So, you’re preparing for that first sales call. But how do you start the conversation and, more importantly, keep it going without sounding like a robot? Sales calls can be tricky, especially in B2B. You want to be professional, but you also need to connect as a person. In this article, we’ll explore how to find that delicate balance and enjoy our conversations.
The Importance of Pre-Call Research
Before you even pick up the phone, take some time to learn about your lead. Knowing a little about the person on the other end will help you find common ground and build rapport.
In your pre-call checklist, you should keep in mind to:
1. Identify the lead type
Are they a referral lead, an inbound lead, or a target account lead? Each type has a slightly different approach. For example, inbound leads may already know a bit about you, whereas target account leads may need a bit of warming up.
2. Do your research
Spend at least 15 minutes on their company and LinkedIn profile. Look at:
- Company Information: Check their website, blog, and any recent announcements or achievements.
- LinkedIn Insights: Look at their professional history, title, shared connections, and even their profile picture – it helps you visualize the person you’re speaking with.
- Social Media Check: Browse their feeds to see what’s happening in their world – maybe they recently posted about a new project or a company milestone.
These insights make it easier to open the conversation in a way that feels personal and relevant. Plus, showing that you’ve done your homework is a fantastic way to build trust from the get-go.
Stand Up, Smile, and Dial
Yes, you read that right. Standing up while making calls can change your tone and confidence. It helps you sound energized and present – and believe it or not, prospects can sense that through the phone. Smiling does the same thing. Before you start, take a deep breath, stand up, and smile. Now you’re ready to go.
Step 1: Spark Their Interest Right Away
The first few seconds of your call are crucial. Humans are quick to judge, so you want to start with a friendly and unforced greeting. Try something like this:
“Hi [Prospect’s Name], this is [Your Name] from [Your Company]”.
Then, pause. Yep, just pause and wait for them to respond. Silence can feel awkward, but it actually gives them a moment to process who you are. Plus, it subtly shifts the control to them, making them more likely to engage with you.
Step 2: Engage with a Personalized Opener
This is where your pre-call research pays off. You want to acknowledge why you’re calling in a way that feels relevant to them.
For an inbound lead, try:
“Thanks for picking up the phone! I noticed you downloaded a guide from our website last night. What were you looking for help with?”
For a target account lead, try:
“I noticed on LinkedIn that your company is recruiting for salespeople in NYC. Is expanding your team a big focus for you right now?”
If they seem hesitant, it’s okay to address the resistance directly. Try something like:
“It sounds like you weren’t expecting my call. Would it be okay if I took a step back and shared a little about why I reached out?”
Step 3: Add Value from the Get-Go
Once you’ve broken the ice, add a little value to the conversation. This can be as simple as sharing a relevant observation you noticed in your research, like:
“I saw you’re focusing on expanding in [specific area] – that’s exciting! Are you also working on [related area] as part of that growth?”
“I checked out the resources on your blog – loved the recent post on [topic]. Are you seeing a lot of engagement from that content?”
These small details show you’ve done your homework and give them a reason to keep talking.
Step 4: Ask Open-Ended Questions
Your goal here isn’t to sell right away; it’s to understand. Ask questions that encourage them to share more about their challenges and goals:
“What are the biggest challenges you’re facing this year?”
“How does your team currently generate leads? Are you satisfied with the process?”
“What role does your website play in bringing in new business?”
When they answer, listen actively. Nod (even if they can’t see it), take notes and respond with phrases like, “Tell me more about that…” or “That’s really interesting. Could you expand on that?”. This shows genuine interest and encourages them to open up.
Step 5: Watch the Clock!
No matter how well the conversation is going, wrap it up around the 10- to 15-minute mark. Keeping the call short and focused respects their time and leaves them wanting more – the golden rule of any good conversation.
When you’re ready to wind down, try summarizing what they’ve shared. This shows you’ve been listening and reinforces your understanding:
“So, what I’m hearing is that you’re looking for ways to improve lead generation and bring in more qualified prospects. It sounds like there could be some real opportunities there.”
Step 6: Lay Out Next Steps with Confidence
Now’s the time to set up an exploratory call to dive deeper. Frame it as a next step that will provide even more value and actionable insights. Here’s an example:
“I’d love to chat further about this in a way that gives us time to explore specific strategies. Would you be open to scheduling 45 minutes this week? I’ll share actionable ideas to address some of the challenges we discussed”.
Confirm a time, offer to send a calendar invite, and – if you’re feeling ambitious – throw in a bit of “homework.” A brief pre-call questionnaire can help gather additional insights and engage them further before the following conversation.
Wrapping It Up: Send a Recap Email
Right after the call, follow up with a recap email. Include:
- Key points discussed
- Confirmed next steps
- A calendar invite for your follow-up call
- Any additional resources you think they’d find valuable
A quick video introduction or a personalized note can also go a long way in keeping the momentum going.
Bonus Tips for a Winning Sales Call Routine
- Practice Active Listening: Recap what they’re saying and respond thoughtfully.
- Mind Your Tone: Be natural, friendly, and conversational.
- Avoid Selling Too Soon: Think of this call as a discovery phase.
- Stay Flexible: Be prepared to pivot based on their responses.
- Smile, Pause, and Breathe: You’re not just calling a potential client – you’re connecting with another person.
Starting a sales call doesn’t have to be nerve-wracking. With the right prep, a genuine interest in your prospect, and a few well-placed pauses, you can turn that call into a conversation – and maybe even a closed deal down the line. If you want to learn more about the sales strategies that could help you engage your prospects even more in the year ahead, register for the free webinar Mastering B2B Sales in 2025!
