The document discusses signs of a bad sales call, including stammering, lack of eye contact, and irrelevant information. It provides suggested debriefing questions for sales managers to assess buyer engagement and measure progress through buyer actions instead of relying on sellers' opinions. The key takeaway emphasizes the importance of identifying and involving potential champions in the decision-making process.

1. “How Did That Call Go?”
Signs of a Bad Call and Sales Tips
for Call Debriefing
By John Holland, Chief Content Officer,
CustomerCentric Selling®

2. Signs of a Bad Call
• Pauses or stammering
before answering
• Limited or no eye contact
• Sharing irrelevant
information
• A lot of talking

3. • What is the highest title within the organization that
you’ve called on?
• What business outcome(s) are important to this
buyer?
• Why can’t the outcome(s) be achieved today without
our offering?
• What capabilities can you provide to allow outcomes
to be achieved?
• What is the value of achieving the outcome(s)?
• What other titles will be involved in making a buying
decision?
• Can/will this contact be a champion in providing
access to other titles?
Suggested Call Debriefing Questions

4. • Taking it a step further, if those questions can be
answered it would be helpful for sellers to imbed
them in correspondence to the potential champion.
• Managers can then measure progress by buyer
actions (getting access to the titles requested), a far
more accurate gauge than asking sellers their
biased opinions.
Key Takeaway