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Last time, we explored how to properly prospect, new customers, setting initial meetings with potential clients. Setting first appointments is a crucial step in the sales process because it puts you in front of the buyer or prospect. To succeed, sales professionals need to make a strong first impression, effectively handle objections, and utilize best practices to secure meetings. Here’s a comprehensive guide to help you master these skills, starting with crafting a WOW statement.
Crafting a WOW Statement
A WOW statement is your opportunity to capture a prospect within seconds. It should be
concise, compelling, and relevant to their needs. Here’s how to craft one:
1. Know Your Audience: Research your prospect’s industry, challenges, and goals. Tailor
You should tailor your WOW statement to meet their specific needs.
2. Use a Pattern Interrupt: Three to five days prior to the call to set the meeting,
send an email, letter, or mailer to let the customer know you will be calling. This serves
more than just informing them of your call; it gives you a reference point when you make
the call. For example,
When the prospect picks up the phone:
o You: “Hello, this is William with XYZ Inc. I hope you’re doing well today.”
o Immediately transition to the interrupt: “Did you get the card I sent you in
the mail?”
Whether they received it or not, the purpose is achieved: you’ve shifted their focus away from
“Why is a salesperson calling me?” to “Did I get that card/email/letter?”
If they received it, respond with: “Great, I’m glad you did.” If not, reply: “It must not have made it to your desk yet, or it might be in your junk folder if it was an email.” Once this is addressed,
move seamlessly into your WOW statement to explain why they should meet with you.
3. Highlight Your Value Proposition: Focus on the unique benefits of your product or
service. Use measurable outcomes to grab attention, such as: “We help businesses
simplify their ordering process.”
4. Be Clear and Concise: Keep it to one or two sentences. Avoid jargon and ensure it’s
easy to understand.
5. Include a Question: Engage the prospect by ending your statement with an open-
ended question, such as: “I will be in your area tomorrow. How would 10 a.m. work for
me to stop by and introduce myself?”
Example WOW Statement: “I work with many companies in your area to simplify ordering
process and improve their bottom line. Would you like to explore how we can help your
business as well?”
Flow of a Successful First Appointment Call
Here’s an example of how a conversation might go when setting a first appointment:
You: “Joe, this is William with XYZ Inc. I hope you’re doing well! Did you get
the card I sent in the mail?”
Prospect: “Yes, I did.”
You: “Great! I work with many companies in your area to simplify the ordering process and help their bottom line. I will be out your way tomorrow. How would 10 a.m. work to stop by and introduce myself and see if we can help you as well?”
Prospect: “That works.”
You: “Looking forward to meeting you at 10 a.m.! What’s the best email address to send
my contact information and confirm the meeting time?”
Prospect: “[Provides email address].”
You: “Thank you! I’m looking forward to seeing you then.”
With role-playing and repetition, you should be able to deliver this entire conversation in 15-20 seconds—think of it as your elevator pitch.
Managing Objections
Naturally, this is a perfect-world scenario, and in sales, things rarely go perfectly. You will often encounter objections. A sales objection is a concern, hesitation, or challenge raised by a potential customer that indicates a barrier to the sales process.
Stay tuned for Part 2, where we will learn how to overcome objections and keep the sales process moving forward.
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