Whether it's a cold call, a referral, or a client you've known for years, it is imperative when making a sales call to have an objective. Selling is not a very complex process. It's just difficult to do on a consistent basis. That's why the process must begin with the setting of a pre-call objective.
If you doubt this, remember that by definition, a sales call must move systematically toward a sale. This doesn't require elaborate planning, sometimes only a few minutes. Before making any sales pitch, be sure to answer the question, "If this call is successful, what will be the result?"
Taking the time to do this puts the selling process in motion. Before every sales call, ask yourself:
- "What am I going in here for?"
- "What is the result I'm trying to achieve?"
- "What am I going to recommend, if they give me the opportunity?"