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Here is a sales technique that everyone should be using at the start of their sales calls
Today, I'll share how I set my calls up for success using an upfront contract or what I prefer to call an upfront agreement.
Dan Cons
September 24, 2023
Today, I'll share how I set my calls up for success using an upfront contract or what I prefer to call an upfront agreement.
It's a 15-20-second statement that sets expectations for the sales call, creating a comfortable vibe right from the start so you can guide the person through the sales process without resistance.
The biggest thing you are trying to avoid here is losing control, with the prospect hijacking the conversation, either talking about irrelevant stuff or bleeding you for information and then disappearing.
Let's dive in.
Part #1: Duration of the call
Confirm that you both know how long the call will take. Timing is super important because there's a lot to cover to move the deal through your pipeline. And if you don’t cover it all before the prospect has to leave, your deals will stall. Here I simply say:
"These calls typically take 40-45 minutes."
Part #2: Reason for the call
Make sure you're both on the same page about the purpose of the call. I usually say:
"The reason for this call is to find out whether or not we are a good fit for each other, as we aren't for everyone."
This levels the playing field, letting the prospect know that you're both evaluating each other. It also communicates that you're not just after their money; you genuinely want to onboard clients you can get results for.
Part #3: Proposed agenda
Communicating your proposed agenda is key because it tells the prospect exactly what to expect ahead of time, reducing resistance.
This also allows you to guide them smoothly through your sales process. I do this by saying:
"To do this, I’m going to ask you some questions about your business, what you’re currently doing, what you’re looking to achieve, and what you are looking for from an agency partner."
Then, when you ask them a challenging question, they are likely to answer because they expect it.
Part #4: Outcome of the call
Let the prospect know what you're going to ask of them at the end of the call. Knowing there will be no last-minute surprises ensures the prospect feels comfortable throughout the conversation making them more likely to open up and go with your flow. For example:
"At the end of this call, if it feels like a good fit, I’m going to ask you whether you want to proceed to the next phase, which is for us to audit your account.
If it’s a no, we can go our separate ways, no big deal. If it’s a yes, we’ll need access to your ad accounts.
If we’re confident we can help you, we’ll put together a recommendation which we can discuss on a second call."
Part #5: Their expectations & agreement
Finally, offer them the opportunity to share their agenda, and from there you can gain agreement on the upfront contract.
Doing this is a sign of respect and reduces resistance. It also shows them that you value their input. Typically, I ask:
"How does that sound? Is there anything you'd like to add?"
Most people happily agree. Some say they have questions, which I say we can cover at the end, and very occasionally, someone resists.
If someone strongly resists here, it's a red flag. In this situation, I say that following a process similar to what I’ve suggested is a prerequisite for continuing our conversation.
If the resistance persists, I politely end the call and focus on more receptive people who want our help. Life’s too short for people who make a point of being unnecessarily difficult.
To bring this all together, here’s what I say after a quick bit of rapport to set my calls up for success:
"These calls typically take 40-45 minutes. And the reason for our call is to find out whether or not we are a good fit for each other, as we aren’t for everyone.
To do this, I’m going to ask you some questions about your business, what you’re currently doing, what you’re looking to achieve, and what you are looking for from an agency partner.
At the end of this call, if it feels like a good fit, I’m going to ask you, yes or no, whether you want to proceed to the next phase, which is for us to audit your account. If it’s a no, we can go our separate ways, no big deal.
If it’s a yes we’ll need view access to your ad accounts so we can find out if/how we can help you.
If we’re confident we can help, we’ll put together a recommendation that’s going to work for you, which we can go through on a second call.
How's that sound? Is there anything you’d like to add here?"
In conclusion
Up-front agreements are the best for running successful meetings. I use them consistently - not just on discovery calls, but in all meetings. I've even used them on Tinder dates. They allow you to take the lead, making conversations smoother, ultimately leading to more sales and less stress. Try this out, and let me know how you get on. ✌️