Clients have less time to talk to their sales reps. That’s why salespeople need to set an agenda and talk in terms of their customer's needs.

Begin every sales call with an agenda. Tell your customer what you want to cover and how you're going to proceed. Mention the needs and objectives in which he is interested, and explain how you're going to address them. This will relieve him of the worry that you're going to appropriate his time unnecessarily, and will allow him to focus on you.

For example, at the beginning of your sales call, you could say something like this:

"John I know you're interested in the cost payback of a possible investment in a new telephone system. I'd like to share with you some of the numbers that others have used to investigate this kind of purchase. After we go through these, I'll address any other questions you may have, and then we'll talk about the next step in this process. Does that sound reasonable?"

Dave Kahle is one of the world's leading sales authorities. He's written twelve books, presented in 47 states and eleven countries, and has helped enrich tens of thousands of sales people and transform hundreds of sales organizations. Sign up for his free weekly Ezine, His book, How to Sell Anything to Anyone Anytime, has been recognized by three international entities as "one of the five best English language business books.” Check out his latest book, The Heart of a Christian Sales Person.”