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You are asking your dream client for their time, their most valuable and most precious commodity. To make it easy for them to agree to a sales meeting, whether it’s a first sales call or some later sales meeting, you have to make it clear how your dream client is going to benefit from meeting with you.

What’s In It for Them?

What’s in it for you is that you need sales calls to open relationships and open opportunities. It’s how you make your number. But the more important question is what’s in it for your dream client? How is your dream client improved by having spent time with you? You can start to answer this question by looking at what stage of the buying process your dream client is in when you make your sales call.

If your dream client is not dissatisfied, the value proposition of your sales call might be to help them proactively find improvements that they don’t yet know they need. You can share with them ideas about how to improve their business before they know that those improvements are possible.

If your dream client knows that they have a need, your sales call’s value proposition might be to help them explore those needs and to determine what range of choices are available to them. You can help them build their own understanding of what they need to do to produce a better result, and you can share possibilities.

Later in your dream client’s buying process, the value proposition of your sales call will include helping them to evaluate the options that are available. You help your dream client make a good decision by differentiating your own offering and by helping them think about the necessary trade-offs.

The value proposition of a sales call at the end of the buying process, when your dream client is working to ensure they will get the result they need and eliminate risk, will require that you help them resolve their concerns and show them how to avoid risk.

Your sales call needs it’s own value proposition. You are selling the commitment for time, for access, and for information. It needs to be worth their while.

You Earn Your Commitments

You earn your future commitments by creating value for your dream client on each and every sales call. This must be the outcome of every call and every sales interaction.

You make it easy for your dream client to say yes to your request for their time when you can explain to them very clearly what they stand to gain from giving you their time.

You make it more difficult to say yes when the value proposition for your sales call or sales interaction is about you. You make it difficult to say yes when the value proposition for your sales call is “to share with you some information about my company.” Your dream client doesn’t want to learn about your company except as that might apply to helping them produce better results for their own company.

Make the sales call about your dream client, and you will more easily earn the commitment that you need to create and win an opportunity.


Why should your dream client agree to meet with you?

How do you intend to create value for them during your sales interaction?

What can you do to meet your dream client’s need at each stage of their buying process?

Can you convey very clearly what your dream client will get out of meeting with you?

Sales 2012
Post by Anthony Iannarino on June 27, 2012
Anthony Iannarino
Anthony Iannarino is a writer, an author of four books on the modern sales approach, an international speaker, and an entrepreneur. Anthony posts here daily.
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