The first 15-20 seconds of a prospecting phone call is oftentimes the most critical part. It's been said that we have one chance to make a good first impression. However, most salespeople begin their calls with a generic sales pitch or value proposition that makes them sound like everyone else in their industry. Here's the deal: nobody listens to traditional value propositions anymore.

Here are the components of an effective Sticky Statement:

1. Start out by mentioning what you know about them. This is a great way to build credibility and show them you've done your homework.
2. Relate to them by mentioning similar companies you've worked with. Or, you could mention different types of companies who had similar initiatives or problems. In either case, demonstrate that you understand their situation.
3. Diffuse any objections or fears they have about you or your services.

Here's a template you can use:

I understand that you may be looking for ways to (mention a need or initiative) without having to (mention an objection) and I'm calling because there’s an interesting way that ABC Company has (mention a specific result).

Example:
I understand that you may be looking for ways to increase employee productivity without having to pay higher salaries and I'm calling because there’s an interesting way that a similar software company called ABC was able to improve their productivity by over 30%.

If you find it hard to use a Sticky Statement in your calls, or don't have the time to think about it before every call, here are a few other variations that may be easier for you to implement:

IF YOU DON'T KNOW ANYTHING ABOUT THEIR INITIATIVES:
Simply start with "The reason I'm calling is because we've been working with ABC Company in an effort to (mention problems you solved or results you produced). I won't assume that this is the exact situation at your company, but thought it would be worth exploring."

IF YOU DON'T HAVE A CLIENT TO REFERENCE:
Remember, it doesn't have to be YOUR client--it can be any client that your company has worked with. However, if you can't find a client to reference, then reference the industry instead. For example, "We've worked with several companies in the Food Franchising industry and have had an impact on (mention problems solved and results produced)."

IF YOU DON'T KNOW WHAT RESULTS YOU PRODUCED FOR OTHERS:
Then focus more on who you worked with, and keep the results more general. For example: "We have been working with XYZ and ABC Company and have implemented a solution to help them reduce their costs."

Do you have questions about your Sticky Statement? Write a comment and let us know.

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