Setter and Closer System: Strategic Sales and Marketing

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Strategies are what make businesses thrive throughout the years and the marketing industry has always been very careful when it comes to developing the right one.

It’s not all about calling random people or running ads anywhere since it involves thorough research to get all the answers they need.

Just like consumers, marketers are also curious people who are looking for prospects with problems that they might not even be aware of.

One of the most common strategies in sales and marketing involves calling prospects and telling them about the product or services that your company offers.

The chances of making a sale on the phone are pretty high when you’re using a good script that makes prospects interested in your offer.

However, it can also be a very challenging and long process especially when you don’t know where to start.

In today’s article, we will be talking about a strategy that involves two people to close a sale on the phone. 

What is a setter and closer in marketing?

Salespeople often think that it only takes one phone call to close a sale and that’s exactly why it’s not effective as they think.

There are companies out there who have two people initiate a phone call that converts prospects into customers no matter the price of their offer.

These two people are called the setter, AKA appointment setters, that are responsible for gathering client information, and a closer, AKA deal close, closes the sale.

Although salespeople are flexible human beings that can do both, getting two people to talk to the prospect is more effective than having one person do it.

To put it simply, setters are the ones who hype or motivate the prospects, earn their trust, and collect information, before they are introduced to the closer who talks about the offer.

What is strategic marketing and sales?

Strategic marketing and sales is a method of planning or developing a structure that involves:

• Building awareness through campaigns that target the right prospects; and 
• Turning prospects into buyers

Developing an effective sales and marketing strategy may take months or even years of trials and errors just to get the best one for different types of prospects.

These require different approaches and it’s somewhat related to the three types of traffic specifically: cold, warm, and hot traffic.

The reason why it’s important to create a strategy is that it allows businesses to organize and target specific areas that require more attention.

You don’t also want to approach a client and assume that they already know what your company does, or that could only mean that you’re wasting your time.

The setter and closer script

In this section, we will be talking about two different scripts for two salespeople: the setter and closer.

These scripts are often used by companies to learn more about the prospect by interviewing them on the phone to know if they qualify for a product or service.

What makes this script effective is that these two people can screen prospects before they are introduced to a specific offer, thus, providing consistency in sales.

Setter

Since the setter will be gathering information about the prospect, they will be following a script that helps identify their goals and struggles in life.

Introduction

Once the prospect answers the call, the first thing they do is to introduce themselves in a way that they don’t sound ‘salesy’ or pushy.

Keep in mind that most prospects are aware that you’re trying to sell them something, so the best thing to do here is to do less sales talk and more on what they feel.

Ask Questions 

In this part, your setter will be focusing on the prospect’s goals in life by asking them a few questions within five minutes.

This establishes a unique connection to the prospect where they hook emotions and let them visualize what life would be.

Encourage them to imagine themselves in their dream house or buying the car that they’ve always wanted.

Then they can start asking follow-up questions that make them think your product can help solve their problems.

“Do you think things would be better if you had someone that can help solve your problems?”

It’s like a qualifying question that allows the setter to identify if the prospect is interested to buy even if they don’t know what your offer is all about. 

Hint about the offer

After asking prospects a question, the setter should give a hint about the offer without even spilling the entire details.

This part can be a little tricky for some and prospects might even get confused, but don’t worry because you can ask them a question that makes them say, “Yes, I want that!”

The setter should also ask them why they want you to help them and let them explain the reasons why they think your offer can make their life easier.

Collect information about the client

For this part, your setter will first ask permission to ask questions about themselves such as age, financial status, etc., while filling out a form.

Ask more questions

The next step before ending the call is to talk about their short-term goals and asking them once again about the challenges they faced and what they did to overcome all of those.

This gives them an impression that you’re willing to help solve their problems.

Commitments

Commitment is a word that most people fear especially in relationships.

Meanwhile, in the business industry, commitment is when a customer has agreed to follow rules and finishing what they started.

Let your setters ask prospects if they’re willing to commit to your program, course, or whatever you’re selling to develop a mindset that they can accomplish their goals.

It’s like what you see on fitness programs that ask their clients, “Are you willing to stop crying about your weight and start sweating in the gym to stay healthy and look great?”

Finally, they can tell clients to wait for another phone call and that the information they provided will be forwarded to someone where they will be evaluated.

Closer

The goal of the closer is to close the deal.

Once the prospect has finished talking to the setter and has provided all the necessary information, the closer will do almost the same steps but in a different approach.

It is very important to do a quick recap to provide a clearer objective.

How committed are they?

Even though the setter has already asked the prospect if they can commit to the process, the closer will ask them more questions to determine how committed the prospects are to the program.

Are they willing to commit to the 14-day diet plan that you’re selling?

Can they commit 2 hours a day to your online webinar?

Are they willing to learn new things throughout the process?

When you ask these questions about commitment, this motivates them to focus more on reaching their goals no matter how tough or how expensive it may be.

One good example is when you’re at the gym and your fitness coach keeps on telling you to keep working hard to reach your goals except that they haven’t started yet.

Bonuses

Make your offer more attractive by letting setters tell consumers what’s included in the offer.

If your company sells mobile phones, you can simply tell them the specifications, comparisons, and other details that give them an idea that it’s  they’ve been missing all along.

Since you already know their goals, you can also use their goals as an example,

“You’ve mentioned earlier that you want to become a professional photographer one day, this product has amazing camera features that even high-end digital cameras don’t have.

You can use our product to practice taking photos until you’re ready to upgrade to a new one.”

Close the deal

Finally, wrap things up by asking them the last and most important question,

“Do you think this is the one for you?”

If the prospect says “YES” and explains why they need it, then you can finally close the deal and get them to provide their payment details.

Did you see how everything started as a natural conversation about their desires that actually ended in a sale?

Not everyone knows how to use this script well that’s why they don’t like to market their products or services on the phone.

The best part is that you didn’t have to spend so much time convincing them that it’s the right one for them.

Why are scripts effective in sales?

Using a sales script is an effective strategy since it’s a written dialogue that salespeople can read or use whenever they approach a potential customer.

They’re essential for salespeople because it helps initiate a conversation while allowing them to modify responses that are appropriate and relevant to the subject matter.

When used the correct way, it makes it easier to close a sale since it allows them to talk to prospects in a way that they’re not “pushy” or “salesy”.

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