January 19, 2018 by
Photography by Bill Sitzmann

I regularly get feedback from clients about sales calls. Recently a client came to me and said, “I had the best sales call ever!” What she told me warmed my heart because the call was almost effortless, the signed agreement was in her hands in record time, and the customer stayed in her selling system from beginning to end.

The sales process for this particular opportunity dragged out longer than my client wanted. Finally, the presentation was scheduled with the decision maker, (if it’s with anybody else, you are wasting time), and as she headed to the appointment, she said to herself, “I really don’t care if I get this business or not.” This mindset allowed her to relax and be objective when the presentation began. She began the meeting by setting the expectation: She was going to review the proposal, which would sell for the expected amount, and, if the prospect liked it, he would sign it and implementation would begin. There was clarity of purpose which came off as professionalism to the prospect, and, of course, the prospect agreed to the contract and the
presentation began.

There were about a half-dozen items to present on the proposal. My client started with the first item and presented how this item addressed the need of the prospect. It went well. She went to the next item and presented how this item addressed the need of the prospect. At that point, the prospect said, “Stop! I’ll take it!” He immediately signed his name to the proposal. My client’s one-hour presentation was over in 10 minutes. She planned on “closing” the prospect, but he simply bought it. When she returned to her office, even her coworker was surprised to see her so soon. Smiling from ear to ear she tells him, “Got it!” No pressure, no sweating, no haggling over price, no need to close the prospect—this is what the best sales call ever looks like.

Here are some key techniques my client had learned, and then used in this call:

1. Before the presentation started, she thought to herself, “So what if I don’t get this business. I have a meat-lover’s pizza in the trunk,” which means she behaved as if she is financially independent. This mindset eliminates pressure and frees up the salesperson to ask tough questions and take risks.

2. She had a deep understanding of her client’s problems and budget, which she reviewed prior to presenting the proposal to make sure there were no roadblocks on the way to the order.

3. She got a commitment to purchase before presenting her intellectual property. The proposal had to be met with 100 percent satisfaction from the prospect, but if it did, he would buy.

4. My client shut her mouth when the prospect said, “I’ll take it!” She let him sign the proposal and then thanked him for the business and left.

Sales should always be fun regardless if you win or lose. Yes, this is easier said than done. Follow the aforementioned system to start having the best sales calls ever.

Karl Schaphorst is a 27-year veteran of sales who now specializes in training other sales professionals. He is the president of Sandler Training.

This column was printed in the February/March 2018 edition of B2B.