Definition: Sales call preparation encompasses all measures taken in advance of a customer meeting to ensure that it is as successful as possible. This includes, for example, gathering information about the customer, setting goals for the meeting, and organizational preparation (agenda, documents, demo products). Good preparation ensures that you are one step ahead in every conversation because you are not acting blindly, but have a plan.

Steps in preparation:

• Research customers: Find out about the person you will be talking to. In B2B sales, for example, find out about the company (industry, current news); in B2C sales, find out about the person (marital status, hobbies, social environment - as far as permissible and known). This information enables you to make genuine connections in small talk ("How are things going in [industry]? I recently read that...") and demonstrate professionalism (Building relationships in sales talks – Ruske Consulting Munich). Especially in decentralized sales structures (cooperative banks, insurance agencies), you can find out about regional characteristics on site.

• Set goals: What do you want to have achieved by the end of the conversation? E.g., closing the deal, scheduling an appointment, clarifying needs, obtaining consent to request a quote. Clear sub-goals help to steer the conversation. The motto “One step ahead in every conversation” also means defining a step for yourself that you want to achieve (even if it is not yet the final conclusion).

• Anticipate arguments and objections: Think ahead: Which advantages of your product are particularly suitable for this customer? What objections are likely? (e.g., for an older customer: “Is it still worthwhile at my age?”). Prepare appropriate benefit arguments and answers. Anticipating objections makes you appear prepared and confident.

• Prepare materials: Have all necessary documents, contract templates, presentations, demo devices, etc. ready. Nothing is more embarrassing than having to search for a pen in front of the customer. Professionals always have up-to-date information material (brochures, data sheets) with them, tailored to the customer.

• Plan organizational details: Punctuality is essential – plan your route and allow for buffers. For video meetings, check the technology in good time. Clarify the framework of the meeting (e.g., duration, participants). If you know that the meeting will last about 30 minutes, you can structure your agenda accordingly.

A smart approach: Make yourself a conversation guide (key points or mind map), especially if you are new to the field. Don't read it out stiffly – but having a common thread to guide you through the conversation gives you confidence. For example, write down important questions you want to ask and key messages you want the customer to take away.

Benefit: Good preparation increases your confidence. Customers quickly notice whether someone is prepared. Positive effect: The customer feels valued (“He has taken the time to get to know me”). And you yourself are more relaxed because you can fall back on familiar information and prepared answers instead of having to come up with everything off the cuff. A non-intuitive detail: preparation also includes your mental attitude. Go into the conversation with a positive attitude and briefly imagine how it will go successfully (visualize). This will boost your performance. With preparation and mental focus, you are significantly ahead of the average salesperson – who may appear unprepared and distracted. As the saying goes, “Success loves preparation.” In sales, this means being one step ahead in every conversation before you even say a word.