Take Your PAL On All Sales Calls

By Marjorie Brody, MA, CSP, CMC

It doesn't matter what you sell. Whether it's widgets or watermelons, we all 
face the same challenge -- connecting with our customers and getting our 
message across. I've devised a simple way to do this. I never forget my 
PALTM:  the Purpose, Audience and Logistics of every sales call. This is the 
same method I use when preparing for any  kind of presentation -- from a 
one-on-one meeting to a full-fledged "dog and pony show" with visual aids. 
You can do it, too.  

Most business professionals know that when you give any type of presentation,
you have to be conveying some value to audience members, remembering 
to answer their unspoken WIIFM question: “What’s In It For Me?”

Purpose

The first point to remember is the P. Always keep your Purpose in mind. Do you
want to generate sales leads? Sell a new product to an existing customer? Get a
first order from a new customer? Or, merely inform them about your services?

What do you want your audience members to know, feel or do when they leave 
your sales presentation? Without this clarity, typically nothing happens. 
With a specific end result in mind, you will be more able to outline and 
develop your presentation more easily.

Being clear about the purpose of your sales call or sales presentation will 
help you prepare the right information to get your message across and 
keep you focused. 

Audience

The “A” in PAL stands for Audience – the buying group or prospective buyers. 
Find out as much as you can about your audience members and the industry in 
which they operate before preparing your presentation. Even seasoned 
professional speakers sometimes forget to do all their homework and wind up 
losing a sale. There have been numerous examples of speeches given with 
information that was either too far above or too far below the knowledge level
of the audience. 

You want to ask yourself: Who is in the audience? Are they prospective clients
or represent repeat business? Why are they there? What are their demographics 
(Where are they from? How old are they?). What is their attitude toward your 
objective? What knowledge do they have and do they need? The “right” 
information to the wrong audience limits your chance of achieving 
your objectives. Where and when can you learn about your clients and prospects? 

Before the presentation, you can do a Web search, read annual reports, and talk 
to others that have spoken to the same group. Ask the right questions of the 
person who invited you to present – or, better yet, ask some of the attendees. 
This type of advance preparation helps you customize the material and organize 
the content. 

Whatever you do, make sure you are sensitive to the client. I know someone who
almost lost a huge contract with United Parcel Service (UPS). After making a 
successful sales call, the well-meaning salesperson, almost on autopilot, 
told the client she’d FedEx him more information about her company’s services!
Wrong. The UPS contact asked her to repeat what she intended to do, and when 
she realized her mistake, she profusely apologized. The salesperson explained 
that her company had an account with FedEx, but that they also often use UPS.
You can be sure that when the materials did go out, it was delivered by a 
driver wearing a brown uniform!

Here are two other pointers to remember along these lines:

•	Don’t offer Cokes at lunch when the client is Pepsi.
•	
•	Don’t drive to a client site in an Avis car when the client is Budget.
•	

Another way to properly prepare for your client is to arrive early before the 
sales presentation; observe and talk to people. This is a good opportunity 
to make last minute changes. Never forget what Yogi Berra said: 
“It ain’t over ‘til it’s over.” In other words, if your presentation isn’t 
going well, change course. Doing a proper audience analysis and coming with 
the attitude of “serving” your listeners, will enhance your chance for success.

Logistics

Logistics represents the “L” in PAL. Knowing the logistics of your sales call 
or meeting in advance can save you a lot of grief later. Are you part of a team 
or panel of speakers/ prospective vendors – all scheduled to pitch product and 
services? What will the other company speakers be discussing? How large is the 
audience? What visual equipment is available? How much time do you have 
to present? What time of day will you be speaking? The answers to these questions 
are crucial factors in helping you tailor your sales pitch and presentation.

If you will be using visual aids, be certain you have the proper equipment 
including replacement bulbs, extra extension cords or anything else that might
botch your presentation. If you will be going to your prospect’s place 
of business for the first time, you might want to make a pre-visit to 
familiarize yourself with not only travel time but the office setup. Often a 
friendly receptionist will be able to show you the conference room or other 
setting where you will be making your presentation. Once you have determined 
your PAL, write your overall objective in one sentence or less. In other words,
begin with the end in mind. 

Be prepared for the unexpected. Be prepared to answer questions you might never
have encountered before. Be prepared to be at your best. And don't forget your PAL.

With good preparation and practice, you will be prepared and close the sale.	

Read Only Article copyright 2002 Marjorie Brody and Brody Communications Ltd. Used with permission of copyright holder. Marjorie Brody, MA, CSP, CMC, is president of Brody Communications Ltd. In Jenkintown, PA, where she helps individuals and corporations achieve their potential by strengthening their professionalism, persuasiveness and presence. Marjorie has presented to more than 1,000 audiences, and is the author of 15 books, including Help! Was That a Career Limiting Move? Speaking is an Audience-Centered Sport, and Professional Impressions … Etiquette for Everyone, Every Day. She has appeared on CNBC several times, Fox-TV, Oxygen Network, and been quoted in The Wall Street Journal, Washington Post, USA Today, People, Glamour, Business Week, Fortune and many other national publications. Marjorie can be reached at 800-726-7936, or by visiting www.BrodyCommunications.com or www.MarjorieBrody.com.

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