Five Steps to the Perfect Sales Call

Wouldn’t it be great to have a GPS system to guide you through the sales call, much the way it can guide you to a destination? Think about it. A GPS points you in the right direction, but leaves you in the driver’s seat, able to change routes – or the entire destination – when the situation requires. And by knowing at all times where you are and where you’re headed, you free up mental energy to ensure you arrive there safely and efficiently.

That’s the idea behind Linda Richardson’s "5 Step" sales call structure. When you master the five steps, it’s as if you have a GPS in your brain, pointing you down the most effective route to the sale. Moreover, when the steps are second nature, your mind is free to focus completely on the client and maximize every second of dialogue. In her new book, Perfect Selling (McGraw-Hill, 2008), Richardson, founder of global sales training organization Richardson, covers each of the five steps in detail. She notes that while the steps may sound familiar to most reps, how expertly you execute the steps is the key. Here’s a condensed look at each step:

Step 1: Connect. The opening moments of a sales call are crucial because they set the stage for the entire call. You need to accomplish four things during your opening moments – and you need to accomplish them quickly while remaining in the driver’s seat. First, greet the customer and develop what Richardson calls "high mileage rapport," a meaningful question you’ve prepared or that’s prompted by the environment such as, "I saw you ran the Hilltop 10K last weekend. How was it?" Second, provide a summary of events ("When we spoke on the phone, you mentioned . . .") and leverage your preparation ("I’ve given a lot of thought to . . ."). Third, state the purpose of the meeting and check that the customer has the same understanding ("Today, I’d like to learn more about your objectives for . . . and then share with you our . . . to see how we may . . . . Does that meet your expectations?") Finally, transition to "Needs Exploration" by asking your customer if you may ask a few questions.

Step 2: Explore. Here’s where you ask questions, drilling down into areas that will give you a more complete understanding of customer needs. This step takes a lot of discipline and a lot of patience. Most reps tend to rush it, wanting to get to their presentation. But those who develop the discipline to dig, to suspend judgment, and to listen fully will see the most growth. "Customer needs are the bedrock of the sales dialogue," says Richardson. "Your questions generate energy and your listening allows you to mine the gold that is in every dialogue. The perfect call for customers starts when they feel their needs are understood."

Step 3: Leverage. Once you have a full understanding of the customer’s needs, leverage your capabilities to show how you will satisfy those needs. Introduce your solution, customizing it to the client’s unique situation, and then summarize by highlighting what you have described. "Of all the "Steps" in the sales call, "Leveraging" is the most strategic because it requires you to analyze your capabilities relative to customer needs and the needs of your organization to determine how to persuasively shape your recommendation to win the business," says Richardson.

Step 4: Resolve. "Step 4" deals with customer objections, which admittedly can arise at any point during the sales process. Dealing with each objection is like making a mini sale. Here’s how to do it well: (1) Acknowledge the objection. You’re not agreeing with it; you’re not arguing against it; you’re simply letting your customer know you heard him or her. (2) Ask a question. Most objections are pretty broad – your price is too high, you don’t offer enough flexibility – so you need to zero in on exactly what the issue is. (3) Position your response by incorporating some of the customer’s language, linking his or her concerns to your reply. (4) Ask for feedback with a question such as, "Do those numbers address your concern about . . .?" You’ll get the information that tells you where you stand and what to do next.

Step 5: Act. The close can be intimidating because it risks rejection. Start by knowing what you want the customer to do before you ever begin the call. What’s your goal here? A sale? A second meeting? An invitation to present to the CEO? Knowing where you’re going from the outset will help you remain focused on your goal. Second, get feedback throughout the call with questions like, "How does that sound?" and "What do you think?" As you move toward agreement, it will be easier to ask for what you want.

Richardson suggests you implement a five-day program, focusing on one step a day – or one a week, depending on your experience – applying it in your sales calls and "getting it" before moving on to the next. The effort will be well worth it. "While most salespeople know their products, they don’t really know the sales call, although this is the place where they spend so much time," concludes Richardson. "I feel that helping salespeople improve what happens when they are actually ‘in the moment’ with their customers is the fastest way to increase their sales results."

For more information, visit www.richardson.com.