Have you ever heard the saying, “Perception is reality?” That statement is especially true in the world of sales. For this reason, it is so important to make sure you begin every sales call or meeting prepared. When you are preparing for a meeting with your prospective client, it’s critical to ensure you are viewed as both competent and prepared to provide superior service.
Executive consultant and sales coach Ron Finklestein provides his five steps to ensure all the sales professionals out there come to the table ready to rock!
What is Sales Call Preparation?
Sales call preparation is the process of getting ready for a meeting or conversation with a potential client. It involves researching the client’s needs and pain points, understanding their challenges, and finding ways your product or service can help.
Being prepared allows you to build trust, address concerns, and offer meaningful solutions during the call. This preparation sets the foundation for a productive and successful interaction.
What is a Sales Call?
A sales call is a conversation between a sales rep and a potential customer. The goal is to understand the customer’s needs and present a product or service as a solution. This often involves delivering a clear sales pitch, which highlights the value of what’s being offered. Sales calls can take different forms, such as a cold call to someone who hasn’t shown interest yet or a scheduled demo to showcase how the product works.
Preparation is key, including creating a sales call plan and talking points to guide the conversation. A successful sales call also depends on active listening, answering questions, and building a connection to move the sale forward.
Importance of Sales Call Preparation
Sales is simply a game and knowing the rules of the game makes things easy. The intent of the article is to help you improve your sales skills, help you become a better sales leader while growing sales and increasing revenues.
How many times have you gone into a sales meeting without a plan, hoping the prospect would do what you want? More than likely, you did not get the desired results. And no, the objective of a sales call is not to always get the sale. Some objectives could include identifying the decision maker, determining the competition, determining the impact of the problem, and so much more.
Without preparation, you are planning to fail.
A recent post on LinkedIn states, “Research says that buyers think that only 13% of sellers are adequately prepared for a sales call.” If this is true, this is a frightening statistic. As a business owner, when someone comes into my office to sell me something and they are not prepared, I stop the meeting as soon as possible and politely escort them to the door. I really do not like it when someone wastes my time.
Help You Improve Your Sales Skills
Preparation for a sales call is one of the most important steps to succeed in selling. It helps you understand your prospect’s needs and tailor your message to address their challenges. Good preparation shows professionalism and builds trust with the buyer. It also increases your confidence and makes the conversation flow smoothly. Taking the time to prepare properly can make help you close the deal and ensure you don’t lose the opportunity.
Make Your Objectives Clear
Setting clear objectives is vital for a successful sales call. It ensures you stay focused and know what you want to achieve during the sales conversation. Preparation allows you to define these objectives based on the prospect’s needs and your goals.
Clear objectives help you guide the discussion, ask the right questions, and present solutions effectively. They also make it easier to measure success after the call and plan follow-ups accordingly.
10 Steps to Prepare for a Sales Call
Success starts with a plan. Every meeting you have with a prospect, suspect or client needs to be well planned. You should always be prepared with a specific reason to meet with your prospect. If you arrive to one of these meeting unprepared, you look unprofessional, or worse, you look incompetent.
How do you prevent that and look like the pro you are? You need to prepare – and luckily – it does not take long, especially once you do it a few times.
Let me share with you a planning process I take all my client through. I will overview the process then break in to specific action steps.
1. Define Your Goals
As Stephen Covey said, “Begin with an end in mind.” Or, stated differently, ask yourself, “What outcome do I want from this meeting?” Generally speaking, there are only five outcomes (I am only looking at the most common) the average salesperson wants to achieve. They are:
- Get the prospects to say yes to your product or service
- Define the problem (Is there a problem we can help with?)
- Define the impact of the problem (Why would they want to fix the problem?)
- Determine the budget (How much are they willing to spend?)
- Understand who the decision makers are and their role in the decision-making process (Who do I need to sell to?)
Let us go back to Step 1. What is the outcome I want to achieve? Let us say I want to understand the problem to see if I can help. The next step is to define the questions to ask.
2. Do Your Research
Research helps you prepare for meaningful conversations with potential clients. Start by learning about the company, their industry, and their challenges. Review their website, news articles, and any publicly available reports. Identify key players in the organization and understand their goals. Being prepared will allow you to ask targeted questions and show that you understand their needs.
3. Determine Objections
Understanding potential objections is crucial when preparing for a sales call. Think about reasons a client might hesitate or say no. Common objections could include budget constraints, timing issues, or doubts about the product’s value. Anticipate these concerns and prepare clear responses. Show how your solution addresses their challenges. This preparation helps you confidently handle objections during the call and keep the conversation moving forward.
4. Plan Your Questions
Assuming they told you about a problem they are having before the meeting (or agreed to meet with you), here are some questions to gain both clarity on the problem and the impact the problem is having:
- Ask the prospect what they want to get out of the meeting. This both confirms why you are there and helps ensure you can help them achieve the desired results. If you do not know what they want, how can you ensure the prospect achieves the desired results?
- How long has this been a problem? If it is a long standing problem, we need to know that. If it is a long standing problem I want to know why they did not take action sooner, or why they are taking action now.
Why do you want to take action now? This will help understand the urgency of the prospect. - What is the impact if the problem is not fixed? I have heard these types of answers: I will get fired if it is not fixed, nothing significant – I am exploring my options, I cannot make payroll, etc. NOTE: This is where both budget and value is built.
What have you tried in the past? I do not want to come back with the same solution they tried in the past, especially if it did not work. I want to know what did not work in the past and why so a better solution can be provided this time. If I do come back with a similar solution, I need to be prepared to tell them why this is different from the previous approach. - Who is involved in the decision-making process? I want to know if I am speaking to the right person, the decision maker. If the person is not the decision maker, I need to figure out how to get in front of the appropriate person.
- Is there any money in the budget to fix this problem? If they do not have any money, is it a real opportunity? Probably not. If there is, you want them to give you an idea of how much they are willing to spend. I do not want to provide a Cadillac solution when they have a VW budget.
The intent behind these questions are to determine if they have money to spend to fix the problem, do they have the authority to make a buying decision, is the need great enough for them to take action and to define the time frame in which the decision will be made.
5. Define Product Value
Defining product value is crucial for a successful sales call. Start by focusing on how your product directly solves the customer’s problem or addresses their specific needs. Clearly highlight its unique features and explain the tangible benefits they bring. To ensure the new customer fully understands the value, keep your message clear and concise.
Make your value proposition relevant by aligning it with their goals or challenges, creating a stronger connection. With thoughtful preparation, you’ll build confidence and set the stage for a meaningful and impactful conversation.
6. Visualize Success
Visualizing success is an important step when preparing for a sales call. Picture a positive outcome where the customer is engaged and interested in your solution. Imagine addressing their concerns with confidence and clarity.
This mental preparation helps you stay focused and motivated during the call. A clear vision of success can inspire a calm and professional approach, increasing your chances of achieving your goal.
7. Use the Right Tools
I am a big believer in using visuals. It could be a simple PowerPoint (movie, flip chart, etc.) or a well-structured discussion. Keep in mind your location. If you are meeting in Starbucks and you are approaching delicate information, maybe a coffee shop is not the best place to have this discussion.
The location of the meeting can play a large part in the success of a sales call. When I expect to be talking about the budget, employee problems, or impact, I like to get them out of their office or at least in a private space where we cannot be overheard.
8. Set Call Agenda and Expectations
What does the agenda look like? Here is a sample agenda that will cover most sales calls:
- Prior to the meeting, confirm the agenda, location, date, time, reason for the meeting, and other materials needed for the meeting.
- Ask the prospect (customer) why they agreed to meet and what they want to get out of the meeting.
- Ask the prospect if anything has changed since you last spoke. If so, ask questions to gain clarity on how this will impact your meeting.
- Share with the prospect what you hope to get out of the meeting. This could be as simple as seeing if there is an opportunity or getting clarity on a next step (no next step is a good next step.).
- Ask permission to ask a question. This is important because you could potentially be asking some questions that could be construed as probing. Permission takes the edge off some of the more direct questions as you are exploring both the problem and the problem’s impact.
- Lastly, I always add the next step. I want everyone to know I am expecting a decision on the next step. Sometimes, there is no next step, and that is ok. If there is no next step, at least everyone agrees, and there is no time wasted on a possible follow-up. I will ask the prospect this question at the end of the meeting: From your perspective, what do you see as the next step? If they do not offer one, I am ready with what I think is a good next step.
9. Build Rapport
Sometimes this information is gathered and another meeting is required to present the best solution. A great outcome would be to have a follow up meeting. Let us assume you acquired the answers you wanted, and it is time to take the next step. A great question to ask the prospect is, “What do you think is a good next step?” If the prospect tells you what they want to do, they have started to buy into you and your sales process.
Additionally, when you help them understand the impact of their problem you come across as competent and professional. If there is low impact or the impact is less than other challenges they are dealing with, you have enough information to know if you what to revisit at a later date, or help them understand the power of dealing with the opportunity now.
10. Finish with Specifics
When ending a sales call, it is important to leave with clear next steps. Confirm all key points discussed and address any concerns the prospect may have. Outline specific actions that will follow, such as providing additional information or scheduling the next meeting. Make sure both parties agree on the timeline for these actions. This ensures there is no confusion and keeps the momentum moving forward. A clear finish helps demonstrate professionalism and builds trust with the prospect.
How Long Should a Sales Call Take?
The length of a sales call depends on its purpose and the prospect’s level of interest. Introductory calls are usually shorter, often lasting 10 to 15 minutes. Calls focused on detailed discussions, such as product demonstrations or strategy planning, may take 30 to 60 minutes. It is important to respect the prospect’s time while ensuring all key points are addressed. Maintaining a clear structure and sticking to the agenda helps keep calls efficient and productive.
FAQs
What is a perfect sales call example?
A perfect sales call begins with establishing a positive connection. Greet the prospect warmly and introduce yourself. Ask questions to understand their needs and challenges. Present your solution clearly and explain how it addresses their specific concerns. Listen actively and respond thoughtfully to their questions. End the call with a clear plan for the next steps, ensuring both parties are aligned.
What is the best script for a sales call?
A good sales call script begins with a friendly introduction. State your name and your company clearly. Ask relevant questions to understand the prospect’s needs. Share information about how your product or service can solve their problems. Keep the conversation focused and concise. Conclude the call with a clear action plan or follow-up agreement.
What do you sell first on a sales phone call?
Start by selling the value or benefit of your offering. Focus on how it solves the prospect’s problem or meets their needs. Highlight unique features that make it stand out. Keep the conversation focused on their goals and challenges. Show how your solution provides measurable results.
Author of 31 books translated into over 50 languages, including best-sellers "The NEW Art of Managing People" and "The Platinum Rule," Dr. Alessandra helps organizations build stronger relationships with prospects, customers, and co-workers.
When not developing new assessment tools, Tony explores cutting-edge business communication trends. Connect with Dr. Alessandra on LinkedIn to learn how his innovative approaches can boost your team's performance.
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