Baton Passing in Sales: How the Hunter Should Pass the Lead to the Closer

This is a topic that many people know is important, but unfortunately they don’t perform as well or, often, they don’t perform at all.

It may even be because it is a subject very little talked about out there, causing it to end up not receiving due importance in the commercial area of companies.

You can be sure that reading this post you will understand why the passing of the baton needs to be done and how it should be done, ok?

You might already be thinking about the baton-crossing test that exists in the athletics races we watched at the Olympics, isn’t that right?

Maybe he’s even remembering Usain Bolt and his gang in the last race of the star’s career, the 4×100 relay at the London Worlds. Too bad it didn’t work out, right?

The baton I want to talk about here is the one that will be made from an SDR (hunter) to a sales executive (closer).

In its due proportions, this is exactly what happens in sales, because everyone is there with a common goal: to work as a team to reach the goal!

In this sense, there is a hierarchical and procedural difference in this passage that is very important.

Calm down, I explain.

The role of the hunter and the AIDA framework

Well, let’s recap the importance of a skill made by the hunter of smart city islamabad during prospecting.

Firstly, the hunter has the mission to qualify and know whether or not that lead is at the time to evolve in the sales funnel.

For him to do this validation, the hunter needs to carry out a very detailed diagnosis of that lead, extracting punctual information from its scenario.

At this point, the hunter has to generate as much value on the solution that will be marketed and as much interest as possible from the lead.

These two points will be crucial up ahead.

He will try to get the attention and interest from the lead to put that flea behind the buyer’s ear, making him feel stimulated to hear how his problem will be solved and, most importantly, how much it will cost.

You may have already noticed that one of the hunter’s roles here is to kick-start AIDA.

Have you ever heard of this acronym?

If you don’t know, I’ll explain it here so that you don’t have any doubts when using it in your sales process.

AIDA is a framework that helps salespeople work intrinsic desires on leads, leaving them motivated to take the next steps.

The A is for Attention, that is, it is up to the hunter to work so that that lead is engaged in the conversation and aware of all the points that are being raised and diagnosed.

At that time, the importance of generating value comes into play.

It is extremely important that the lead sees that he/she is with a person who is a reference in the matter and that he/she can trust to communicate information about his/her situation.

Right after that, we have the I, which stands for Interest. You can be sure that this is a very pleasurable moment because, after all, it is time for urgency to surface.

Then we find a problem appointment, that is, the lead knows he has a problem and sees you as an authority on the matter who can save him from that situation.

In other words, from here on, we have an alignment of expectations, right?

The following letters in the AIDA stand for Desire (D) and Action (A), but it is the closer who is responsible for generating these manifestations in the lead.

Here enters a more technical and punctual conversation in which all those points raised by the hunter will be worked out to find a solution, in other words, so that the problem commitment is resolved.

But for this bond between closer and hunter to be effective, some points in communication need to be adjusted, do you agree?

Well, this is where the technique of Passing the Bat comes in.

Passing the bat to the closer

To make this passage the hunter needs to create a cadence flow called Staff Pass Flow.

In this flow, he will report important points of the conversation with the lead and make it clear which are the points that need to be adjusted and improved, exalting the commitment to the problem sealed by them.

Obviously the closer and the lead in question must be copied in this email, as the presentation for the next steps starts there.

Here you can clearly see a type of email template that can be used as a passing baton:

Good morning (lead), how are you?

As we talked on Friday, I’m sending you this email to introduce you to the (closer), which reads us in copy. He’s the one who’s going to talk to you next week.

I take this opportunity to confirm the meeting of (day and time).

And to align what we said, I’m going to leave here some points that I thought were very important and that should be adjusted. Feel free to add something:

– (raised point 1)

– (raised point 2)

– (raised point 3)

Also, (lead), I passed the entire briefing of our conversation to (closer).

As I told you, based on this information, we will have a good understanding of your scenario to validate how we can contribute to your results.

I am available for any questions that may arise. You can contact me at any time!

I take this opportunity to forward one of our success stories for you to take a look at our consulting model.

Big hug.

Upon receiving the hunter’s email, the closer must respond as soon as possible, already taking control of the conversation.

Your email must contain the following points:

  • The closer should present itself again;
  • The closer should start generating rapport and authority through one of the following points:
    • To point out that the problem is a big challenge, but that we have already helped more than x customers with challenging scenarios, including several with the same problem;
    • Demonstrate that we understand the lead market by citing one or another customer in the same sector with whom you have already talked (whom they have closed);
    • Demonstrate possible implications for the committed problem;
  • Reinforce that it will be available on the scheduled date and state how the DBA’s contact will be (say that you have already added the lead on Skype or confirm the phone number, etc.).

It’s good to point out that, in this alignment and in these presentations, the hunter and the closer must have a kind of agreement, to clarify the process.

The deal between hunter and closer: Sales Level Agreement

This type of agreement is called a Sales Level Agreement, or SLA.

It means that the hunter must closer a lead profile that fits with the solution the company sells and information about how the chat went with that lead.

This information will be extremely important for the closer to direct a sales pitch that is punctual in the scenario of that lead and should serve as a basis to fit the requirements and differentials of the business process.

You must be thinking:

Okay, but why can’t this information be conveyed through a briefing or even an informal conversation between hunter and closer?

The answer to this question is quite simple.

Imagine that the closer is going into a conversation with that lead and starts asking the same questions the hunter asked in the last conversation.

It would sound rather disheveled and add little value in delivering the expected solution, wouldn’t it?

By sending an email recapitulating important points and making the appropriate presentations, you ensure that everyone is on the same page and that there is a commitment of expectation between everyone involved.

The purpose of the Passing Baton Flow

The Rod Pass Flow is very short.

All you need is an email with the information you need to add value and make the final lead experience a good one.

Tip: I was once a hunter and I remember how I was concerned about making this passage as efficient and aligned as possible. The day before or the day of the call scheduled for my closer I myself quickly called the lead confirming the chat between them.

This connection makes the process more transparent and more committed.

Finally, the intention of a baton pass is precisely to work as a team to succeed at the finish line, isn’t it?

So you can consider that: if you have your team well trained and well lined up, you will reach the podium together.

The important thing is not to drop the bat!

If you still have questions about how to implement this strategy and how it fits into your scenario, you can contact the Outbound Marketing team.