Estimated reading time: 3 minutes

It’s Only Common Sense: Back to Basics—Score Gold on the Sales Call

There is no winging it in sales. You must plan, do your homework, know what you’re doing, and why you are doing it. Preparation is key.

I need to say this upfront: If you thought sales would be easy, would give you more time, or you wouldn’t have to be accountable—well, you thought wrong. Sales is all about preparation and hard work. Success in sales—or anything in life—only comes to those who work hard. Your mantra must be, “The harder I work the luckier I get.”

This means that when you have finally have an appointment with that cherished target account, the real work is only beginning. It’s time to prepare. Here are 12 things you must do to score gold on that call:

1. Research the company. Learn everything you can about the prospect’s company and especially the prospect.
2. Set clear objectives. Set goals so you know what you want to accomplish during the call.
3. Plan on the opening. How will you start the meeting? What kind of impression do you want to make?
4. Listen, listen, listen. Do more listening than talking. You are there to learn about the customer. If you listen carefully and ask the right questions, that customer will actually tell you how to win their business.
5. Tailor your pitch to the customer’s needs. After they tell you what they need, show them ways that you and your company will not only meet but exceed those needs. Provide concrete solutions for their exact needs.
6. Tell stories. Stories are better than data. Sure, you can insert the data into your stories but make sure your stories are relatable and relevant. They should include problems and challenges similar to what your prospect is facing. Please be sure your stories are pertinent to the conversation.
7. Highlight the value you bring. In the end, customers are looking for value. They want to work with companies that will make them and their products better. They need solutions. The more you can provide that, the more valuable you will be as a supplier.
8. Build a rapport. The better you can get along with the customer, the better your chances are of closing the sale. Remember that the customer is buying you as well as your company. In my experience, if you are unpleasant, you will not get the sale. The buyer should look forward to seeing you again. If they feel you are just wasting time, they will find every reason in the book not to see you again.
9. Be enthusiastic and confident. Don’t be smug. Reassure the buyer you have what they need. If they have a problem, let them know that you will solve the problem together.
10. Handle objections effectively, politely, and competently. It’s your job to sell your product but be cautious that winning this battle might mean losing the war. Remember that the customer is always right, even when they aren’t. Your job is to finesse your way through their objections.
11. Be their expert on your product. You are selling a holistic solution rather than a distinct product. When it comes to technology, you’re selling both a product and how that product fits into the customer’s end product. Demonstrate how your products will make their products better. This goes a long way toward a successful sale.
12. Go above and beyond the call of duty. Let the customer know that you will be there for them in the future. It’s important to show how you have helped other companies solve problems. Paint a pleasant picture of what it will be like to work with you.

In the spirit of under promising and overdelivering, here’s one more:

1. Set up the future. Create a plan with the buyer for what happens next. Discuss the next steps and set up the next meeting. Do anything to make sure that there is a next time. Then you will be on your way to converting the prospect to a customer.

Practice these steps. Get used to them and use them religiously. If you do, you will win almost every time.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.