Sales Tips: "Winging It" Yields Poor Results
By John Holland, Chief Content Officer, CustomerCentric Selling®
The recent CCS® Index showed that 53% of sellers are guilty of “winging” sales calls. Most everyone had been guilty of not doing their due diligence before going to make a sales call.
Activities that should be done as part of pre-call planning would be:
- Visit to the prospect’s website to get a sense for what type of company it is.
- If calling on an executive, check his or her bio on the website to understand their background and areas of responsibility.
- Check social media channels to learn more about the buyer.
When calling on a prospect for the first time, I believe a seller can set themselves apart by having done some research as I believe the person appreciates that effort being made.
What I’ve described above is almost expected of a salesperson and doesn’t require a great deal of time or effort.
A more experienced salesperson would be looking for triggering events on a prospect’s website so they could make some intelligent decisions about business challenges buyers may fact that the seller’s offering can address.
For example, if you were selling a CRM offering and saw that a prospect had just acquired one of their competitors, you may want to leads with a Success Story about having to merge milestones and seller pipelines to be able to forecast more accurately post-acquisition.
As you would expect, triggering events are likely to have different implications to various Key Players within an organization.
A seller’s ability to personalize the potential issues to specific titles they call on can go a long way toward:
- Establishing credibility early on
- Having buyers conclude you are competent
- Having a buyer share a goal, problem or need that your offering can help them achieve of address
Anyone that has been selling for awhile has had occasions where they have “winged it.” I hope you agree:
Key Players you’re calling on can tell when sellers are winging it and that will reduce the chances of good outcomes of sales calls.