Pre-call planning – a missing ingredient

Pre-Call Sales Planning

Pre-Call Planning

After many, many years of sitting in on sales calls and more than 10 years of providing feedback to sales people in sales simulations, one thing we have noticed is the variability in the amount and quality of pre-call planning. Pre-call planning efforts often are stepped up a notch when someone else is on the call – be it a sales manager, colleague, or even a consultant along as an observer. Over time, this extra effort often doesn’t last. Too often, in fact, it’s replaced by the amount of time sales people have in their car prior to the call or the time it takes to drink a latte at Starbucks.  

We all know this story – it’s been told thousands of time. What’s  more interesting is talking about what frequently is a missing ingredient in pre-call planning. We’ve found that sales people do an okay job planning what they want to say and what questions they want to ask, but are much less thoughtful about what they want to propose as the next step to move the sales cycle forward.  

What do we mean? Well, recently we were working with a sales team to identify some sales best practices for their company when one of the sales managers said – and we paraphrase  – every sales person should leave a call with a reason to get back in front of the customer.  

We agree – absolutely! Most sales people know what they want to do in the call. What they often don’t do is propose an advance at the end of the call.  When giving feedback in sales simulations we often share with sales reps and managers that the sales person should plan multiple advances. Why? If the call doesn’t go as well as planned, they still need to close the call with something else that moves the sale along – giving the sales person a reason to get back in front of the customer. On the other end of the spectrum, what if the call goes better than anticipated? If sales people haven’t thought about a more aggressive advance – how will they close the call?  Too often the result is a missed opportunity.  

We acknowledge that planning call exit strategies can only go so far – we’ve all been in sales calls that we thought would go east but the customer took the call west. That happens, but the more a sales rep thinks through potential call exit strategies, the more likely the call will be successful. After all, the best planned and executed sales call that doesn’t end with moving the sales cycle don’t lead to generating revenue!  

What have been your experiences when planning advances?  

Check out the Sales Training Connection to read other posts on sales effectiveness.

©2011 Sales Horizons™, LLC  

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About Janet Spirer

For more than 30 years Dr. Richard Ruff and Dr. Janet Spirer - the founders of Sales Horizons - have worked with the Fortune 1000 - such as UPS, Canon USA, Smith & Nephew, Boston Scientific, Owens & Minor, Textron - to design and develop sales training programs. Janet has followed two different, yet complimentary paths. First, as a B-School Professor she taught marketing, sales, and business strategy courses. She also managed a consulting practice focusing on sales productivity and marketing – working with a variety of clients ranging from Xerox to IBM. She translated those experiences into a book – “Parlez-Vous Business” – that helps sales people develop the business savvy to sell successfully. Since co-founding Sales Momentum® in 2000 with Richard Dr. Spirer received her Ph.D. from The Ohio State University, an M.P.A. from The University of Texas at Austin, and a B.A. in Economics from Brooklyn College. She holds the appointment of Professor Emeritus at Marymount University.
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One Response to Pre-call planning – a missing ingredient

  1. Pingback: Sales calls – tips for pre-call planning | Sales Training Connection

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