Jonah, a salesperson, hears of a lead and decides to pursue it. He determines getting acquainted with the client to be his call objective for the first sales call. As he reviews his notes after the sales call, he realizes that he does not have much information about the needs and the business potential of the lead despite having met most members of the buying center. Which of the following drawbacks of his call objective is most likely to explain this shortage of information faced by Jonah?

a. It puts too much emphasis on service.

b. It says nothing about the product being sold.

c. It is not measurable. It is too personal.

d. It is unrelated to company goals.

The correct answer is:

c. It is not measurable. It is too personal.

Explanation:

The idea of the cold calls is to collect information taking into account specific objectives drawed by the commercial team of the company. For that purpose, it is necessary to take into account some categories such as: budget, geography, industry, category of the product or service, among others. In this kind of contact with the leads, it is also relevant to have clear that they need to be turned into prospects. Therefore, it is really important to go beyond a personal contact for accomplishing the purpose and collect information regarding the product, the company and the customers' needs and preferences.