How to Plan Your Sales Calls
By Harry Mills

There are some sales that allow one-call closes. Most large or complex sales, however, require multiple meetings. Top sellers always plan their sales calls with specific call outcomes in mind.

Call Outcomes

The results of sales calls can be divided into four groups:

1. Close
   This is a call where the customer commits to buying.
   
   
2. Progress
   A progress call is one where the customer agrees to specific action that moves the sales forward. For example, the customer sets an appointment for you to talk to another key decision-maker.
   
   
3. Maintenance
   A maintenance call simply maintains the relationship. There is no progress that advances the sale forward. The customer may, however, agree to continue to have discussions with you.
   
   
4. Termination
   Termination occurs where the customer refuses to buy and ends the relationship.

Success Tips

• Always plan your call outcomes before the meeting. This provides focus and direction. Brainstorm a list of possible call outcomes. Remember there are multiple ways to advance most sales.
  
  
• Aim high when you set your call outcomes. You can always fall back to a less ambitious request.
  
  
• State your outcome in terms of a specific action you want the customer to make. Outcomes like improve the relationship are too vague to be useful.
  
  
• Afterwards assess each meeting against your call outcome. If you failed to advance the sale, ask yourself why?
  
  
• Finally, reward yourself each time you make progress. It can take months to close a large sale so you need to stay motivated.