The post sales call routine- Things you have to do to seal the deal
Every sales call is important. No matter how it went, you need to be on your toes, even after you think you aced it. Every marketing division has a cold calling sales guy. This is because cold calls work. You may say it is monotonous, routine and can backfire if not done well, but isn’t that the case with all marketing tools? Proper research and planning are essential for any marketing campaign to work, the same holds good for a sales call. What you do after the call is also important. The reason being, sales guys are lazy when it comes to follow ups.
The sales call post mortem
Firstly, what are the goals you want to achieve with your sales call? Is it information gathering, creating a lead or just a branding exercise? These questions will give you a process to follow. If you know what you want, it is easier to get it. A sales call needs some vital information in hand before diving in. you need to know who you are calling, what they do and why they would be the ideal customer. These allow you to focus on asking the right questions, questions that lead you to the final assault.
Alright, so you are done with your cold call. The customer responded. Now begins the real work. Every sales call needs to be recorded, monitored and analyzed. Each call is different from the other. Trust us, no two customer interactions will be the same, hence each call is an independent entity and it deserves for time to be spent on it. You learn a lot via analysis. It helps you in understanding what you have done right, but most importantly, it allows you to know what you did wrong. This method of analysis prepares you better for the next call.
Here is a list that allows you to deconstruct a sales call clinically.
- What was the exact objective of the call?
- Was the objective achieved?
- Did the prospect respond to all your questions?
- Which questions did he/she not respond to?
- What may be the reason for this?
- What questions were you able to answer?
- What questions were you unable to answer?
- Do you know the answers to these questions?
- What stage of the sales cycle would you put this particular lead in?
- Does it require more research or should you be closing during the next call?
These are basic questions that can really take your sales call game to the next level. Once you are done with a call, you now have the opportunity to create a plan for that particular prospect. This is what makes sales interesting. It is easy to overlook certain things that may be important to your sales plan. Do not leave out the smallest detail. It takes time and effort to build a plan around a call, but with less information, you are ill equipped.
Identifying pain points
The next important step is to identify the points that are being raised by the prospect. What are these points and why are they important to the prospect. Finding solutions to these pain points are the best way to approach the follow up call.
The follow up call
It is a sin to not follow up. Every successful sales guy knows the value of prompt follow up. Over 80% of leads that are generated over the first call fail to get a follow up call. That is a tragedy and a sales mystery. A follow up call has multiple benefits.
- It shows the customer you are actually interested in connecting with them
- It allows you to get closer to the prospect and address their pain points
- It builds brand responsibility and shows the eagerness of the brand to have them on board
- It shows conviction to follow up on set deadlines which are mutually accepted.
Out of sight is out of mind. Making the appointed follow up call at the right time ensures that you build a personal rapport with the prospect. Familiarity earns trust. Most times, prospects may not remember the details of what they spoke to you a week back, but you do. Use them to your advantage. Remind them that these are the points you spoke about, these are the issues that they face currently and then move ahead to give them solutions.
Here are some pointers that allow you to prepare for the all important follow up
- What is the agenda for the follow up call
- Do you have all the answers to their queries?
- How do you wish to proceed with the call?
- Do you have to involve your peers or your managers?
- Do I have my pricing guidelines ready?
- Is it possible to club other products if they are willing to purchase?
These questions will set you up good. Acknowledge the previous call, summarize it shortly and then proceed to answer their questions and enquires. You may or may not be able to seal the deal with a follow up call. Depending on the position of the prospect along your sales pipeline, ensure that you fill them up as required. Do not bore them again by going through your product benefits again at length. You can always give them a highlighted version, touching up as fast as you can. This allows them to get into the same groove you are in.
One of the favorite things that cold call sales executives do is to send an email as soon as the first call is dropped. This is to increase trust and to allow the prospect to know that you are truly interested. Summarize the call, what you spoke about and state the date and time you confirmed for the follow up call. This way they will have a record of the call.
Before you make the follow up call, you can send them an email that tells them you are going to make the follow up call. If they are unavailable, they will reply. If they don’t most probably they are available. Send these mails via your official company email address. You can always ask them to opt in to your newsletter roll.
Every sale call is valuable and is takes you one step closer to a deal. Due diligence is important. Practice cold calls, listen to recordings, understand the positives and negatives of the call and do your research. A well prepared sales guy has a higher chance of a conversion than a smooth talker- any day.