I’m a big believer in checklists. With the work I do with PrivateSalesCoach, and after reading Checklist Manifesto, we are applying checklists more rigorously throughout our business. I make sure to read most of what Nigel Edelshain publishes and his recent blog is no exception.
14 tips are quite a handful, so I thought as I share my reflections on these tips I’d also recommend you group them into three categories: Background, Tactical and Strategic. This relates mostly to the “when” these tips should be applied. I find that a pre-call process must be as efficient, brief and focused as possible.
Background tips are those that don’t need to be worked out for every call. They should be worked on well before customer engagements begin, and simply selected and applied to each call. They tend to be related to account strategies and plans. Many are important to help determine who (company and individual) you should be calling on. Some of these tips apply across multiple accounts. In this category I would place tips #3, 4, 5, 7, 8, 9, 10, and 11.
In addition to “prepare to fight the status quo” I would recommend reading Sharon Drew Morgen’s writing on Buying Facilitation(TM). Her trademarked process focuses on the internal issues the customer must resolve to make a buying decision with ANY vendor. She eloquently points out that this is a key reason sales opportunities “go dark” or result in “no decision.” We must factor in ways to help the customer understand their internal systems, and how to align those systems toward an effective buying process.
In a very simple sense, all sales involve change. How well is the organization (not just our enthusiastic sponsor) willing and able to change in the way that allows a decision — especially our recommended decision — to be made? Why must they change, what is “at stake” for all stakeholders involved in the buying process. There is a lot of enrolling, aligning and change management that goes beyond “fighting status quo.”
Finally, where is the organization in the buying process? At what point are we engaging them? Again, not just the point person — all stakeholders to the decision. Understanding and aligning with the customer’s buying process and the related buying criteria is a breakthrough opportunity for all sales professionals — especially those with a customer oriented, “best interest,” and buying mindset.
Tactical tips relate to the mechanics of the call itself. They insure a smoother call, a better overall experience. These can be executed quickly and should become habitual, to the point of not requiring a checklist.
In this category I would place tips #2, 12, 13 and 14. To these I would add, review all previous account notes, including account activity captured in the marketing automation system or interactions conducted with service or support people.
My colleague Rob Scanlon has developed a format for a “sales prologue” as a method to begin meetings that goes beyond having a meeting agenda and confirming the participants. Part of this is confirming the objectives and expectations of each participant.
Strategic tips are the critical few: get them right, you have a successful call, mess them up and you could be in trouble.
Tip # 1 — have an objective is in this category. I would add “prepare a questioning sequence” that is linked to listening objectives. Listening objectives are critical. You must be clear about what you want to “listen for” during conversations. In addition, plan what you want the customer to listen for. Then, plan ways to “set up the listening” so the customer is clear about what you want them to hear.
As I write this I’m watching the New England Patriots whoop up on the Miami Dolphins (#3 defense). The commentators remark at how well New England prepares for each game. Preparation is definitely key to sales success. Only part of preparation is pre-call. Preparation includes the plan for the entire sales process as well as the strategy and mindset of sales professionals.
