What is Your Goal for the Sales Call?

Published on July 20, 2023

So what is your goal for the communication you’re about to make?

When I coach CEOs or sales executives, I ask them: “What’s your goal for the call?”
Often, they have the wrong goal in mind, which leads them to wrong actions that don’t deliver the results that they want. More importantly, it strips them of Velocity and makes them waste a lot of time.

Let me give you an example.

When I ask a sales rep: “What is the goal of the call?”
The answer is: “To educate my customers.”

And I go: “Really? Why do you want to educate your customers?”

How often do you give your customers a Ph.D., and at the end of the day, you still don’t get the business?

Your goal is not to educate. Your goal is to qualify what key issues they have going on and find out if you are the right resource for them. And then your goal should be to identify and agree upon the next steps to move the sales process along. That’s an effective goal.
But can you see where you’re going to be using different actions?

If my goal was simply to educate you, then I’d PUKE all over you. (PUKE stands for “People with Utter Knowledge about Everything.”) And all I would do is regurgitate all over you about the things that are important to me and not to you, making you shut down on me.
Versus if your goal is to qualify and identify the next steps forward, you’re going to be taking different actions. You’re going to be asking the customer where they’re trying to get to, what their challenges are, and what’s at stake if they don’t get there.

Those questions are designed to get engagement and to get your customer involved with you. And from those answers, you’re going to identify whether or not they’re a qualified prospect for you. And because your customer is engaged, you’re going to have a better shot at getting an agreement from them at the end of the conversation and identifying next steps.

The goal is so important. If I had to say what the one thing that strips Velocity away from all of us is, it would be that we do not have the right goal in mind every time we start a communication or an activity.

So my question for you today is simple: “What is your goal?”

#VelocityMindset #goals #prospecting #sales #salescall