Nothing is more important to prospecting (other than actually doing it) than the quality of your opening statement.
In person or over the phone, windows of attention are typically slammed shut in less than 10 seconds. This means you have to maximize the impact of every word, syllable, and pause in your lead off statements. They need to be works of art – compelling to the extreme degree. To minimize the importance of preparing a solid opening statement is to potentially short circuit your entire sales effort.
Fortunately, opening statements can be prepared and practiced before a sales opportunity is ever pursued. Below are some guidelines and thoughts for creating your opening statement(s) as well as some samples for you to rework into your particular sales world.
Remember, it’s likely the people you’re trying to reach are also being approached by many others each day (competitors of yours and not). A powerful, compelling, and practiced opening statement can launch many sales opportunities for you where a competitor’s lack of preparation can leave them standing still.
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Your opening statement
Objective: create immediate interest for further discussion – engage the prospect (be sure to work through this using pen to paper or fingers to keyboard)
What do I sell?
Answer this using as few words as possible. Avoid words or phrases that mean nothing to outsiders (e.g., industry acronyms, fluffy corporate communication language, etc.).
How do my customers benefit when they buy my product/ service?
If you sell to consumers, include the potential emotional added benefits of being liked, respected, more attractive, etc. (if they exist).
If you sell to businesses, be sure to include the emotional benefits to the buyer/ decision maker in addition to the more specific benefits realized by the company (a good buy or product implementation can be the road to promotion or status within an organization). You’re looking for several true benefits, not simply features.
Now…
Build several opening statements for the different scenarios you might face (e.g., catching a decision maker without a screen or gatekeeper, catching a decision maker “on their way out the door”, delivering the opening statement to a screener or gatekeeper who insists on knowing “what it is in reference to?”, for voice mail, etc.). Address each of the following in whatever order seems most appropriate for your particular sales world (just make sure the benefit to your prospect is mentioned within the first 10 seconds and it’s real… not fluff).
- Who you are
- Who you’re with (company name)
- What you sell (in very simple terms)
- How your prospect will benefit from your product or service
- A question to gauge interest of the prospect
Keep in mind…
- Opening statements aren’t meant to close a prospect (they’re meant to get attention and engage someone).
- Maximize every word, syllable, and pause.
- Never leave a misleading or vague voice mail message – hit them with your complete and prepared opening (it should be short enough). If it was worth dialing the phone, it’s worth leaving your opening statement. You will not trick someone into buying something because you “caught them.”
- Never use industry jargon or unnecessary thousand dollar words.
- Avoid being vague.
Words to consider using…
- maximize, increase, grow [sales, customer retention, productivity, etc.]
- minimize, reduce, decrease, eliminate [expenses, customer service challenges, diversions, etc.]
- profit from
- specific, specifically
- save, conserve
- accumulate, acquire
- prevent
- fully
- immediate, now
Phrases to avoid…
These phrases may be used at other times during the sales process but they have no place in the opening statement. They don’t create immediate attention or encourage the prospect to engage with you and therefore can take away from the initial attention allotted to you by the prospect.
- How are you today?
- I’d like to learn a little more about your business to determine…
- We’re the leading provider of…
- We work with several of your competitors.
- I’d like to see if there are some ways we might work together.
- Is now a good time to talk?
- Did I catch you at a bad time?
Sample opening statements
Hi, [first name]. We provide [product/ service] in order to help people [take advantage of, minimize, maximize, prevent, etc.] [something of importance]… I’m calling to see if this might be helpful to [you/ and of your clients].
Hi, [first name]. This is [sales name] with [company name]. We provide [product/ service] in order to help companies minimize their [whatever] expenses and maximize monthly sales revenue. I’m calling to see if this might be valuable to you and your team.
Hi, [first name]. [sales name] with [company name]… We help companies fully profit from their existing resources through our [product/ service] that [does/ has/ have whatever differentiating point or feature]… I’m calling to see if you’d be interested in discussing how it might help your [whatever] efforts/ initiatives…
Hi, [first name]. [sales name], [company name]. We deliver [product/ service] which might be able to save you more than [specific percentage] on your [whatever] expenses. Would you be interested in discussing how it might fit into your environment?
Keith says:
Also, in response to establishing rapport,
If you are having first contact with a Fortune 500 companies or large local/regional businesses, stick to the opening statement. If it’s a small local business, feel free to engage in rapport development. That has been my experience. Once you meet, then have at it with the rapport.
8 July 2010
Keith says:
For the past 15 years I have always used the trial close question, “Is there any reason why….” in my opening statement (in person, not on voicemail)
So, in your examples, I would use it as the ending question.
Hi, John. This is Keith with XYZ Company. We provide sales training and insurance products that help your business make more money and retain more of the money it makes by teaching customer focused selling techniques coupled with industry specific compliance training. Is there any reason why we can’t set an appointment to talk more about your business?
8 July 2010
Dain Rudolph says:
You have to build report. If you go right into your pitch, your going to get shut down 9 times out of ten. You should ask how they are doing, they are human, give em a one liner. Talk to them about the weather if you have to whatever it takes. Keep it brief, and try to make em laugh. I usually say, oh its my favorite day of the week, if its monday they usually laugh at that even though its cheesy, it works. Sometimes you might find yourself talking to em for another 30 seconds to a minute before you get into the pitch.
17 May 2010
Andy says:
I use to get daily sales leads from prospects@prospectsdaily.com which I dont get anymore. Please send the leads to the email address given below
21 April 2010
Greg B says:
This web site it great!!! Love the quotes real help in the sales day,,,
19 April 2010
Lisa Maini, myMarketingManager says:
Hello
I advise clients to use statements that automatically have people saying yes (and nodding their heads ) before they even make the pitch. For example, if I was a pc/networking consultant I would start with, “Has your computer ever gone down in the middle of sending out an email?” Get your prospect’s attention by identifying a pain point then offering a solution. There is more to this presale buy-in approach that I cover in the neweconomybootcamp.com. I might start doing webinars.
15 April 2010
Sharon K says:
I really like your web site. It encourages me every morning with a positive attitude.
15 April 2010
Clive says:
Kori,
I have found that using the phrase “open to” works really well. Nobody likes to admit they are not “open”.
So as an example you quoted:
I’m calling to see if you’d be interested in discussing how it might help your [whatever] efforts/ initiatives…
I would change to:
I’m calling to see if you’d be open to discussing how it will help your [whatever] efforts/ initiatives…
12 April 2010
Jorge G. says:
I stumbled upon this site a few years ago and since then been hooked on all the great advise and help with continued selling techniques.
My line of sales work requires a little more toughness when it comes to bringing on a new client as I deal with nothing but procrastinators. I have been selling the tax resolution industry for over 4 years, making great money and everyone has an opinion different than others on how to sell in this industry. Coming to this site puts me in a different place and I can utilize a lot of the tools found on this site to help close many of my sales.
Keep up the great work and if you charge for premium content I would gladly pay for this type of resource.
Thank again.
8 March 2010
Louise says:
Excellent sales training material. You help make my job as a Sales Training professional so much easier and get results…not just today, but long term.
Thank you for being so encouraging and supportive in the “what you can do and What you can’t do” section.
Your website is a keeper!
2 March 2010
D says:
as a recipient of sales calls, nothing irks me more than people not getting to the point. such as trying to get to the boss or getting the bosses name.
also ‘when is a good time to call back?’ is not the next step after a “not available”.. first you need to establish if this is a good fit, if we will EVER BE IN THE MARKET for what you sell.
People are smarter than you think, esp in a small business. They know what is going on.
Then either delete me, or find a time when it is a good fit (ie, when our current contract is up). “when could I check in with you” or “I’d love to give you a reminder when the time is right for you”
every single time i have to ask “what do you have”
1. tell me what you have or offer in your first breath
2. friendly is good, but we are both trying to figure out if this is a good fit. If this is not a receptionist, then you are most definitely interrupting.
3. don’t hang up on the prospect… this happens a lot though not to me, but to my coworkers when they have a longer “No” reply
in fact i have never received a nice sales call as I described above. it is a sad waste of energy all around.
23 February 2010
justin says:
Oh, and I forgot to mention in my post below that I agree with Kori’s post on 7/30/09 about the ending questions use of “might help, might bring value, etc.” and changing it to, “will help, will bring value” etc. but when it comes to closing on a time, I always hate using the alternative time close as I don’t think it’s really that effective in a solution sell. I think if you are selling a commodity item to business or consumers it might be more effective but when it comes to solutions the alternative time close just isn’t that effective. any opinions??
18 February 2010
Justin says:
Very good article. I sometimes struggle with this one. I’m always worried that I’m coming across too hard and will be targeted as a pushy salesman especially when i’m closing the opening statement with an alternative time close or something. I work for a company selling software solutions and I have found that this industry doesn’t really react well to pushy sales people. Can anybody offer any advice or helpful hints of how to end with a strong close without sounding too pushy?? Thanks and happy selling!
18 February 2010
Jennifer Schafer says:
I am an owner and publisher and always train on how to overcome objections. I do validate and use JustSell.com for our team.
11 February 2010
Bill Bower says:
Making a great impression is important, provided you get the chance. TIVO changed everything. Prospects now understand that it is fine to skip advertisements and pitches. Perhaps these pitches are yours and mine?
I have been looking for a way to get the attention of my prospects and simply to get them to pay attention to me for 60 seconds. I have been experimenting with an iPod-type device Videocoldcall player. Results have been pretty good but I am interested if anyone else has tried it?
29 January 2010
Wow ‘Em With Your Opening Statement : Media Sales Today says:
[...] here to read the entire article. Do you agree with what a good opening statement should include or does [...]
25 January 2010
payday loans says:
The author of http://www.justsell.com has written an excellent article. You have made your point and there is not much to argue about. It is like the following universal truth that you can not argue with: Youve never known if its ok to eat a green crisp. Thanks for the info.
23 January 2010
The Best Sales Tips and Sales Strategy Articles of the Week | New Sales Economy Blog says:
[...] Opening Statements by Just Sell [...]
19 January 2010
Sam Parker says:
Maybe, Dave. Sometimes though that can come off as fluff in the opening.
Credibility is necessary but at this stage the only thing that matters is getting someone’s real atttention and then speaking to how you might be able to help them.
11 January 2010
Dave says:
The glaring omission from these opening statements is credibility. Change it to something like this:
We provide [product/ service] in order to help companies like [well known company in their industry] minimize their…
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Dave Barnhart
SolomonRK.com
10 January 2010
Craig says:
Thanks for the tools!
6 January 2010
sara sammour says:
thanks for help
there are good points here
20 December 2009
Raghav says:
Its really a useful tool whole thing make sense when we implement in the right way…
7 December 2009
Opening Statements to Get the Sales Conversation Going says:
[...] I stumbled into a great website and resource for improving your sales process: JustSell.com. Certainly, check out the entire site. I particularly liked this article on Opening Statements. [...]
23 November 2009
Kristene says:
I’m in a new job and in day 2 of week 1. I’m using this tool AGAIN to help me crystalize the value of my company’s offerings. Thank you!
3 November 2009
Tom says:
Great stuff. Thanks for the insight.
13 October 2009
Marc says:
Obviously, you never ask someone how they’re doing? (Once a guy said: I was ok until you called) I agree, unless they are someone you’ve done business with, don’t ask them if they have time, just keep it short and ask if further communication and follow up can be arranged. (Your busy too!) Your pitching. They’re catching.
9 October 2009
Michael Pedone says:
There are some good points here.
21 September 2009
Nae says:
are there any blogs out there – that include strategies, etc for getting around opposition
24 August 2009
Sam Parker says:
Capt… It’s not wrong to ask if the prospect has time to talk. It’s just that you don’t want to use that initial attention you might have on anything other than creating immediate interest for further discussion.
Most (my opinion rather than a scientific study) people would likely respond to that question negatively (especially from someone they don’t know).
Everything should be about how you can help them (your value proposition).
13 August 2009
Capt. James Dean says:
in phrases to avoid why is it wrong to ask if the prospect has time to talk ?
13 August 2009
kori says:
I think this article is great! The opening of your call or voicemail must be direct, intro who you are and compelling. The part that I have trouble digesting in all 4 examples is:
1.I’m calling to see if this might be helpful to [you/ and of your clients].
2.I’m calling to see if this might be valuable to you and your team.
3.I’m calling to see if you’d be interested in discussing how it might help your [whatever] efforts/ initiatives…
4.Would you be interested in discussing how it might fit into your environment?
I find these questions to loose…the word “might” or if you’d be interested in discussing…You have to be confident that your product WILL bring value…that the sense of urgency is there…they need to talk to you because you will bring value!!!
I usually go for…I am calling you specifically to set up a time for us to talk and to discuss the value our solutions can bring to your company….How does Thursday at 1pm or Monday at 2pm work?
30 July 2009
DM says:
Very good…. but you have to take the time to sit down and do it.
24 July 2009
Jenn says:
This was a well outlined article and having followed these tips I just wrote a fabulous intro.
Thanks!
14 July 2009
PCPM says:
Great Help!!!
14 July 2009