Pattern Interrupts
What is a “pattern interruption”?
Pattern interruption - is a technique to change a particular thought, behavior or situation.
During a cold call. After your intro/small talk.
What is FUDWACA?
Acronym used in Sandler's methodology that stands for: Frustrated, Upset, Disappointed, Worried, Angry, Concerned, and Anxious.
Words to use at the beginning of your pain point statements.
What is a UFC?
Up Front Contract; a tactic sales people use to set expectations and a clear agenda for the prospect as well as the outcome of the call.
When can we insert customer stories into a call?
To rebuttal objections, after finding pain & asking for the meeting.
We use them to avoid sounding like a salesperson when cold calling (how are you?). When a prospect detects familiar patterns and decides it's a sales call, the conversation may already be over.
Give an example of a 30 second commercial for IT
The reason I'm reaching out is usually when I talk to IT leaders like yourself, I’m hearing that they’re: concerned with using tools that allow them to keep enterprise data secure; anxious that all data collected is meeting compliance standards; worried employees are using unregulated services/growing shadow IT.
Does that sound familiar?
Name 2 pain points for HR, using FUDWACA
Frustrated with how long it takes them to collect employee feedback
Upset they are experiencing high turnover but don't know why
Worried about employee attrition rates increasing
Angry they don’t have a foundation or framework to base their employee engagement efforts on
Concerned they can’t see how employee engagement is trending over time due to the lack of current data
Anxious their employees are leaving due to dissatisfaction
How many UFC's are in a call?
Two: one at the top of the call, one at the bottom of the call
Name a relevant customer story for an HR leader.
Wellstar uses our Enterprise solution to streamline the employment interview feedback process. As a result, they have been able to save time, obtain necessary feedback from interviewers and focus on the big picture while evaluating candidates.
Hi _____, this is _____ from SurveyMonkey....
Does that sound familiar?
Not sure if that rings a bell?
Give an example of a 30 second commercial for HR
I’m reaching out because we often hear from other HR leaders, like yourself, that they are:
Frustrated with how long it takes them to collect employee feedback; Upset they are experiencing high turnover but don't know why; Worried about employee attrition rates increasing.
Does any of that resonate with you?
Name 2 pain points for IT, using FUDWACA
Frustrated when tools can't integrate with their systems of record
Concerned with using tools that allow them to keep enterprise data secure
Anxious that all data collected is meeting compliance standards
Worried employees are using unregulated services/growing shadow IT
What are the key components of an UFC? (Think: ANOT, PALO, PLATE)
●Purpose
●Time
●(Your) Agenda
●(Their) Agenda
●Outcome
Name a relevant customer story for a CX leader.
Our customer, Greyhound uses our Enterprise solution to improve NPS and drive business value. It helped them change the way data is getting into the keystakeholder's hands, and how fast they can take action.
Hi _____, this is _____ from SurveyMonkey....
Do you have a minute?
Can you help me?
Give an example of a 30 second commercial for CX
Usually, when we reach out to CX leaders like yourself, I’m hearing that they are:
Frustrated they can't turn their customer feedback data into actionable insights
Worried their customer experience program is too much of a manual labor-intensive process
Concerned when it comes to understanding their customer churn through satisfaction data.
Does this resonate with you too?
Name 2 pain points for Marketing using FUDWACA
Frustrated they can’t feature big logos on their website due to PR and legal constraints
Upset that some customers are not willing to go on the record
Disappointed when their customers do not respond to their feedback surveys
Concerned about the time it’s taking to gather customer feedback data
Anxious they aren’t supplying their sales teams with fresh marketing collateral
Give an example of an UFC at the top of a call?
I realize I called you out of the blue, but since (these challenges resonate/I have you on the phone) I’d love to learn a bit more about your current (employee/customer) feedback process which will entail me asking a few questions. If you decide it makes sense to continue the conversation, we can set up another call with a product specialist and if not, we can part ways as friends. How does that sound?
Name a relevant customer story for a Marketing leader.
Our partner, Applied Systems uses our Enterprise solution and marketing integrations (Salesforce & Marketo) to understand how to better serve their customers. We provided them the speed and flexibility they needed to identify and make changes to their services to ensure a better customer experience and to innovate their products.
Give an example of an intro pattern interruption - without introducing yourself.
Hi_________, thanks for taking my call.
Can you help me?
Do you have a few moments?
Give an example of a 30 second commercial for Marketing for SME AND another one for Marketing TV
Marketing SME: The reason I'm reaching out is when I talk to Marketing leaders, like yourself, I’m hearing that they’re frustrated their current feedback tools don’t allow them to automate with their marketing platforms (i.e. Salesforce, Marketo, Eloqua) or they're Upset that they can’t easily access customer data from their cross functional partners (i.e. CX). Is that something you're up against too?
Marketing TV: I wanted to connect as I have been speaking with other Marketing leaders, like yourself, and I am hearing 3 key themes from my conversations so far. They’re saying they are disappointed when their customers do not respond to their feedback surveys or they're Worried they don’t have enough bandwidth to create things like case studies, testimonials, and ROI metrics. Does any of that sound familiar?
Name 2 pain points for CX, using FUDWACA
Frustrated when it comes to understanding their customer churn through satisfaction data
Worried their customer experience program is too much of a manual labor-intensive process
Concerned about gaining actionable insights from their customer satisfaction feedback
Upset they can't drill down to the key themes of customer happiness
Give an example of an UFC at the bottom of the call.
I’m delighted, Maggie that we’ve agreed on the best next step being a call with my colleague,John, on the account management team. Let me walk you through how this next call will bestructured:So to reiterate the purpose of this as a next step; really John’s role is to work with you to furtherscope out what a potential partnership between SurveyMonkey and ABC company could looklike and the call should take about 30 minutes. Can you dedicate that time to the call?
During that time, please feel free to raise any topics you’d like to cover with John. From our ownconversations to date, you’ll likely want to know more about pricing and some similar use cases,all of which John can cover. From his side, he’ll really take a similar approach to me in terms ofunderstanding more around your needs for SurveyMonkey. By the end of that 30 minutes then,between yourself and John, you’ll decide on what the best next step is, and, if at any time thebest next step for both you and us is to discontinue our conversations that is 100% fine soplease feel free to let John know that. If on the other hand, you like everything you hear and itmakes sense for ABC company and SurveyMonkey to move to the next step, you can decidewith John what the best next step will be.
Name a relevant customer story for an IT leader.
The CIO of Carlex Glass uses SME to build better internal communication strategies for the COVID-19 pandemic. Through the use of our platform they created more efficiency in their return-to-work process and a better means of communication with employees. As a result they saved $9000 in daily overtime wages.