Mastering the Art of Pre-Call Planning: A Sales Imperative

In the dynamic and often unpredictable realm of sales, where opportunities to connect with decision-makers are as rare as they are valuable, the importance of pre-call planning cannot be overstated. Renowned author Jeffrey Fox, in his illuminating book "How to Be a Rainmaker," underscores the critical role of meticulous pre-call planning in winning sales. Fox boldly states that 90% of all sales calls are decided before the salesperson even meets the customer. This article delves deeper into the significance of pre-call planning, offering insights and advice drawn from personal experiences, and highlighting the transformative power it holds in the world of sales.

Why Pre-Call Planning Matters:

In the sales arena, appointments with decision-makers are akin to discovering treasure. Whether it's the initial call to a new customer or the pivotal meeting concluding with a significant order, every interaction demands careful planning. The common misconception that experience can substitute for pre-call planning is a pitfall many salespeople encounter. The truth is, rainmakers—those consistently successful in sales—invest significant time and effort into pre-call planning to ensure they never waste a sales opportunity.

The Anatomy of Pre-Call Planning

Jeffrey Fox outlines a comprehensive pre-call planning checklist that every sales professional should follow:

1. A Written Sales Call Objective: Clearly define what you aim to achieve in the call.
2. Needs Analysis Questions: Prepare insightful questions to uncover customer needs.
3. Something to Show: Visual aids or demonstrations can enhance your presentation.
4. Anticipated Customer Concerns and Objections: Be ready to address potential roadblocks.
5. Points of Difference vs. Competitors: Highlight what sets your offering apart.
6. Meaningful Benefits to Customers: Clearly communicate the value you bring.
7. Dollarization Approach/Investment Return Analysis: Quantify the benefits in financial terms.
8. Strategies to Handle Objections: Develop effective responses to common objections.
9. Closing Strategies: Plan how you'll guide the conversation to a successful close.
10. Expect Surprises & Plan to Be Flexible: Anticipate the unexpected and adapt accordingly.

The Crucial Lesson

Even the most seasoned professionals can find themselves unprepared when they neglect pre-call planning. In a personal scenario, I learned this lesson the hard way. I found myself in a crucial situation when I secured a meeting with a key person leading a department in a company where I was being considered for a consulting or employee role. This opportunity came through a referral, and I had glowing reviews from an inside connection. The meeting was set to last 30 minutes, and I had two weeks to prepare.

My responsibility was to make a lasting impression during this 30-minute meeting and convince the key person that I was the right fit for the consulting or employee role. Truthfully, I put all my eggs in the consulting basket because I thought that would be what this prospect would be more responsive to. The presentation prep involved showcasing my understanding of the company, its current challenges, and the potential opportunities it had ahead. Over the two weeks leading up to the meeting, I invested around 20 hours in my consulting-focused preparation. I created detailed presentations, streamlined my pitch, and carefully studied the company's recent investor videos to understand their successes and challenges. I crafted a vision for what I could do for the company, outlined specific objectives, translated them into benefits for the company, and detailed the metrics I would use to evaluate my performance. I also addressed the actions I would take once on board and the resources I would need.

I paid attention to the details, such as buying specialized images to match those in the investor video. However, I overlooked a critical aspect: I did not plan for a job interview, and the meeting unexpectedly turned into one. The potential client began asking behavioral interview questions, catching me off guard. Additionally, I didn't plan for the unexpected, such as what to wear during the call. I hastily donned a sport coat, not considering the heat, which led to discomfort and perspiration during the conversation. It was (still is) a very good presentation.

The presentation of my slides and delivery were well-rehearsed and on point, but the unexpected turn of the meeting into a job interview and the discomfort caused by the attire affected my performance. Reflecting on this experience, I realized the importance of planning for the unexpected and doing a thorough dress rehearsal. This story serves as a valuable lesson for anyone in the pre-call planning phase for a significant sales call, emphasizing the need to anticipate various scenarios and be well-prepared for all aspects of the meeting.

Triumph Through Strategic Planning:

On the flip side, a triumphant tale emerged when pre-call planning was executed flawlessly. I was part of a team that had come together to establish a partnership called Targeted Media Programs. We had a clear vision of the marketing strategies we wanted to implement for clients. However, a significant challenge loomed over us – we had no clients to start with. Due to my fervor for problem-solving and achieving tangible results, I took the initiative and assumed the responsibility of acquiring clients for our newly formed venture.

My primary responsibility in this situation was to jumpstart our client acquisition efforts. This task required me to lead the charge in identifying and securing clients for Targeted Media Programs. Given the absence of a client base, this was a pivotal and challenging undertaking. To address this challenge, I embarked on a comprehensive research and outreach process. The steps I took to acquire clients were as follows:

1. Extensive Research: I initiated an extensive research process to identify potential client leads. My approach was to target companies in our industry that closely resembled my previous employer. Importantly, I did not have any non-compete agreements with my previous employer, granting me the freedom to explore potential leads without constraints. My focus was on identifying professionals occupying roles similar to mine, such as marketing, channel sales, and business development.
2. Creating a Hit List: I created a strategic hit list of prospective contacts from the research. The first name on my list was an individual who worked for a company closely aligned with my previous employer and held a position similar to mine. Despite having no prior connection with this person, I initiated outreach.
3. Outreach and Engagement: I proactively reached out to the individuals on my hit list, commencing with Dan Kennedy. My outreach efforts included introducing our venture, Targeted Media Programs, and explaining our vision for marketing strategies. This initial outreach aimed to establish contact and gauge interest.
4. Productive Conversations: To my delight, Dan responded positively to my outreach. Over the next few weeks we did everything right in terms of our pre-call planning. This led to a series of productive conversations. These discussions revolved around our shared objectives and the potential for collaboration.

The outcome of these efforts was highly favorable. Within a month, we successfully secured an agreement with this prospect company. They decided to engage our services to implement the type of marketing strategies we were passionate about. This achievement was a clear demonstration of the power of strategic research and targeted outreach in acquiring clients from the ground up. This experience provided valuable lessons. It underscored the significance of thorough preparation and unwavering perseverance when embarking on client acquisition efforts, especially in a scenario where we began without an existing client base. It reinforced the belief that with dedicated effort and well-informed actions, remarkable results can be achieved, even when starting from scratch. Furthermore, it highlighted the vital role I played in a successful team effort to establish Targeted Media Programs.

Crafting Your Pre-Call Planning Success:

The key takeaway is clear – pre-call planning is not a luxury; it's a necessity. For every sales professional, investing the time to strategize before the call can be the difference between a missed opportunity and a game-changing deal. So, the next time you gear up for a sales call, channel your inner rainmaker. Prepare meticulously, anticipate the unexpected, and be ready to adapt. Your success in sales depends on it.

In the words of Jeffrey Fox, "Rainmakers never waste the sales call; they always pre-call plan." Make it your mantra, and watch your sales soar. The lessons from personal experiences underscore the real-world application of pre-call planning. From unexpected job interviews to triumphs in client acquisition, these stories serve as poignant reminders of the impact meticulous planning can have on the outcome of crucial business interactions. As you navigate the intricate landscape of sales, let these stories inspire you to embrace pre-call planning not just as a step in the process but as the cornerstone of your success.