Where Do I Start?

In my last post I introduced the concept of The Sales Engine, which helps people to get clear on the second step of the Outcome Based Thinking (OBT) process for pre-call planning, which is to clarify what you're hoping to achieve.

When I share the model, most people nod their heads and say, "Yeah, that makes sense."  And when they attempt to put it in practice, the most common question I get is, "So where do you start this thing?"  Begin by understanding that The Sales Engine is an answer to another question -- what's the goal of your call?  Or perhaps a better way of asking it is, "What should you be trying to achieve in this call?"

By the way, I also suggested in the last post that "sell something" is not the best answer to this question.  Rather, you should be thinking "What needs to happen, in this interaction, to move my process forward?" Do you have a process?  Is it written down?  Is it accurate and are you following it consistently?  Is it in control?  In other words, does it consistently produce the results that you're after?  Or are you constantly changing the ingredients, the way that you mix them, or the temperature of the oven and wondering "Why don't they taste like Grandma's cookies?"  I guess I'll have to write more about that in a future post...

But back to the point!  The Sales Engine is a simple model -- it suggests that there are 3 types of calls that a salesperson might be asked to make throughout the course of his or her day.  The 3 types of calls are:

• Prospecting Calls (with Suspects)
• Sales Calls (with Prospective Customers, also known as Prospects)
• Service Calls (with Customers, or people who have placed an order)

The three types of calls describe a Continuous Cycle -- one type of call naturally leads into the next, and it assumes that you are interested in building and maintaining an ongoing relationship with your clients.

Important:  There is a difference between a Call and a Visit.

• A Call is specific event done for a specific purpose, and the purpose is based on the status of the person you're talking to; is he or she a suspect, prospect, or customer?
• A Visit is any interaction with a suspect, prospect, or customer, be it face-to-face, over the web, on the telephone, e-mail, or texting.
• There may be multiple calls in a single visit, and a single call may require multiple visits.

So how does it work?  Notice the arrows that extend out from the center of the diagram.  At the end of each arrow is the criteria that must be satisfied before you can move to the next type of call.  For example, note the arrow that is between a Sales Call and a Service Call.  It says that in order to move to a Service Call, an order must be placed (or you must clarify what 'no' means).  If this person hasn't purchased anything from you, then they aren't a customer -- you can't make a service call.  But you can satisfy the next criteria through some research; you can identify a possible problem or opportunity that you know you may be able to help them with, which means your next call should  be a Prospecting Call -- this person is a SUSPECT.

By the way, I love what Art Sobczak has to say in his book, "Smart Calling" about eliminating the fear, failure, and rejection in cold calling.  He provides specific guidance in how to make sure that your next Prospecting Call isn't 'cold' by showing you what you should know and how to learn it.  Chapter One says it all:  "Cold Calling is Dumb, but Prospecting Is Necessary:  Smart Calling Is The Answer."  I am obligated to point out that Art Sobczak and I are not affiliated in any way, nor do I receive any compensation in any form from Art or anyone he may be in business with.  I recommend Art's stuff because It Works.  Period.  (Thanks Art - keep it coming!)

Remember that Step 1 of the OBT process asks you about the current situation.  What type of call did you make during your last visit?  Is there unfinished business related to that visit?  Based on the activity during the last visit, what kind of call should you be making on this visit?  In other words, "Where are you in this process?"  Start The Sales Engine from there.

As another example, let's say that your last call was a prospecting call, but it turned out that there was no need to move forward - not because the problem didn't exist, but because there were bigger fish to fry from the Suspect's point of view (you learned this by clarifying WHY "no" was the right answer).  Where should you start the sales engine?  Why not consider making a service call (assuming that this person or organization has made a prior purchase)?

The best part about a Service Call is that making it is 100% in your control!  And who knows what you might learn next.  What might your goals be?  Perhaps to review the order history and share your insights, perhaps even offer some constructive changes?  Perhaps to get feedback on an issue that you know is important -- is there anything you should be doing differently?  And during that visit, a secondary goal might be to Pay Attention and Notice other opportunities that you should be working on for this client -- maybe this client has some suggestions for you about what you should be working on?

I hope that this has helped to clarify where to start The Sales Engine.  The Sales Engine can help you to get clarity on what you should be doing at your account, and help you improve The Story Of The Account and The State Of Your Orchard.  Use OBT and Let the Situation drive your Process.  If you're having trouble getting clear on your goals or where and how to start this with your next visit, use The Sales Engine.  It works.  Period.

The good news is that The First 100 Times Are The Hardest.  Have you made a commitment to make pre-call planning a part of your life?  Have you determined how long it will take to do it 100 times?  Have you started a logbook to keep yourself honest?  Looking forward to hearing about your homework!