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I was reading an idea from a purported sales expert. She recommends going into a sales appointment “naked.” Her title even states: “Naked Sales Calls Pay Off.” She writes about sales reps who she says are having extraordinary success since they started going into meetings without a brochure or any other collateral material.

“Armed with only notebooks and pens, they had nothing to hide behind. … And because they were naked, with no brochures to fall back on, they had totally client-focused conversations.” She concludes: “If you rely too heavily on your marketing collateral or samples, try shedding them for a while. Go naked into your sales calls, and try having a real discussion with your prospects instead of a pitch meeting. It won’t be long before you start seeing a difference.”

This idea is not only TOTALLY incorrect; it’s borderline sales-criminal. This “naked” concept may have worked in 1908, but not in 2008.

NOTE WELL: No prospect wants to see your literature. Every prospect expects you to be prepared, totally prepared, for the sales call.

To go into a sales appointment “armed with only a notebook and a pen” is not only an insult to a potential customer; it’s also a guaranteed loss of sale to a competitor who decides to prepare in advance.

Here’s what you need to arm yourself with to be ready for the sale:

1. Print the client’s company Web site information that you can affect. The pages that frame your ideas for how your product or service can be best used by the prospective customer.

2. Print the Web site information that has leadership information. Who the real decision makers are. If the person you’re meeting with is not among the leaders of the company, you may not be talking to the person who will make the final decision.

3. Print the Web site information that you don’t understand. This will give you an opportunity to create meaningful dialogue with the prospect. This will give you conversation ideas and questions that relate to the prospect.

4. Have three killer questions you are CERTAIN your competition is not asking. This will create buyer engagement and respect.

5. Have two ideas the prospective customer will benefit from. If you bring an idea, it shows you’ve prepared, and it shows you have genuine interest in helping.

6. Bring your laptop computer with wireless Internet capability. This gives you the ability to access any information you need in seconds.

7. On your laptop should be all your information in PDF format. This will enable you to show it, print it or e-mail it on the spot. HINT: Only show your sales literature and information when a prospect asks to see it. This is an indicator of interest and prevents product puking.

8. Have video testimonials to support EVERY claim you make on your laptop and on a separate DVD. This will enable you to show and PROVE, not just show and tell. And it will enable you to leave a copy of your testimonials with your prospect.

9. Have a fill-in-the-blank proposal and order form so you can instantly print and give a customer a reason to buy now – or faster. And get a WOW! report card in the process.

10. Have a small laptop projector in case you have to give your presentation to more than one person. The power of projection makes you look big – and professionally capable.

10.5. Show them the value, not the sales pitch. Be prepared to show customers how they can produce and how they can profit from doing business with you.

Would you rather go in naked or prepared to make the sale? Walk into a sales call with only a pen and a pad of paper, and I guarantee that you will walk out of the sales call – or be thrown out – with nothing.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2007 Jeffrey H. Gitomer