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How well do you prepare for your sales calls? Shannon had been in sales for five years when a blunder came about from an honest attempt to learn from her presentations. Here's Shannon's story:
I was out on one of my first sales calls -- all dressed up and raring to go, but nervous about implementing all of the training I'd been getting over the past few weeks. I was unsure what I was going to say or how I was going to say it, but I thought I knew enough to wing it.Then I had an idea; I would bring my handheld recorder -- the one I used to review my phone pitches -- and record my interaction with the potential buyer. This way, I could critique myself and have evidence of how well I performed should I decide to later share the recording with my manager. I was pleased with this brilliant plan. I wouldn't even need to take notes, because I'd have a word-for-word soundtrack of our event.
When I arrived to talk about my company's financial services with the prospective client, I reached in my black leather bag and turned on my recorder.
As I began my presentation, I kept hearing clicking noises that were loud enough for everyone at the table to notice. The only way to salvage the moment was to dig into my bag and act surprised.
"Well, how did this get on?" I faked surprise, but my body language gave me away; my chest and neck instantly turned a bright red.
The key decision maker didn't respond, and the meeting ended a few minutes later. I hoped that I hadn't blown it -- that maybe my professional appearance and company literature would save the sale. But as l was leaving the boardroom, I glanced back and he was laughing, shaking his head and pointing in my direction.
What was I thinking? That company's decision maker must have really resented a clandestine recording of the meeting.
>Postmortem
Shannon had a simple sales problem: She hadn't scripted her presentation. Sales professionals need to know exactly what they are going to say and how they plan to present themselves on a call. They may not know when during the call they are going to use their power language, but they need to know exactly what that language is, or what they should say to motivate buyers to action. If you are new or uncomfortable with your presentation, write it out and then practice it. Nail down your language, and you will soon learn to be comfortable with your presentations.
[Dan Seidman of SalesAutopsy.com has been named one of the Top 12 Sales Coaches in America by Ultimate Selling Power. He collects sales horror stories for use in his speaking and training programs.]
