The effectiveness of any given sales call will be directly related to your planning in advance of the call, applying your sales skills during the call and your actions after the call. (Note the emphasis on applying your sales skills. There is a difference between having sales skills and effectively using them.)

This guide provides a quick review of the key points in preparing for and executing a new business development sales call. You will find it organized into 4 sections.

1. The first is "Planning and Preparation" – Increasing your chances for success with a solid game plan.

There is no substitute for good planning, but without a specific and meaningful objective (agreed upon by both you and your prospect) then for what would you plan? Without an objective for each call on what basis will you be able to measure your success or failure?

Athletes, in all sports, spend hours reviewing films from their previous games or events as well as those of their opponents. They study the preferences and tendencies of their competitors in certain situations to help anticipate their next move when they will eventually face them in competition. They study their own performance to look for areas to improve and to see how they might better execute their game plan.

Each sales call needs a plan as well. Each call should be connected to your account development plan and each account plan should be a part of your overall sales plan.

Review your plan before you leave for the call to ensure you have all of the items you need to execute the call successfully. On the way to your prospect’s office focus on the objective of the call, the questions you will ask during the call and the best course of action for you and your prospect to follow after the call. Visualizing the "positive" outcome of the call is a great habit as well.

This should be no startling revelation, even the great Chinese warrior of 2,400 years ago, SunTzu, extolled the virtues of planning.

And finally, just in case the unexpected happens make sure you have a plan B ready to go.

2. The second is "Walking through the door" – You’ve practiced, you’ve done your research…now it is time to put your game face on.

This is no time to be timid. If you have done your homework, have a specific objective and you understand your plan then you should be ready to tackle anything. If you need a shot in the arm, focus on your desire to achieve your goals - keep your eye on the prize!

On entering the prospect’s building or office, make note of the culture or "feel" inside. Is it more casual or more formal? How do the employees you see interact? Is this a progressive or conservative company? Note the lobby interior, furnishings, photographs and artwork – remember their lobby is their chance to make their first impression on their customers…and on you.

You are looking for clues as to what makes this company work! What motivates these individuals to do what they do?

How do they prefer to be communicated with? What image are they trying to project?

3. The third is "Getting Down to Business" – Executing an effective sales call.

Once seated with your prospect and the appropriate pleasantries are complete, review your mutually agreed upon objectives with the prospect, reconfirm the time and planned duration of the meeting and proceed with your plan. Focus on the agenda for the meeting, depending on the objective – this may be a discovery meeting, a presentation or a negotiation meeting.

If you are in the discovery process make sure that it does not become an interrogation. Remember your prospect will be asking "What is in this for me?" throughout.

If a presentation is in order, make sure that you stay in a dialog mode…not a speech. Like any effective sales call, the best presentations are those in which the prospect will speak as much, if not more, than you.

If in negotiations, make sure that you keep long-term success in mind and not the quick victory that may jeopardize any future interaction. Assure that any conclusions reached are clearly understood, and do not assume anything.

Before departing, make sure you summarize, recommend the next point of action for both you and the prospect, and agree on when you will meet again.

4. The fourth is "After the meeting" – It is time to review the call, measure the results and plan for the next step.

Hold on – you are not quite done yet. The best time to review the call is now while it is fresh in your mind. Mentally replay what transpired, critique yourself candidly then review and make any final notes.

Last but not least - good or bad you have to put this meeting behind you and begin the process all over again for the next call.

Keep selling!