5 reasons that Pre Call Planning wins more business!

59.1% of inside account executives are attaining quota

65.0% of outside account executives are attaining quota

I believe this is largely down to the quality of Sales Execution & specifically the process of Pre Call Planning.

I have observed in excess of 1000 sales calls & one the biggest impacts I have had as a Sales Coach on Sales Professionals is uplifting the quality of Pre Call Planning.

I would go as far to say this is the most undervalued part of the sales process by sales professionals. I know this to be true & I’m prepared to tell you that I have been guilty of preparing better Pre Call Plans for a sales call that my boss is joining me on – Why does this happen?

I have a view & I think its down to complacency, and, the biggest enemy to a sales professional is familiarity. That’s familiarity with your client, your CVP, your market place and your pricing. You need to see each prospect as unique & prepare in that way.

I believe that every sales professional should give Pre Call Planning more time because it has the biggest impact on call success.

Just reflect that when you nail a sales call is it because you’ve prepared well? I bet it’s not because you have been lucky!

I recall something that I’ve seen written down “No goal = no prospect”  & I buy that big time. Without a goal you are not only wasting your time you are wasting your prospects time.

I must be right if the statistics about sales professionals missing quota are to be believed.

Sadly I’m experiencing fewer salespeople are taking the time to document the goal of their sales calls and as a consequence are not preparing in advance of the call & therefore not meeting the call objective(s).

People might laugh at me when I say, “Pre-calling planning is more than having an address and a phone number to call in case you get lost.” However, the reality of the situation is that I find salespeople who are not doing much more than that.

I would go as far to say that I have observed Pre Call Planning as the most undervalued part of the sales process by Sales Professionals. I’m committed to help sales professionals achieve better call outcomes & have better call confidence.

Here’s a list of reason my top 5 reasons why you should give this part of the sales process more time than you do today:

👍🏽 It makes you have a plan on how you will get the information you need. Helping you focus on what questions are you going to need to ask to get that information.

👍🏽 It helps you to anticipate and prepare for the issues that might prevent you from achieving your desired outcome. It should encourage you to prepare alternatives & practice by role-play.

👍🏽 It prepares you to bring and add value to the conversation because you’ve put yourself in the shoes of your prospect. Prospects are looking for help, that’s why they have agreed to speak with you. Are you prepared to talk about the prospects’ goals and issues,.

👍🏽 It prepares you to manage the meeting effectively, both time & content because you must be prepared to discuss what is important to your prospect not whats important to you.

👍🏽 It prevents the risk of you making mistakes because you have a plan to refer to. Don’t take shortcuts because it leads carelessness & your failure to follow your sales process is what gets you in trouble when you concede to early or give away what you didn’t intend to.

Improving this step in your sales process will have a significant impact on the effectiveness of a sales call. It will also help you stand out from your competition who most likely are not as focused as you could be in this area.

Be ready to talk about what your prospect is trying to accomplish, what’s preventing them from accomplishing it, and positioning your capabilities as a way to potentially achieve their goal.

Ultimately people want to do business with people who who help them.

Follow these tips & you will have better and more efficient sales calls. 

If you enjoyed this post please COMMENT, click LIKE and click SHARE to share it with your network.

Please also take time to read some of my other recent posts.

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3 Approaches to Become a Great Sales Coach

More Sales Through Effective Weekly Sales Meetings

Steve Knapp is the Founder and Owner of Steve Knapp Sales & Corporate Director in the Association of Professional Sales. With 30+ years of B2B successful sales, sales management and sales leadership experience. Steve created The 5 Principles of Sales Excellence & has used this to drive sustained sales performance in one of the most successful companies in the world. To discuss your sales requirements contact Steve on [email protected]

Leave a comment



John Kerry

2 months ago

Totally agree, but maybe there are phased planning. What I mean is the first sales meeting is more about collecting knowledge about the prospect both individual as well as company and not so much a plan. After all, listening is the key to gather as much information from the prospect as possible. The second call need the focused plan, like what are your objectives, what is it you must have when the meeting is done, what do you want the way forward activity etc.

Steve Knapp

1 month ago

Thanks for the comment John. I agree that the discovery phase is a critical step in a successful sales outcome

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