The achievements and success of sales people, particularly in the case of new clients, never depends on just a few factors. This is one of the challenges of effective sales training. Top sales people were asked to write down every activity, which unfolded before and throughout a sales conversation. Three types of visit were identified:

1. The first visit to a potential new customer

2. The follow-up visit

3. The visit to a customer looking for a new supplier

The results showed that successful salespeople proceed in a similar way as follows:

First visit to a potential new customer

Aim of the visit Collect information about the needs and goals of the customer 84%

Develop a personal relationship with the customer 44%

Leave behind a good impression 44%

Portray the company positively 33%

Identify the decision makers in the customer's business 24%

Estimate potential revenue 20%

Determine the customer's attitude to the supplier 20%

Create a basis for a follow-up visit 20%

Agree a date for the follow-up visit 20%

Planning work before the visit (in sequence) Study reports about the company 48%

Ascertain the size of the customer 28%

Ask for a meeting 0%

Ascertain the names of contacts 32%

Ask colleagues who know the customer 36%

Identify decision makers 52%

Ask other customers for information 44%

Ask customer services for information 20%

Ascertain whether the customer belongs to a group of companies 20%

Collect information about the customer's creditworthiness 40%

Identify the customer's main product 36%

Work out opportunities for working together 20%

Research who are the customer's competitors 28%

Determine the customer's delivery and storage requirements 20%

Prepare a sales presentation 40%

Read relevant publications 36%

Acquire samples 20%

Confirm the meeting once again 52%

Take time to be absolutely punctual 36%

Activities during the visit (in sequence)

Look at the person you are meeting, smile 28%

Greeting 44%

Personal introduction 72%

Shake hands 40%

Be asked into the office 24%

Exchange business cards 40%

Small talk 36%

Thank them for the opportunity to have the meeting 28%

Go over to the reason for the visit 36%

Discuss the content of the meeting with the customer 36%

Talk to the customer about their company's development up to now 32%

Talk about their career development 40%

Talk about the career development of the salesperson 40%

Talk about experiences the customer might have had with the supplier company and their knowledge of the company 56%

Talk about the development of the supplier company 20%

Discuss general requirements and expectations in relation to suppliers 24%

Discuss current problems in the customer's company 36%

Discuss particular products 32%

Hand over brochures etc. to the customer 20%

Ask who are the leaders of the most important departments 36%

Ask about the possibility of a meeting with these leaders 20%

Agree a follow-up visit 48%

Thank them for their time and co-operation 76%

Follow-up visit to a potential new customer

Aim of the visit Make a concrete offer 38%

Confirm that all the customer's questions were answered 28%

Obtain a commission 28%

Get to know decision makers 25%

Get to know the needs to those who use the products in the customer business 25%

Activities during the visit (in sequence)

Greeting 38%

Introduce the people participating in the meeting 88%

Set out the content of the meeting 38%

Begin presentation 21%

Briefly introduce the supplier company 50%

Give out brochures etc. 21%

Set out the interests and needs of the customer 33%

First visit to a potential new customer

From this work through how the product's characteristics mean it is

Appropriate to solve problems 33%

Emphasise elements of service in the eventual business relationship 21%

Discuss cost savings and prices 29%

Ask for the order 38%

Ask for the customer's questions and views 54%

Offer a visit to the supplier company 21%

Summarise results 29%

Clarify necessary activities and the related time scales 21%

Thank the participants 63%

Visit to a customer who is looking for a new supplier

Aim of the visit

Present the company as a potential supplier 40%

Intensify annoyance with the previous supplier 36%

Obtain an order 32%

Determine the reason for the disagreement with the previous supplier 28%

Make suggestions for improving the current situation 28%

Emphasise availability to provide service 20%

Activities during the visit (in sequence)

Attempt to intensify annoyance with the previous supplier 44%

Determine the background to and degree of the dissatisfaction 40%

Assess chances of solving the problem 28%

Develop goals and strategies for the customer 20%

Ask about the customer's needs and views 24%

Ask for an order 40%

Stress strengths such as e.g. delivery times 56%

Offer a visit to the supplier company 28%

Agree a date for the next visit 28%

The above information provides a useful insight into the activities of successful sales people. Various points listed, are discussed in depth on good sales training courses.