August 16

A Sales Call Is A Privilege: 5 Strategies To Create A Structure That Gets Results

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A sales call is a privilege that every sales professional needs to take seriously. The most important thing a business owner has is their time, and you need to make the most of it. Remember, a sales call is not something these leaders grant to everyone. So take it seriously, and go into the sales call with a well-structured plan.

Whether your business owner has gifted you an hour or just fifteen minutes for the call, you want to ensure you maximize your time and, more importantly, theirs. You need a structure to squeeze as much out of the time as you can. 

Every sale call with a leader, whether it is a cold call or a follow-up call where you hope to close the deal, should be well-designed and focused on the desired result. Here’s a great plan to follow when developing your sales call structure. 

5 Strategies To Create A Structure That Gets Results

1. First, you want to set the stage – think about how the sales call needs to look and how you want it to flow. Will it be in person or virtual? If in person, are they coming to you, are you going to them, or will you meet them for lunch or coffee?

 If virtual, you’ll want to consider which technology to use and what your video setting will look like. 

Also, start to think about who needs to be involved in the sales call from your side as well as theirs.

2. Next, you’ll want to create the agenda – both so you have a feel for how the call will flow, but also as a gesture of confidence to your business owner. Providing them with an agenda lets them know what to expect and that this is a good use of their time. 

When you put together the agenda, share it; let the business owner know who they need to have attending from their company and who will be attending (position, title, role) from your company. If in person, over lunch or coffee, share the address and parking instructions. If on video, share the technology and the expectation that their video needs to be on.

3. Now it is time to Craft the Conversation – design how you see it flowing and the steps you will take to cover all the information you want and need to be addressed. How will you open the call and establish rapport? What background information can you present to ensure you show that you understand the industry, the executive, and the challenges? 

What questions do you need to ask to deepen the conversation and gather the information that you need? How will you close the conversation and be respectful of their time?

4. Be mindful and thoughtful of your transitions – these are key; remember your time is limited, and you most likely have a lot of ground to cover. So how will you transition from one subject to another? How will you quickly move from building rapport into the heart of the conversation? If the business owner goes off on a tangent, what will you do to bring them back on track? Thinking ahead and planning your transitions during the call will ensure you are prepared and can keep to your agenda.

5. Last but not least – don’t be too rigid.  – while structure is important, this is also a sales conversation. When the business owner gives you an opening or brings up a new idea, don’t be so structured that you miss an opportunity.

Again, a sales call is a privilege. Use your time wisely and effectively. Structuring the sales calls allows you to be prepared, confident, and secure that you can maximize the time you have to engage with the business owner and create a result that is valuable for both of you. 

Meridith Elliott Powell


Voted one of the Top 15 Business Growth Experts to watch by Currency Fair, highly engaging corporate motivational keynote speaker Meridith Elliott Powell delivers a cutting-edge message, rooted in real-life examples and real-world knowledge. Meridith’s presentations are full of powerful content, highly interactive, and fun. She helps her clients learn the leadership development, sales and business growth strategies to turn uncertainty to competitive advantage.

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