BDA – Before, During and After a Sales Call

Face it…we all have great products and services to offer.  Many people that we know and run into on a daily basis can benefit from what we do…

So why don’t they “Get it”?!?!

What do we have to do to help them see that?!?!

Well, your target market may very well want what you have to offer, but they may not see the need for it.

How can we make a bigger impact when we chat with them, when we do a ‘presentation’, or during a good ole’ fashioned sales call?

Here are a few tips to make sure you (and your potential client) get the most out of any conversation.

First…In order to have big success the conversation starts way before the call.

As a professional you need to do your research. There is no excuse in today’s world – information is literally at your fingertips! 

So, what do you search for…well…what do you need to know so that you are approaching the conversation with all the information?  That looks different for every business…but, maybe this list will get you thinking:

  • Their starting point/where they are at now
  • The attitude they have towards the problem/possible solution
  • Their overall lifestyle (laidback, data driven, etc.)
  • Does it appear they can afford it

FOR B2B

  • Size of their business
  • Offerings/Shortcomings
  • Customer Base
  • Are they set for growth in the near future or are they “flailing”

Doing your due diligence will provide talking points, internal reference points for you and allow you to treat the conversation as a collaboration rather than a ‘sales call’.

Next…Set your desired outcome of the call.

Yep, you heard me…you need to know exactly what YOU are trying to accomplish from the call.  Maybe it is ‘get a new client/sign a deal’ but, maybe it is not.

Possibly you just need to better understand their position, biggest challenge or obstacles, their priorities, or even simply how much emphasis they are putting on finding a solution.

What are their ‘have-to-haves’, what options are they considering, or why have they been unsatisfied with what they have tried?

Perhaps you need to determine more concrete details:

Budget – do they have one? Can they afford yours? How much have they spent on solutions in the past?

Authority – are you talking to the right person? Does anyone else need to be included in the decision?

Timeline – why now? How urgent is this and when do they want to get started? When do they need to see results?

Regardless, you need to have clear objectives set.  Consider possible twists and turns the conversation may take and be prepared.

Once you know what you need to obtain from the conversation…Set an Agenda

You can keep this to yourself to help you stay on track and get what you need out of the talk, or you can share it with them.  When you share it, you are showing them several things:  you are organized, you respect their time and yours, you are the ‘director’ of the call and therefore an expert/authority on the topic at hand, and it sets the expectations for the call.

As an added bonus – sending an Agenda also can significantly reduce cancellations and no-shows!

Here is a sample template of a typical Agenda:

  1. Objective of Call:  Clearly define what you are trying to achieve with the call and show the collaborative relationship you are interested in creating.  This could be outlining your desire to better understand where they are at, their challenges, the ripple effects of not finding a solution, etc.
  2. Collaborative Effort:  Define/Give a “quick win” for them or do them a favor.  Give them some insight, a referral or resource, even a simple to-do or take-away.
  3. Next Step:  Decide, determine, and schedule the next action. Be clear on what each is to do leading up to the next conversation.

NOTE:  If you are sending the Agenda to them make sure the verbiage is focused on them…not you and your solutions.

During the call…follow the Agenda. 

Keep your desired outcome in front of you.  Stay on task and in focus.  No rabbit trails without due cause. If the conversation takes an unexpected turn, pause and decide if you want to set a next call to gather your thoughts or if you are prepared to continue down a new path.  Don’t “wing-it”. 

In addition to following the Agenda be sure to create an atmosphere of energy and collaboration. You are not there to just sell them something but rather to understand their position and offer them support, encouragement, and a solution.

Consider asking questions that lead them to their own conclusions of what they need – then simply say, “That is exactly what we do.” They have sold themselves on your solution, and you have instilled a confidence in themselves as well as you.

At the end of the call 2 things to consider:

  1. A next step should be crystal clear to all on the call
  2. Leave them with something tangible (a resource, a referral, social proof of your solutions, etc.)

Once the call is completed

Make notes – many notes. Enter them into your CRM or however you keep track of vital information.  Anything they shared with you should be considered important.

Place on your workflow any follow-up, tasks, to-dos you have taken responsibility for with due dates attached. Calendar the next appointment and send a calendar invite to all interested parties.

Provide any promised items via email, snail mail, delivery service, etc. Be sure to show appreciation along with the promised item.

Take a moment and determine your next steps and get it on your workflow, calendar, etc. Make notes for the next meeting’s Agenda.

Above all, thank them for their time. An email of thanks is appreciated but often overlooked. A card in the mail is a “WOW” that often will make the difference and set you apart.

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