Nooks Insights is your data-driven advantage, powered by millions of recorded cold calls analyzed through Nooks Analytics. We cut through the noise to give sales teams actionable recommendations on what actually works. This time, we looked at conversation data to see how mentioning a relevant customer or partner in the prospect’s space affects booking a meeting. Here’s what we found.
In our most recent article, we covered how your reason for reaching out affects conversion rates. If you missed it, mentioning a specific reason for reaching out increases your chances of booking a meeting by 2.3x.
Here are some examples:
- Re-engage closed lost accounts
- Prospect is engaged with a competitor
- New executive joined the company
- Previous champions who changed jobs
- Strong headcount growth in X department
- People who mentioned follow up in previous conversations
While these drive interest, keep them on the phone and ultimately increase your chances of booking a meeting, what happens when there are objections you must overcome to get to the meeting?
One such example is, “Do you work with any companies in our space?” or “Do you have any customers our size?” It turns out that having specific customers and partners readily available to mention can increase your chances of overcoming the objection and getting to the meeting by 1.8x.
The reason this works is plain and simple, social proof. According to Influence: The Psychology of Persuasion, by Robert Cialdini, social proof is one of the six key principles of influence where people look to others' actions or opinions to determine their own behavior, especially in uncertain situations. Demonstrating that other people, especially peers have already had a positive experience with your product might be the extra juice you need to pique their curiosity and get them on your calendar.
Testimonials, reviews, case studies, and influencer endorsements also act as powerful forms of social proof. They leverage the idea that if others are satisfied with a purchase, potential buyers are more likely to believe they'll also have a positive experience. Long story short, if you’re not leveraging this, your competitor will.
One of the best ways to do this while using Nooks AI Dialing Assistant is with Persona Intelligence and Battle Cards. If you’re able to access your company’s full customer list, you can research to find customer accounts that resemble the accounts you’re assigned to.
Once you’ve done that, you can create battle cards that remind you exact accounts that resemble the ones relevant to your customer by industry or employee count. Even better, add hyperlinks to customer stories and case studies that are relevant so you can tell them the full story and then send it in a follow up email.
Here’s what it sounds like:
“Yes Mr. Prospect, we work with the X team and Y company. They have a team similar in size to yours and we helped them increase pipeline by 58%. I have a full case study on this I can send you if you like.”
Try this until you have these examples memorizes and watch your prospect’s objections disappear and your success rate incease by 1.8x.
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