Send in the Suits

As a sales manager, executive and now independent advisor, I am often asked to go on sales calls. Sounds like what every sales executive should to, support the representative, interact with the client and help close the deal, right?

Not so fast, often this is a crutch.  For a number of reasons, mostly lack of preparation, the sales representative is looking to outsource the sales call.  What often happens next, the perception the part of the client of a weak performance by the vendor. This tact will backfire more often than not.

It continues to amaze me how unprepared sales calls are.  In the heat of making as many calls as possible, real opportunities are routinely squandered.  The feeling among many reps is that an executive adds gravitas and is almost a dressed up potted plant in the room.

Meet and Greet is only appropriate at an event, such as a hospitality suite at a conference. A sales call needs an agenda and end game goals. “I wanted to introduce so-and-so is not an agenda and will accomplish exactly nothing.

Proper Use of an Executive

We asked Chatbot Pro two questions, How to Plan a Sales Call and How to Use a Senior Executive on a Sales Call.  Its response follows:

How to Plan a Sales Call

Planning a successful sales call involves several key steps to ensure that you are prepared and can effectively engage with the potential client. Here’s a guide to help you through the process:

1. Research Your Prospect – Understand the prospect’s business, industry, and any specific challenges they might be facing. Use LinkedIn, their company website, and news articles.

2. Define Your Objective – Be clear on what you want to achieve. This could be setting up a follow-up meeting, closing a sale, or gathering information.

3. Prepare Your Value Proposition – Articulate how your product or service can solve a problem or improve the prospect’s situation. Tailor this based on your research on their needs.

4. Develop Questions – Craft open-ended questions that will help you understand their needs better and match your solution to their requirements.

5. Plan Your Pitch – Create an outline of what you want to say during the call, focusing on key benefits and features that resonate with the prospect.

6. Practice Active Listening – Be prepared to listen more than you speak. Make mental notes of key points the prospect mentions so that you can address them.

7. Set the Agenda – At the beginning of the call, outline what you hope to discuss and ask if there’s anything specific the prospect would like to cover.

8. Prepare for Objections – Anticipate potential objections the prospect may have and prepare responses to address these concerns.

9. Follow-Up Plan – Be ready to discuss next steps and how you’ll follow up after the call, no matter the outcome.

10. Practice and Refine – Role-play the call with a colleague or rehearse your talking points to build confidence and identify any weak areas.

11. Schedule a Time – Plan the call during a time that is convenient for the prospect, ensuring you have adequate time without interruptions.

By following these steps, you’ll be in a strong position to have a productive sales call that builds rapport, addresses the prospect’s needs, and ultimately drives sales.

How to Use a Senior Executive on a Sales Call

Using a senior executive in a sales call can significantly enhance your pitch, especially when dealing with high-stakes clients or complex sales. Here are steps on how to effectively include a senior executive in your sales call:

1. Identify the Right Executive – Choose a senior executive whose expertise aligns with the prospect’s needs or the solution being offered. This could be a CEO, CTO, or another relevant leader.

2. Prepare Them with Context – Provide the executive with background information on the prospect, including their business, challenges, and previous interactions. Share key objectives for the call.

3. Define Roles – Before the call, clarify who will lead the conversation and how each participant will contribute. The senior executive can handle higher-level discussions, while the sales rep can manage details and logistics.

4. Focus on Value – During the call, the executive should emphasize the strategic value and vision of the solution rather than delving into minute details. This highlights the significance of the partnership.

5. Build Credibility and Trust – Having a senior executive on the call can instill confidence in the prospect. They can address company capabilities, commitment, and long-term vision, which can reassure the client.

6. Encourage Engagement – The executive should ask questions and encourage dialogue. This not only fosters a relationship but also helps uncover deeper insights into the prospect’s needs.

7. Handle Objections – Use the senior executive’s authority to address any key objections the prospect may have. Their experience and level can help navigate concerns more effectively.

8. Follow-Up Actions – At the end of the call, the executive should help define the next steps or commitments. This shows commitment from the top level of the organization.

9. Thank and Acknowledge – Thank the prospect for their time and reiterate the value that your organization can bring, leveraging the senior executive’s closing remarks for strong impact.

10. Debrief After the Call – Review the call with the executive afterward to assess what went well, what could be improved, and any follow-up actions needed.

Including a senior executive in sales calls can provide a significant edge by leveraging their authority and experience, ultimately leading to more successful outcomes.