There’s an endless list of tips and tricks for starting your sales calls on the right note. But experienced sellers know that how you finish is just as important.
Need an easy-to-remember framework to ensure your next meeting maintains momentum? It all comes down to having a plan.
Steven Bryerton, SVP of sales at ZoomInfo, says sellers can ensure they’re set up for success with a tool known as the P.L.A.N. framework. The concept, drawn from the book Triangle Selling, is built around the keywords Pivot, Logistics, Agenda, and Next Steps. It’s designed to align the seller and buyer on future tasks with better communication and expectations.
Here’s how the P.L.A.N. works and how to apply it in your sales conversations, as covered in Bryerton’s recent conversation with the sales experts at 30 Minutes to President’s Club.
Pivot
The first step is to pivot the current conversation to future discussions.
In order to do this well, it’s important to entice your prospects into the next meeting. Bryerton’s advice: “Leave them wanting more. Don’t show everything in the toolkit.”
Avoid ending calls abruptly and instead focus on transitioning smoothly into what comes next. Don’t just set the next meeting date and time and end the call. Build momentum and transition naturally by engaging the prospect in a discussion about their buying process and next steps.
Bryerton suggests getting your prospect excited before trying to change focus, then start to pivot: “Hey, I feel like we’ve got a really good fit here. We’ve got some good engagement. Help me understand your buying process.”
Logistics
After pivoting, it’s essential to outline the logistics for the next meeting. This includes deciding who needs to be involved, as well as setting the date and time.
“What happens next in your cycle? What are the logistics for that next meeting? Who needs to be involved? Who should join? When will that call happen and how is our agenda?” Breyerton asks.
Clearly outline the practical details of the next meeting to ensure everyone knows what to expect and can prepare adequately.
Agenda
Establishing a clear agenda that addresses the main points of interest for both parties ensures the next meeting is focused and effective. The agenda should include expectations and accountability measures to ensure that everyone is committed to the next steps and understands their responsibilities.
An ideal agenda should:
- Define Logistics: Determine the participants, date, and time for the next meeting.
- Outline Key Topics: Identify the main points to be discussed, focusing on the prospect’s needs and interests.
- Set Clear Expectations: Establish what each party should prepare and be ready to discuss in the next meeting.
- Validate and Recap: At the beginning of a follow-up call, recap the previous discussion and confirm the agenda still aligns with the prospect’s goals.
This agenda framework will keep the meeting focused on the topics that are most relevant for the prospect and move the sales process forward.
Next Steps
The final hurdle is to define the next steps with specific expectations and accountability, including who is responsible for what.
“We want to find out how we hold each other accountable, and how we build this mutual action plan, so that both seller and buyer are coming to that next discussion with an agenda that we’re going to accomplish,” Bryerton says.
Clearly defining the next steps ensures that progress is made and that both parties are committed to moving the process forward.
Implementing the P.L.A.N. Framework
Using the P.L.A.N. framework, sales professionals can ensure that every call ends with clear direction and purpose. This method not only helps in maintaining momentum, but also builds trust and alignment with the prospect.
By pivoting the conversation, outlining logistics, setting an agenda, and defining next steps, you create a structured path forward that both parties can follow — avoiding the loss of momentum that can stall even the most promising prospects.