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Why objectives are key to sales calls (iStockPhoto/iStockPhoto)
Why objectives are key to sales calls (iStockPhoto/iStockPhoto)

Goals

Why objectives are key to sales calls Add to ...

SALES

Defining objectives

Before every sales call, you need to define your objectives, says consultant Brett Morris. “All sales calls or presentations begin in the mind of the salesperson with a clear, one-sentence statement of purpose,” he writes on the Fortune Group blog.

Each sales call is either transactional, in which you expect a sale to take place during that session; or developmental, in which you are working over a period of time to make the sale. For each sale, he advises you set not just one objective with a simple end point, but a series of goals, starting with an overarching goal and then focusing on immediate targets:

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Overall goal: What is your ideal end result? Often it is to have the prospect make a long-term commitment to your product or service.

Intermediate goal: What will help you fulfill the overall goal? You might simply want the prospect to try your product or service.

Short-range goal: What will help you fulfill the intermediate goal? This might be to persuade your contact to present to other members of the buying team the case for a trial of your product or service.

Immediate goal: What will help you fulfill your short-range objective? This might be to persuade your contact to get the buying team to meet with you.

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Harvey Schachter is a Battersea, Ont.-based writer specializing in management issues. He writes Monday Morning Manager and management book reviews for the print edition of Report on Business and an online work-life column Balance. E-mail Harvey Schachter

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