What to Say When Calling Contacts in the Five Rings
The Five Rings framework focuses on discovering insights and building relationships rather than pitching a solution. By asking thoughtful questions, listening carefully, and documenting key information, you can identify opportunities while expanding your network.
The Five-Step Approach for Effective Conversations
1. Enter with Curiosity
Approach each call as a learning opportunity. Keep the tone casual and genuine.
Example:
“I’m not here to pitch anything. I’m working on refining my approach and wanted to get your thoughts on what’s working or not working in sales for you.”
2. Ask Great Questions
Use open-ended, probing questions to uncover insights about their current sales operations and challenges.
Example:
“How do you feel about the way your sales processes are working for you right now?”
3. Identify Roadblocks
Listen for frustration or inefficiencies that indicate pain points.
Example:
“What do you feel is holding you back the most in hitting your sales goals?”
4. Ask for Referrals or Introductions
If the contact isn’t a direct fit, leverage their network to find potential leads.
Example:
“Who in your circle do you think might benefit from a conversation about sales strategies?”
5. Expand Your List
Follow up on referrals and document new contacts to include in your Five Rings network.
Example:
“Would you be open to making an introduction? I’d really value the opportunity to connect with them.”
Key Information to Gather During Conversations
- Sales Team Structure
Discover who handles sales and how their team operates.
Example: “What does your sales department look like right now?”
- Comfort with Sales Processes and Results
Gauge their confidence in their current system.
Example: “How comfortable are you with your current sales processes and the results they’re delivering?”
- Roadblocks and Stressors
Identify specific challenges impacting their bottom line.
Example: “What are the main obstacles causing you stress or limiting growth?”
- Biggest Challenge
Determine if the issue lies in lead generation, pipeline management, margins, or retention.
Example: “If you had to choose, which is your biggest challenge: generating leads, managing your sales pipeline, maintaining margins, or maximizing client lifetime value?”
- Desired Change
Uncover what they want to improve most in their sales operations.
Example: “If you could change one thing about your sales operations, what would it be?”
Introducing Your Fractional Sales Agency
Once you’ve gathered key information, share a high-level elevator pitch to spark their interest.
Sample Pitch:
“I work with businesses like yours to optimize sales by combining expert guidance, systemized processes, and managed outreach. Essentially, we act as a Fractional Sales Agency, handling lead generation, pipeline management, and more, so you can focus on growth.”
Key Questions to Ask After the Pitch
- Value and Opportunity:
“Where do you see value or opportunity in this model?”
- Potential Challenges:
“What challenges or roadblocks do you think this type of solution might face?”
- Fit for Their Needs:
“Under what circumstances do you think this could be beneficial for you?”
- Defining Success:
“If you were to work with someone like me, how would you define success?”
Closing the Conversation
Recap and Next Steps
Summarize the discussion and suggest future follow-ups.
Example:
“Thanks for sharing your thoughts. Based on what we’ve discussed, it seems like there might be an opportunity here. Would you be open to exploring this further when the time feels right?”
Revisit Referrals
If they haven’t already offered referrals, bring it up again.
Example:
“Before we wrap up, is there anyone in your network who might benefit from this type of conversation?”
Getting the Best Out of Your Conversations
1. Write Out Your Questions in a Framework
Prepare and organize your questions beforehand to ensure you stay on track. Refer to the Five-Step Approach above.
2. Use the “Five Rings Form” in Your CRM
Key Fields to Include:
- Contact details: Name, role, company, and relationship.
- Sales structure: Current team and operations setup.
- Sales process confidence: Scale of 1–10 or notes.
- Challenges and roadblocks: Key obstacles or pain points.
- Desired change: What they’d like to improve most.
- Referrals: Names and contact info of potential leads.
- Notes and next steps: Key takeaways and follow-up actions.
How to Use It:
- Pre-fill basic details before the call.
- Take live notes during the call to ensure accuracy.
- Update and review after the call to plan follow-ups.
Next Module: Refining Your Product and Process
