July 1st, 2013

Sales Call Preparation: The Ultimate Checklist to Cover your Bases

preparing for a sales call

Preparing for a Sales Call: The Ultimate Checklist to Cover your Bases

We all know how difficult it is for your people to get time with buyers these days, so when they get these opportunities, it is essential that your people make the most of them. According to Forrester Research, only 19% of the more than 400 US-based IT and Executive Buyers surveyed believe that meetings with salespeople is valuable and lives up to their expectations.

This data suggests a significant opportunity for selling organizations to improve the quality of these interactions.  Effective customer interaction starts with pre-call planning and preparation.  Prepared sellers have a better chance of getting the information and commitments they need to create, qualify, and advance opportunities. It also demonstrates that they have their act together to the buyer, which helps build the seller’s credibility and trust.

I have pulled together a comprehensive checklist of potential activities and sources for your sales people to consider. How you prepare really depends on your objectives. The main streaming of social media in sales (a.k.a. social selling), the options available, and the potential time your people invest in preparation needs to be tailored appropriately. While preparation is extremely important, there are diminishing returns on certain activities. Preparation is a process, and like all processes, you will benefit by defining the process, training to the process, and continuously improving the process. I encourage you to use the list below as a starting point and edit this list based on your selling situation and your call objectives.

Your Strategy

This is a bit of a “chicken and the egg” situation. You may need to iterate through and validate your response to these questions as you uncover more information through the preparation process.

  • Where is the buyer in their decision-making process?
  • Where are you in your selling process?
  • What are your objectives for your call?
  • What information, support, or decisions do you need to achieve your objectives?

What’s going on in the buyer’s company?

Whenever you can tie your capabilities to a company’s strategic initiatives, you stand a better chance of getting executive attention. Focus some of your preparation on creating relevance.

  • Look up the company in your CRM system to see if you have worked with the company, or if anyone in the company has responded to any marketing offers.
  • Google the company’s name, click on a few links to see what’s going on.
  • Have there been any “trigger events”?
  • Google the phrases “<company name> problems” and “<company name> strategy”
  • If the company is publically traded, visit the investor relations site and watch recordings of recent CEO’s analyst presentations.
  • If the company is private equity (PE) owned, visit the PE firms website to learn about their investment strategy and philosophy. Also, identify the Principle at the PR firm responsible for your target company.

What’s going on in the buyer’s industry?

It is my personal belief that if you want your people to be successful selling to sophisticated buyers, they need to develop expertise in the buyer’s industry. Staying current on industry trends should be a continuous process.

  • Look up other companies in the industry in your CRM system to see related work you’ve done
  • Google “Recent challenges in the <insert buyer’s industry> industry”
  • Google “Top issues facing <enter buyer’s role>”
  • Google “Top issues facing <enter buyer’s role> in the < insert buyer’s industry> industry”
  • Google “<insert client’s industry> industry associations”
  • Google “<insert client’s industry> industry study”
  • Google “<McKinsey, Deloitte, BCG, Bain, PWC, KPMG, E&Y…> industry report”

What’s going on in the buyer’s career and life?

It is always better to relate to your buyer on a personal level. We live in a world of information overload, spam email, and automated messaging. Mass messaging falls on deaf ears.

  • Link to the buyer on LinkedIn and follow them if they are active on twitter
  • Google “<buyer’s name, title and company>”, and pay attention not only to what is happening in their business life but in their personal life as well
  • See if the buyer has spoken on YouTube or shared presentations on Slide Share
  • See if the buyer is active in associations or has presented at conferences
  • See if the buyer is active on social media or blogs
  • See if you have any mutual connections on LinkedIn, and reach out to any connections you believe would be willing to share insight to help you understand the buyer better

Who else will influence the buying process?

Try to learn, in advance, who will influence the solution and the decision-making process to buy from you. People have a tendency to link to their colleagues on LinkedIn, some of whom you can infer will be influential.

  • See who the buyer is linked to on LinkedIn, people have a tendency to link to colleagues and others in their functional area.
  • Visit each buying influences LinkedIn profile, pay close attention to whether they are linked to any of your competitors, if they are, then that’s a red flag.

Get smarter on the issues

Your people may be about to engage in a conversation that could go beyond their level of comfort and expertise very quickly. They need to get smart fast enough to add value to the conversation, but they can’t lose credibility.

  • Talk to your internal subject matter experts
  • Google “research on <issue of interest>”
  • Google “<McKinsey, Deloitte, BCG, Bain, PWC, KPMG, E&Y…> report on <issue of interest>”

Brush-up on your solutions to the issues

Your people need to know how to begin bringing your company’s capabilities together to formulate solutions to potential challenges or opportunities. They also need to know the limitations of your capabilities so that they don’t promise the customer something you can’t deliver.

  • Visit your own website and read how your company is positioning the solutions that you think will be relevant to the buyer
  • How does your solution address the issues that you want to discuss?
  • What objections do you anticipate and how can you proactively resolve them?
  • How do different products and services you offer link together into a comprehensive solution?
  • What additional internal resources should you consider lining up to support your pursuit?

Sharpen your customer conversation skills

All of this great research and preparation won’t deliver results if your people can’t deliver the message to the customer. Encourage them to take the time to practice so that they will be more confident in the moment.

  • Anticipate how the call will play out and find someone to help you practice!


Download a copy of our newest research report, Content Marketing and Sales Effectiveness 


About The Author: Dario Priolo

As Chief Strategy Officer, Dario Priolo is responsible for driving Richardson’s market, product, and corporate strategy and planning — sharing critical insights with clients to help them win in today’s changing market place. Dario gathers intelligence and market and customer knowledge to: drive Richardson’s innovation; ensure that Richardson offers the best and most relevant solutions for clients that exceed client satisfaction; and raise awareness of Richardson’s extensive capabilities with sales and business leaders.

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Dario Priolo

6 Responses to “Sales Call Preparation: The Ultimate Checklist to Cover your Bases”

  1. July 01, 2013 at 2:59 pm, Richard J Orlando said:

    Mario: Great comprehensive checklist for professional B2B sales people. If reps not using these techniques today just start with a single item from each section you’ve so skillfully articulated, their sales will increase immediately. A must read for serious B2B sales reps and their managers. Nice!


    • Dario Priolo

      July 01, 2013 at 3:49 pm, Dario Priolo said:

      Hi Richard — Thanks for your kind feedback. There are just so many choices for sellers that it can become overwhelming, leaving sellers paralyzed. Hopefully this list gives them an opportunity to stay on track.


  2. July 02, 2013 at 11:50 am, Brian Bachofner said:


    Great post and a very comprehensive view of Call Prep. One tactic I like is to scale the prep with the intended outcome. Trying to book a 1st meeting via a call, use the Vorsight approach of 3 pieces of info you can gather in 3 mins. If you’re prepping for an initial sit down, and you’re unaware of the industry trends, then using most-all of your recommendations should be a requirement.

    Forcing a rep to have a completed Call-Plan is one way I’ve seen customers enforce effective research. Its a bit punitive if not positioned correctly as I’m sure you know! Having it all integrated into CRM (call plans, and the external research) is the final piece and our customers see sales productivity really improve when done this way.

    To be a bit self-promotional… take a look at InsideView if you haven’t before. yes, we’re a premium application where most of yours are FREE… but we also have a FREE model that can serve to aggregate most of the elements you’re recommending above.


    • Dario Priolo

      July 02, 2013 at 1:19 pm, Dario Priolo said:

      Hi Brian,

      Thanks for sharing your ideas. Thanks for pointing out the distinction between prepping to book a 1st meeting versus an initial sit down call. It is possible to burn a lot of time on research. I think it really gets back to understanding your buyer, the nature of what you sell, the value of what you sell, and the number of prospects you require. We have a number of clients in private wealth management and complex B2B who have a very finite universe of prospects. In their case, they need to spend a lot more time upfront. It is a bit different from say, an inside sales role in a contact center that is more of a high volume numbers game. Also, thanks for reminding us of InsideView.


  3. July 02, 2013 at 12:13 pm, Cari Zoch said:

    Some great tips all in one place. There is so much data available out there to make the sales process so much easier. This post gives people tips on how to wade through it in a logical manner.


    • Dario Priolo

      July 02, 2013 at 1:22 pm, Dario Priolo said:

      Hi Cari,

      Thanks for sharing your thoughts. Its always great to hear from our friends at Onesource.


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