Lead with the right question
Leading with the right question shows prospects that you're familiar with the offer or their company's solution needs, industry and business interest. Your initial conversation with prospects is a critical inflection point and your first opportunity to gain additional context and insight into what their needs are, so guide them through a series of open-ended questions to understand their situational needs and responsibilities before you make any recommendations and move forward.
Your opening question should focus on the actual offer or event that initiated the call. As a seller, a relevant, informative, on-point and purposeful introduction will keep prospects from seeing you as just another salesperson. It will show prospects that you're familiar with the offer that generated their initial interest, and, more important, it serves as your first opportunity to gain additional context or insight into what they are really looking for. The following open-ended questions relate to various offers or events that prospects might have engaged with, but feel free to improvise.
Offer: White paper
Sample question: What insights did the white paper provide you with? What questions did it raise?
Sample question: How did the demo align with the type of solution you think would benefit your organization? What level of depth did it provide?
Sample question: What was the primary reason for making the investment to travel to and attend the event? What specific topics were you hoping to learn more about?
Offer: Web page
Sample question: What insights did you gain from the web page you visited? What content were you originally searching for that led you to this web page?
Sample question: I see you registered for the webcast. Were you able to attend? [If no: What type of content were you hoping to learn by attending?] [If yes: What did you find the most applicable to your situation?]