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How Successful Salespeople Plan Visits To Prospective Customers
The achievements and success of sales people, especially in the case of new customers, is never dependent on just a few factors. Effective sales training deals with one of the challenges. In the context of a recent study, top sales people were asked to write down all the activities, which unfolded before and during a sales conversation. Three types of visit were differentiated:
1. The first visit to a potential new customer
2. The follow-up visit
3. The visit to a customer looking for a new supplier
The results showed that successful sales people progress ways similar to those that follow:
| First visit to a potential new customer |
|
| Aim of the visit |
|
| Collect information about the needs and goals of the customers |
84% |
| Develop a personal relationship with the customer |
44% |
| Leave behind a good impression |
44% |
| Portray the company positively |
33% |
| Identify the decision makers in the customer's business |
24% |
| Estimate potential revenue |
20% |
| Determine the customer's attitude to the supplier |
20% |
| Create a basis for a follow-up visit |
20% |
| Agree a date for the follow-up visit | 20% |
| Planning work before the visit (in sequence) |
|
| Study reports about the company |
48% |
| Ascertain the size of the customer |
28% |
| Ask for a meeting | 0% |
| Ascertain the names of contacts |
32% |
| Ask colleagues who know the customer |
36% |
| Identify key decision makers |
52% |
| Ask other customers for information |
44% |
| Ask customer services for information |
20% |
| Ascertain whether the customer belongs to a group of companies |
20% |
| Collect information aboiut the customer's creditworthiness |
40% |
| Identify the customer's main product |
36% |
| Work out opportunities for working together | 20% |
| Research who are the customer's competitors | 28% |
| Determine the customer's delivery and storage requirements | 20% |
| Prepare a sales presentation |
40% |
| Read relevant publications |
36% |
| Acquire samples | 20% |
| Confirm the meeting once again | 52% |
| Take time to be absolutely punctual |
36% |
| Activities during the visit (in sequence) |
|
| Look at the person you are meeting, smile |
28% |
| Greeting | 44% |
| Personal Introduction |
72% |
| Shake hands | 40% |
| Be asked into the office |
24% |
| Exchange business cards |
40% |
| Small talk |
36% |
| Thank them for the opportunity to have the meeting |
28% |
| Go over to the reason for the visit |
36% |
| discuss the content of the meeting with the customer |
36% |
| Talk to the customer about their company's development up to now |
32% |
| Talk about their career development |
40% |
| Talk about the career development of the salesperson | 40% |
| Talk about experiences the customer might have had with the supplier company and their knowledge of the company |
56% |
| Talk about the development of the supplier company |
20% |
| Discuss general requirements and expectations in relation to suppliers |
24% |
| Discuss current problems in the customer's company |
36% |
| Discuss particular products | 32% |
| Hand over brochures etc. to the customer | 20% |
| Ask who the managers of the most important departments are |
36% |
| Ask about the possibility of a meeting with these managers |
20% |
| Agree a follow-up visit |
48% |
| Thank them for their time and co-operation | 76% |
| Follow-up visit to a potential new customer | |
| Aim of the visit | |
| Make a concrete offer | 38% |
| Confirm that all the customer's questions were answered |
28% |
| Obtain a commission | 28% |
| Get to know the key decision makers |
25% |
| Get to know the needs of those who use the products in the customer's business |
25% |
| Activities during the visit (in sequence) |
|
| Greeting | 38% |
| Introduce the people participating in the meeting |
88% |
| Set out the content of the meeting | 38% |
| Begin presentation | 21% |
| Briefly introduce the supplier company |
50% |
| Give out brouchers etc. |
21% |
| Set out the interests and needs of the customer | 33% |
| First visit to a potential new customer |
|
| From this, work through the product's charateristics mean it is |
|
| Appropriate to solve problems |
33% |
| Emphasise elements of service in the eventual business relationship |
21% |
| Discuss cost savings and prices |
29% |
| Ask for the order |
38% |
| Ask for the customer's questions and views |
54% |
| Offer a visit to the suplier company |
21% |
| Summarise results | 29% |
| Clarify necessary activities and the related time scales |
21% |
| Thank the participants |
63% |
| Visit to a customer who is looking for a new supplier |
|
| Aim of the visit |
|
| Present the company as a potential supplier |
40% |
| Intensify annoyance with the previous supplier |
36% |
| Obtain order |
32% |
| Determine the reason for the disagreement with the previous supplier |
28% |
| Make suggestions for improving the current situation |
28% |
| Emphasise availability to provide service |
20% |
| Activities during the visit ( in sequence) |
|
| Attempt to intensify annoyance with the previous supplier |
44% |
| Determine the background of and degree of the dissatisfaction |
40% |
| Assess the chances of solving the problem |
28% |
| Develop goals and strategies for the customer |
20% |
| Ask about the customer's needs and views |
24% |
| Ask for an order |
40% |
| Stress your strengths such as: delivery times | 56% |
| Offer a visit to the supplier company |
28% |
| Agree a date for the next visit |
28% |
Information such as that above provides useful insight into the activities of successful sales people. Many of the points listed are expanded upon in good sales training courses.
