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Be Prepared

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“Adventure is just bad planning.” ~~Roald Amundsen

Professional athletes know the value of careful planning.  Pilots rely on the thoroughness of checklist actions.  Generals in battle and CEOs of the largest companies in the world all rely on solid plans.  Some teams believe that given enough time to plan—say two weeks in a football season—they can be invincibly prepared for any team.

On a personal level we all know that the more carefully we plan the more likelihood of success in almost any endeavor.

Why, then, do so few sales professionals preplan their sales calls?  Appointments with decision-makers are rare and failure to plan is like planning to fail.  When surveyed, the most common reasons are that they plan on the way to the appointment, relying on experience to guide them through.  Or, they either don’t know they should or don’t know how to preplan a customer contact.

There are three main sales calls you should prepare for.  Specifically, these are:

  • The first call you make.  This is essential under the heading of good first impressions.  Also, if you are lucky (and luck favors the well-prepared) the customer might buy on the very first call.
  • The last call you make.  This is when they buy, when you ask for the order, when you solicit a final decision.  Prepare fully for that one.
  • The next call.  Ultimately, this is the most important opportunity you will have to impact the process.

The bottom line is that you should prepare for every call.  Time invested here can save significantly more time than repairing damage or replacing prospects.

There are many great resources to help you define your pre-call routines.  Here are a few elements to consider:

  • Develop a written sales call objective.  Visualize the desired results all the way to the ticker-tape parade.
  • Take care of the nuts-and-bolts such as who will be there, where will you meet, what is the dress code, how much time will you have, if food is involved what is it, who pays for it, and so on.
  • Do your detective work by reviewing the company’s website, press releases, management team, investor packets (if publicly traded,) industry issues/trends, and current suppliers, to name a few.
  • Design your needs analysis questions.  What are their “hot buttons?”
  • What do you plan to “show” or share?  Do you have all the pieces you need?  Do they work?  Do you know how to repair/replace them?
  • Anticipate concerns and objections.  Strategize your responses.
  • Appreciate the differences between your solution and the competition’s answer.
  • Quantify meaningful benefits to this particular customer by dollarizing the return on investment.
  • Define your closing strategies and clear the path for the next steps.
  • Be prepared to handle surprises.

Military people often say that no plan survives engagement with the enemy.  General Dwight D. Eisenhower noted that, “Plans are nothing; planning is everything.”

I remember doing a software demonstration at a trade show in London.  The whole morning I was able to demonstrate transactions that involved printing a bar code, scanning it in, and updating a database back in the United States.  Everything ran flawlessly.

My time on stage arrived mid-afternoon, though, and by then nothing worked.  The power differences in the UK had fried my little printer.  It was now morning in the USA and heavy intercontinental data traffic made bidirectional transactions impossible.

I had done the process so many times before, though, and successfully pantomimed every step.  The audience followed along and we signed three very important customers before the day was out.

Be flexible as well as prepared.  The decision-maker is not you.  If you wind up in a situation where they are ready to sign in the first sixty seconds, simply shut up and take the order.  Be a boy (or girl) scout and be prepared for your next call.

© 2013 by Stephen Hand of Triangle BNI.
All rights reserved. No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of Stephen Hand of Triangle BNI.


Written by bniguy

February 17, 2013 at 2:43 am

One Response

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  1. Reblogged this on nancyleehouse and commented:
    life with christ is a must


    February 17, 2013 at 10:57 am

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