I help founders who sell, but aren't "sales"people. Are you open to one hyper actionable sales tip per week, useful for your very next sales meeting and consumable in 4 minutes or less?
113: BAMFAM Back-up
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Hey, 👋 Scott from The Sales Mastermind here. Today’s edition only takes 2 minutes. When you forget to BAMFAM, the chance you’ll never speak to that specific buyer again is 59.7%. If you take no other action from the 100+ newsletters I’ve put out so far, at least remember to Book A Meeting From A Meeting. Today we’ll cover:
Reminder Time (instead of Storytime) In ~2022, I was VP of Sales for a SaaS company. We ran a 100% inbound sales org and the Head of Marketing (awesome woman, shout out Irina if you’re reading this) was getting justifiably frustrated about how low the the lead to closed won was. So we took hundreds of inbound leads and analysed:
And we found that, unless we booked the next meeting DURING the current meeting, the buyer would ghost us 59.7% of the time. So we started to implement BAMFAM - Book A Meeting From A Meeting - and our ghosting rate plummeted. I’ve told this story twice before through the newsletter. And twice before gave examples on how to BAMFAM effectively:
Today, we’re adding another technique to get that next meeting in the calendar: The BAMFAM Back-Up What is BAMFAM It stands for Book A Meeting From A Meeting, and it means that before any meeting ends, you must book the next meeting (unless the buyer is unqualified). The number one purpose of BAMFAMing is to prevent winnable deals from slipping away, because it’s easier for a buyer to do nothing than to do something. Therefore, they’re more likely to turn up to the next meeting because it’s already in the calendar. Whereas to cancel requires an active effort on their part. BAMFAM Back-Up Back-Up is for sellers who want to be as efficient as possible with the precious time they get in front of buyers. Often, these sellers run short meetings (15-30 minutes) and know that a full BAMFAM process can take 3-4 minutes, which is an unreasonable amount of time in a short meeting. Back-Up is also great for those who struggle to book with a direct ask. It’s more of a side door for when the front door is blocked. Therefore, the technique goes roughly like this: “Ok, we’ve covered the main hits for today, next step is to get some time in the calendar to (value-added reason why the buyer wants to book another call).
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Often, people tell me they’ll have to go to internal teams to get answers to the questions we uncovered today. However, before you say that, are you like me, and does your calendar always fill up 1-2 weeks in advance?
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If that is the case, let’s pencil in 20 minutes for (later in the week/early next week). If we need to move the time/date - easy, we’ll reschedule - but I’ve found if we don’t get anything scheduled, it takes a week before we’ve both confirmed the answers and are ready to speak again, then another week until we actually find a time. That’s two weeks of not solving (painpoint you solve).
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So, same time (on XXXday/next week)? Or should we do it later in the day?”
The core of BAMFAM Back-Up is helping buyers see that booking the call is in their best interest, and following through. Ultimately, booking meetings doesn’t directly win deals. But it means you lose a lot less and, by default, win more. If you’re struggling to close deals, reply “Closing”, and I’ll send you a list of techniques. Until next week, PS Did someone forward you this email, and it seems like something you want more of: Link to subscribe​ PPS You can find the back catalogue here, all 110+ newsletters: https://thesalesmastermind.kit.com/​ |
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I help founders who sell, but aren't "sales"people. Are you open to one hyper actionable sales tip per week, useful for your very next sales meeting and consumable in 4 minutes or less?
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