What is your method for getting "in the door" with that "perfect" lead?

Hi Tim,
Our sales people use Sales Triggers (from our own iSell product) to identify leads when they're more likely to be in a buying situation. Exec Changes for a VP of Sales is a very relevant Sales Trigger. Things that are more subtle are Product Launch triggers which signify an increased sales target and greater marketing needs as well as Hiring Initiatives or Office Relocations which may signify growth opportunities. The goal of using Sales Triggers is to use the timing of the information to pitch your value when the prospect is in what Craig Elias calls the "Window of Dissatisfaction", which is before they've made the decision to evaluate new solutions. By then, you're already late.

First, I am always prepared. If they were a referral, I craft a message like "John Smith referred me to you as having a potential need for X to streamline your process and reduce your costs". If they were a web lead or an inquiry, I will remind them that they expressed interest in XYZ.

Next, I script a value proposition that will resonate with my prospect: "At ABC Company we specialize in provide solutions that shorten time to market and reduce R&D costs".

(Note: These two steps also prepare me to convince the gatekeeper to put me through to the decision-maker when she asks "What is this call regarding?")

Lastly, I script a clear and compelling call purpose with a benefit to set the stage for a "discovery" conversation to understand their current process or system to determine whether it would be of benefit to partner. I also determine which question I will ask to begin the qualifying conversation.

By following this process, when I actually make the call, I am prepared to talk to:

A. The Gatekeeper
B. The Decision-Maker
C. The Decision-Maker's Voice Mail (Different approaches need to be used in each subsequent voice mail or email)

Offer value first! The goal is to have the perfect lead turn into a perfect investigator.

Prospects will return your call, or seek you out, IF you provide them with a valuable portal where they can see a plausible solution for their needs, without fear of being "sold". My "Perfect leads" very similar to my current customers. Most often I get "in their door" simply (ok, sometimes it's simple) by presenting my solution to their needs in a manner which I hope is perceived as adding value to their business. If I can engage in an open discussion then my odds of closing the deal improve greatly. I have found that information breeds opportunity. I provide information with the intent that my "perfect prospect" will value the information and ultimately purchase my services. By the way, even if they do not purchase my service, another goal of mine is that they walk away more informed about their current situation then before we visited.

Tim - You have some great answers posted so far...having a reason to talk (for both the lead and the gatekeeper) have been identified nicely by Steve and Laurie.
I would add that the prospect's "personal agenda" needs a lot of attention, as well as their business agenda - and the personal agenda rules in terms of opening a new dialogue, on an already busy calendar...so your research must uncover things like personal interests (associations, career history, conventions, charities, hobbies...friends in common). Steve phrases it well with the notion that you must find a hook that will "inspire intrigue"... and Googling makes it easy (well, easier....).
Lastly, on using voice mail, there is a great book called "How to make hot cold calls" (Steven Schwartz). Steve says that voice mail should be used only to learn about the prospect, from the hints in their VM greeting...do not leave a message....then just call later until you find them at their desk (e.g. 5:35pm or 8:10am) - it actually saves a lot of time. My modification is that I will leave one message only in select cases....then call again later at various times of day.
Good luck! Peter F
Momenta Systems Inc.

By "perfect" lead, I take it to mean they fit your "ideal client profile." So, I would use my best online research tools to identify someone to "refer me in." I would email this person (warm to me) asking them to be my "hero" by introducing me. I would even give them a template to use as an example:

Hi (Perfect Lead),
(Referral Source) here, hope business is well, however I know you are in constant pursuit in looking at ways to expand your businees. Please allow me to introduce an associate of mine who has recently helped (Esteemed Company in Perfect Lead's Industry)with a high ROI. Anyway, I would highly recommend speaking with (Your Name)of (Your website); He/she is cc'd above.
Look forward to hearing your thoughts,
(Referral Source)

This is a great thread. I'd add when approaching the perfect lead you want to come across sincere and professional. They are a perfect lead for a reason and you need to make sure you can articulate that to them especially if they aren’t convinced yet. If you can position yourself as an advisor or an expert in a certain area then that can go along way.

On top of all of this, it adds another layer on the relationship if you take an interest in the people you are dealing with. Using common social selling tips will keep you ‘in the know’ about your leads and the companies they work for. Set up a new watchlist and add some value to questions they ask online. This will set you apart from being just another sales person.

http://blog.insideview.com/2010/11/17/getting-in-the-door-with-the-perfect-lead/

It all depends how I got the "Perfect Lead" and that shapes the hook we use.

From my website - I set up a five minute rule where my team makes a call with in five minutes of them filling out a form on our site. The hook is easy here, following up on your interest.

From a referral source - I spend more time reviewing the prospect and the pertinant information to my company which includes size of company, locations, and what is the title of the person I am calling. I use the referral source as my hook.

From a cold call - Besides reviewing the pertinent information I need to develop a hook (if we don't already have one) for that company. ie - Vertical bases - we work with several companies like you or Needs based - based on our experience we find that companies like your need.

The goal on call number one is to get the appointment not sell them.

I leave as few voicemail messages as possible, and utilize short to the point emails when needed.

So the real trick is getting passed the gate keeper and then getting the prospect to either answer your call or return it right?

Research is key, can you find the right person to contact and thier email to send them information too before you even call.

Then you can call as a follow up versus just a cold call. When the gate keeper asks if they are expecting your call you can say yes and not be lying.

Once they are on the phone don't ask any yes or no questions, ask questions that require them to speak. Once you get them to start talking, stay quite and truly listen. This way they are giving you all the reasons why they need you and your not trying to push your pitch on them.

My best calls involve me writing way more than I talk, letting the customer sell themselves on why they need me and my product.

You only have a few precious seconds to connect with your prospect at the beginning of your call. To do this, you have to acknowledge that they may be busy or you have to show them that you respect their time. The way to do this is by establishing rapport and separating yourself from all the other sales reps calling them.

Here are the 3 techniques that allow you to instantly establish a connection and generate interest:

Opening #1) Acknowledge that you know your prospect gets a lot of calls -- this will immediately help you establish a connection because you will be saying exactly what they're thinking and feeling. Use:

“Hi ________ this is _______ _______ with (your company), how is your day going? Great. Listen, _______, I know you probably get a ton of calls so I'll make this brief.”

Now go into a one to two sentence explanation of why you’re calling and what it means to them. Adapt the opening below:

Opening #2) Quickly state your value proposition and ask a qualifying question: Use:

“________ we provide/service/work with (companies like yours) helping them service/provide/process/do better at _________. Let me ask you a quick question…”

Ask a specific qualifying question tied with a value statement here. Something like:

“If I could show you a way to increase the number of leads you’re getting right now and show you how you can easily afford to do so, would you be willing to invest 5 minutes to find out how?”

Now it’s important to listen to not only what they say here, but to how they say it. Most of the time you’ll be able to tell if you have an interested prospect or not, and after you read a bit more of this section on cold calling, you’ll know exactly what to do with both kinds of prospects!

Opening #3) Immediately ask a qualifying question to get them involved. Try

“Hi ________ this is _______ _______ with (your company), how is your day going? Great. Listen, _______, I know you probably get a ton of calls so I'll make this brief.

Let me ask you, if I could show you a better way of tracking and shipping (or) and save you money doing it, would it be worth spending five minutes with me next week to show you how?” Or,

“What is the one thing you could change that would have a dramatic impact on your productivity and that would save your company money?” Or,

“If you had a magic wand and could change one thing about how you currently do (their business), what would it be?”

I appreciate everyone's answers...I have learned alot.

First, "get in" with their assistant. I can't stress enough how important this is...It can make all the difference in the world. The "perfect lead" is probably not sitting at the phone waiting for my call, so I need to differentiate myself quickly. First, I check on LinkedIn to see if we have any common connections. It is important to mention that I don't have people in my network for the sake of have alot of names. If I use a name, I need to be able to back up my connection. This has been a great tool.

I will of course do my research as well about the company, and in particular read the news posted about them. Started out showing that I have take the time to understand them goes far.

Finally, I don't try to sell...rather I try to tell. This method has proven to be very effective. Most people don't want to be sold or insulted and treated as if they were out buying a car...

I hope this helps...

Regards,
Karen