One of the biggest differences between great salespeople and the back of the pack is preparation. There is no room for showing up and winging it. The stakes may not be exactly the same, but how would you feel if you went to the doctor and all he did was yuck it up with you for five minutes and write a prescription for two or three new drugs? I’m guessing you wouldn’t like being treated that way. “My health is serious business!” Of course it is, but your customer’s business is serious to him, and you need to treat it that way, too. Here are a few basic things every sales call needs to be successful.
A Plan
Before you even get to the customer’s office, think about a few basic things. What business is the company in? Who are the people you are meeting with? What is the desired outcome of the call? See if you can put everything into one or two sentences, “I am going to Acme Industries, a leading chemical company, to speak with their Director of Operations about ways our products can improve the efficiency of their business. My goal is to get him to agree to a trial of our new, faster copier to see how much time it saves them.” If you can do that, it shows you have a clear idea of why you’re going and what you hope to accomplish.
A Beginning
First impressions are a big deal, and you need to make a good one. Be prepared to greet everyone you are meeting in a friendly, professional manner. Different regions and different corporate cultures have varying perspectives on small talk and chit chat. Pay attention to how your counterparts are behaving and follow suit. Is this a buttoned-down environment? Better get down to business. If it seems to be more of a casual workplace try to engage in a conversation to build your relationship with the client.
A Middle
Now it’s time to transition smoothly to business. One way to do this is to thank them for the meeting.
It’s also important to state the purpose of the meeting, and invite the client into the conversation with an open-ended question. Put it all together and it might look like this:
“Thank you for the opportunity to come by and visit today. I wanted to discuss some new ways we are helping our clients improve their operational efficiency through updated technology. What areas are you trying to improve?”
Now comes the hard part for most sales people—shut your mouth! Let the customer talk and explain what their issues are, and really listen to them. Let those issues be your guide for the conversation and work it toward ways your company’s products and services can help them improve.
It’s also important to find out how the company makes purchasing decisions. Who is involved in the decision? Is there a timeframe to make a decision? Is there budget allocated for a solution?
An End
By now you’ve talked about the customer, their issues, ways you can help, and how they buy. Now it’s time to set up for the next step. It might be closing the sale, a follow-up meeting, or sending a quote. The two most important pieces of this are:
- BE CLEAR about the next step, and
- FOLLOW UP.
It’s amazing to me how many sales are blown because the salesperson just doesn’t do what he (or she) says. Be different! Be trustworthy! By demonstrating your professionalism you will build credibility and increase your likelihood of earning the business.
