“That man had no more sense of direction than a bunch of firecrackers.”

-Robert Wagner

Average and below average salespeople often act like firecrackers. They get in front of an important prospect, light the wick and hope for the best. Perhaps the biggest cause of the erratic verbal explosion is their lack of a clear call objective.  So what makes an effective call objective?

A good objective is what you want the BUYER to do by the end of a call to move a step closer to gaining a sale or enhancing a relationship with a customer.

The key word here is BUYER. Top performing salespeople create objectives based on the prospect’s activity, not the salesperson’s.

For example, a lame objective would be:

  • My objective is to meet with the customer and deliver my value proposition while pointing out the differences between my company and the competition. The problem with this objective is that it is NOT focused on the prospect’s activity but instead the salesperson’s.

A precise objective would be:

  • My objective is to get the prospect to agree that my solution would benefit them and for them to agree on either placing an order or setting up a second meeting with other key decision-makers sometime in the next 7 days.

So this week, do NOT make a call without a clear objective that includes buyer action. By thinking more about what you want out of them, and by making their action your objective, you will accomplish more in each meeting, get yes or no more quickly and find yourself with more time on your hands…to prospect for more customers.

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