Connecting & Setting the Tone

Question 1

What is an Up-Front Contract (UFC)?

Answer 1

A mutual agreement between you and the prospect.
- Establishes a clear agenda for the conversation
- Clarifies what you both hope to get out of the meeting
- Confirms that there is a good reason for you to be talking
- Discuss and agree on what you will each do, and possibly what you will not do, during this interaction together

Question 2

Components of an Up-Front Contract

Answer 2

Purpose/Time - reasons for the interaction
Prospects Role - their agenda and expectations
Your Role - your agenda and expectations
Outcome - decisions to make or conclusions to reach

Question 3

Purpose/Time Example

Answer 3

“I appreciate you taking some time to discuss the current challenges you are facing managing multiple systems for marketing and sales. I want to confirm 30 minutes still works for you?”

Question 4

Example for Prospect’s Role

Answer 4

“Naturally, managing a bunch of different tools causes issues with many businesses like yours and it is important for us to get your prospective on how and why you believe it is impacting the business. Is there anything else you want to discuss today?

Question 5

Example of Rep’s Role

Answer 5

Obviously to help us understand, we will need to dig a little deeper and ask you questions around your current process, and I am sure you will have some questions for us as well. Is that ok?

Question 6

Example of Outcomes

Answer 6

By the end of this call, we should have a clear understanding of HubSpot can solve for your specific challenges. If we identify that a demo would be warranted, can we spend the last 5 minutes of the call booking next steps?

Question 7

Objection Handling and Potential Pain

Answer 7

• Acknowledge it
• Ask a question
• Pivot back (We can help with that)

Question 8

Objection: “I’m busy right now”

Answer 8

• Is it a good busy or a bad busy?
• I know no one expects a call, but can I have 15 seconds to explain while I’m calling to see if a longer conversation even makes sense.

Question 9

Objection: “We have something already”

Answer 9

• Good you’re ahead of the game. How long has it been since you last evaluated that solution? On a scale from 1-10, how well is it working for you today?
• That’s great. I’m glad to see you value having something like this in place.
• Understood, I can see it’s x. Is it meeting every need you have right now around y?

Question 10

Objection: “Can you just send me an email?”

Answer 10

• Yes I can definitely do that. HubSpot does a lot, so there’s a lot of valuable information I can send over. To make sure I’m putting together the best package for you. Is there anything going on within your company, that you are looking to improve or solve? I can then put together a custom email that will allow you to see what other companies have done in similar situations.
• I have 15-minute slot open for 2pm on Friday. Would it be alright with you if I sent over a placeholder meeting for that time. If you like the info I send over, you can accept the invite. If not, feel free to decline it, I don’t want to waste either of our time.

Question 11

Objection: “I’m not interested right now”

Answer 11

• Totally understand. Seems like digital marketing is not your priority right now. If I could ask, what is the priority?
• Totally understand, was reaching out because I saw you were a good fit for xyz problem in xyz industry. Clearly you’re not there yet, when would be a good time to reach back out.

Question 12

Answer “Why do I want to talk to you?” (AKA Positioning Statement)

Answer 12

Dig deeper on what you discovered in your research and include how HubSpot could be of value.

Question 13

‘Continue’ question

Answer 13

Does this sound like something worth discussing to you?

Question 14

Handle Prospect Objections

Answer 14

Be sure to continue to address prospect objections and not to dismiss them.

Question 15

Positioning Statement Example 1

Answer 15

“We also work with senior execs of Melbourne tech companies like yours who’ve spent a lot of time, effort, & money to provide high quality leads to their sales team, but they don’t seem to close quickly enough…Does your company experience this?”

Question 16

Positioning Statement Example 2

Answer 16

“We also help motivated business owners in Perth with at least 10M in revenue & 50 employees who are frustrated that they can’t track the performance of their sales & marketing activities across the customer lifecycle, and are generally disappointed with the overall results…Is this applicable to your situation.”

Question 17

Positioning Statement Activity:
- Talking with a sales leader at a real estate company
- Has issues of visibility into their teams activities and metrics.

Answer 17

One of our largest customers is a real estate company and many of the real estate businesses we work with have Sales Leaders who are worried about the visibility into their team’s metrics and frustrated that they don’t have the data they need to understand sales performance…Can you relate to this?

Question 18

Positioning Statement:
- Talking with a CEO at a Dublin SaaS company
- They have downloaded a lot of content and read blogs around producing high quality marketing leads.

Answer 18

We work regularly with Dublin leaders in the SaaS space who are often disappointed with the quality of the leads generated by their teams. They often struggle with both the quality of the leads and the visibility into how they interact with their marketing and eventual sales teams…Is this something you can relate to?

Question 19

When to disqualify

Answer 19

• No clear problem to solve
• No compelling reason to change
• No commitment for HubSpot
• Behavioral red flags