5 Tips to Make Better Sales Calls and Improve Your Sales

Making a lasting first impression during a sales call is essential. It’s not just about delivering a quick pitch; it’s about creating a meaningful connection with your prospect and addressing their specific needs. By understanding the nuances of a sales call and implementing effective strategies, you can significantly enhance your chances of closing deals.

This guide will provide you with expert tips and techniques to master the art of better sales calls.

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What is a Sales Call?

A sales call is a structured conversation between a salesperson and a potential buyer aimed at discussing the purchase of a product or service. These calls can be conducted in person, over the phone, or via video conferencing.

A successful sales call typically includes several key components: setting the agenda, presenting the product, addressing objections, and outlining the next steps. The ultimate goal is to secure a commitment from the prospect to move forward with a purchase.

Sales calls are a critical part of the sales process because they provide an opportunity for direct interaction with prospects. This allows salespeople to build rapport, understand the prospect’s needs, and demonstrate how their product can solve specific problems.

A well-executed sales call can significantly increase the likelihood of closing a deal.

How to Prepare for Successful Sales Calls?

The foundation of a successful sales call lies in thorough preparation. This involves conducting detailed market research and qualifying your prospects well in advance. Understanding your prospect’s industry, challenges, and needs will enable you to tailor your approach and make a more compelling case for your product.

Before making the call, take the time to understand your prospect’s pain points and how your product can address them. This step is crucial to avoid any surprises during the call and to ensure that you are aligned with the prospect’s expectations. Sharing a brief agenda with the prospect beforehand can also help set the stage for a productive conversation.

It’s important to identify all the key decision-makers involved in the purchasing process. This might include legal teams, executives, or other stakeholders. By understanding who needs to be involved, you can ensure that the right people are present during the call and that you can address their concerns directly.

1. Setting Clear Expectations Before the Call

Setting clear expectations before the call can help create a smooth and productive conversation. This involves sharing a brief agenda with the prospect, outlining the key points you will cover during the call. Including a short value proposition in your agenda can also help the prospect understand how your product can benefit them.

Before the call, it’s helpful to ask the prospect about any additional stakeholders who need to be involved in the decision-making process. For larger companies, this might include legal teams or high-level executives. Sending an advance copy of the contract or a prepared quote can help these stakeholders review the details beforehand, making the decision-making process more efficient.

2. Crafting a Tailored Presentation

A one-size-fits-all approach rarely works in sales. To make a lasting impact, you need to tailor your presentation to address the specific needs and challenges of your prospect. This involves creating a customized slide deck or presentation that highlights how your product can solve the prospect’s unique problems.

Understanding your prospect’s communication preferences is also important. Some prospects may prefer traditional slides, while others might engage better with video or interactive content. By tailoring your presentation to suit their preferences, you can make a stronger connection and keep them engaged throughout the call.

3. Delivering an Impactful Product Demo

A well-executed product demo can be a game-changer in a sales call. It allows the prospect to see your product in action and understand how it can address their specific needs. To ensure your demo is effective, keep it concise and focused on the most relevant features. Aim for a demo that lasts no more than 10 minutes and highlights how your product can solve the prospect’s pain points.

If possible, use real-world examples or case studies to demonstrate the effectiveness of your product. This can help build credibility and show the prospect that your product delivers real results. Preparing the person leading the demo to focus on the prospect’s specific needs can also enhance the impact of your presentation.

4. Handling Objections with Confidence

Objections are a natural part of the sales process. Even if you’ve done your homework and prepared a tailored presentation, prospects are likely to have concerns or objections. The key to handling objections effectively is to listen actively, understand the prospect’s concerns, and respond thoughtfully.

Instead of reacting defensively to objections, ask questions to clarify the prospect’s concerns. This can help you understand the root of the objection and provide a more effective response. For example, if a prospect is concerned about the length of a contract, you could offer flexible terms or a trial period to address their concerns.

Steps to Making Better Sales Calls

While there could be loads of ways to set a better sales call, here we have a few for you:

1. Using Positive and Empathetic Language

The language you use during a sales call can significantly impact the outcome. Using positive and empathetic language can help build trust and make the prospect feel more comfortable. Instead of using terms like “payment,” which implies debt, use words like “investment,” which implies ownership and opportunity. Positive terms like “benefit,” “guarantee,” and “easy” can also help create a more favorable impression.

Focusing on the benefits and positive outcomes of your product, rather than just its features, can help you connect emotionally with your prospect. Show them how your product can improve their situation and make their life easier. This approach can help build excitement and increase the likelihood of closing the sale.

2. The Power of Active Listening

Active listening is a critical skill for any salesperson. It involves fully concentrating on what the prospect is saying, understanding their message, and responding thoughtfully. By actively listening, you demonstrate that you value the prospect’s input and are genuinely interested in helping them.

During a sales call, aim for a 60/40 listen-talk ratio, with more time spent listening than talking. Use open-ended questions to encourage the prospect to share more about their needs and concerns. This information can help you tailor your pitch and address their specific pain points.

3. Balancing Data with Storytelling

While data and statistics can provide valuable evidence of your product’s effectiveness, stories can make your pitch more engaging and memorable. Research shows that our brains are wired to understand and retain stories. By combining data with compelling stories, you can create a more persuasive and impactful presentation.

For example, you might use statistics to highlight the success of your product but also share a story about how it helped a specific customer overcome a challenge. This approach can help you connect with both analytical and emotional decision-makers, making your pitch more effective.

4. Securing a Commitment

One of the biggest mistakes new sales reps make is leaving sales calls open-ended. Prospects often respond to pitches with a casual, “I’ll think about it.” While it’s important to give prospects space to make a decision, it’s also crucial to secure a commitment before ending the call.

To avoid leaving the call open-ended, ask direct questions to secure a commitment. For example, you might say, “You’ve highlighted X and Y as problems for your business. We’ve just taken a look at the product and how it can solve those problems. Do you agree it’s a good solution for you?” or “Great. It sounds like we’re on the same page. To take care of your problems ASAP with the solution we’ve discussed, all we need to do is take care of some easy paperwork and we’ll get you onboarded immediately. Sound good?”

If a prospect doesn’t commit, make sure they are aware of the cost of inaction. Explain the consequences of waiting and ask direct questions to secure a commitment. This approach can help you close more deals and build a more successful sales pipeline.

5. Continuous Improvement

Continuous improvement is essential for mastering the art of better sales calls. Recording and reviewing your sales calls can provide valuable insights and help you identify areas for improvement. According to a survey, only 32% of sales reps say they receive excellent training or coaching, including training on sales calls. By reviewing your calls and seeking feedback from colleagues and managers, you can continuously refine your technique and improve your performance.

Use tools like Einstein Conversation Insights to analyze commonly used keywords and your listen/talk ratio. Share your calls with your manager or colleagues for feedback and use their insights to improve your approach. Remember, each call is an opportunity to learn, improve, and boost your sales performance.


Mastering the art of better sales calls involves preparation, personalization, active listening, and continuous improvement. By understanding your prospect’s needs, setting clear expectations, and delivering tailored presentations and demos, you can build trust and increase your chances of closing a sale.

Remember to handle objections thoughtfully, use positive language, and balance statistics with compelling stories. Finally, always close the call with a clear next step and continuously seek to improve your technique. By following these tips and strategies, you can make your sales calls more effective and successful. Ready? Set? Sell!

Save costs, make money, and boost customer experience!

Get Bigly Sales today

FAQs about Better Sales Calls

Here are some common questions about better sales calls:

What is the most important part of a successful sales call?

The most important part of a successful sales call is understanding and addressing the prospect’s needs. Building a relationship and establishing trust are also crucial components.

How can I handle objections during a sales call?

Handling objections effectively involves active listening, understanding the prospect’s concerns, and providing thoughtful responses that address their specific objections. Preparing for common objections in advance can also help.

What should I do if a prospect doesn’t commit during the call?

If a prospect doesn’t commit during the call, make sure they understand the cost of inaction. Explain the consequences of waiting and ask direct questions to secure a commitment.

How can I improve my sales call skills?

Improving your sales call skills involves continuous learning and practice. Recording and reviewing your calls, seeking feedback, and using tools like conversation analytics can help you refine your technique.

Why is active listening important in sales calls?

Active listening is important because it demonstrates that you value the prospect’s input and are genuinely interested in helping them. It helps build rapport and trust, which are essential for closing a sale.

The post 5 Tips to Make Better Sales Calls and Improve Your Sales appeared first on Bigly Sales.


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