As a sales professional you need to ask yourself if you’ve established a rhythm that will drive the results you’re looking for. Start by taking a look at your selling plan—a carefully organized process containing regular recurring actions that move you forward toward a sales goal. Three important parts of the selling plan of successful sales professionals are:
Honestly evaluating the potential of each prospect and customer
Preplanning each sales opportunity to be clear about the results of the call
Conducting a post-call analysis to plan the next steps.
Many sales professionals wishfully evaluate a prospect’s potential because they cannot be honest with themselves. There is much time wasted on prospects and customers who honestly don’t have the potential we wish they had. We convince ourselves that if we call on them long enough they will buy.
Preplanning each opportunity within the scope of a long-term plan ensures that we will stay focused on the steps to achieving our sales goals with each customer. Writing a plan before the call will also help us to slow down and make more effective sales calls that end in the planned result instead of just being an expensive visit to a busy customer.
The post-call analysis is much like what happens after medical doctors have finished an office visit; they stop immediately after making the diagnosis and writing prescriptions and jot down the results of the visit and the solutions offered. In the selling environment, this is the time to record your results and what you plan to do during the next call and to critique your sales abilities.
Successful professionals don’t kid themselves. They are honest about prospect and customer potential, preplan their sales calls, and evaluate their performance after every selling opportunity.
Charlie Fewell & Associates