Johan Foolen
Acquisition calls of fifteen minutes or even half an hour. Several years ago I had these with some regularity. Content-wise, I had a good click with my ‘target’, whom I took into an amusing conversation. I asked another sharp question ... gave relevant explanations ... and ended up in deep substantive discussions. Total control over the conversation, in which after 20 minutes I subtly navigated to my end goal: “Shall we schedule an appointment sometime?”
Of course, in asking this question, I already have my hands in the air. I have already stood behind my desk, have the attention of all my colleagues. Just a moment to put that appointment in the calendar and then I will - with some euphoria - give a crank to our bell with which we celebrate these successes.
But ... what is my interlocutor saying there? “Let's keep in touch.”
Let's keep in touch! My little hands descend toward my headset, which I press against my ears for a moment. Did I hear that correctly?
My interlocutor repeats, “Let's keep in touch, maybe you can send me an email with some information.”
Meanwhile, I sat down, did a reassuring thumbs up to my colleagues and noted the e-mail address. No appointment, then...
This happened to me quite often, until a colleague introduced the ‘7-minute rule’ to me.
The 7-minute rule
Acquisition interviews have a fairly standard pattern:
- Minute 1 - 2: Reception answers and connects to the appropriate person;
- Minutes 2 - 3: You introduce yourself and check that you are speaking to the right person;
- Minutes 3 - 4: You pitch and then ask an open-ended question;
- Minutes 4 - 6: You have initial interaction on the topic.
And now we come to minute 7
In minute 7, the question is: Do I notice that my interlocutor is fine with continuing the conversation?
If yes: suggest an appointment. That's the 7-minute rule.
Why in minute 7? Because from this point on, your chances of getting an appointment decrease. Because in minute 8 and beyond, we go deeper. You are going to zoom in further with your conversation partner on the specific situation at the company. You start talking about your service or product. You are going to talk to each other about functionalities, USPs, rates, etc. etc.
And before you know it you are in minute 15, 20 or even 30 (for the fanatics). In addition to all the positives, by now you have had to answer some questions with ‘no, unfortunately’, or ‘that's something we're developing’ or ‘we may be expensive, but there is something in return’. Above all, you are at a point in the conversation where your interlocutor will think: I know enough for now and this conversation has already taken me quite a long time. Avoid this!
How to avoid this? Indeed: the 7-minute rule. Do you see a 7 in your phone's counter? Then raise your hands in the air and ask that question: “Shall we continue this conversation over an introduction?”
Lucky number?
My phone's counter has all my attention these days. My own research has now shown that the 7-minute rule works. Calls that previously ended with nothing after 20 minutes now result in interesting introductions. In the vast majority of appointments, I initiated the appointment in minute 7. Minute 7 has proven itself. Minute 7 is the most successful. This is not superstition (or at least not much), but mostly conviction.
Have you ever had long acquisition calls? Apply the 7-minute rule. I'm sure it will get you to more sales appointments. And I would love it if you would share your experiences with me so I can quell the posts about superstition and self-fulfilling prophecy within 1 minute!?!!