by Patricia Gardner, Author

Well-developed sales skills are essential to success in every field, but there are a few traps that even the senior sales managers fall into. Making a few mistakes can ruin a great opportunity. Don’t let this happen to you- review the Do’s and Don’ts of sales calls and you’ll meet with greater success more often.
Do

1. Research your prospective client fully and understand their needs in relationship to your product before contacting them.

2. Consider the prospective client’s top two competitors and their relationship to your product before even making the appointment for the sales call.

3. Establish the sales call objective. For example, what do you want to achieve, close for a demonstration, close for a 2nd appt, close for an order, information gathering.

4. Listen more than you speak. Your client will tell you everything you need to know to make a sale; all you have to do is listen.

5. Make the sales call revolve around them and not round you and your product.

6. Ask open-ended questions that will lead the prospective client to discuss your product and frame the conversation sales call.

7. Have good, basic sales skill. For example, a general benefit statement to open the sales call, know how to handle objections, listen effectively, understand the benefits vs. features of your product, have good closing skills.

8. Maintain the highest ethical standards in all of your business affairs.

9. Know the Return On Investment on your product. Remember, if you can tell your customer the ROI, you have a prospect. If your customer can tell you the ROI, you have a sale.

10. Know your differentiator (what separates your product from your competitor’s) and your value add (what are you giving to the customer with added value - user group where they can network - above and beyond).

Don’t

1. Dump your product information in a "stop me when you see something you like" fashion.

2. Spend the first three minutes jumping into a sales presentation. Always establish rapport first.

3. Use profane language, discuss religion, talk politics, or tell dirty jokes - ever!

4. Chatter about you, your products, or make too much small talk. It shows nervousness.

5. Knock your competition. Instead, sell the features of your product. For example, "Company A is an honorable opponent, but our product is more reliable and user friendly."

While it is important to build and refine your sales skills, you must first master these basic rules. Remember, sales are won and lost in the field. Be prepared, do your homework, keep your standards high and you will meet with increased success.

© Patricia Gardner. All rights reserved.

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About the Author: Patricia Gardner has closed million-dollar sales deals in two sales calls, and has trained others to do it, in a career that spans 30 years. She is now President of Maximum Sales, an executive management and sales training consulting firm, and has now written a new book The Million Dollar Sales Call designed to help sales professionals unlock the five secrets of strategic sales. For more information on her services or her book, visit www.maximumsales.com.

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