How to plan a sales call

Before I get on to the topic of sales call planning I’d like to dismiss a common misconception right here and now; that call planning is a pastime reserved only for fledgling sales employees, or those with a poor track record in terms of conversion. Perhaps you’re of the opinion that your call-to-sale ratio speaks for itself, or that you’re too experienced to plan what you need to say anymore. However, planning should still be an integral part of your sales patter, regardless of how long you’ve been in the role; it reinforces your professionalism and dedication to your job, and will increase your chances of making a sale.

How to plan a sales call

 

Now that that’s out of the way, here’s how you can grab those opportunities…

Understand your customer

Before you pick up the phone it’s essential that you know to whom you’re about to talk, and why. In previous blog posts I have discussed the difference between sales leads and opportunities, and also explained the importance of understanding buying processes; now is the time when such information will come in really useful. Are you talking to a relatively new client with whom there’s been very little contact before now, or a guaranteed customer? Have you already established their need for your product or service? Rather than thinking about the sales call purely in your own terms it’s important to try and understand the needs of your client; what is it you want them to take away from the call? What is their preferred outcome? Considering your clients’ needs BEFORE calling them will enable you to create value during every conversation.

Why are you calling?

Once you understand your client a little better, and have ascertained their position, it’s time to decide what direction your sales call should be heading in; waiting until the call’s recipient answers before you take charge and steer the conversation is a missed opportunity waiting to happen. Is this a call to gather further information from a potential client, or lead, or the chance to strike a deal with a sales opportunity? The types of questions and patter you use during a conversation with a new client will differ drastically from those you use while speaking to an established contact, so it’s important to know your stuff.

Draft if needs be

Now is the time to draft a list of questions or statements you’d like to make use of, as well as anything you know about the client that could help you reclaim the conversation should it head off course. It certainly does pay to be prepared, and to arm yourself as best as you can against questions or objections. If you’re speaking to a previous contact in an effort to close a deal, making use of previous conversational tidbits can work in your favour, creating a sense of familiarity; did you discuss anything in particular that you could use in order to further your relationship? When it comes to speaking to a new client, or introducing yourself to a company’s decision maker, it’s essential to listen out for such information; building a rapport at this point is incredibly valuable.

Above all remember that every sales call is different, and that making an effort to plan in advance could be the difference between success and failure. Whether you’ve been in this job for five years or five minutes, never assume that you’re too good to plan. Can you really afford to lose that sale?

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