You Need a Reason to Come Back

In college, many moons ago, I had my eyes fixed on a girl named Christine. She was in a marketing class I was taking, and she was HOT (equal parts Meet The Parents and Dear Penthouse). Consequently, I devoted equal time that term to studying marketing and studying plans for, um, dating Christine.

She was tough, and given the fact that the competition was brutal, I had my work cut out for me. But, being the Über Salesman in the Making that I was, I persevered and eventually “closed the deal” with Christine: She agreed to go out on a date with me. Schwing!

As a serial procrastinator, I of course put no thought whatsoever into the date itself. I was much too busy strutting around Sigma Alpha Epsilon bragging about my victory! Late in the afternoon of the Big Day, I called her to zero in on an exact time. Answering sweetly, she asked, “So, what are we doing?”

Now this moment, you see, was in a time long before cell phones, but if I had had one, I would have done anything at that moment to get a dropped call. I had absolutely, positively no idea what we were going to do, for I had done absolutely, positively no preparation.

Many salespeople repeat this mistake nearly every day. So much attention is given to getting the appointment that no thought is put into what to do at the appointment. I cringe at the answers given by some of my coaching clients when I ask what they plan to do on the first call. Exhibit A: “Well, I have a PowerPoint presentation on my company and a presentation folder full of newly designed brochures. I'm going to make certain that customer knows everything about my company before I leave!”

Yawn. Can you imagine the effect this approach had on the customer's eyelids?

Let me give you a better idea for the first sales call, one that you should never ever forget: Make it your goal to find a reason to come back. That's it. The purpose of the first sales call is to get a second sales call. You probably aren't going to get an order on the “first date,” so why not back off and seek some common ground?

Go to that call prepared. Double down on your company research and find some juicy tidbits to drop into the conversation. How cool would it be to quote their Mission Statement or a statement from the President?

Next, make a list of questions that helps you to learn more about the company. Finally, bring samples that demonstrate not just the capabilities of your company but samples where you know the “before and after” story. Make the point that you do more than just print—you learn the usage cost or purpose of the document and work to improve one or both areas. Anecdotes work best.

Finally, make sure you have a “purpose statement.” That is, make a statement at the outset of the call that takes the pressure off the situation. Something like this would do: “Bill, I am here today to find a reason to come back. My hope is that through our conversation I will learn more about you and you about me. If we see some common ground or find a way to work together, this meeting will be a success. Agreed?”

I promise that you will be rewarded for your call preparation. Do more listening than talking. Smile. Resist the urge to jump in too soon with a comment. Stay in the moment.

The result of your “date with Christine” rides on your planning. Come prepared!