Audio: Why and How to Prepare for Your Sales Calls

Module 7 dives deep into the nuances of security sales, emphasizing the importance of pre-call preparation, understanding the mindset of the prospect, and the profound impact of the salesperson’s appearance, behavior, and mentality on the sales process. 

Pre-Call Preparation & Reducing Cancellations

  1. Prospect Apprehension: It’s common for sales appointments to be canceled last-minute. Often, this is due to the prospect’s fear of making a regrettable decision, such as purchasing a security system they don’t fully trust or understand.

  2. Combatting Cancellations through Lead Development: Self-generated leads, cultivated through credibility and solid marketing efforts, are less prone to cancellation compared to leads from impersonal sources like the Yellow Pages or generic social media campaigns. A robust business development program is essential.

  3. Reducing Cancellations with Personal Contact: Direct communication, such as filling out a preliminary information form and providing a personal branding-focused web page, can significantly decrease the likelihood of cancellation. These touchpoint add a personal element to the sales process, fostering trust and commitment.

Making a Good First Impression

  1. Professional Appearance: The attire and grooming of the salesperson are critical components of non-verbal communication. They set the stage for the interaction, often before any words are exchanged. Salespeople should be adept at effectively emulating the professional appearance expected of other professionals.

  2. Perception of Body Art: While societal attitudes towards body art have changed, a significant portion of prospects, especially in older demographics, may still associate tattoos and piercings with negative stereotypes. In a profession where trust and professionalism are paramount, discretion regarding visible body art during sales interactions is prudent.

  3. Consequences of Small Actions: Minor behaviors and actions, such as the way one disposes of a cigarette, chooses parking, or respects the prospect’s property, can dramatically influence the prospect’s perception and, ultimately, the sales outcome.

Sales is a Mental Game

  1. Importance of Product Belief: A central theme is the importance of genuinely believing in the product or service being sold. If the salesperson harbors doubts about the value or pricing of their offering, these sentiments will inadvertently be communicated to the prospect, undermining the sales effort.

  2. Power of Controlled Enthusiasm: Distinguish between superficial excitement and deep, controlled enthusiasm for your product’s value and benefits. This type of enthusiasm is contagious, effectively convincing prospects of the product’s worth and enhancing sales outcomes.

  3. Assumption of Sale: When a salesperson is thoroughly convinced of their product’s value, they naturally assume that prospects will want it once they understand its benefits. This mindset fosters a confident, assumptive approach to sales, focusing on identifying and addressing the prospect’s needs rather than on whether the sale will happen.

Module 7 emphasizes a holistic approach to sales, blending strategies for reducing cancellations, the importance of personal presentation, and the profound impact of the salesperson’s mindset and belief in the product. It underscores that successful sales in the security industry hinge not just on tactics but on the authentic and professional presentation of oneself and one’s belief in the value of the offering.