The power of partnership.
Sales Training Series
Running an Effective Sales Call
Training Module Run Time: 17 minutes
What you will learn from this tutorial….
• Why proper sales call execution will shorten sale cycles
• How to achieve your objective on every call
Before We Start…
A “sales call” can mean any type of sales-focused customer interaction:
• Lead follow up
• Proposal review
• Attrition call
• Phone or face-to-face
Typical Sales Call Mistakes
• Lack of preparation
• Skipping call set up/not driving the call
• Pitching instead of discovery/listening
• Selling too soon
Every Sales Call Has Three Parts
Beginning Middle End
Company Targeted Summarize Close for
Rapport Call Set Up Overview Discovery and Next Steps
Elevator Questions Discuss
Every call should have the same beginning and end. The
nature of the call will determine what happens in the middle.
Example – Objective of a First Call
• Uncover the needs of the customer and qualify
• Show the value of your solution
• Get commitment for a next step
• Understand the customers approval process
The call should be structured to meet the objectives.
• Don’t underestimate the importance of building rapport with the client
• Rapport building gets the customer accustomed to talking to you
Never skip this step!
• Start by thanking the prospect for taking the time to meet and then
recommend an agenda
• Get agreement on the plan
• Do introductions if people in the room / on the call are not acquainted
with one another
Many times it helps to give a quick overview of your
company just to give the customers some context
Y o u n e e d t o d e v e lo p a n e le v a t o r p it c h :
A one or two sentence description of what you do
• “___” is a (type of company) that provides (type of offering) for (types of
• Do not embellish – make sure your elevator pitch is easy to understand
Sample Elevator Pitch
“AccuData provides data resources, marketing analytics,
and marketing database technology for companies like
The reason we are here today is your company fits the
profile of our typical customer and we would like to learn
more about how you do direct marketing today”
Sample Company Overview
The “5” slide rule….
• Company background
• What does your company do
• A few relevant case studies
• Why you are different / your unique value proposition
• Great questions are the best way to show your expertise as a sales person
• Start with identifying what you need to learn
You should ALWAYS make a list of questions prior to any
• You must earn the right to close for a next step
• Summarize your takeaways and sell the next step
You should walk in the call knowing what to close for!
Executing a Proposal Delivery Call
Beginning Middle End
Solution Will Solve Feedback Summarize
Rapport/ Review of (description, the and Close for
Call Set Up Needs cost, time Problem Q&A Next Steps
frame, etc.) (how will
Sales call start / finish the same way!
Sales Call Execution Best Practices
• Have a vision for every call
• You must structure your call to take into account
• Be cognizant of sales call components and execute accordingly
• Continue to “check in” to gauge understanding and interest
Sales Call Follow-Up
Use Discovery Letters
• A detailed description of the sales person’s understanding of the need
and what is driving the need.
• A description of the timetable, budget, and approval process.
• A list of agreed upon next steps and owners. This list is one of the best
ways to push things forward, especially if there are due dates attached
to each next step.
Why spend the time to prepare…
• Ensures every interaction has the best chance to succeed
• Builds confidence in your ability to execute
• Greatly reduces the chance of getting caught off guard
• Focuses the meeting on specific outcomes
Make sure the customer understands why you are coming!
How to Prep
Start with the end result in mind…
• Close for “X”
• Get commitment for “X”
• Get answers to ____ questions
• Validate their decision process
• Validate your assumptions
Call Prep Template Notes
Date and time of meeting
Participants/roles (both at customer and your
Objectives and agenda (to be shared with customer)
Specific results you are seeking (detail potential next
steps to close for)
What questions might they ask? (How will these
questions be answered/who will answer?)
What information/messages do we want to
communicate? How do we do so?
Call Structure – detail each component of the call –
who will do what?
Scenario Planning: What is the best case scenario/our
plan if we land here?
What is the most likely case scenario/our plan if we
What is the worst case scenario/our plan if we land
Sales Call Execution Framework
Prep Call Follow
Three components of every sales call
Summary: Why care about sales call execution
“Blocking and tackling” can make a huge difference for a sales person
• You have one shot to make a good impression
• Differentiate yourself via professionalism
The power of partnership.
For Further Information:
Call your sales rep
800.732.3440 | firstname.lastname@example.org