4x20 to maximize the chances of successful customer appointments

The 4x20 rule is a real asset for salespeople, helping them to differentiate themselves from their competitors from the initial interactions of a commercial relationship. It is a classic taught on the Akimbo Bootcamp to become a Business Developer.

What is the 4x20 rule?

It is a sales technique which makes it possible to establish a climate of trust with its customer by differentiating itself from its competitors and creating an effect”WOW”.

Definition of this business rule

The 4x20 method is an essential strategic approach in sales, designed to help Sales to establish positive and lasting first impressions when they contact potential buyers.

‍

‍

The method on the principle that a salesperson has only one opportunity to make a good figure, because buyers are constantly in demand by competitors and competing offers. In a competitive market, every interaction counts, which is why 4x20s are important.

4 times 20: mnemonic tool for successfully making contact

The 4x20 method is based on four key elements, each associated with an interval of 20: the first 20 minutes of the interaction, the first 20 gestures, the first 20 words, and the first 20 centimeters. Each of these elements plays a crucial role in creating a positive presence during initial contact.

How to apply the 4x20 sales method?

The following actions should be applied:

Heal the first 20 seconds

On sale, when it comes to the 4x20 method, the initial 20 seconds are of paramount importance. It is in this incredibly short period of time that you have the opportunity to make the first impression that will remain in the mind of your prospect (Wow effect). Here are some tips for succeeding in this crucial phase:

1. Prepare a powerful hook

Your introduction should be carefully prepared. Avoid cliches and one-size-fits-all formulas. Instead, opt for a personalized approach that shows you've done your homework. For example, you could start by mentioning a recent accomplishment for the company or a recent event in their industry.

2. Make eye contact as soon as the conversation starts

It shows that you are attentive and committed to the B2B discussion and relationship. Also, be smiling to create a friendly atmosphere.

3. Introduce yourself briefly

After your keynote and presentation, summarize the purpose of your meeting in a few words. Avoid going too long into your own story. The aim is to capture the attention of your customers, not to monopolize the conversation with your own presentation.

4. Ask an open-ended question

To immediately engage your interlocutor in the conversation, ask them an open-ended question. For example, ask him how he is doing or if he has already had the opportunity to explore a specific topic related to your products or services. Les open questions encourage active participation and show that you are interested in the opinion of your buyer.

5. Show empathy

Pay attention to the emotional signals of the person you are talking to. If you perceive a particular concern or emotion, express empathy. For example, if the person mentions a recent challenge, try to put yourself in their shoes and offer solutions if possible.

6. Listen actively

During the initial 20 moments, active listening is essential. Avoid monopolizing the conversation. Let your interlocutor express themselves and Make sure you fully understand their concerns and needs. Show that you are there to meet their expectations.

Choosing the 20 right first steps

The actions taken during your initial contact with a potential customer are the natural extension of your verbal communication. They can reinforce or weaken the image you leave.

‍

‍

Here are some tips for choosing them and creating a positive connection:

1. Greet with a firm handshake

When shaking hands with your customer, make sure your handshake is firm, but not overwhelming.

2. Smile with sincerity

A warm smile is a gesture that is universally understood as a sign of welcome and sympathy. Keep a genuine smile throughout your interaction, but don't overdo it either.

3. Adopt an open posture

Stand up straight, with your shoulders slightly back, to show your confidence and openness. Avoid crossing your arms, which can be interpreted as a closed attitude.

4. Use eye contact

Keep a close eye on the person you're talking to, but don't overdo it. Avoid staring intensely, which can be perceived as impolite.

5. Adopt the right actions

Make sure they are consistent with your speech and use them to Reinforce your words. For example, if you're talking about growth, you could make an upward gesture with your hand to illustrate your point.

Avoid putting yourself in positions that can be interpreted as disinterest or a closure to communication. This includes crossing your arms and looking at your watch or elsewhere while the speaker is speaking.

Observe your interlocutor and adapt your behavior according to his reactions. If you notice that he is receptive to a particular gesture, such as shaking his head to show that you understand, use them to strengthen your connection.

8. Stay natural during the interview

Be yourself and don't try to imitate behaviors that aren't natural to you because that may seem wrong.

Choose 20 first words that have an impact

By carefully selecting the 20 words you say at the beginning of your interaction, you establish a solid foundation for a productive sales conversation and a healthy relationship. These words should reflect your understanding, your involvement And the Value you can provide, creating a positive image from the start.

‍

‍

Remember the words below:

1. Clarity and conciseness

Use simple, direct words that clearly express your intent. Avoid long, complicated formulations that could lead to confusion.

2. Personalization

Show that you've done your homework by using words that reflect your understanding of the specific needs of potential buyers. For example,” I understand that you are looking for effective project management solutions ”.

3. Benefits

Highlight the benefits your product or service can offer right from the start by saying, for example:” We can help you increase your profit margins. ”

4. Action

Use action verbs to encourage the customer to engage more. For example, say:” find out how you can optimize your processes.”

5. Relevance

Make sure your words are relevant to the buyer's situation. Avoid generalities and directly address the problems or opportunities he is facing.

6. Empathy

Use words that show that you understand the challenges and aspirations of the customer.

7. Positivity

Choose words that evoke positive results and potential successes.

8. Commitment

Show your commitment to helping the customer through phrases like:” we are here to support you in achieving your goals ”.

9. Open questions during the interview

Ask an open-ended question that encourages the customer to engage in the conversation. For example:” how can we best meet your needs today? ”

10. Listen

Use words that show that you are open to listening to the customer. For example:” we are ready to hear your concerns and adapt our approach accordingly ”

Think about the first 20 centimeters

Finally, in addition to these three rules, there is a last step to follow when using the 4X20 method: the rule of the first 20 centimeters.

Avoid getting into your prospect's comfort zone, leave a certain distance between the two of you.

However, do not overlook the origination Of a proximity between you and your customert. Be authentic and have a genuine smile. Your face should show unwavering sympathy! Throughout your sales interview, maintain constant visual contact with your customer.

It is thanks to this constant contact that the person will feel integrated into your speech. Use a Open body language that is consistent with your speech.

‍

‍

Remember emotional closeness by actively listening to the person in front of you and showing empathy. Show that you understand their concerns and needs.

The 4x20 method in the digital age

In the digital age, sales methods are evolving rapidly to adapt to new technologies and new market realities.

The 4x20 rule remains as relevant as ever and should be part of your strategy, but it requires adjustments and a thorough understanding of how the web influences business relationships.

Our advice for applying the 4 x 20 rule during a videoconference appointment

Video conferencing has become an essential tool for real-time interactions with customers around the world. The 4x20 principle also applies during online appointments.

Before the appointment

Make sure your video conferencing environment is free of distractions. Pick a neutral and well-lit background, and check that your camera and microphone are working properly.

Also, prepare your documents in advance. Make sure you have all the necessary paperwork ready and ready on your computer. This includes presentations, reports, and any other relevant material that you plan to share during the meeting.

During commercial maintenance

The first 20 seconds of an online meeting are just as critical. Start with a professional introduction, briefly recalling the purpose of the meeting and showing that you are ready to listen and talk.

While video conferencing can make it difficult to make direct eye contact, make an effort to Look at the camera when you speak. This gives the appearance that you are looking into your interlocutor's eyes, strengthening the connection.

Likewise, your body language remains visible. So be aware of your gestures, your posture and your facial expression. Stay open and engaging. It's the right strategy!

The impact of digital technology on sales appointments

Exchanges on the internet reveal new expectations among buyers. Consumers now expect quick responses and immediate responsiveness from salespeople across email, live chat, and social media channels. This speed has become an important criterion for evaluating the quality of customer service and its competence.

In this context, it is imperative that Business Developers and sales teams make good use of the various online communication channels at their disposal, such as LinkedIn, email, Slack, Google Calendar, and others.

Every online interaction Represents a An opportunity to make a good impression and to meet the expectations of buyers for responsiveness.

The principles of 4x20 can also be applied in these contexts to create an initial positive impact and establish an insurance climate:

Choose a professional profile photo and sympathetic

Your profile photo is often the first thing people see online. It must therefore reflect a professional aspect while being warm and welcoming.

Carefully describe your profiles

Your description across channels should be clear, concise, and engaging. Introduce yourself and briefly explain your role and expertise.

Respond to messages and emails quickly

Try to respond to messages and emails within a reasonable amount of time, preferably within 24 hours.

Create a professional and friendly atmosphere

During your online interactions, show that you are an expert who truly cares about the needs and concerns of your customers.

Be consistent across channels

Your image and message should be consistent across all of your online channels. This reinforces your credibility and professionalism.

Areas of application of the 4X20 rule

The 4x20 technique is a versatile approach that can be successfully applied in a variety of fields. It provides a solid structure for creating a positive first impression and building trust across industries. If necessary, do not hesitate to do a training course.

The 4x20 rule on sale

In sales and especially in prospecting, whether you call or send an email, the first impression counts enormously. The 4x20 principle applies perfectly here. The first moment of your interaction should capture their attention.

Start with a concise and engaging introduction, briefly explaining who you are and why you are reaching out to them. Here it is Some examples of effective icebreakers to captivate them from the start:

The Insightful Hook

Start with an intriguing question or statement that is directly related to the needs of your target audience. For example:” Have you ever considered reducing operational costs by 20% this year? ”

Personalization

Mention something specific about the profile or its company to show that you've done some research beforehand.

For example:” I noticed that you recently won an award for your latest innovation. Congratulations! I am confident that our solution can further strengthen your leadership position. ”

The customer testimonial

Quickly share a positive story about a similar customer who has benefitted from your product or service. For example:” We recently helped a company in your sector increase sales by 30% in just three months. Can we show you how we can do the same for you? ”

Enigmatic curiosity

Create intrigue by asking an open-ended, thought-provoking question. For example:” If you could change one thing in your company to increase profitability, what would it be? ”

The irresistible offer

Immediately offer a concrete value or benefit that the prospect could get by continuing the conversation. For example:” I can show you how to save 20% on your logistics costs. Are you interested? ”

In addition to these icebreakers, using the BEBEDC model can be very effective in qualifying prospects quickly:

• Need

Identify their needs by asking relevant questions. For example, “What are the challenges your company is currently facing in terms of [problem]?”

• Issue

Understand the challenges and consequences for the buyer if they do not solve their problem. For example:” What will be the consequences if you are unable to reduce [problem]? ”

• Budget

Determine if the prospect has a budget allocated to resolve the issue. Ask questions about the financial resources available. For example: “AHave you already defined a budget for this initiative (e.g. training)? ”

• Deadline

Explore the lead's timeline to resolve the issue. Ask when they plan to make a decision or implement a solution. For example:” When do you plan to solve [problem]? ”

• Business decision maker

Identify the person or people who will make the final decision. Make sure you talk to or have access to the decision maker. For example:” Who is the decision-maker for this initiative? ”

• Champion

Find out if there is an internal champion or advocate within the company. This person can facilitate the internal sales process. For example:” Is there anyone on your team who is particularly supportive of this solution? ”

By combining engaging icebreakers and the BEBEDC model, you effectively qualify your prospects to maximize your chances of success in the sales process. It's the BABA of sales training.

The 4x20 rule in marketing: maximizing the impact of your campaigns

The 4x20 method is not only applicable to direct interactions with buyers, it can also be a powerful tool for maximizing the impact of your marketing campaigns.

The main objective is to catch the attention of your target audience, arouse their interest, and encourage them to take action. Here's how you can use the 4x20 rule to make marketing campaigns successful:

1. The first 20 seconds of your ad or content

When people engage with your content, whether it's an online ad, a promotional video, or a blog post, the initial seconds are crucial. You need to captivate your audience right from the start. Use catchy titles, engaging visuals, and relevant information to encourage people to listen to the content.

2. The 20 good first steps in designing your campaign

The design of your campaign is critical to creating a positive commercial impression. Ensure that your visuals are of high quality, that your message is clear, and that your brand reflects your professional expertise. Things like color, typography, and layout are all important in strengthening your brand image. So be consistent in your publications.

3. The first 20 words of your message

These words should immediately communicate the value of your product or service. Avoid long introductions and dive right into the essentials. Explain in a few words how your product solves a problem or meets a specific need of your target audience.

4. The first 20 centimeters of your promotional material

If your marketing campaign involves printed materials, like flyers or posters, make sure that from the very beginning, the most visible part, is eye-catching and informative. Use compelling images and visual elements that catch the eye.

‍

‍