Effective business sales reps not only know where they want the customer call to begin, but also:
1. Where they want it to go and
2. What next steps will take them there
Do yourselves (and your customers) a favor and share with them at least a portion of your sales road map.
Begin with agreement on the time available and the purpose of the call. From there, of course, you will have to be flexible as to where the customer leads the conversation. But keep the ultimate destination (a successful sale) always in mind.
Help define the process in terms of steps. All along the route, don’t be afraid to ask for commitment to the next step, e.g., a formal assessment of the current situation or a meeting with key players to outline your recommendations.
It’s better to know early on if the sale is in trouble rather than wasting your time (and your sales skills) on a losing proposition.
And remember - never end a call without a clearly defined and agreed-upon next step.
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