When prepping for an initial discovery call with an outbound
generated lead (one that you’ve reached out to) versus an inbound lead (one
that has shown interest themselves), the preparation is different.
The conversation is starting from a different place, rather
than sitting back and listening to why they have turned to you, we have to
craft a conversation that digs that out.
For any discovery call, I want to cover off the BANT
qualifiers (Budget, Authority, Need and Timescale) as a minimum. Alas, fact finding doesn’t create much of a
conversation, so as a prep sheet, this might help:
Basic discovery call preparation
Company – what the company does, their industry,
size, target customers, and market conditions/pains/niggles. Investigate what you can about the subject
you want to talk about, not to be able to tell them all the flaws in it but to
be able to use it to say, “that figures, your XXXX showed this and this
activity and highlighted there might be a few gaps/weaknesses around XXXX which
will mean XXXX”
Contact – who are you speaking with? LinkedIn is a
good start. Understand their role, responsibilities, and any potential
influence they have in the decision-making process.
News – Look for any recent company news, press
releases, or industry trends they might be affected by or are causing issues
for them at their level of operation. Are
there any recent job postings, news on recent growth or downsizing, product
launches etc.
Define the Potential Problem Areas
As the lead hasn’t come to you, we have a bit of work to do
here. You can’t launch into a full-on
audit as they haven’t invited you into their world yet.
We have 30 minutes to make a connection, give relevant value
and create a next step. We need to have the conversation connecting
with something relevant they have going on in 15 minutes.
As a bit of context, what was your approach on the phone
that got the lead to a discovery call? Start with that. Some generic questions you can lead with
· What is your current strategy around XXXXX?
· Is it working well for you?
· Are you hitting targets within budgets?
Bringing Value
We can’t get away from the fact that outbound leads need
more convincing. As they haven’t
explicitly expressed interest, they won’t have a defined scope of work, we need
to help them define that and pull out their problems.
As we are working on discussing the areas we brought up in
the cold outbound we can ensure you have a clear value proposition ready that
addresses how you are solving these problems for clients (just like them) with
some results and outcomes you have got for them.
So a formula for showing value might be something like:
What is the data/evidence around a common problem + ask them
how they are currently dealing with that problem ++++ bring the value and the
outcomes you are achieving that solves that problem.
Understand Their Buying Process
Outbound leads often need more nurturing, so aiming to have
the information you need to understand their buying process early is crucial
information you need to help plan the next steps. Ask about timelines,
decision-makers, and budget allocation throughout your conversation, which will
give you an indication of their ability to buy.
Reservations
Outbound leads can be more sceptical. Anticipate objections like we’re not
looking for a solution right now or we already have a provider.
Prepare concise, value-driven responses.
I would certainly cover off any glaring or common objections
that exist against your company/industry and share your values on this.
What are the call goals?
What do you want out of the call?
By being well-prepared, you’ll come across as knowledgeable
and empathetic to their situation, which can turn a cold stranger into a warm introduction
over the course of the call.
I would be very wary about any pitching on this call, you are
here to build a longer-term relationship and a pitch can make it very
transactional. Think of 2 or 3 ways to
be able to create a next step/discussion depending on what priorities have been
highlighted (audit on the area you have discussed, Full audit, How to……..) a
small step is often stronger than a large step, it makes it more manageable for
them and you aren’t scaring them off.
Just to get some buy in and make it a joint step, can you
put an activity in that which they need to do in order for you to do your next
step.
Be prepared to tailor your next steps on the hoof based on
the answers they have given and of course your BANT discoveries.
Whatever and wherever the call goes, what value can you give
them to take away from this call – a tip, hint, or recommendation that they can
implement and which you can follow up on informally anyway.
