The Power of Preparation: How a Little Homework Can Transform Your Sales Calls

There's a famous quote attributed to Abraham Lincoln that says, “Give me six hours to chop down a tree and I will spend the first four sharpening the ax.” This simple yet profound statement emphasizes the importance of preparation in achieving success. In sales, just like in any other endeavor, preparation is the sharp ax that can make all the difference between a successful call and a missed opportunity.

Having spent years on both sides of the sales equation—as a customer and as a salesperson—I’ve seen firsthand how preparation (or the lack thereof) can impact the outcome of a sales interaction. My experience as the Chief Revenue Officer at Overseas Military Sales Group provides a perfect illustration.

The Customer's Perspective: When Salespeople Don’t Do Their Homework

During my tenure as CRO, I received countless calls from salespeople trying to pitch their products or services. However, what struck me was how often these salespeople had no idea what my company actually did. Overseas Military Sales Group was the largest retailer of U.S. Spec Automobiles, delivering nearly 9,000 units annually to military personnel and foreign nationals outside the United States. Yet, many of these callers assumed we were in the business of selling weapons, tanks, planes, or other military equipment to governments and foreign countries.

Imagine my reaction when a salesperson, without any research or understanding of my business, tried to sell me a product that had nothing to do with our operations. My immediate thought was, "This person hasn't done their homework." They called me out of the blue with a generic pitch, showing no strategy or effort to understand my needs. What do you think my response was? You’re right—I didn’t have time for them. The call would end quickly, or their email would go unanswered.

As a customer, when someone reached out without any preparation, it was clear they weren't serious about earning my business. Their lack of preparation not only wasted my time but also left a poor impression of their company.

The Seller's Perspective: The Power of Being Prepared

On the flip side, when I was on the seller's side of the business, I approached every call and meeting with thorough preparation. If I was calling on a dealership, the first place I would go to research was the dealer's website. The wealth of information available there was invaluable.

I would start by reading the "About Us" page to understand the dealership’s history and values. I’d review the "Meet Our Team" page to learn about the key decision-makers. I’d then look at the new and used inventory to assess the size of the dealership and understand their product mix. This level of preparation armed me with the information I needed to tailor my presentation specifically to that dealership.

When I finally made the call or visit, I was not just another salesperson. I was someone who had taken the time to understand their business and had a clear idea of how my products or services could address their specific needs. My questions were informed and targeted, which helped me steer the conversation toward how we could mutually benefit from a partnership.

This approach not only made my interactions more productive but also built trust with my potential clients. They knew I was serious about helping them achieve their goals because I had taken the time to understand their business before even picking up the phone.

The Lesson: Preparation is Key to Success

The key takeaway here is simple: a little preparation goes a long way. Whether you’re selling cars, software, or any other product, taking the time to research your potential customer’s business is crucial. It not only demonstrates respect for their time but also positions you as a knowledgeable and credible partner who is invested in their success.

So, the next time you’re preparing for a sales call, remember Lincoln’s advice. Spend the time to sharpen your ax—do your research, understand your customer, and tailor your approach. It might take a little extra time upfront, but the results will speak for themselves.

In sales, as in life, preparation isn’t just an option—it’s a necessity.

If you are an Entrepreneur or a CEO struggling to get the most out of your sales organization be sure to check out my website or call me directly for all my services to help you in developing sales teams that not only meet but exceed the continuously changing demands of the industry: John Gottschalk Certified Coach, Teacher, Trainer, and Speaker