Strategies: Making sales calls work for your small business

— -- Let's talk about getting out there and making sales.

Are you still with me? Or are you turning to another page? After all, few aspects of running a small business are as intimidating as actually making sales calls. Sure, you love thinking up your product or service, imagining what it could be, how you can be better than the competition. And when you're actually producing your product or service – that can be great. But when you have to go make a sales call? Yuck.

I feel your pain. Just last week, I gave a couple of speeches to small business groups, and I loved that. After all, there's nothing that recharges my batteries like interacting with and motivating entrepreneurs. I spent part of my week working with editors coming up with new content ideas, and that's stimulating. Even sitting at my computer and writing about small business is enjoyable.

But, like you, I also have to call on customers. I had to fly to two different cities to call on two different big customers. And that's not nearly as much fun as all the other stuff I do.

Nevertheless, making sales is a vital part of my business, just as it is in yours or any small business. Sure, some businesses do virtually all their sales over the Internet, but most of us still interact directly with buyers. Even if we have a distributor or our products are sold by retailers, we still have to go out and sell to them.

But you have a sales person or sales team? Nevertheless, it's important for you, as the business owner, to make sales from time to time — not just to make money, but to learn from your customers and prospects. Sales calls keep you close to the market and give you a reality check.

So here's a quick refresher course on some of the keys to successful small business sales:

•Change your attitude. Do you think of a sales call as an imposition on a prospect? Get over it! If you believe in your product or service and you're offering your customer something they truly want or need, you're doing them a service.

•Know What You're Selling. What differentiates you from your competition? What are its features and benefits? A good salesperson has to be able to present your product/service clearly and concisely.

•Make a sales plan. Don't just start dialing for dollars. Figure out your key prospects, identify decision makers, and come up with a six-month or annual plan of action.

•Start small. Many entrepreneurs would love to have Fortune 500 companies as customers, but big companies are the hardest to sell to. Start with smaller customers, and never forget them even once you're successful.

•Give yourself a quota. My sister – who's a great salesperson –sets a minimum number of sales calls she has to make in a day before she can quit. Set a goal of how many key customers you're going to call on in a day, week, month.

•Create a database. You have to keep track of who you're calling on, your history with them, their contact info. You can use a sales database tool like ACT or Salesforce.com, but even if you use pen and paper, set up a sales tracking system.

•Listen. Once you're at the prospect, spend most of your time listening. Customers have to tell you what they want and need. There's an old rule of sales: If you're doing the talking, they're not doing the buying.

•Build relationships. People buy from other people. Develop relationships with your customers, don't just make a one-time sale.

•Be persistent rather than insistent. Most people think you have to be "pushy" to be a successful salesperson; you don't. You just have to stick with it.

•Keep your calendar out. When you make a sales call, many customers won't need your product or service right then. But they may later, so ask when you can call them again. Then remember to do so.

While you may not relish the idea of making sales calls, I'll share a secret: it feels GREAT when you land the customer. So get out there!

Rhonda Abrams is president of The Planning Shop, publisher of books for entrepreneurs. Her newest book is Successful Marketing: Secrets & Strategies. Register for Rhonda's free business tips at www.PlanningShop.com. For an index of her columns, click here. Copyright Rhonda Abrams 2009.