by | Mar 15, 2020

Sales Checklist

Before making your calls, using a list to get you prepared and focused, this allows you to make sure your calls go as well as they can; and, increases your chances of success.

A checklist will ensure that rather than leaving a sales call/meeting wishing you had remembered to ask a specific question or show the prospect another product idea, nothing will be missed.


  • Research the client/prospect prior to the call and understand more about the person and their business before the meeting – be sure that they fit within your ideal target market, that you are talking with the key decision maker, and that they are the one with the need and the budget
  • Set your intention and purpose for the call (visualise it going well!) – what specifically do you want to get out of the call i.e. a face to face meeting
  • Have your questioning process mapped out with the outcome in mind
  • Email a meeting invite and agenda to the client once you’ve got agreement to connect in person


  • Bring any necessary collateral with you: brochures, marketing material and samples
  • At the meeting, observe their surrounds (awards, trophies, photo’s etc) and build into a conversation about their achievements/hobbies etc
  • Understand who the key stakeholders are at the meeting, how they contribute to the decision-making process, what they really want, need and value; and, who will be driving the project forward – how does your service/product fit in to their strategic plan
  • Ask what challenges they are facing and what’s getting in the way
  • Listen with curiosity (more than speaking)


  • Ask open ended questions which gives the prospective client an opportunity to share
  • Ask a series of pre-determined questions to understand what’s important to them and what their business problem is they’re wanting to solve
  • Ask what they want from a vendor/provider/partner
  • Ask what their budget allocation is … it is rare that it is bottomless

Handling Objections:

  • Meet the objection with a question in order to better understand why it exists and repeat in your own words what the objection is – showing that you have listened
  • You are likely to meet with the same objections repeatedly (i.e. budget, needing to speak with others, not the right time), have a way to answer the objection by bringing the conversation back to how what you are offering will fulfil a need, want or fix a problem
  • Present the solution and why they should work with you. Don’t start with selling the features and benefits – remember that people buy from people that they know, like and trust… they buy from you because of why you sell – make it clear why you do what you do and ensure that this is compelling.  Confirm how you will meet their needs, deliver what they value, and address what they want
  • Ask for the sale – never walk away without knowing the next steps
  • Follow-up follow up and follow up… if you don’t get a ‘no’ and the prospective clients has a need and budget, keep the conversation progressing.

A sales checklist will keep you on the right path, even when you are meeting barriers and rejection; a checklist enables you to keep the process flowing, even if you receive knock backs. Once you’ve got the sale, of course, your next task is to keep your client happy. Once you have closed your first sale, deliver on it earnestly, continue building the relationship and continue to provided value.

To find out more about how we can support you with building effective sales processes contact Gwyn our General Manager – Business Advisory – or 022 417 0146. Alternatively, complete our free Business Check Up and Gwyn will be in touch.

“I have over 20 years’ experience marketing, leading people and building innovative, successful businesses. I have performed CEO and GM roles for a variety of companies from luxury products through to high volume brands exporting to over 25 markets around the world.

As a business owner myself, I have coached and mentored over 450 small business owners. Using my experience in retail, manufacturing, wine, export and software industries, I am passionate about helping SMEs in strategic planning, business development plan and execution, mentoring and coaching.

In my spare time, I enjoy riding motorbikes, travelling, diving, gardening and spending time with friends and family.”

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