20 May 11
We need to train our sales teams to better package solutions so that they are better received by prospective customers.
I attended a lecture (not sales related) where the speaker discussed the importance of packaging and the impact it has on the recipient. Specifically, he noted that the impact of a gift is significantly dependent on the how it is wrapped and presented. The “packaging” directly influences the recipient’s mood and attitude about the person who gave them the gift and the actual gift. Fortunately, I heard this lecture before Mother’s Day and was able to plan accordingly.
The key message for sales leaders is that we need to train our sales teams to better package solutions so that they are better received by prospective customers. In an environment when it is increasingly difficult to get time with prospects, it is essential that they learn to make the most of every opportunity. While there are numerous “packaging” opportunities throughout the sales process, we typically see the biggest gap in how sales reps plan for their initial sales calls.
Based on our experience, the average cost of securing an appointment with a prospective customer ranges from $500 to $2,500. Given the potential value associated with these appointments, you would expect sales reps to allocate a fair amount of time researching the prospects business, learning what they can about their industry, gaining insight into the individual they will be speaking with, and preparing relevant questions to better understand the prospects priorities.
Unfortunately, this type of call planning occurs far less than it should. Sales people often “wing it” and neglect the importance of demonstrating to the client that they are prepared for their meeting. While they may have excellent products and services, they have missed a great opportunity to improve the receptivity of the buyer by properly “packaging” the initial meeting.
Call planning is a critical but often ignored step in the sales process sandwiched in between prospecting (securing the appointment) and identifying priorities (questioning skills). In depth call planning is essential to creating an open, receptive prospect who is willing to answer your questions and help you learn more about their business.
As a way to drive home the point with your sales team, I would suggest that you purchase a $10 Starbucks gift card for each rep and package half of them in plane white envelopes with a post it note that says “thank you”, and the other half in a decorative coffee cup with a personalized note affixed to the handle. I think you and they will see a huge difference in how they react to their gifts.
