In a recent sales coaching session, we emphasized that up to 50% of the outcome of a major sales call is determined before even one word is exchanged — depending on the complexity of the account. The fact is, great salespeople bring value on every sales call. That’s because they plan and strategize their key accounts.

Good salespeople think about multiple plans. In fact, they’ve done their homework and have already figured out Plans A, B and C before they even walk in the door.

Here are 5 ways to be more prepared for an upcoming sales call:

1. Check the customer’s web site.
2. Read trade publications.
3. Talk to insiders about industry trends.
4. Research industry blogs such as Technorati for:
   • more insider information.
   • news of competitive threats.
   • political and internal issues.
5. Keep up with issues and obstacles that can negate or catapult an opportunity.

A sales person who has good sales planning skills allows himself or herself to become a vital business advisor — someone who can provide customers with value-added information that will drive opportunities forward.

As a sales coach, I am always amazed to find that most sales reps spend more time talking to prospects than listening. These sales reps have good intentions, but without realizing it, they often miss a great sales opportunity because they have not listened to what the prospect really needs. And of course, the best way to discover what a prospect really needs — and to qualify whether there’s a real opportunity to pursue — is to ask good questions, then actually listen to the answers like…

Have you ever called on a potential sales prospect who is complacent about his business problems?… Is your customer in survival mode?… Is your sales prospect hoping the problems will straighten themselves out on their own? Perhaps your prospect is just plain clueless about the problems he is facing?

Your customer wants to fix his problems, but because he can get caught up in his day-to-day struggles, it is hard to step back and assess the situation. That’s where you step in. It’s time to do some tweaking to your sales prospecting techniques — helping your customer organize his thoughts, assess the situation, and start addressing his business problems — by asking the following two questions:

Nancy Nardin, founder of Smart Selling Tools, asked me to check out her new e-book, Sales Productivity in 2010: Sales Tools and the Path to Productivity Gains. I found this e-book terrific and an invaluable resource for the new year — plenty of great sales tools and productivity resources to put into action for your business in 2010. That’s why I’m excited to share it with you.

Nancy has done a ton of research on the latest tools that will help salespeople meet and exceed demands in this chaotic, yet fast-paced economy.