The Sales Step You Can’t Afford to Skip
Let’s be honest—how many sales meetings have you walked into thinking, “I’ve done this before, I’ve got this”? Only to realize midway that you’re scrambling to understand the buyer’s real problem, or worse, realizing you don’t have a clear goal for the meeting.
A pre-call plan isn’t just “nice-to-have,” it’s the foundation of successful sales development.
So, let's dive into how you can make pre-call planning work for you.
Why Planning Matters
Think of it this way: showing up unprepared is a missed opportunity to gather crucial information and risks you losing control during the conversation. It can also make you appear uninformed to your prospect.
On the flip side, pre-call planning is key for maintaining control and ensuring your meetings hit their mark.
But how much time should you dedicate? A good rule of thumb suggested is to spend about 50% of the stated meeting time on preparation. So, for a 30-minute call, aim for about 15 minutes of focused prep. However, be careful not to over-prepare; it can lead to assumptions and inflexibility.
The "3 C's" for Planning Success
Effective pre-call planning can be simplified into the "three C's": Collaboration, Confirmation, and Clarity. Using this structured approach can help you overcome a lack of consistency in preparation.
Key Ingredients for Effective Planning
What goes into this prep time? Several key components include:
- Decision-Maker Profiling: Get to know who you're talking to. Understand their roles, goals, and even their communication style.
- Outcome Anticipation: Before the call, define what success looks like. Think about your desired results – small, medium, and large.
- Pain Point Confirmation: Ensure you understand the prospect's current issues. Have they changed, or have new ones emerged?
- Question Preparation: Don't just wing it! Prepare your open-ended questions beforehand to encourage deeper insights and engagement.
- Anticipating Prospect Questions: Be ready for anything. Think about what the prospect might ask you and prepare strategic responses.
Understanding Communication Styles: The DISC Advantage
Connecting effectively means understanding how your prospect communicates. DISC profiling is a powerful tool for this. The first step is understanding your own style so you can adapt to theirs.
- D - Direct, results-oriented, values control and winning. Be brief, focus on results, and the bottom line.
- I - Social, talkative, values recognition and fun. Be enthusiastic and focus on people and stories.
- S - Supportive, relationship-focused, values harmony. Take time to build trust and be genuine and patient.
- C - Analytical, detail-oriented, values accuracy. Provide details, data, and give them time to analyze.
Examine LinkedIn profiles, emails, and initial interactions to help identify communication styles.
Make it Happen
Putting planning into practice requires some tactical improvements and behavior changes. Try these ideas.
- Calendar Blocking: This is a key commitment! Schedule dedicated prep time (like 15-30 minutes) before your calls. A lack of dedicated time is a common reason for poor planning.
- Pre-Call Plan Creator: Use tools to help organize your thoughts and strategies before the call.
Evolving Your Sales Approach
Sellers must move away from a rigid, linear "sales process" towards more flexible "deal development" stages. This means adapting your planning and strategies based on where the prospect is “in their journey”.
What Does a Successful Sales Meeting Look Like?
- Creating a plan to move forward
- Gathering profile information and pinpointing pain points
- Understanding the prospect's goals and challenges
- Achieving a high level of interest or securing an order
- Defining a problem and establishing clear next steps
Ready to Elevate Your Sales?
Strategic pre-call planning is fundamental for anyone focused on business growth and increasing revenue. Start implementing these strategies today and watch your sales conversations become more controlled, insightful, and successful!
