What is the difference between an average salesperson and a stellar salesperson? It is definitely preparation. Clients tell us that those salespeople who excelled after we trained and coached them were able to shorten their sales cycles because they changed the way they prepared for their sales calls. This feedback comes from a wide range of vendors, from those with limited experience to those with 20 years in their field. It also crosses all industries. Although other changes were made after training, it all comes down to good preparation!
This is music to our ears because one of our most important teaching points during sales training is “Improvisation is not a strategy!” Or, as a recent participant put it during a break in a training class, “Improving is a strategy, but it’s not a good one!”
So, to make sure you don’t waste your time and your prospect’s time by going into a sales call unprepared, we suggest a multi-tiered preparation approach that is strategic and prospect-focused.
Research the business: plan to use the research
To be competitive and successful in today’s sales environment, research is essential. Learn as much as possible about the prospect’s business, industry, competition, current challenges, and decision-makers before your first meeting. Use the time during your sales call to learn what you can’t learn from public sources. This is a better use of the prospect’s time and will help you establish trust, credibility, and an open dialogue.
Use the information you learn and show the prospect that you are focused on them. If the company story is on your website, develop rapport-building questions to help you open your call. “I saw that you started the business in 1982. How did you start?” If the company lists two different product lines, ask “Those two product lines are very different, can you tell me more about this business strategy?” Use your industry knowledge to show that you care more about the business than selling your products. “Your industry has been challenged by the recent change in legislation, how have you responded to this change?”
See the call from the prospect’s perspective – become a value-added business partner
Since your prospect is the one making the decision to use your products and services or not, align your call schedule with the prospect’s schedule. What do you think they want to focus on during the meeting? What would be a good use of your time? How can you structure the meeting so the prospect can share and you can learn? Remove the word “proposition” from your sales vocabulary: Prospects don’t want to be sold, they want to be offered solutions, and they want to make informed decisions about your business that help your business.
Plan Questions: Identify value and urgency from the prospect’s perspective
Prospects make a change when there is value in the change and make quick decisions when they see the positive side of moving forward. Before your sales call, plan the questions that will help you and the prospect see the value in working with you. Plan to learn how the potential customer will specifically benefit from your product or service. Approach the call as a problem-solving meeting, not a sales pitch. And, most importantly, plan to listen to the answers the prospect gives!
Plan your sales call from opening to closing: Host an effective meeting
What is, according to most professionals, the biggest waste of time they experience? Meetings! Why? – Because most meetings go wrong. An effective sales call is a well-run meeting, and well-run meetings start with a solid agenda. Plan how you want to start the call and add structure to your opening so that the potential client knows that you are organized and professional. Write down the questions you need to ask during the call and analyze them to ensure they are focused on finding solutions, identifying value and creating urgency. Anticipate concerns the prospect may have and ways you can prevent or respond to these concerns. Plan to discuss your products and services as customized solutions to their specific business challenges or as ways to help them achieve their specific goals. Plan the question you want to ask at the end of the meeting to get the highest level of engagement.
So, “don’t risk it, plan for it” and both you and your prospect will reap the benefits.
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