A buddy of mine runs a small and very successful manufacturing business. One of the things I’ve always admired about the guy is the way he works a sale. It’s never a flurry of last-minute proposals and desperate phone calls. He’s very deliberate. He chooses his prospects carefully, as carefully as any customer would choose him as a supplier. When he picks up the phone to book an appointment, he can so thoroughly articulate how his company can help that he could close a deal on the first phone call. And he has.

Earlier this year, he needed a trucking company to do some work for him. I offered a few suggestions and phoned him about a month later to see how things panned out.

“Do you believe in survival of the fittest?” he asked me. “Given the way some of the reps handled their sales call, I can think of few companies-or, at least, their salespeople-who might not be around too long.”

I wasn’t surprised. So few reps really understand the sales process, and specifically how to conduct a sales call to maximum effect. Their strategy is based on a shotgun approach: shoot enough stuff at the wall and something is sure to stick. It’s a strategy that only attracts price shoppers and short-term win-lose equations.

A personal sales call is still one of the most effective ways of adding revenue, despite the perception that it’s all about fast talking and gladhanding. I won’t deny that some sales reps use these techniques. So did Willy Loman.

However, anyone who knows how to get good business will tell you that most of the work is done before and after the sales call, not during it. Whatever your purpose, good preparation will have a positive impact on the results. Being prepared improves your chances of getting the sale. It also differentiates you from all of the other people chasing business. Think of the calls a traffic manager gets-not only from truckers, but from every other transportation sector. Trust me, most sales calls in this business are the same old-same old. If you don’t believe me, ask one of your customers.

Want to take some of the stress out of your next sales call, improve your results, and save some money? Try the following before your next pitch:

Chase only what you need: Learn the type of freight your company needs before you start looking for new business. Don’t waste time and money chasing business your company can’t manage.

Know your foes: Most of us have only three or four core competitors. Know what they do and what you can do better.

Write it down: You can’t remember people, places, and significant events unless you keep good records. I’m a fan of contact management software (we use a network version of Microsoft Maximizer).

Work the phone: It’s a great place to start, especially if a potential customer is calling you looking for information. If you’re prospecting by phone, have a script. Eventually, you won’t need one. However, at the beginning it is essential to get all of the required information before you ever decide if an expensive sales call is warranted.

Have a purpose: Not every call is about winning business. That’s the price chopper’s approach. Focus on building a relationship through a series of small closes. Your purpose may be as simple as getting a plant tour or a commitment for lunch.

Set an agenda: Send an agenda ahead of time. I like my odds of getting what I want when the person I’m seeing knows exactly why I am coming.

What’s the solution? Existing customers provide the greatest opportunity for new business. We already have a lot of information about them (both personal and professional). Present solutions to existing customers and send in the empty trailers.

Whatever the outcome of your sales call, agree to a next-action. It might be calling back in a month, or bringing in pizza for the traffic department. People must read or hear something seven times before they actually remember it. Therefore, sum up the meeting and the mutually agreed-to next action with a letter (hint: female decision makers love handwritten cards) or e-mail.

It’s also a good idea to say thank you. No one else does.