Cold Calling/Prospecting
Do You Have A Sales Call Checklist?
By Bill Brooks
Apr 27, 2005, 11:03

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Pilots prepare for their flights by going through a very thorough and complete checklist. There is little doubt that this process reduces chances for an accident, mistake or crash. How about you when you are preparing for your next sales call. Do you have a similar exercise?

Let’s take a look at your checklist, one that you will be able to use daily, regardless of what you sell or to whom you sell it. Ready for takeoff? Here we go:

Be sure you are making your presentation to a qualified prospect.

Confirm your appointment to be sure you will have a ready and receptive welcome.

Be sure you understand the formal and informal structure of the prospect’s organization as well as the competitive environment.

Do your best to understand the dynamics behind buying decisions, business drivers and events that could influence timing and resistance.

Prepare all necessary sales aids and tools. Categorize these into things you must have and those you will only use if you have the opportunity to do so.

Ensure you have proper directions to meeting site including driving times.

Understand the business culture, dress code and style of the environment and act and dress appropriately.

Be sure to leave for your appointment in sufficient time to guarantee that you will arrive no less than 15 minutes prior to the appointment time of your meeting.

Reconfirm with internal advocates any last minute dynamics that may have affected the purpose of your sales call.

Double check your briefcase, materials and sales aids one final time before you leave your office for your sales call.

Organize your materials. Know exactly where everything is. Brochures, business cards, sales aides, etc. should not only be easily retrievable but neat, clean and fresh.

Gather as much final data as necessary – review prospect’s website, news releases, reports, brochures, etc. so that you are on top of who they are, what they do and latest developments.

Prepare a list of essential questions that you will be prepared to ask prospect with regard to problems, challenges, difficulties, needs, issues and potential growth opportunities you might be able to help them with.

Visualize your success…see yourself achieving whatever end result it is that you are trying to achieve with your sales call. Remember, every sales call is not meant to make a sale. However, each and every one should move the sales process closer to that objective.

Expect a positive, receptive and open hearing no matter how difficult a situation you might be facing or entering into with the sales call.

Mentally prepare yourself for the first few minutes of your sales presentation. Remember not to dominate the conversation or conduct a monologue.

Approach all prospects in “neutral”…don’t be too aggressive or too passive. Instead, let the prospect dictate the pace, tone and tempo of the sale. However, always remember that you are in control if you know precisely where you are going next in the sale.



It is no secret that success is not an accident. A successful sales call is not an accident either. Knowing precisely what the prospect expects and then exceeding those expectations is not something that can happen without the benefit of some sort of proper planning. However, if you are one of those salespeople who “wing it” and go with your “gut” I will guarantee you that sooner or later your radar will let you down. Don’t rely on luck, instinct or pure spontaneity. Instead, rely on this checklist or one like it. It may help you make a few sales. And maybe even some more money.

About The Author: Bill Brooks, CSP, CPAE, CMC, CPCM former CEO of a $300,000,000 corporation and two-time sales award winner from an international sales force of 8,000, Bill has real-world expertise. Bill has spoken or consulted in over 300 different industries while being engaged by at least 150 clients an astonishing six times each. Bill is the author of nine books, including the
best-seller, “High Impact Selling.”

Contact Information:
The Brooks Group
3810 N. Elm Street - Suite 202
Greensboro NC 27455
800-633-7762
www.brooksgroup.com
e-mail: sales@thebrooksgroup.com

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