WCS Podcast 10 - Objectives of Your Sales Call
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[00:00:04] Grace: Hi again, and welcome back to the Track Selling Podcast. I’m Grace, still filling in for Will, and we’re now on the third episode in our four-part sub-series on effective selling. So far, we’ve explored setting goals and managing your time wisely.
[00:00:20] Grace: Today, Jason and Marissa dive into a critical and often overlooked topic: setting objectives for your sales calls. They’ll unpack what happens when you make calls without a clear purpose — spoiler: it’s expensive — and explain why even a 90-second “just checking in” call needs a defined outcome. Drawing from Roy Chitwood’s World Class Selling, they walk through what a real call objective looks like, how to craft one, and why writing it down before the call might be the most effective thing you do all day.
[00:00:50] Grace: You’ll hear practical examples of Acts of Commitment — those small wins that move deals forward — and learn how setting just one goal per call can transform your sales effectiveness. Let’s jump in.
[00:01:06] Jason: So let's picture this. It happens all the time, right? You're grabbing a coffee, get back to your desk, phone rings. Mm-hmm. Salesperson. Mm-hmm. And you have that, you know, that super quick, awkward chat. How's things? Fine. Need anything today? . Uh, no, not really. We're good?
[00:01:21] Marissa: Yeah. The classic brush off.
[00:01:23] Jason: Exactly. Okay, great. I'll circle back sometime. Yep. Sounds good. Bye. Click. Done in what- 90 seconds?
[00:01:30] Marissa: If that!
[00:01:31] Jason: And you just know the person on the other end is ticking a box. Okay, one down, nine to go.
[00:01:35] Marissa: Right? Just hitting a call quota.
[00:01:37] Jason: But you hang up and you're left thinking. What, uh, what was the actual point?
[00:01:42] Jason: Like what were they even trying to do on that call?
[00:01:44] Marissa: And that question, that's really the core of what we're digging into today, using insights from Roy Chitwood's World Class Selling. Okay. It's all about the objective of your sales call. Okay. Because that scenario, that sort of, um, aimless call, it's not just awkward or inefficient. Roy's book is really clear. Yeah, it's incredibly expensive.
[00:02:03] Jason: Expensive. How? Like beyond just wasting time.
[00:02:06] Marissa: Oh, yeah. Way beyond. We're talking actual dollars. The book estimates, and this is pretty eye-opening, that a single B2B sales call today can cost anywhere from say, $99 on the low end, to potentially over $450 for one call.
[00:02:22] Jason: For that 90-second, just checking in call. Ouch!
[00:02:25] Marissa: Exactly. And here's why World Class Selling stresses this cost so much. Sales is kind of unique within a company. Think about it: R&D, production, training, even marketing. They all cost money. They're investments. Sure. But they're outflows.
[00:02:38] Marissa: Okay. Yeah. Sales, specifically the act of selling, is often the only thing that directly brings immediate cash into the company. It's the revenue engine.
[00:02:46] Jason: Right? It fuels everything else.
[00:02:47] Marissa: Precisely. So when you look at that potential $99 to $450 cost per call, and you realize this activity is meant to generate income, well, the central idea from Chitwood becomes crystal clear.
[00:02:58] Jason: Which is?
[00:02:59] Marissa: You should never, absolutely never, make a sales call without having very clear, specific objectives laid out beforehand. You need to know what you're trying to accomplish.
[00:03:07] Jason: Okay. Let's unpack that because you know, I think a lot of people, especially new salespeople, might think, well, the objective is obvious, make the sale.
[00:03:15] Marissa: Sure. That's the ultimate goal. Absolutely.
[00:03:17] Jason: But like you said, with bigger deals. Complex services, you're probably not closing on the first call. Yeah. Or maybe even the fifth. So if the sale isn't the immediate objective, what does a good objective look like then?
[00:03:31] Marissa: That's exactly where the book gets really practical. It pushes past that old law of averages thinking, you know, just make tons of calls and hope some stick.
[00:03:40] Jason: Right. The dialing for dollars thing.
[00:03:42] Marissa: Yeah, and it defines a professional salesperson differently. It's not just someone who can help a ready prospect by now, it's also someone who, when the immediate sale isn't possible, can get an Act of Commitment.
[00:03:53] Jason: Yeah, Act of Commitment. Okay. That sounds important. What exactly does the book mean by that?
[00:03:58] Marissa: Well, think about those longer sale cycles. Most significant B2B sales aren't one call closes, right?
[00:04:04] Jason: Definitely not.
[00:04:05] Marissa: So each interaction within that longer cycle, each call, each meeting, it becomes like a sale within a sale.
[00:04:12] Jason: Ah, okay. Selling the next step.
[00:04:14] Marissa: Exactly. I. Your objective for that specific interaction isn't necessarily the final contract. It's selling the prospect on taking the next logical step towards that final decision. Got it. So an Act of Commitment is that specific thing. It's something tangible the prospect agrees to do, or maybe specific information you get with their agreement that moves the whole process forward. It's a mini agreement.
[00:04:38] Jason: So it's about gaining ground basically. Little wins.
[00:04:42] Marissa: Little wins that lead to the big win. It's the objective you set when closing the whole deal isn't realistic yet.
[00:04:48] Jason: Okay. This is getting really useful. Yeah. Because the source doesn't just talk theory, right. It actually gives examples of what these Acts of Commitment, these call objectives, could be.
[00:04:57] Marissa: Oh yeah, it lays out a whole list. Yeah. And seeing the examples really drives home how varied and um, practical, these objectives can be. They go way beyond just present the product.
[00:05:07] Jason: Let's hear some.
[00:05:08] Marissa: Okay, so things like just establishing rapport, making that initial connection, building some trust for later.
[00:05:15] Jason: Simple but crucial.
[00:05:16] Marissa: Or, making an appointment for a longer meeting or a proper presentation. Getting dedicated time.
[00:05:22] Jason: Yeah, that's a clear step forward.
[00:05:23] Marissa: Discovering the actual decision making process in their company. You know, how do they buy things like this? Who needs to sign off?
[00:05:31] Jason: Super important. Finding out who is involved in the selection. Identifying all the key players, the influencers, the blockers.
[00:05:37] Marissa: Right? Or, uh, finding out if funds are actually available. Is there a budget for this type of solution? Getting that reality check early.
[00:05:45] Jason: Ooh, that's a big one. Avoids wasting time later.
[00:05:48] Marissa: Definitely! Persuading the prospect to do something specific. Maybe agree to review some specs you send or set up a short demo or even just provide you with some detailed info you need. That shows they're investing a little effort.
[00:06:02] Jason: Yeah, getting them involved.
[00:06:03] Marissa: Finding out their specific problems or needs. Really digging beyond the surface stuff. What exactly are they struggling with?
[00:06:09] Marissa: Okay. Uh, supplying new information that's relevant to them, not just a data dump, but targeted info. Checking back, has anything changed since you last spoke? New problems, different priorities.
[00:06:20] Jason: Shows you're listening and staying current.
[00:06:22] Marissa: Meeting new people in the organization, expanding your network inside, working on a payment method, if that's a potential hurdle. Providing references, building that confidence with social proof.
[00:06:34] Jason: Wow. Okay.
[00:06:34] Marissa: And even just determining who your competition is on this specific deal. Understanding the landscape.
[00:06:40] Jason: That list is fantastic. Okay. Because like you said, none of those, on their own, are the final sale. Not at all. But man, if you make a call and you actually achieve one of those, say yeah, you identify the real decision maker, compare that to the pointless just checking in call. Yeah. It's night and day, you've actually accomplished something valuable.
[00:07:01] Marissa: Yeah. To move the ball down the field. Yeah. And that leads directly to the next critical piece of advice from Roy. It's not enough to just know these potential objectives exist. Okay? You have to choose the right one or two for this particular call with this particular prospect, and then this is key. You absolutely must put them in writing before you pick up the phone or walk into that meeting.
[00:07:21] Jason: Write them down. Really that feels almost too simple. Like why is physically writing it so important? Is it some kind of, you know, trick?
[00:07:30] Marissa: Well, World Class selling talks about it having a kind of magic, but it's really psychological when you take that objective floating around in your head and you actually write it down. Yeah. It creates an internal act of commitment for yourself. You formalized your intention and that makes you much, much more likely to actually focus on achieving it during the call.
[00:07:51] Jason: Huh? Okay. I can see that. It makes it more concrete in your own mind.
[00:07:54] Marissa: Exactly. Plus there's the super practical benefit Roy mentions, summed up in that old saying, the faintest ink is stronger than the strongest memory.
[00:08:03] Jason: Oh true.
[00:08:04] Marissa: In the middle of a conversation, things pop up. You get sidetracked. Having that objective written down, even if you just glance at it beforehand, it acts like an anchor. It keeps you tethered to your purpose for that interaction.
[00:08:15] Jason: Okay, so it focuses you before and during the call.
[00:08:18] Marissa: Right. And the payoffs for doing this, consistently identifying and writing down objectives are huge, according to the book. Like? Increased self-confidence, for one. You go in prepared, knowing what you're trying to do, prospects notice that too. They treat you with more respect because you seem organized, professional, like you value their time. That makes sense. Less rambling. Totally. You end up saving your own time because you're more effective. More focused calls mean you move deals along faster. Yeah. Potentially leading to more sales.
[00:08:46] Jason: So better results overall.
[00:08:48] Marissa: Ultimately, it frames it as a win-win. The customer gets a better experience dealing with someone prepared and purposeful, and the salesperson, well, they get the added income that comes from being more successful.
[00:09:01] Jason: I can almost hear an objection bubbling up though. You know the salesperson who says, look, every conversation is different. Unexpected things happen. You gotta be able to just wing it or react on the fly. Roy acknowledges that mindset right?
[00:09:13] Marissa: He does and he pushes back firmly. The argument in World Class Selling is that this idea could not be further from the truth if you want consistent success. Yes, you absolutely need to be flexible and adapt during the conversation, of course. But relying purely on improvisation, call after call, that's often a recipe for those expensive, aimless interactions we started with.
[00:09:35] Jason: So planning doesn't mean being rigid, it means having a direction.
[00:09:39] Marissa: Exactly. Consistent top level performance, comes from setting specific targets, objectives, that guide you. Winging it is leaving too much to chance.
[00:09:49] Jason: All right, so planning is crucial. But the real world does throw curve balls. What happens if you follow the advice, you write down your objective, say, just find out who the decision maker is. But you get on the call and the person blurts out, "You know what I've been thinking! Let's just do this. Send me the contract."
[00:10:04] Marissa: Great question. Roy covers this in this chapter. That's where the adaptability really shines. If you plan for objective A, but the prospect suddenly opens the door wide open for objective Z, the final sale.
[00:10:15] Jason: You take it.
[00:10:16] Marissa: You absolutely take it. The book is clear. You can always achieve more than your planned objective. A professional is always ready to help the prospect buy now if that opportunity arises no matter what the initial smaller objective was.
[00:10:30] Jason: Okay, so don't let the plan stop you from closing. If the chance is there.
[00:10:35] Marissa: Never. But what about the other way around? What if you aim for objective A? Let's say it's getting agreement for a full demo, but during the call it becomes clear they're just not ready for that biggest step yet.
[00:10:46] Jason: Yeah. What then, do you just give up on having an objective for that call?
[00:10:49] Marissa: No, not according to Roy. You still push for an Act of Commitment, just maybe a smaller one than you initially planned.
[00:10:56] Jason: Like what?
[00:10:56] Marissa: Maybe you can't get the demo scheduled, but perhaps they'll agree to let you send a detailed case study relevant to their industry, or maybe they'll agree to a very brief follow-up call next Tuesday to answer one specific question that came up.
[00:11:07] Jason: Ah, so you recalibrate mid-call. And aim for a smaller step forward rather than nothing.
[00:11:14] Marissa: Exactly. Secure some kind of forward movement. Get some Act of Commitment. Then you can circle back and aim for that demo again in the next interaction when the time might be right.
[00:11:24] Jason: Got it. So it's like having a destination, right, in your GPS, your written objective, but you're ready to take a fantastic shortcut if it appears. Right. Or maybe take the next exit and reroute, if the road ahead is blocked for now.
[00:11:38] Marissa: Right.
[00:11:38] Jason: But you always started with a clear idea of where you were trying to go.
[00:11:41] Marissa: That's a perfect analogy, and it brings us back to the core message from World Class Selling. Yeah. Don't go out there aimlessly. Yeah. You just can't afford it. Time, money, effectiveness. Set specific defined objectives for every single sales interaction. Know where you're going before you start the journey.
[00:11:59] Jason: It reminds me of that quote from the book. Yeah. When you don't know where you're going, any road will take you there.
[00:12:04] Marissa: Exactly. And in sales, any road too often leads nowhere productive and costs a lot to travel.
[00:12:10] Jason: Such a simple, powerful idea.
[00:12:12] Marissa: And it's interesting. The book briefly notes, this isn't just for sales calls. Think about any important conversation where you need a particular outcome.
[00:12:20] Jason: Like asking for a raise or convincing your spouse about a vacation spot.
[00:12:24] Marissa: Could be anything. Trying to get colleagues on board with an idea, talking to your kids about something important. The principal holds. Identifying your objective, maybe even jotting it down beforehand, can seriously improve your chances of success.
[00:12:39] Jason: That really makes you think, doesn't it? Okay, so if we were to boil down the key takeaways from World Class Selling on this topic.
[00:12:46] Marissa: Well first. Absolutely never make a sales call without objectives. Just don't.
[00:12:51] Jason: It reminds me of that quote from the book. Remember those purposeless calls, they cost just as much, potentially hundreds of dollars as purposeful ones.
[00:12:59] Marissa: And keep in mind why this matters so much. Sales is the function, bringing in the immediate cash. Every call is an investment in revenue generation.
[00:13:07] Jason: The primary goal is always the sale. Sure. But for longer cycles, focus on those Acts of Commitment as valid, crucial objectives for individual calls.
[00:13:17] Marissa: And the big action item. Put those objectives in writing before every single call. That faint ink really is stronger than the best memory.
[00:13:25] Jason: Definitely. So a final thought for everyone listening, based on all this?
[00:13:28] Marissa: Yeah. Maybe consider this. What if, before your very next important interaction, could be work, could be personal, doesn't matter. What if you took just 30 seconds to identify and maybe even write down one simple specific objective?
[00:13:41] Jason: Just one thing you want to achieve.
[00:13:43] Marissa: Just one. What small Act of Commitment could you aim for? How might consciously setting that intention beforehand change how you approach the conversation and maybe change the outcome?
[00:13:54] Jason: Hmm. It's a powerful thought. Because as we've heard that clarity of purpose, knowing your objective, it's not about being inflexible. It's about being effective, respecting everyone's time, and really boosting your odds of making progress, one interaction at a time. Definitely something to try out.
[00:14:09] Jason: Thanks, Marissa. This was really insightful. Listeners set a personal goal of having at least one clear, defined, and written-down objective for each sales call in the next week. See what a difference it makes in your effectiveness. We'll check your results in our next episode.
[00:14:28] Jason: See you soon.
[00:14:29] Marissa: Bye everyone. Thanks for listening.
[00:14:35] Grace: Thanks for tuning in! Today, Jason and Marissa made it crystal clear: never make a sales call without a written objective. Whether it’s securing a follow-up meeting, learning who the decision-maker is, or just building trust — these small Acts of Commitment add up. And writing it down? That simple act can keep you focused, effective, and professional.
[00:14:58] Grace: Next time, we’ll wrap up this four-part series by tackling something every salesperson wrestles with: What Your Prospects Don’t Tell You. It’s about uncovering the hidden concerns and objections that never get voiced — and how to bring them to the surface.
[00:15:12] Grace: See you then.
[00:15:13] Grace: Good luck and good selling!
