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Sales Hacks for B2B

The idea

The idea is to hire models or lookalikes to sit on sales calls just to look legit. While the founder of the concept argues that this strategy can boost your sales conversions by 43%, the argument is that such gimmicky sales hacks stop working once you start selling to sophisticated audiences. The idea holds that a board of directors or other sophisticated buyers would not be swayed by a random girl scrolling TikTok on a sales call, and thus this strategy is unlikely to be effective for B2B sales.

Why it works

• The idea leverages the notion that potential customers often rely on visual cues and social proof to determine the legitimacy of a service provider. By having models pretending to take notes, it creates a perception of professionalism and engagement.
• The tactic works by mimicking the behavior of more established and reputable companies, which often employ teams of people to handle sales calls, such as having someone scroll through TikTok on the call to appear engaged.
• Potential customers who are skeptical or looking for established legitimacy may be more inclined to trust the service provider if they see a similar, albeit less overt, engagement strategy.
• The mechanism is based on the assumption that sophisticated decision-makers are more likely to be influenced by how a company presents itself rather than its actual product or service, making this an effective way to appear more legitimate.
• The tactic is designed to appeal to the human tendency to seek social validation and to appear more professional, which can be particularly effective for B2B sales where decision-making often involves multiple stakeholders and layers of approval.

The playbook

To implement the strategy of hiring people to sit on your sales calls just to look legit, follow these steps:

1. Identify Potential Candidates: Start by identifying individuals who can convincingly pretend to take notes or appear engaged. These individuals should be familiar with the industry and comfortable in a professional environment, as they will be representing your company. This can be done by reaching out to a network of contacts or through recruitment agencies that specialize in finding such individuals.

1. Train Your Actors: Once you have identified potential candidates, it’s essential to train them on how to behave authentically yet convincingly. Ensure they understand the importance of maintaining a professional demeanor, using appropriate language, and participating appropriately during the call. This training should be conducted remotely, either via video call or in written form, to avoid any suspicion.

1. Coordinate the Calls: Set up a schedule for these actors to join your sales calls. This coordination should be seamless and professional, ensuring that the calls do not appear staged. Coordinate timing and roles, so the presence of actors does not disrupt the flow of the call.

1. Evaluate and Adjust: After a few calls, closely evaluate the effectiveness of this strategy. Pay attention to how the actors’ presence impacts the conversion rates and overall performance. Use this feedback to refine your approach, including adjusting the types of people hired or the frequency of their participation.

1. Adapt to Sophisticated Audiences: Be prepared for potential skepticism. If you are selling to a sophisticated audience, they may be more likely to spot the tactic. Therefore, it's crucial to adapt your strategy accordingly. Consider using different types of actors or incorporating other legitimate sales tactics to ensure the strategy remains effective and trustworthy.

Where people get it wrong

• Failure Mode: Hiring people to sit on your sales calls just to look legit.

What to Do Instead: Authenticity is crucial in B2B sales. Genuine interactions and value-driven communication are far more effective than superficial tactics. Invest in training your sales team to build genuine connections and demonstrate the value your company can bring to clients.

• Failure Mode: Using gimmicky sales hacks like Eastern European models pretending to take notes.

What to Do Instead: Focus on delivering real value through your products or services. Ethical and transparent sales approaches that showcase expertise and problem-solving capabilities will resonate with sophisticated audiences. Avoid gimmicks that can backfire and damage your brand's credibility.

• Failure Mode: Expecting sophisticated audiences to judge your legitimacy based on random girls on calls.

What to Do Instead: Build trust through consistent, credible interactions. Sophisticated buyers will value genuine relationships and reliable solutions over superficial tactics. Focus on establishing long-term partnerships based on mutual respect and mutual benefit.

Do this next

1. Start with a strong opening statement: Begin your next sales call by clearly stating your value proposition and how your product or service uniquely solves the customer's problem. This sets the tone for a legitimate and professional interaction.

1. Prepare a compelling elevator pitch: Before the call, spend time crafting an engaging and concise elevator pitch that highlights the key benefits of your product or service. This helps you stay focused and confident throughout the call.

1. Gather relevant case studies: Collect and organize case studies or testimonials that showcase your product's success in other customers' situations. These can be shared during the call to provide real-world examples of your solution in action.

1. Engage in active listening: During the call, actively listen to the customer's concerns and needs. Asking insightful questions demonstrates your expertise and helps you tailor your solution to their specific challenges.