Market research done? Check. Prospects qualified? Check.

Looks like you’re ready to make a sales call.

This isn’t just a quick pitch, however. The most successful sales calls include tailored presentations and focus on building trust with prospects by addressing their unique pain points.

As celebrated entrepreneur Siva Devaki noted, “Sales is not about selling, but about building trust and educating.”

To ensure you lead a successful sales call, we’ve curated expert tips and techniques below, including guidance on how to prepare. Ready? Set? Sell!

What you’ll learn:

• What is a sales call?
• How do you prepare for a sales call?
• How to start a sales call
• How to close a sales call
• 13 tips for making a successful sales call

Discover 7 ways reps can use AI to speed up sales

See real-life examples of using AI to sell, from automating prospecting to writing emails and getting real-time guidance.

Wait, what is a sales call?

A sales call is a conversation between a salesperson and a prospect about the purchase of a product or service. These calls — most often conducted either in-person or via video — involve multiple parts, including initial agenda-setting by the rep, the product pitch, a demo, prospect objections and rep responses, negotiation, and outlining of next steps. Ideally, a rep closes a sales call with a verbal agreement from the prospect to make a purchase.

How do you prepare for a sales call?

In a typical sales process, much of the preparation, including prospect research and qualification, occurs days or weeks before the sales call is even scheduled. The tasks explained below are specific to the call itself.

1. Set sales call expectations before the actual call

Before you make the call, determine your prospect’s needs and pain points. This avoids any surprises during the call itself, as you’ve already established alignment with product solutions and set expectations of what’s to come.

“Tell them what you’ll cover in the call, but specifically, share a short value proposition of how you can potentially help them,” advises Marcus Chan, sales coach and president of Venli Consulting Group.

This is also an opportunity to tactfully ask who else needs to be involved in the decision-making process before the purchase can be finalized. For larger companies, this often includes legal teams and high-level company executives. Send an advance copy of the contract or a prepared quote so all decision-makers can review sales details before the call.

2. Create a tailored presentation

Our State of Sales report shows that 87% of business buyers expect sales reps to act as trusted advisors, taking on early product research before ever getting on a call. This means you’re dealing with informed buyers, and you’ll need to know your prospects’ needs inside and out to prove value. Without that knowledge, you risk a generic sales pitch that doesn’t frame the product as a solution to unique prospect problems.

Conduct research that offers guidance around which products will solve your buyer’s challenges. Then create a slide deck or presentation specifically addressing those needs.

Also, keep your prospect’s communication and engagement preferences in mind as you prepare your pitch. Some prefer standard slides while others may enjoy video or interactive content.

3. Prep a demo

Talking about your product as a solution only goes so far. To ensure you’re delivering what the prospect needs, consider presenting a video or interactive demo during the sales call. Keep it to no more than 10 minutes and, if needed, prep the person leading the demo so they know to highlight specific features that meet the prospect’s needs.

4. Determine likely objections and responses

Expect objections to the sale — even if you’ve done your homework and mapped out the perfect product solution for the prospect. To prepare for this inevitability, outline the sales objections your prospect is likely to have, along with responses. Use this as a reference during the sales call.

How to start a sales call

When you nail the start of your first call, you’ve got a better chance of making a connection and a sale. Follow these four steps:

1. Do your homework

Research is key when making a cold call or when reaching out to a warm opportunity. You can use AI and other sales tools to help figure out the best prospects out there. Automated lead scoring in Sales Cloud, for example, is an excellent tool that can bring you one step closer to making a sale.

2. Show immediate value

You’ll want to intrigue your prospect right out of the gate with proof that you’re able to help. John Barrows, CEO and founder of JB Sales, encourages reps to let previous success in a similar industry speak for itself. He suggests leading with a compelling proof point from a customer case study where you’ve delivered solid results. Your message could look something like this:

“We showed XYZ company in your industry how to drive (results) using our solution” or “We’re working with other (executive title) in your industry to help them address their (X) priority by….”

Barrows says this message should be quick — 15 seconds or less — and focused on soliciting a response like “How do you do that?”

3. Be clear with your ask

The more specific you are with your call to action, the better results you’ll get from the call. You need to let prospects know right away why you’re calling, and that’s something you should map out ahead of time. Are you asking for a referral? A meeting? If so, with whom? Be direct with your ask from the jump.

4. Confirm your prospect’s challenge

Instead of launching into your sales pitch right away, start with questions. Ask what your prospect needs most so you can address those needs throughout the sales call. Open-ended qualifying questions are a good place to start.

https://www.youtube.com/embed/jg5ztxvCuKQ?feature=oembedHow to Automate Your Sales Call Follow-Up Process

How to close a sales call

Think about the last time you had an excellent sales experience. How did the salesperson end your time together? A good sales call ends with these steps:

• Recap with a sincere thank you. Thank your prospect for their time, attention, and letting you help them solve their problems. This is a good time to summarize their challenges and how you can help. That recap can show someone you’ve actively listened and also gives you another chance to ensure you’re on the same page.
• Confirm next steps. Do you owe the prospect a spec sheet or a price quote? Are you going to meet again to discuss things? This is where you’d clearly lay out what each party owes the other and when each is due. Make sure you mention the day and date as well as the method you’ll use to follow up.
• Close with contact confirmation and a call to action. Now that you know the next steps, it’s a good time to confirm contact information such as physical addresses, phone numbers, and email addresses, as well as name spelling. (Pro tip: Make sure all this data goes into your company’s CRM.) Then, close with a call to action. Sending out a meeting invite, emailing a link so they can download information or watch a webinar, or setting up another call all qualify and can help you move to the next step in the sales funnel.