Sales Tips: Your Buyers Know If You’re Winging It

The recent CCS® Index showed that 53% of sellers are guilty of “winging” sales calls. Most everyone had been guilty of not doing their due diligence before going to make a sales call.

Activities that should be done as part of pre-call planning would be: 

  • Visit to the prospect’s website to get a sense for what type of company it is.
  • If calling on an executive, check his or her bio on the website to understand their background and areas of responsibility.
  • Check social media channels to learn more about the buyer.

When calling on a prospect for the first time, I believe a seller can set themselves apart by having done some research as I believe the person appreciates that effort being made.

What I’ve described above is almost expected of a salesperson and doesn’t require a great deal of time or effort.

A more experienced salesperson would be looking for triggering events on a prospect’s website so they could make some intelligent decisions about business challenges buyers may fact that the seller’s offering can address.

For example, if you were selling a CRM offering and saw that a prospect had just acquired one of their competitors, you may want to leads with a Success Story about having to merge milestones and seller pipelines to be able to forecast more accurately post-acquisition.

As you would expect, triggering events are likely to have different implications to various Key Players within an organization.

A seller’s ability to personalize the potential issues to specific titles they call on can go a long way toward:

  • Establishing credibility early on
  • Having buyers conclude you are competent
  • Having a buyer share a goal, problem or need that your offering can help them achieve of address

Anyone that has been selling for awhile has had occasions where they have “winged it.” I hope you agree:

Key Players you’re calling on can tell when sellers are winging it and that will reduce the chances of good outcomes of sales calls.

By John Holland, Chief Content Officer, CustomerCentric Selling®

Frank Visgatis

As co-founder, President & Chief Operating Officer of CustomerCentric Systems®, LLC and co-author of the CustomerCentric Selling® sales methodology, Frank Visgatis drives the overall direction and strategy for CustomerCentric Systems®, LLC, leveraging 20 years of leadership experience. Visgatis knows how to conceptualize and execute a new business strategy into a winning company. He has done it numerous times - from co-founding a thriving commercial and residential real estate holding company to transforming a private consulting practice into one of the most successful sales training providers in the country. His ability to identify trends and changes in the sales ecosystem has helped improve the dynamic of interaction between sellers and buyers through the development of CustomerCentric Selling® and Sales Ready Messaging®. Visgatis' vision has propelled CustomerCentric Systems®, LLC as one of the industry's top providers of sales process consulting, sales training and Sales Ready Messaging®.

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