CROC method: the telephone call plan for sale and examples

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What is the Croc method

The CROC method is a sales technique allowing the development of effective prospecting and makes it possible to provide a framework for telephone exchanges.

It is a classic taught on the Akimbo Bootcamp to become a Business Developer.

CROC method: definition and use

The acronym CROC refers to four steps: Contact, Reason, Objective and Conclusion. During these four phases, the seller improves his sales made by telephone, detects new opportunities and enriches his prospecting base.

This method is used during specific moments such as during telephone prospecting. It is used when your sales force wants to get an appointment with a potential customer and when they want to sell one of your products/services. Telephone prospecting requires a great deal of preparation. And it is in this stage that the CROC method essentially comes into play. Upstream, it makes it possible to organize calls and avoid all types of unnecessary hesitation with prospects.

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How do I use the CROC Method on sale?

In sales, as in many other areas, the CROC method can be a real commercial asset. So why deprive yourself of it?

CROC - C method for contact  

Objective of this first step? Establish a climate of trust and exchange with the prospect!

During the first contact with a potential customer, it is essential to start with a polite phrase such as “Delighted” or “How are you?” You are spoilt for choice! Afterwards, remember to introduce yourself and then identify your interlocutor. This first step is essential to allow the development of a relationship of trust and exchange with your prospect. By carrying out several inbound marketing actions, a company was able to build a database on which to rely during its prospecting campaigns. Do not hesitate to use it to start making contact with new prospects.

Example: “Delighted Madame, please excuse me for the inconvenience. I am XY, sales representative at [...]. Are you Mrs. Y, training manager?”

CROC method - R for good reason

The main objective of this second stage? Expose precisely the reason for the call to your prospect.

From the first minutes or even the first seconds of your telephone interview, your interlocutor must know why you are calling him and what you are offering him. Be striking in order to arouse the curiosity of your potential customer. By being as clear as possible, he will quickly get an idea of the reason for your call and will adopt an appropriate reaction.

Example: “Allow me to call you regarding your ambition to change your computer equipment in your 8 establishments.”

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CROC method - O for objective

Objective of this third stage? Set the objective of your call.

Your objective can take different forms, it can relate to obtaining an appointment, developing a questionnaire or even collecting information on a given prospect. In order to achieve your objective, your arguments must be carefully considered and adapted.

It is imperative that you identify your goal in advance in order to argue effectively during your exchange with your prospect. Get right to the point.

For example: “Do you have availability next week so we can set up an appointment?”

CROC method - C for conclusion

Objective of this fourth and final stage? Reformulate the main points of a discussion in order to obtain a favorable response from the interlocutor.

The reformulation of key elements ensures a better understanding and a double validation of the main points addressed. In order to successfully end the call, it is essential to thank your prospect and end with a polite phrase.

For example: “Our appointment will therefore take place on Friday, January 28 at 2 p.m. Thank you for your time Mr. James and I wish you a great weekend. Good luck to you.”

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What questions should you ask your prospects during a sales call?

During a commercial call, several questions must be addressed to the interlocutor. And to do this, several techniques can be used. Between phoning, teleprospecting or even using a telephone call plan, the choice is yours!

What is phoning?

Phoning, or telephone canvassing, includes all marketing actions carried out, via telephone exchanges, in order to obtain new customers. It is a major activity in direct marketing. To set up its telephone prospecting campaigns, a company relies essentially on phoning. Through this tool, it presents its commercial offer and therefore increases its customer portfolio. There are other techniques for prospecting via telephone calls, such as teleprospecting. However, phoning represents a more qualitative approach since with this method, all possible marketing actions are considered and used.

What is a phone call plan?

A telephone call plan represents a road map, a guide that sales forces rely on during prospecting campaigns. It defines the business goals to be achieved and establishes the key elements to be addressed during the first interaction with potential customers. It is a framework containing the main telephone hooks, the speeches presenting the services and the common answers to the objections used. By relying on a telephone call plan, the salesperson avoids dispersion and makes it easier to get to the essentials with his prospect. As discussions with the various prospects continue, this plan is regularly updated and revised.

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Why write a phone call plan?

To make a successful phone call, it is imperative to prepare it and follow a well-defined process in advance. That's when the phone call plan comes into play! In addition to serving as a road map, this plan allows you to quickly gain in performance and efficiency. In addition to these benefits, it also offers another advantage: a better climate for exchanges with the prospect. Before any telephone call, the salesperson has one objective: to arouse the interest of potential customers in the offer they are offering. To adopt a methodical and collective approach to business development, use the arguments that are most likely to hit the mark. For the phone call plan to be more and more effective, it is essential to update it after each new call made. Feedback from prospects allows the plan to be constantly improved, so don't be light on making changes if necessary!

How do I prepare for a phone call? 

As pointed out earlier in this article, don't neglect the preparation of your phone calls! It is through preparation that you will succeed in your telephone prospecting. We are going to show you what you need to do in developing a telephone call plan:

• Identifying prospects : beforehand, find out as much as possible about your potential customers. Never overlook this decisive step! Research the activities carried out by the contacted company in order to best personalize your arguments. The prospect must feel directly concerned by what you say!
• Identification of the objectives to be achieved : based on the information collected on your prospect and his company, set the objectives to be implemented as quickly as possible in order to stand out from the competition.
• Identify the challenges and obstacles in your path to achieving these goals : it is by determining the possible difficulties that you will finally be able to find solutions in order to achieve your various objectives.
• Emphasize the personalization of your offer : from the first contact, after having clearly identified your potential customer, show him how your offer meets his expectations and objectives.
• Do not stop there, prepare for the rest of your commercial relationship as soon as the end of the exchange : if your offer seems to interest your prospect, prepare directly for the rest of your commercial relationship when your call is closed.

A little extra tip: before launching your telephone prospecting campaign, prepare all the necessary data in advance (contact names, numbers, contact positioning, etc.) in order to limit “dead time” between calls.

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Why use the CROC method for your phone call plans?

To obtain effective prospecting campaigns, the CROC method has become a significant tool. In addition to saving you time, it structures your various calls. With this method, the salesperson avoids all types of dispersion and knows directly what to say or not to say during these exchanges with prospects. He is also prepared for all types of customer objections and effectively manages to reassure customers about their potential reticence. And we all know that good arguments and real confidence in their offer allow any salesperson to reach their sales goals!

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