If you’ve read my blog before or followed any of my video tips you probably have heard me talk about selling 15 minutes when prospecting. As a quick review, I don’t sell my product or service when prospecting, it’s impossible. I also don’t sell or ask for “meetings” when I prospect because most of the time when I say “meeting” people think it’s going to take an hour and mostly be a waste of their time based on experience (see Death By Meeting). Instead of selling my services or meetings when prospecting, I sell the next step, I sell time, which for me is 15 minutes.

Think about the last time you actually caught someone live on the phone (if you can remember that far back). When they picked up and you gave them your pitch, whether they asked for it or not, how did it end up?  Let me guess, it sounded something like this “that sounds interesting, why don’t you send me some information and follow up with me in a few months.” The reason that happens 90+% of the time is because in all likelihood you’re not ready and more likely they’re not ready.  Even if you’ve done your homework on the individual and the account you’re calling into and are completely prepared for the call, they aren’t. The phone is always an interruption. When someone picks up they are not ready to process a whole bunch of unexpected information coming at them, even if they actually need what you’re selling them. All they are really trying to do is get you off the phone as quickly as possible.

With this in mind, when I make my calls, I’m actually trying to get off the phone almost as fast as they are. I don’t want to dive into a deep conversation right then and there because I know I do not have their undivided attention. So, instead of trying to sell myself or my solution I sell the next step, which for me is 15 minutes. I say something very quick and relevant to them, their company or their role and immediately after I ask “What’s the best way to get 15 minutes on your calendar to discuss this?”

The reason I try to sell 15 minutes even when I have them on the phone is because that 15 minutes saves us both a ton of time in the long run.  If they give me their undivided attention for 15 minutes it will allow me to have time to prepare thoughtful, relevant questions that if they answer somewhat truthfully will help us both determine if it makes sense to take the next step.  Most of the time there isn’t a fit but sometimes there is. When there is a true fit based on a quality conversation then it benefits both parties involved to move forward. When there isn’t a fit it still benefits both parties to part ways friends without having to play the stupid “follow up,” “touching base,” “checking in” game. The main problem that occurs when quality initial calls don’t happen is that we (as Sales professionals) end up turning into stalkers because “you’re saying there’s a chance” (Dumb and Dumber for those of you who didn’t pick that one up) and most of the time it’s the prospect’s fault. If they would just give us 10-15 minutes to have a legit call we could stop with the hours of useless follow up. Do everyone a favor and sell 15 minutes. Good luck and happy selling.