Telephone Skills/Voice Mail
The Power of Pre-Call Planning
By Bill Brooks
Dec 16, 2003, 16:15

Knowing what you're
getting into before you get into it is a valuable piece of advice
to take. Over 18 years ago my wife, Nancy, and I relocated. Before
deciding where to relocate we conducted extensive research into
the community. Maybe you did the same thing.

We looked at schools, tax rates, growth patterns,
shopping and recreational activities and much more. We prepared
to make our move! I am often struck by the lack of preparation salespeople
reflect when making a sales call or presentation…their "move."

Research conducted several years ago revealed that
effective Pre-Call Planning was going to prove to be the most critical
component for sales success going into the next millennium. And
I don't disagree. With the volume of change, reorganization, re-prioritization,
consolidation, change of direction, downsizing, outsourcing and
data generation in today's marketplace, it is obvious that not only
awareness of, but knowledge about all of that any more is essential.

What are the ways that Pre-Call Planning can pay-off
for you as a sales professional?

• You will feel more confident in your sales presentation.


• You will come across as more knowledgeable and
  professional in the eyes of your prospect.


• You will have developed a game plan, or strategy,
  for the call.


• You will have a greater chance to make the sale.
  

If these pay-offs aren't enough to convince you
that you should spend more time in Pre-Call Planning; how about
this one? When is the last time you said the wrong thing and the
second you said it, you could see it was 100%, totally the wrong
thing to say? Did you wish you knew it was wrong before you said
it? Proper Pre-Call Planning could have prevented that embarrassing
moment from ever occurring!

How about some of the sources of Pre-Call data gathering
that could help you? Where can you get the information that could
prove invaluable to you as you prepare for your call?

• Internet/Website


• Salespeople who already sell other products to
  your prospect.


• Prospect's annual report


• Press releases and articles


• Prior sales records


• Internal advocates


• Trade and professional associations


• Networking sources

Just as important, what are some of the things that
you will want and need to know before you ever get face-to-face
with a prospect? Here are a dozen. The truth is that there are at
least a dozen more.

• What is the formal and informal structure of
  the organization?


• How do they make decisions with regard to your
  type of product?


• What is their budget? Schedule for purchase?


• Why do they buy from their current supplier?
  What do they look for in new ones?


• Who (by name) is the salesperson you will be
  selling against? Strengths? Weaknesses?


• Does the current vendor have a product, service
  or delivery glitch you could exploit?


• Who are the key influencers in the account?


• How long have they been looking for a source
  for your product?


• What are they looking for in a supplier?


• Do they traditionally buy on price? Quality?
  Service? Delivery?


• What is the likelihood of reorganization within
  the organization?


• What do they absolutely do not want to change?

All of this valuable information not only tells
you the strategy to develop, it also gives you an added sense of
unequaled confidence. Perhaps most important, though, it will tell
you precisely and accurately which questions to ask - and which
ones to avoid - when it comes to helping your prospect verbalize
and identify the specific reasons why they will buy.

Proper Pre-Call Planning will reveal to you exactly
which questions to ask. And here's the best part - selling anything
is a function of intelligent questioning, coupled with an accurate
strategy both designed to allow the prospect to reveal exactly what,
why, how, and when they will buy.

Perhaps the most valuable components to Pre-Call
Planning will help you understand the proper level at which you
will enter the court and the key players inside of the account before
you ever get there. Here are two valuable tips:

Enter the account at as high level as you can. Determine
where your toughest competition enters the account and enter one
level higher. Remember, once you enter too low trying to reposition
yourself higher will be very difficult.

Master an understanding of the four key players
you want to target before you enter. Here they are:

-The Buffer - whose job is to keep you out.

-The User - The person who will actively be working with your product.

-The Checkwriter - The final approval.

-The Internal Advocate - The single person who will help you the
most.

Failure to invest time in Pre-Call Planning is like
a boxer going into a match with one arm tied behind him or a soldier
going into combat with a half-empty rifle. Don't put yourself at
a disadvantage. You're a sales pro…act like one!



Copyright ©2001, The Brooks Group, All Rights Reserved.

About The Author:

Bill Brooks is the founder and CEO of The Brooks Group, an internationally
recognized consulting firm. As one of the world’s acknowledged
business growth, sales and sales management gurus, Bill has been
called upon by Selling Power magazine, Selling magazine, Sales &
Marketing Management and scores of others to advise on the latest
sales and management issues. The principles Bill teaches have global
applications, already equipping European and Asian-Pacific corporations
to meet 21st century challenges.

Bill Brooks is the unique visionary who knows how
to inspire and motivate individuals and organizations…on the
platform as well as in his own company…by giving them the
tools they need to get the job done. Brooks will bring new ideas,
fresh perspectives and techniques to the platform in order to encourage
and grow your organization.

If you would like to receive The Brooks Group’s
free e-mail monthly sales management newsletter click here.

Contact Information:

The Brooks Group

1903-C Ashwood Ct.

Greensboro, NC 27455

Phone: 336.282.6303

www.thebrooksgroup.com

Linda@thebrooksgroup.com