-maker on the phone, ask more questions. This will show the prospect that you’re interested in providing a solution based on their needs and will grant you credibility because you cared to know a bit more about who you’re selling to.  Nothing says, “you’re my 40th call today” than lack of thoughtful context to how your service can specifically benefit the prospect you’re talking with. 

Anticipate objections 

It’s also important to anticipate any objections the decision–maker or gatekeeper bring up and to be ready with rebuttals. An objection may be a cue that they are ready to hang up the phone, so be ready to act quick. There are only about ten, so learn them and master them. According to Close, “Rejection comes with the territory of cold calling. If you prepare for it beforehand, you’ll be less shocked when someone says no to you or doesn’t want to speak to with you.” However, if you are prepared with smart and well-thought-out responses, they’ll be more likely to keep listening.  

Know when to fold ‘em (temporarily) 

Wouldn’t it be nice if all Prospects answer the phone call open-minded and ready to listen and engage? Navigating the opposite – i.e. close-minded with defenses up – is the tough side of sales. As salespeople, we must be prepared to lead the conversation, ask great questions, respond with solid rebuttals and steer the conversation towards the end goal, if it makes sense. We don’t want to rebuttal too many times to where the prospect is irritated. Know when the opportunity is dead – temporarily, of course.  

A ‘not interested’ that’s really a cover for ‘no time’ is a common objection. It might not really seem like a valid objection that deserves a ‘Not Interested’ disposition of the record. Talented salespeople can read the prospects whose mind isn’t in the sales call, and respond accordingly, with a respectful resolution for a follow-up conversation in the future. If you sense that they are rushing to get off the phone, try asking “sounds like things are really busy over there, perhaps I’ll just follow up later in the week or early next week?” This way, you don’t lose out on the opportunity entirely. Moreover, salespeople that actually follow–up when they said they would earn extra points and have an even greater likelihood for a prospect to stick around on the next phone call. 

All things considered, cold calling is no easy task, but it doesn’t have to be impossible. Cold calling can ultimately make you a lot of money if done the right way. After gaining your prospects attention, think about how you can continue engaging them throughout the course of the call. Demonstrate that you’re personable, friendly, interested, and authentic throughout every call. Now the only thing left to do is to put these tips to good use and start calling! If you need help executing these tips or would like to hire professionals to make these calls, give MarketReach a ring at 609-301-0741! We have 20 years of industry experience doing just that! 

Mallory McBride