You wouldn’t walk into a job interview without researching the company, right? And you wouldn’t show up to a blind date without at least a quick social media stalk (don’t lie, we all do it). So why on earth would you dial into a sales call with zero preparation?
I’ve been on too many calls with sales reps who haven’t got a plan or have spent little to no time preparing. Sales isn’t about throwing spaghetti (or something else inappropriate to mention) at the wall and hoping something sticks. It’s about strategy, confidence, and, most importantly, understanding your prospect. And that starts as soon as you’ve booked the meeting with the buyer.
The Perils of the Unprepared
Imagine this: You get on a first meeting with a potential customer, and the first thing they say is, “So, how can you help my business?” and you… pause. You stammer. You scramble for something—anything—remotely relevant. Congratulations, you’ve just lost their attention.
Now let’s flip the script. You’ve done your research. You know their industry, their challenges, maybe even their latest LinkedIn post about how their office coffee machine is broken. You open with something insightful, maybe even funny. Boom! You’ve got their attention. And that’s half the battle won.
Key Tactics to Make Your Sales Calls a Success
So, how do you prepare like a pro and make sure you don’t sound like you just woke up from a nap? Here are some foolproof tactics:
- Do Your Homework – Check out the company’s website, recent news, and LinkedIn profiles. Look for pain points you can address. Find a reason to connect beyond just selling.
- Set an Objective – Know exactly what you want from the call. A follow-up meeting? A product demo? A signed contract? Define success before you start.
- Plan Your Questions – Open-ended questions are your best friend but all types of questions are important in the right places of the sale. “What challenges are you facing this quarter?” is much better than “Do you need our product?” (Hint: The answer to that is always “No” if you put it that way.)
- Have a Hook – Start with something engaging. Maybe a stat relevant to their industry, a customer success story, or a witty remark that shows you’re human, not a sales robot.
- Listen More Than You Talk – You know what’s irresistible? A salesperson who actually listens. Let them talk about their struggles, goals, and vision. Then, tailor your pitch to what they actually need.
- Have a Next Step Ready – Always close with a clear next step. At Northbound, we call that an advance. Definition: Any action that’s agreed on by the buyer and the seller that progresses the sale. With smaller sales, it might be totally reasonable to ask for the order but in larger, more complex sales, it might not be. Always ask for the highest reasonable commitment. A follow-up meeting, an email with more details, or a trial period—whatever keeps the momentum going.
The Bottom Line
A great sales call starts long before you show up. Preparation sets you apart from the sea of forgettable salespeople who wing it and wonder why they’re struggling. So take the time, do the research, and go in ready. Because when you plan your approach, closing the deal becomes a whole lot easier—and a lot more fun.
Now, go forth and sell like the confident, prepared professional we both know you are!
Simply email michael at [email protected] if you’d like a copy of Northbound’s Sales Call Planner.