Setting sales call objectives can often mean the difference between a successful call and one that fizzles out. Not all sales reps take time to set them, though. Too often, sales calls default to casual conversations or a full-blown sales pitch. The result? Nothing really gets accomplished.
That’s why it’s so important to set realistic objectives that are relevant to each call and aligned with your sales process. VanillaSoft’s Shawn Finder says these objectives essentially outline what you need to accomplish on that call to move the opportunity to the next stage. Simply having a plan isn’t enough, he says. So, how can you set better objectives? We share his best practices in this issue of PromoPro Daily.
Learn the prospect’s needs. Even though different prospects may share similar challenges, Finder says each conversation requires you to understand their specific situation. One of your first objectives, he says, should be to reduce initial hesitation so they feel comfortable sharing goals, obstacles and priorities.
Begin with the end in mind. When you know your desired outcome, you can avoid unclear or reactive discussions. Maybe you want to schedule a follow-up call or book a meeting with additional stakeholders. Finder recommends preparing a minimum objective in case the call doesn’t go as planned.
Use the SMART formula. Your sales call objectives should be clear, achievable and tied to pipeline movement. Finder says following the SMART formula removes ambiguity and helps you stay focused on what the call must accomplish.
Understand the competitive landscape. Your prospects may be evaluating multiple promo companies. Don’t talk negatively about your competitors, Finder says, but aim to understand what the prospect values, what’s currently missing and how your solution fits into the larger picture.
Analyze your performance. Don’t jump from sales call to sales call. Take time to review them. Finder recommends analyzing areas like relationship-building (did you establish trust and credibility?) and planning (did you gather enough information during discovery?). He says regular reflection helps you refine your approach and improve consistency across your calls.
Qualify early and accurately. According to Finder, this helps you avoid spending time on accounts that won’t convert and allows you to tailor the conversation appropriately. Be sure to ask direct questions that address budget, timing, urgency, authority and existing contracts.
Confirm alignment before moving to the next steps. Before closing any sales call, Finder says it’s important to confirm that both you and the prospect share the same understanding of the problem, the proposed solution and what comes next. Misalignment leads to stalled deals, unclear expectations and missed opportunities.
Don’t settle for scattered conversations. Instead, set clear sales call objectives. Know what you want to achieve, set SMART goals and incorporate some checks along the way. You’ll see your productivity and results improve.
Compiled by Audrey Sellers
Source: Shawn Finder is the VP of business development at VanillaSoft.
