The Ultimate Guide to Great Sales Calls

You've spent hours trying to perfect your sales pitch only to hear a dial tone at the end. Every missed opportunity can leave you wondering what went wrong. Understanding what makes a sales call great can mean the difference between a cold rejection and a promising lead. This guide will equip you with specific, actionable insights to transform your sales calls into effective conversations that resonate with potential clients.

1. What Makes a Sales Call Great?

1.1 What Should You Say?

First impressions count. Within the first few seconds of a call, you're either capturing someone’s attention or losing it. Your opener is critical—make it relevant and personal. Use specifics about the prospect or their company, showing you’ve done your homework. For example, "I noticed your company recently launched a new eco-friendly product line, and I have some ideas on how we can increase its market reach." This approach signals that you're not just another salesperson but someone who can add value.

Maintaining a balance between talking and listening is crucial. Structure your call around asking open-ended questions; this encourages dialogue and gives you better insight into the prospect's needs. Listen actively and mirror their language to build rapport quickly. Phrases like “I understand” or “That’s insightful” indicate you’re giving your full attention, promoting a more genuine conversation.

Pro-tip: Use the 'Rule of 5'—aim to ask at least five open-ended questions during a call. This keeps you engaged and uncovers deeper insights.

1.2 How Long Should It Last?

The ideal length of a sales call depends on its purpose. However, studies show that successful sales calls often last between 25 to 45 minutes. This timeframe is long enough to discuss key points and answer questions but short enough to keep the prospect’s interest. Break your talk into segments, allowing you to focus on different aspects without overwhelming the listener.

During the call, it's a smart move to gauge interest levels. Verbal cues like “Okay, but I have another meeting soon” can help you tailor the call's duration to the prospect's preference. Don’t linger if the conversation stalls; it’s better to schedule another session rather than wear out your welcome. An achieved goal, whether securing a meeting or a step forward in negotiations, dictates the call's success rather than its length.

Pro-tip: Use software like Gong or Chorus to track call length and outcomes, helping to identify the sweet spot for your sales conversations.

1.3 When Is the Best Time to Call?

Timing your sales calls right can increase your success rate. Industry research indicates that the best times to call are between 10 am to 11 am and 2 pm to 4 pm, mid-week, especially on Wednesdays and Thursdays. Prospects tend to be more focused post-morning meetings and less likely to be engaged in weekend wrap-ups.

It's imperative to avoid common meeting times like early mornings or late afternoons. Consider experimenting with your timing based on the industry you’re in and who you're targeting. Always adjust your approach based on real-time feedback. If a prospect consistently declines invitations around a particular period, tweak your call schedule accordingly.

2. Key Strategies for Great Sales Calls

2.1 Building Rapport Quickly

Building rapport with a potential client within the first minute of a call can make or break your sale. To achieve this swiftly, research the prospect beforehand. Use LinkedIn or company websites to gather details about their roles, interests, or recent accomplishments. Start the call with a personalised comment, such as, "I noticed you recently attended [Event]. What was your biggest takeaway?" This technique allows for immediate connection and engagement, making you more relatable.

Avoid small talk that feels forced or insincere. Instead, find genuine commonalities or shared interests. If you discover they enjoy a particular hobby that you do too, lightly bring it up. But stay professional; too much personal talk can derail the focus. The goal is balanced familiarity that builds trust without losing the call's professional edge.

Pro-tip: Practice open and empathetic listening. Reflect what you hear by saying, “It sounds like…”, clarifying you understand their needs. This builds rapport by showing you truly listen.

2.2 Understanding Customer Needs

Understanding a customer's needs is crucial for tailoring your product pitch. During calls, ask open-ended questions that delve into their challenges. For example, questions like, "What issue are you currently facing with your current solution?" or "How would an ideal solution benefit your team?" reveal deeper insights into their pain points.

Listen actively and take notes. Often, prospects reveal more than just direct needs; they hint at underlying concerns. Use these to make your product proposal more compelling. By saying, "Earlier, you mentioned [Problem]. Our product can help by [Solution]." you demonstrate a clear understanding of their situation, providing a pathway to showcase the benefits effectively.

Pro-tip: Regularly summarise what the prospect shares and confirm, "Let me ensure I understand your main concern is [Issue], correct?" This shows attentiveness and offers a chance for them to clarify, ensuring you're on the same page.

2.3 Closing Techniques That Work

Closing a deal effectively hinges on using the right techniques based on buyer personas and engagement level. One successful method is the 'Assumptive Close', where you proceed as if the deal is already agreed upon. Statements like, "Let's plan the next step to get you started," often instigate a positive response when mutual interest has been established.

Alternatively, the 'Summary Close' is effective where you summarise the product's key benefits as it relates directly to the prospect's needs discussed in the call. Follow this by asking for the sale with, "Shall we proceed with this plan today?" This technique reassures the prospect of their understood needs and how your product meets them holistically.

Pro-tip: Time is crucial. If you've had difficulty closing in one call, transition smoothly with, "I’ll send a follow-up with our discussion points and potential next steps. When suits for a follow-up call?"

2.4 Record your calls with Evidenced to learn from them

Recording sales calls can be pivotal for improving your techniques and achieving better results. Tools such as Evidenced offer a straightforward solution to record and review calls.

When reviewing recorded calls, focus on key areas like tone, pauses, and listener reactions. Evidenced transcribes the call enabling quick keyword searches and assists in understanding which phrases prompt success or require improvement.

We also automatically capture when questions are asked so you can quickly jump back to see that point during the call and evaluate the response from the prospect.

Pro-tip: Create a feedback loop. Share exemplary call recordings with your team to learn collectively. Encourage peer reviews, offering fresh perspectives that might reveal overlooked areas for improvement.

3. Common Mistakes to Avoid in Sales Calls

3.1 Not Listening to the Customer

You're missing a trick if you talk more than you listen. Customers want to feel heard. Focus on their words, not just your script. When customers sense you're genuinely listening, trust builds.

Important listening strategies include:

• Active Listening: Make notes on crucial points.

• Clarifying Questions: Ask these to ensure understanding.

• Summarise: Reflect back what you've heard.

• Empathise: Show understanding of their needs.

Ignoring this devalues your pitch. Customers will disengage if you miss their concerns. Instead of blabbering on, fine-tune your offer based on the needs highlighted by customers during your call. It's vital to pick up on verbal cues and adjust your strategy accordingly.

Pro-tip: Evidenced shows you how much you're talking vs the prospect so you can check whether you're talking too much instead of listening and letting your prospect talk.

3.2 Failing to Follow Up

Not keeping in touch is a common error. It suggests disinterest and negatively impacts your chances of closing deals. After the call, maintain engagement with strategic follow-ups.

Effective follow-up practices:

• Set Reminders: Use CRM systems like Salesforce for automatic reminders.

• Email Summaries: Reinforce your call with a concise email.

• Highlight Value: Emphasise how your product meets their needs.

• Scheduled Follow-ups: Set a date and time for the next contact.

A follow-up isn't just polite—it's essential. It acknowledges the importance of the customer's time and interest. It also shows you're committed to solving their challenges, reinforcing your reliability.

Pro-tip: After each conversation, ask directly when you should check back in. This gives you permission for follow-up, making it feel less intrusive for your prospect.

3.3 Overusing Jargon or Technical Terms

Throwing too much jargon can alienate potential clients. Customers aren’t all industry experts; convoluted language can confuse and frustrate. Focus on clear communication.

Ways to avoid jargon:

• Simplify Language: Use plain English.

• Explain Terms: If a term is necessary, explain it.

• Tailor Vocabulary: Match your customer's level of understanding.

• Visual Aids: Use diagrams or slides to simplify complex concepts.

Jargon overload creates unnecessary barriers. It turns a straightforward conversation into a difficult one. Instead of impressing with big words, win them over with clarity and understanding. If unsure they'll grasp a term, simplify it.

Pro-tip: Try recording a practice sales call. Listening back allows you to catch overuse of jargon and find ways to simplify your approach further.

Effective sales calls avoid these pitfalls, ensuring you connect with your customers genuinely. Listen more, follow-up promptly, and keep your language accessible for optimal results. By avoiding these common mistakes, you position yourself as a trustworthy and knowledgeable partner in your customer's journey.