PRE-CALL PLANNING

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PRE-CALL PLANNING

• An Absolute Necessity!

2
PRE-CALL PLANNING

• Advance planning is absolutely necessary in
  making any sales call
• From the initial contact with a semi-qualified
  prospect to gain information during each
  subsequent meeting that leads to a presentation
  or
• Even for the hundredth call on an old established
  client.

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PRE-CALL PLANNING

• Never call on any prospect or client until you
  have clearly defined in writing a call objective
  and are fully prepared to offer and discuss at
  least one sound reason from their point of view
  as to
• Why they should take the time to meet with you
• Listen to what you have to say
• Answer your questions
• And/or buy what you are selling

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PRE-CALL PLANNING

• Remember that many successful retailers have
  reported they dislike unprepared salespeople but
  welcome, with open arms and minds, those who know
  why they are there and what they want to
  accomplish!

5
PRE-CALL PLANNING

• No matter how good your presentation looks on
  paper, getting it across, and the idea sold, is
  not as simple as making an appointment and
  handing it to a prospect.
• If that were true, stations would hire writers
  and not salespeople!
• Planning is the key and centers on your abilities
  to understand what is needed and deliver.

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PRE-CALL PLANNING

• Follow these simple Pre-Call Tips
• and you will never make
• the time-wasting mistake of
• dropping by a prospective client
• or being there
• because you had to make a call.

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PRE-CALL CHECKLIST

• PUT THE CALL OBJECTIVE IN WRITING.
• The objective is not to just make a sale. Thats
  oversimplification.
• You need to specify the reasons you are making
  the call and what you expect to accomplish.

8
PRE-CALL CHECKLIST

• PREPARE YOURSELF IN ATTITUDE AND MANNER.
• People will buy from anyone but they are more
  inclined to buy from people with whom they are
  comfortable.
• Leave personal problems outside and come to the
  meeting looking relaxed, confident and as if you
  know what your are doing and why.

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PRE-CALL CHECKLIST

• JUSTIFY BEING THERE IMMEDIATELY.
• What are you going to say to get the prospects
  attention?
• He/she has a big advantage and thats an ability
  to ignore what you are saying and say no.
• Talking prospect benefitsanswering whats in it
  for me?is a proven technique.

10
PRE-CALL CHECKLIST

• TALK FROM THE CUSTOMERS POINT OF VIEW.
• People are not interested in you, your station,
  or your programming, personalities or anything
  else that comprises what you are selling.
• They are interested only in what those things
  will do for them.

11
PRE-CALL CHECKLIST

• USE SHOWMANSHIP.
• We are all in show business and SHOWmanship
  should never be overlooked as an effective sales
  technique.
• Plan the use of visual aids such as spec
  commercials, success stories from other clients
  or sales promotion ideas you plan to present.

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PRE-CALL CHECKLIST

• ANTICIPATE QUESTIONS OBJECTIONS.
• Have you thought out what questions and
  objections might be raised during the
  presentation or meeting?
• Dont be caught off guard if asked Why do you
  want to know these things?
• You want to know the answers to your questions so
  you can understand the clients business well
  enough to offer benefits and values.

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PRE-CALL CHECKLIST

• ANTICIPATE QUESTIONS OBJECTIONS.
• During an important presentation, you should be
  anticipating questions and objections and either
  trying to answer them before they are asked, or
• Taking the proven steps of listening carefully,
  repeating what was said verbatim or in your own
  words to make certain a mutual understanding
  exists rather than answering from other persons
  point of view.

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PRE-CALL CHECKLIST

• BE PREPARED TO CLOSE THE ORDER.
• Are you prepared to lead people into actions that
  will realize your call objectives?
• If you are there to make a sale, have you planned
  the various ways you are going to gain
  information?
• Have you planned the questions in advance and in
  logical sequence?

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PRE-CALL PLANNING

• Businesspeople, at all levels,
• want help in making a profit,
• but for you to be asked for your expertise
  requires recognition as a
• professional sales consultant,
• and that demands planning.