By Michael K Adonteng
Nov 15th, 2024
The first call in business development is critical—it sets the tone, creates first impressions, and determines whether you’ll move forward in the sales process. Excelling in this stage requires preparation, strategy, and intentionality. The BDR First Call Toolkit offers a structured approach to turn these initial conversations into stepping stones for sales success.
Here’s a breakdown of how to apply the toolkit’s principles to enhance your first-call performance and create meaningful opportunities in African markets.
- Mindset Is Everything: Believe, Prepare, and Persist
Your mindset sets the foundation for success. The toolkit emphasises cultivating an abundance mindset—believing that every call holds potential, even in the face of rejection.
- Believe You’re a Winner: Confidence is contagious. Approach every call with the belief that you’re capable of delivering value. Buyers can sense your conviction.
- Prepare for Rejection: Rejections are part of the journey. Instead of fearing them, view them as learning opportunities.
- Frameworks that Work: Stick to simple, effective methods that resonate with you. Overcomplication kills clarity.
💡 Pro Tip: Before your call, take a moment to remind yourself of your value proposition and the insights you bring to the table. Confidence stems from preparation.
- Pre-Call Planning: Do the Homework
Walking into a call without research is like navigating without a map. The toolkit highlights the importance of researching the persona and company to uncover actionable insights.
- Uncover Insights: Go beyond surface-level information. Understand the company’s challenges, goals, and recent developments. Use this to frame your conversation around their priorities.
- Prepare Questions: Write down industry-specific and role-specific questions to show you’ve done your homework. Tailor your approach to speak their language and understand their metrics for success.
💡 Example: Instead of asking generic questions like, “What challenges are you facing?” ask, “I noticed your recent focus on [specific initiative]. What impact is it having on [specific business area]?”
- Set Objectives: Low, Medium, High
The toolkit encourages setting clear objectives for every call:
- Low Objective: Gather key insights about their current challenges and priorities.
- Medium Objective: Gain commitment for a follow-up call or deeper discussion.
- High Objective: Secure a meeting or move directly to the next stage of the sales process.
By setting multiple tiers of success, you ensure that every call delivers value, even if the highest objective isn’t achieved.
💡 Pro Tip: Celebrate achieving any level of objective, as each contributes to moving the opportunity forward.
- Take Control of the Conversation
The first call isn’t about hard selling—it’s about creating a buying atmosphere. Here’s how:
- Speak Less, Listen More: Cultivate the habit of active listening. Pay attention to what’s being said—and what isn’t.
- Ask Intentional Questions: Use frameworks like the 3 M’s:
- Money: What’s their budget process?
- Method: How do they make decisions?
- Motivation: What need are they addressing, and can you meet it?
- Empathise and Adapt: Put yourself in the buyer’s shoes. Why should they bother? Why now? Why your company?
💡 Phrase to Avoid: Overloading the call with product features. Instead, focus on the buyer’s challenges and position your offering as a tailored solution.
Email us at info@africasalesacademy.com with “BDR First Call Kit” as the subject for a FREE copy of the template.
- Secure the Next Steps: Always Be Closing
Every call should have a defined outcome. The toolkit recommends securing commitment, whether it’s an appointment, a callback, or a follow-up action.
- Be Direct: Politely ask for what you need. For example, “Based on what we’ve discussed, does it make sense to schedule a meeting next week to explore solutions further?”
- SUAL – Shut Up and Listen: Once you’ve made the ask, give the prospect space to respond. Avoid the urge to fill the silence—it’s a powerful tool.
- Follow Up: Send a follow-up email summarising agreed actions and next steps. If no appointment was booked, set a future callback.
💡 Pro Tip: Use tools to manage your pipeline and keep track of follow-ups. Letting prospects slip through the cracks is an opportunity lost.
- Master the Gatekeepers
In many organisations, gatekeepers—assistants or coordinators—play a critical role in managing access to decision-makers. The toolkit advises finding your own way to work with gatekeepers respectfully and effectively.
- Be Respectful: Acknowledge their role and build rapport.
- Offer Value: Clearly articulate how your solution aligns with their company’s goals. Gatekeepers are more likely to connect you if they see the relevance.
💡 Pro Tip: Frame your outreach in a way that positions you as a resource, not a salesperson.
- The Follow-Up: Keep the Momentum Going
The first call is just the beginning. Consistency in follow-ups is crucial for maintaining engagement.
- Send a Summary: Provide a concise recap of the call, highlighting key points and next steps.
- Revisit Your Objectives: If the first call didn’t result in a meeting, use the follow-up to reintroduce the value of continuing the conversation.
Conclusion: Make Every Call Count
The first call is your opportunity to set the tone, build trust, and position yourself as a valuable partner. By following the principles in the BDR First Call Toolkit—from mindset to follow-up—you can maximise every conversation and create real opportunities for success.
Michael K. Adonteng
Founder, ASA
