Customer Engagement15% of the exam
Multiple touchpoints to build prospect interest
How a rep earns a prospect's "Yes, I want to learn more": match high, medium or low touch to each prospect, time outreach to trigger events, write social messages that get replies, run a cold call to a follow-up plan, and use agendas and questions to align on needs.
Leverage multiple touchpoints to build prospect interest and align on why a solution meets their needs.
~8 min read · 9 practice questions ·
What the exam expects
- Explain what prospecting aims for (Attention and Interest) and why product talk too early backfires.
- Match outreach to a prospect's touch level: high, medium or low.
- Use a trigger event to time outreach and answer "What's in it for me?" and "Why now?".
- Write a first social message and run a cold call that ends with a follow-up plan.
- Set up a meeting with an agenda statement and use clarifying, confirming and Questioning Model questions to align on needs.
Key terms:
- Touchpoint: one contact with a prospect: a call, email, text, letter or social message.
- Contact strategy: segmenting prospects so each gets a high-, medium- or low-touch approach.
- Trigger event: news, such as a press announcement or promotion, that gives a reason to reach out now.
- Warm prospect: a cold-call contact interested enough to seriously consider buying.
- Questioning Model: As Is, Should Be, Change and Payout questions that draw out needs.
Key facts
Prospecting stages
- Detail
- Attention and Interest, of Attention, Interest, Desire, Action
Tier 1 prospects
- Detail
- Most likely to buy; high-touch approach
Medium-touch cadence
- Detail
- About one call for every two emails
First social message length
- Detail
- Under four sentences, no links
Cold call goal
- Detail
- Verify interest to seriously consider buying
After a successful cold call
- Detail
- Warm prospect goes to an account executive for pitch, demo and offer
Agenda Statement parts
- Detail
- Buyer benefit, agenda, question to proceed
Questioning Model
- Detail
- As Is, Should Be, Change, Payout
Sources for this section (6)
- Understand the Importance of Prospectingtrailhead.salesforce.com (opens in a new tab)
- Develop a Contact Strategytrailhead.salesforce.com (opens in a new tab)
- Know When to Reach Outtrailhead.salesforce.com (opens in a new tab)
- Build Relationships with Prospectstrailhead.salesforce.com (opens in a new tab)
- Learn the Basics of Cold Callingtrailhead.salesforce.com (opens in a new tab)
- Collaborate with the Customertrailhead.salesforce.com (opens in a new tab)
- Why does talking about products on a first prospecting call backfire?
- When should a rep start the Questioning Model with Should Be questions?
- What should a cold call do before the rep makes a follow-up plan?
- Why does an Agenda Statement end with a question to proceed?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
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