The Plan-Do-Learn Cycle

Recently I was working with Joe Schmuckatelly on Prospecting Calls.  Through previous discussions, Joe and I agreed that an effective pre-call planning process might help him to make significant improvements in the effectiveness of his calls.  Joe is a process expert who understands the role and importance of planning related to business issues.  Over the course of our meeting, Joe realized that he wasn't applying what he knows about planning to his own sales visits.

To help Joe see what he was missing (and where he was missing it), I shared the Plan-Do-Learn cycle.  On the outside chance that it might help you too, take a peek at the picture below...

Because several of my previous posts have focused on the planning process, it's probably appropriate for me to help you see where Plan-Do-Learn fits in the overall picture.  Here's the lay of the land:

• The Plan-Do-Learn Cycle is the basic approach used for all sales visits.  I'm convinced that all successful business people (and salespeople) use some form of this approach, whether they realize it or not.  Some industries and disciplines go further by institutionalizing the process (e.g., plan-do-study-act).
• Outcome Based Thinking is the Planning process.  Effective communicators use this process, whether they realize it or not.
• The Sales Engine helps you get clear on what your goals should be for a given situation.  This sales model was created by studying reality for salespeople who strive for repeat business over time.  Take it for a test drive and see if it fits your selling situation.

Simply stated, you Plan before the sales visit, because once you're in it, it's too late to plan or to prepare.  When planning, focus on your intent and let the situation drive your process.  Use a consistent planning process and make it a conscious, thoughtful event (turn off the automatic pilot).  Plans should be as simple as possible -- avoid analysis-paralysis and ready-fire-aim (one is not a valid excuse for the other).

When you're in the DO phase, you focus on BE-ing fully present, knowing that in every situation there is an element of control and an element of surprise.  Sometimes it's appropriate to throw out your plan while retaining a clear sense of purpose (intent).

And finally, the Learn phase takes place after the sales visit, and you should take care to focus in three areas:  (1) What were the lagging, leading, and real-time indicators in the call, (2) what could be done to treat the issue you find yourself in, and (3) what could be done to prevent the issue from coming up in the first place?

Joe had two challenges to overcome in understanding this model.  First, what are examples of lagging, leading, and real-time indicators for a sales visit?  Second, what is the difference between planning and preparing, and why does that matter?  This is a great learning exercise.  How would you address these two issues?  Take a moment or three and jot down your ideas in your sales journal.  If you don't have your journal, no worries -- grab that scrap of newspaper over there and jot down your thoughts.  You can tape it into your journal later tonight.  I won't expand on these issues in this post as Joe still owes me a homework assignment, but I will give you a couple of hints:

• For the first problem (examples of indicators), think about a baseball game.  What are the indicators that tell you if you're winning the game?  Now apply that to your most recent sales visit.  Do you see a pattern?
• Thinking about that same visit, were you adequately prepared?  Was there something you wished you had invested more time in preparing for?  Did you have a plan?  Did your planning process help you to prepare?

Have you set aside time for planning?  In my experience, most situations don't require a large amount of planning, but you should set aside between 3 and 10 minutes to work through your planning process.

Have you set aside time for learning?  I recommend 3 to 5 minutes at the end of each sales visit to jot down the important points; you can add more later in the day (make sure to spend Selling time actually Selling).  The major benefits of the Learn phase are that it helps you to prepare for your next visit with this suspect / prospect / customer, it helps you to differentiate between treatment and prevention, and it helps you make another entry in your personal Encyclopedia.

Always be prepared.  Know the difference between planning and preparation and then apply what you know.  Use the planning process to help you see where additional preparation is required.  If in the last few hours before your meeting you realize that you're not fully prepared, do the other person and yourself a favor -- reschedule the meeting.  Begin with the end in mind.  Be prepared.  Be.  Period.