4.1 Setting Expectations 

Each time you begin a call, you should outline the expectations of both your company and the prospect. Each side has issues that they want to talk about. Without outlining the discussion agenda up front, one side could monopolize the conversation. 

It is also important to agree to a time limit for the call. This assures you will not be dismissed because the prospect doesn't have the time you expected to spend with them. And, each sales call should include an agreement of what comes next. All of these elements combine to make an Up-Front Contract.

A successful salesperson controls the flow of the meeting. Each meeting moves the process along. When both the prospect and the salesperson feel that their agenda will be dealt with, you become a better listener and can focus on the prospect's issues.

4.2 The Elements and Terms of an Up-Front Contract 

Definition of a UFC

An Up-Front Contract is a mechanism by which the salesperson and the prospect agree, before a meeting, to exactly what will take place during the meeting. This is where you get permission to ask questions.

Five Elements of a UFC

1. Time/purpose of the meeting

• Explain why you are having the meeting. The purpose should move the selling/ relationship process forward.

2. Prospect's agenda and expectations 

• Find out what the prospect's agenda is for the meeting.
• Find out what their expectations are before and during the meeting.
• Understand the prospect's perseptionn of what will happen between meetings. 
• Clarify the prospect's perception concerning next step(s). 

3. Salesperson's agenda and expectations 

• Explain to the propect what you will be doing. 
• Explain your expectations of the prospect including what information you will need from them.
• Accept no wishy-washy responses.

4. Outcome 

• The outcome should be the decision to proceed with or stop the selling process with a prospect and decide on next steps with a current prospect. This decision must be mutually beneficial to both parties.

5. Biggest concern or fear 

What is the biggest concern the salesperson has about the process, not the "outcome"? (i.e., "At the end of the meeting, we have no clear step if we want to continue.")

Both you and the prospect must agree to the outcome for each stage of the selling process and/or each selling action-before it takes place. There must be no mutual mystification.

4.3 When Should You Make UFC?

You should make an Up-Front Contract:

• On the phone with a prospect prior to the first meeting.
• Any time you are going to have a meeting with a prospect.
• Before each meeting starts.
• At the end of each meeting.
• When each meeting in a multi-call sale is scheduled.
• Before making joint sales calls with another member of your team.
• After each joint sales call as to the next step(s).
• At the conclusion of a sale to discuss add-on business, future business, and referrals.

Remember, "up front" does not mean that you make a UFC only before the first meeting or contact you have with a prospect. It means that you do it before any meeting or contact you have with a prospect. 

4.4 What Happens If You Don't Makr a UFC?

If you do not make an Up-Front Contract:

• Expectations between you and the prospect may conflict.
• Expectations between you and your other team members may be different.
• The sales cycle will be lengthened.
• You will miss an opportunity to disqualify "suspects."
• The prospect may expect a presentation you are not prepared to make.
• You may be forced into a situation of providing free consulting.
• You may be outsold.