A State of Readiness

With our planning complete, we are now ready to prepare for the call. Remember, planning is stuff we do prior to the call, whereas preparation is being ready to perform at the call. A state of readiness begins by arriving on time, which means being 10 to 15 minutes early. This gives you time to mentally and physically prepare. Preparation includes not only checking your personal hygiene (fix your hair, check yourself out, look good) but your corporate hygiene as well. Corporate hygiene is not something we put much thought into. It means having the appropriate tools with you to conduct business at the call. It includes having a professional carrying case or briefcase stocked with product manuals, company literature, calculator, price list, professional notepad, and perhaps a laptop. All these corporate items contribute to the overall impression you make on your customer. Remember, the Sequential Model says that you are engineering customer commitment (closing) beginning with Step #1. Anything you do, say, display, or not display will either enhance or erode the sale. You cannot afford to sabotage your credibility through the use of cheap, unprofessional tools that contradict your objectives as a sales entrepreneur. Get rid of the 99¢ Bic pen and the $1.50 notepad that communicates, "I'm not really serious." Sweat the details. Most people can't distinguish between a $1,000 suit or a $450 one, but they can see the difference between a good pen or a cheap one. Don't let the 99¢ Bic be your signature.

What about your personal identity package? For years experts have reminded us of the tremendous impact image communicates. Your wardrobe—your business attire—speaks volumes before you speak. People buy you with their eyes within ten seconds. Appropriate apparel and impeccable grooming demonstrate respect for yourself and for your customer. They communicate authority and exemplify your commitment to perform to the high standards of a sales entrepreneur. Dress violations such as wearing white socks with a suit, a too-short tie ,or having a run in your stockings can be very distracting to your customer. Neutralize your appearance so that the focus is on you and your message. Don't draw their attention away by wearing something that speaks louder than you. You must make sure that nothing you say or display distracts from the call. You can't aim too high in the pursuit of personal and corporate hygiene. A winning combination of the two will certainly put you at an advantage and exceed the expectations of others. A footnote regarding the importance of image: Naked people have made little impression in this world. Look good, feel good, be good.

For a sales entrepreneur the highest of personal and professional standards should prevail. Planning and preparation will complement your commitment to excellence, as the standards you set will reflect the rewards you get.

A true story to illustrate the importance of readiness: A few years ago I had a sales representative call on me selling disability insurance. She had made an appointment and she arrived exactly on time. As we went through some initial pleasantries I found her likeable. Her name was Betty. About 10 to 15 minutes into the call, I asked Betty what disability insurance would cost for a fellow my age. I was interested. I recognized a need and I wanted more details. Betty's answer was, "I can't give you that information today. My computer is in the car. I will have it for you next week." I was a little annoyed. However, the conversation continued and she finally asked what I did. I love answering that question. I told her I facilitate professional selling skills seminars to sales professionals like herself. Her jaw dropped and she asked, "Oh, how am I doing?" Reluctantly, I told her she was doing terribly. "Why is your computer in the car?" I asked. What's wrong with this picture? Her defense was, "But this is my first call to you. I'm here to get to know you." That's funny, I thought she was here to sell me disability insurance. Betty seemed to think she should make a couple of social calls, then sell me. You see, Betty was guilty of minimal planning and no preparation. Clearly, she was not prepared to do business. She arrived at the call with little more than a predetermined, well-rehearsed selling strategy that did not include any precall planning. No flexibility. I have seen it applied countless times: Representatives plow their way through a sales call with little regard for the customer's agenda. I call it the "cookie-cutter" sales call. We eventually did business, but it took her more calls than necessary to close the deal. Betty and I became good friends and she still talks about her call from hell.

The Betty story is classic. I know there are countless sales representatives out there making sales calls not unlike Betty's—little planning, unprepared. I may be getting ahead of myself, but the most effort you should put into closing a sale is on the first call. Of course this won't happen on every occasion, especially if you have a long sales cycle (the time it takes a sale to materialize). The mindset of a sales entrepreneur is this: I'm here to sell something, not just to visit and have coffee.

Every sales call, including telephone sales calls, must be packaged around two important aspects: a primary agenda and a secondary agenda. Your primary agenda is to sell something—it's the number one reason you are there. Your secondary agenda is to establish rapport and build a relationship—get to know your customer. During the call, however, the sequence is reversed. First build rapport and trust (make a friend) then build on that trust by selling a solution that the customer buys. Although being friendly and building relationships are important, customers know that the reason for a sales call is a sale. Each time you speak with a customer you should have a clear objective—an action you want taken as a result of the call. You are there to do business, to advance the sale. Why do you think you were hired? Your customer expects you to pursue an opportunity to do business, otherwise you may be perceived as wasting their time. By appreciating these two aspects of a call agenda, you save yourself valuable selling time and reduce the number of wasted and unproductive sales calls. Be prepared to sell something on the first call. Don't condemn yourself to mediocrity by not planning ahead of time, like my friend Betty.

Countless sales managers, myself included, have been guilty of misguiding the activities of newly hired salespeople. They seem to forget or don't appreciate why the salesperson was hired. Their instructions to the new salesperson are, "Take the next few months to simply introduce yourself to your customers and don't be bothering them by trying to sell something. They will buy once they get to know you better." How ridiculous. What a gross violation of the company's time and money, not to mention a big injustice to the customer. Customers get irritated by calls that don't have any clear direction or provide an understanding of what comes next. Customers are often left wondering why on earth they granted an appointment. "I thought she was going to sell me something or at least show me a new product line."

Tim Commandment #3
Have clearly defined primary and secondary agenda for every sales call.

Ask: What am I going to sell?

If you cannot make the sale, at least sell the next step. Always leave the customer's office with an agreement, a commitment for the next step. It can include a breakfast meeting, a plant tour, a call with the VP of manufacturing, a demonstration of your product, and so on. We can't afford to chew up valuable selling hours by making unnecessary return calls or return visits. Remember, studies concur that planning and preparation will reduce your sales cycle and increase productivity by a minimum of 20%. You are running a business, ME Inc. Don't work hard, sell smart.