Progressive Distributor - Know what you want

Know what you want

How to set specific call objectives that get real results

by Art Sobczak

Very few people accidentally stumble into success consistently. This particularly applies to sales calls. Too many sales reps expect — or at least hope for — success on their calls but don’t have clear ideas of what they want specifically. No wonder, then, that many salespeople never realize their true potential. They aren’t focused on concrete objectives.

As obvious as this might seem, it’s one of those confounding aspects of sales that causes me to shake my head. You need to know where you want to be at the end of your call in order to prepare for it effectively.

While observing a team of sales reps making calls, I asked them, “What’s your objective on this next call?” Here are their responses:

Ideas you can use

Stop and think before you call.
The next time you’re about to dial the phone, ask yourself, “What am I thinking about this prospect or customer right now?” Surprisingly, some reps allow negativity to creep in and pollute their thinking. It generates thoughts like, “I know this guy will want to beat me down on price,” or “She’ll put me off like she always does.” Such thoughts can become self-fulfilling prophecies. Instead, move into a state of mind where you visualize your call objective as already being met. Ask yourself, “What does this person want and how can I help him or her get it?”

Keep your name in front
of your customers.
There’s no need to call prospects every week, unless you have a valid reason for doing so. But you can — and should — stay in touch in other ways. I’ve received postcards from sales reps on personal vacations. Clip industry-specific articles and send them with a note. Fax confidential news of an upcoming sale. Send an e-mail if you’re both online. Advertisers call this strategy getting “mindshare,” which means customers will think of you when they need something before you call again.

Use your off-phone time wisely.
Set aside a certain amount of time each hour (10 minutes or so) to handle “other duties.” Schedule a consistent time each hour (at 50 minutes past, for example) and stick with it. This way, you can place those nagging jobs aside for later and stop dropping the phone to perform them.

“To see if they received my literature.”

“To check in to see if they need anything.”

“I’m calling them to find out if they have any questions.”

“I’m calling to see if they have any interest in us and to tell them about our products.”

These “objectives” usually show up word for word in opening statements, with horrible results.

These are not call objectives.

An objective answers the questions “What do I want the prospect to do as a result of this call, and what do I want to do as a result of this call?” The emphasis is on the “do,” the action.

Here are examples of good objectives for two types of calls:

Calls to prospects
• Qualify according to your buying criteria. Generate interest in your line of supplies and get agreement they will try you the next time they buy.

• Get a commitment that you will be put on their bid list for their next project.

• Open an account with an initial order.

Follow-up and account management calls
• Gain commitment that you will be the vendor they select.

• Get the OK to speak with the credit department to begin the paperwork.

• Move the relationship to formal proposal stage.

• Raise their regular orders by two cases; question them on three additional product lines they’re not carrying now.

• Set a date for the on-site demo with your outside tech-support rep with the agreement that if it meets their criteria, they will buy.

As the great philosopher and baseball manager Yogi Berra said, “If you don’t know where you’re going, you’ll probably end up someplace else.” To prevent wasting your time with go-nowhere calls, have action-oriented call objectives.

Art Sobczak helps salespeople use the phone to prospect, sell and manage accounts more successfully. Call (800) 326-7721 or reach him via e-mail at arts@businessbyphone.com.