The Value House: How to Build a Price Resistant Sales Approach by Nick Baldock

Author:Nick Baldock [Baldock, Nick]
Language: eng
Format: epub
ISBN: 978-1-907722-94-3
Publisher: Ecademy Press
Published: 2011-03-15T00:00:00+00:00

Setting objectives

“If you don’t know where you want to go, any road will do!”

The difference between call objectives and planned outcomes

Historically, salespeople were encouraged to set ‘call objectives’ for each call they made to their prospects or customers. Managers encourage their people to think about what they the salesperson was going to do in the meeting. For example:

Establish the customers’ needs

Establish their growth in a new market

Make a presentation on either a specific product or project

Discuss a new initiative

Clearly these are examples, yet they all follow a common thread in that they all focus on the actions of the salesperson not the customer and does not take into consideration how the result of the salesperson doing these things effects progress with the prospect or developing the customer. The question we should be asking as Professional salespeople is:

“What action do I want my customer to take as a result of my taking these actions with this customer in this meeting?”

To do this, we need to shift our focus from what we do to what the customer does. We ourselves cannot move the sale forward in any way (no matter how small) without the involvement of the customer.

Therefore we need to think in terms of planned outcomes. In other words, the outcome of you fulfilling your ‘objective’ of determining the customers’ needs for example. This outcome must always be expressed in a way that involves the customer to ‘agree to’ or ‘to accept’ something.

Using the examples earlier, the planned outcomes can be expressed as follows:

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