Page 125 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

connect them on a call. There is so much opportunity to engage with the
prospect in a contextual way.

Now, there is a critical element of the modern voicemail sequence that has its
roots in traditional, old-school selling strategy. I need to tip my hat to my dad,
Rick Roberge, for introducing me to it. Regardless of whether you are coaching
your salespeople to leave three voicemails or 12 voicemails, the final message
should always be the “going negative” voicemail.

“Hi, John. Mark at HubSpot. I left you a few voicemails with suggestions and
best practices on Facebook marketing. I have not heard back from you. I am
going to assume that Facebook marketing is no longer a priority for you this
year. Give me a call if it ever becomes a priority again.”

For whatever reason, the “going negative” voicemail has the highest callback
rate. There must be a psychological phenomenon at work here. In any case, if
you have done a good job adding value through the contextual prospecting
process, the prospect will likely call you back after this voicemail. You have
been providing such great information to them. Why would they want the
relationship to end?

[Potential Buyer] “Mark. I am so sorry I have not had a chance to call. It
has been crazy over here. The information you have sent me is so helpful.
Can you chat at noon tomorrow?”

[Salesperson] “Actually, I am tied up. But, I am free at 2 p.m. Does that
work?”

[Potential Buyer] “I do have a meeting scheduled, but you know what? I
think I can move it. If you are free at 2 p.m., let's chat then.”

Call Low, Then Call High

“Call high with the elevator pitch.”

That is how a classically trained salesperson approaches cold calling. Find a
decision maker. Call with an elevator pitch that would resonate with a decision
maker. Perhaps the elevator pitch highlights increased profit margin, or
accelerated growth, or decreased COGS.

Now this classically trained salesperson receives her first inbound lead. The lead
is from a company that is a perfect fit for the salesperson's product, but the
contact is not a decision maker. The contact is a middle manager, or a frontline
worker, or even an intern. Unfortunately, the classically trained salesperson does