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What is Your "Pre-Call" Routine?

Guest post by: Gerry Layo

Article Overview: Wrap your head around these six steps to a better result on the golf course and in the marketplace! The steps that you take mentally before you take the shot in sales or in golf will often play a considerable role in the result of that shot. What are you thinking? Many of you know that I am a bit of a golf nut. In fact, I am in the middle of writing a book on the 18 analogies between the profession of sales and playing golf. Recently, I read an article in GOLF magazine written by PGA Tour pro, Hunter Mahan in which he described how he “pressure-proofed” his game to make him more mentally fit for competition at the highest level. By turning to sports psychologist, Neale Smith, he developed a step-by-step “pre-shot routine” that I found to be very applicable to the preparation necessary before a sales call.

What is Your "Pre-Call" Routine?

Follow these 6 steps in golf and in selling and you are bound to score better: Step #1

GOLF--Collect the appropriate information for the shot. For example, gauge the yardage, the wind pin placement, etc.

SALES--Identify and understand as much as you can about the environment of the sales call. Who is it that you are going to connect with? What is it that you know about him/her and their role in this decision? What competitive elements are you up against? What economic "winds" are blowing this decision? How many yards (steps/stages) are involved in this decision? Are you hitting the same shot that everyone else (that has missed) has hit? Make a list of everything that you know about the company, the competition, and the person on whom you are calling?

Step #2

GOLF--Select the shot that fits the situation and is also something that you are comfortable with at that time. If you're not playing your best today, be more conservative.

SALES What is the purpose of this call? How will you connect with the person with whom you are about to meet? Decide what your approach will look like in terms of the opening 3 minutes. Have a defined, predetermined and practiced Impact Opening Statement that sets you apart and sets the prospective customer at ease. Based upon the purpose of your call, have a series of questions (prepared in advance) that you are prepared to ask (in several different ways) that does not in any way seem like an interrogation but rather creates a conversation/dialogue. Make sure that the questions are lined up correctly! (Pointed at the customer and their situation and NOT you and your product/service)

Step #3

GOLF--Imagine or describe what you are about to do. This will help you create the intention of what you are going to do.

SALES--Imagine and visualize the scene in which you are about to enter. See the prospective customer (or customers) in their environment. From the opening handshake to the eventual departure handshake, see, in your mind's eye, how it is that you connect with the prospect. THINK about what you know and how it is that you will connect your preparation and knowledge to your questions so that you create an air of comfort and expertise. Prepare to listen with the intent to understand. The customer is about to explain your business to YOU. THINK about what it is that you need to hear.

Step #4

GOLF--Connect to the feel needed to produce the shot. Most players connect with their practice swings. Some don't rehearse at all. Find out what works for you.

SALES--Connect to the mindset needed to express your desired results. Again, being crystal clear on the desired outcome (it's not always to close a sale) is key here. What will you need to navigate or learn to get you into position? What do you need to discover or uncover? Make sure that you run all of the "what-if" scenarios in advance of the call. Anticipate all concerns and any objections that you may hear. Write down (cheat-if necessary) how it is that you will address all concerns and/or objections that arise. Practice these responses with a colleague over and over until you are confident that you can handle them with confidence. Connect with the needs of the buyer and understand that diagnosis is imperative before prescription.

Step #5

GOLF--Aim your clubface, body, eyes, and mind. These four key elements must be aligned to start the ball on the line you've planned.

SALES-- Now, aim your intent at understanding them and verifying or confirming what you discovered in your preparation. Aim your questions at their situation and their desired result. Too many vendors come into a situation like a hacker on the golf course-focusing on that which could go wrong. Make sure that you have your focus and intent aligned on discovering the customer's MWO (most wanted outcomes) and your questions (and ensuing dialogue) designed to help them admit it! If you do not have proper alignment, you will just come across like another "monkey in the vendor barrel." As Harvey Penick once said, "Take dead aim!" Just make sure you are aiming at the right thing!

Step#6

GOLF--Make a trusting motion using a cue that best helps you hit the shot you have planned. It may be a target cue, swing thought, swing feel, rhythm cue, or nothing at all-whatever works best for you. Direct your attention to what you want to do and how you're going to do it. Fear of the potential result may get in the way of making a smooth, trusting motion.

SALES--Approach your prospect, customer, or client with all of the confidence and credibility that you have mustered. Begin the call with a clear intent to stay true to the purpose of your call and remember to stay focused on them! Direct you attention on their needs; asking the relevant, well prepared questions that you have practiced and listen with the intent to understand! You have run all of the "what if" scenarios through your mind. Now, focus only on finding the fit and helping the customer understand why you and your company are the choice to help them meet their needs. Once you communicate value and tie it back to them, do not be afraid to ask for the business-the CLOSE should be the natural result of your preparation and efforts to this point. Fear of the potential result (a possible NO) may get in the way of a smooth, trusting motion.

Whether in sales or in golf, the "head" plays a major part. Make sure that your "pre-shot routine" is in place before you enter the marketplace this month. Pressure-proof your approach for long-term selling success! For more articles on sales success and the accompanying thoughts, visit my website.

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Article Tags: Precall preparation, prepare questions, purpose of your call, sales, sales preparation, visualize



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