Some experts would have you believe that skills aren't necessary to win sales. Instead, they urge you to only focus on a magical mix of mindset, likability, trust, and confidence to win sales. They tell you to write articles, books and blogs and go speak at the local Rotary Club to become an expert. They tell you to become known and people will come to you. Objections will never come up because you're being sought after.

Believe me - I love their stuff just as much as you do. Much of my "stuff" resembles it. That stuff sounds good and feels good! Keep reading it. I will. Much of it is true.

I've been fortunate enough to serve clients who are absolute "category killers" in their industries and have high-profile CEO's who are considered experts in their fields. Guess what - they still find themselves in competitive situations. They still find themselves with potential clients who stop returning phone calls and emails. They still find themselves losing business.

I've said it 1000 times before, and I'll stand by the fact that your clients need to like, trust, and have confidence in you. And mindset, it's absolutely critical. Should you work on being known? Without a doubt! However, these traits are simply the ante to play in sales.

Even the most likable, trustworthy, and positive person in the world is going to crash and burn if she can't effectively Connect, Get Information, Give Information, Resolve Objections, and Close.

Here are some quick hits you and your team members can implement immediately to make impact on your current opportunities:

1. Have a sales process. List the incremental wins you need to check off your list prior to the client signing on the dotted line. What information do you need at each step from the client? How do you continually check for alignment with the client to make sure they're still on board?

2. Have a specific goal for each sales call that moves you to the next step of your sales process. So many times salespeople walk into sales calls without the next step in mind. What is it you want the client to do at the end of the call? If you don't know, how do you know what information you need from the client? How do you know what kinds of questions to ask? How do you prepare information to present to demonstrate you can help? What are you getting the client to do next? Why even meet if there's no desired forward momentum? Quick note with an overused analogy: forward momentum includes finding out you need to cut bait and fish in a different hole.

3. Foreshadow. At the beginning of the call, after you've built some rapport, summarize the events that led to the call, assumptively foreshadow the purpose, process, and payoff for that specific call, and "trial close" to make sure the potential client is meeting you for the same reason.

4. After Getting and Giving Information, resolve concerns by Acknowledging, Clarifying, Responding, and Confirming that the client is satisfied with your response. Go back to Getting and Giving Information steps if necessary.

5. Finally, "close" for the next step in the sales process. Review the client's objectives, enthusiastically communicate your ability and desire to help, and ask a "yes" or "yes" question to schedule the next call (or ask for the business if that's where you are in the sales process).

The above isn't the whole ball of wax, but it's a good start toward wrapping your arms around running sales calls. Want more examples and detail on the above? Email me at Brian@BrianMacias.com.