The Sales Call

Was speaking with a lot of portfolio companies and entrepreneurs about sales recently.  Selling is the thing that keeps you in business.  Without top line revenue, your company is just a hobby.

One of the things I was lucky to go through in my life was a formal sales training program.  It’s one of the perks of working for a big corporation.  I was at 3M but IBM, Xerox, J&J, and P&G all had similar sales programs.

They make a difference.

I have blogged about sales before as it relates to Craig Wortmann’s skills and tips on selling.  I think that a lot of entrepreneurs assume that when they set up a call, they can do a quick demo, ask for the order and move on.

In professional selling, we call that puking on the customer.

Think strategically about your call.  Prior to making it, rehearse it with someone a few times.  Even pro athletes practice before the game.  I think actually talking out loud is better than playing it in your mind, although you will do that.  Your subconscious will engage with your conscious and actions.

When you walk into the call, you will feel butterflies in your stomach.  No matter how much I played or practiced, I always felt butterflies before the tip.  That’s a good thing.  If you don’t feel butterflies, something mentally inside you is wrong.

Have confidence.  You know your business and product better than the potential customer.  You are actually doing them a favor by meeting with them because you will make their life a lot easier by giving them your solution to their troubles.

At the beginning, ask a lot of questions.  Listen.  Make mental notes. If you are a startup and are meeting a big company, you might even ask, “Why are you taking a meeting with a startup? You guys are a big company.”

Take deep breaths and let them talk.  Let them talk. Let them talk but only interrupt to ask clarifying questions.  If you want to steer the conversation to something else, ask a “yes or no” question.

The sales call is like the groom leading a horse down the track by its bridle.  You are in control.

As you present your solution, check in.  Ask them, “How does that sound to you?”  “Does this seem right?”  If they say No, ask them a follow up.  “What doesn’t sound right?”

Then, listen. That’s an objection.  You must overcome it but they are putting it on a tee so you can have a good swing at it.

It all depends on what you are selling, but you should always have an action item at the end of the sales call for both of you to follow up with.  It should be an introduction, or something that drives another conversation.  You can quietly ask for the order to get a sense of timing to the close-or even blatantly ask, “What is the typical way your company brings on new vendors?”

Sales isn’t rocket science.  It is an art.  When done well, it’s beautiful to watch.