The difference between “good work” and “great work” in sales is a wide gap, but the solution is a narrow bridge.
You might have a great product, a fantastic service, or a revolutionary solution, but if you aren’t selling…
…the problem most likely takes place during your sales calls.
You may have the ambition, drive, and determination to succeed, but if you’re not making the right connection with your customer, you won’t close many calls.
So, how can you walk the fine line between a good salesperson and a great salesperson?
We have a 7-step framework to help you on your way.
It’s not about being a born salesperson—it’s about learning and applying the right techniques.
Today, we’ll walk you through each step, give you practical and actionable advice, and a proven sales framework that will take your sales from good to great.
Let’s jump in.
What is a Sales Call?
A sales call is a conversation with a purpose—-to persuade and inform, to understand and be understood.
The end goal? To close a deal, make a sale, or advance the customer further along your sales funnel.
Let’s break it down even further:
Imagine a sales call as a bridge connecting two sides: the seller and the buyer.
On one side, you have the salesperson with the products and solutions. And on the other side, you have the prospect, seeking solutions or improvements for their situation.
A successful sales call happens when this bridge serves its purpose—closing the gap between the two sides of the bridge.
The ultimate objective of a sales call is to close a deal. However, remember that not every sales call results in an immediate sale, and that’s perfectly normal.
In some cases, a sales call might simply aim to gather information, qualify leads, or establish trust for future interactions.
But when we talk about the ideal outcome, then it’s about closing the sale.
3 Types of Sales Calls
In sales calls, not all conversations are created equal. The type of sales call you make will depend on your objectives, your industry, and the stage of the sales process.
In this section, we’ll explore three common types of sales calls.
Type #1: The Cold Call
The Cold Call is the typical sales call that often comes to mind when people think of sales.
49% of buyers prefer cold calling as the first point of contact, so it makes sense that this is the stereotypical sales call.
Cold calling is about reaching out to prospects that don’t know about your company. The primary goal is to introduce yourself, your product or service, and spark their interest.
It requires a strong opening pitch to grab the prospect’s attention, strong rapport, and ideally, a follow-up call or meeting.
Type #2: The Inbound Call
The Warm Call is a step ahead of the cold call.
In this scenario, you’re reaching out to prospects who have shown interest or engagement with your company or offerings.
They may have signed up for a newsletter, downloaded a free resource, or attended a webinar.
Your objective is to nurture this sparked interest, answer any questions, and guide the prospect toward a deeper understanding of your product or service.
The key here is to build on the existing warm relationship to move closer to a sale.
Type #3: The Follow-Up Call
The Follow-Up Call is a critical component of the sales process, and it often happens after a warm call or a previous interaction.
In short: schedule your follow-ups.
Follow-up calls are about reinforcing your offer, addressing any lingering concerns, and providing additional details to help your prospect make an informed choice.
Patience and persistence are key in follow-up calls. They often play a vital role in converting warm leads into satisfied customers.
Each type of sales call requires a different approach, but all share a common goal—to move the prospect closer to a positive decision.
And in the next section, we’ll give you some sales call tips to do just that.
5 Sales Call Tips for Success
Tip #1: Use a Customer-Centric Approach
When you’re selling, it’s easy to get distracted in the excitement of talking about your product or services.
But winning salespeople put the customer at the center of the conversation.
Instead of just pitching your way to the sale, take the time to understand your prospect’s needs, challenges, and goals.
Start by asking open-ended questions that allow the customer to open up about their situation. And then listen to them.
Tailor your pitch to show how your offering is the perfect solution to their struggles.
Remember, it’s not about what you’re selling: it’s about how it benefits them.
Tip #2: Do Your Homework
Preparation is a game-changer in sales.
Before you pick up the phone or hop on that video call, make sure you’ve done your homework.
Research your prospect and their company. What are their industry challenges? What recent news or developments might be relevant to them?
Start by browsing their website, social media profiles, and any available company literature. Look for clues about their current priorities and pain points.
The more you know, the more informed and credible you’ll appear.
Use this information to frame your conversation and demonstrate that you’re not just another salesperson—you’re a valuable resource.
Tip #3: Listen Actively
When you actively listen, you can also hear the hidden cues—their tone, emotions, and body language.
This is important because on a scale of 1-10 on how confident they are in your product, we don’t ever want them to be below an 8.
Detecting the hidden cues, tone, emotions, and body language can help us determine where they are on the scale.
And when you’re that informed, you’re a formidable salesperson. You’ll be able to empathize and build stronger connections with your customers.
While your prospect is speaking, resist the urge to formulate your response.
Instead, focus on what they’re saying and why it matters to them.
Ask clarifying questions to dig deeper into their needs. This not only shows that you care, it also helps you gather golden info for your pitch.
Because one of the biggest reasons salespeople get in a rut is because they stop listening and start assuming
When that happens, the customer can sense that and it can increase buyer resistance.
Tip #4: Be Genuine and Authentic
Authenticity goes a long way in sales.
Don’t try to be someone you’re not, or use canned scripts that sound robotic. Be yourself and let your personality shine through.
People do business with people. Not companies.
Don’t underestimate buyers—they will know if you’re just faking it.
So, instead of solely relying on scripted responses, speak from the heart. Share your enthusiasm for your product or service genuinely.
If you don’t know the answer to a question, admit it and promise to follow up with the information they need.
This doesn’t mean you can’t use scripts or frameworks.
In fact, we’ll touch on a 7-step framework shortly that you can (and should) use in your sales process.
But authenticity builds credibility and rapport. So, you have to strike the right balance between scripts and authenticity.
Tip #5: Be Resilient and Handle Objections Gracefully
In sales, objections are part of the process.
Expect them and see them as opportunities rather than roadblocks. When objections arise, stay calm, and address them with grace.
Understand that objections are often a sign that your prospect is engaged and thinking seriously about your offer.
When you encounter an objection, acknowledge it, and try to understand it fully. Ask questions dig deeper, and then provide a thoughtful response.
Be prepared with evidence, testimonials, or case studies that support your claims. Remember, objections are chances to clarify and strengthen your pitch.
These five tips lay the groundwork for successful sales calls, regardless of the type or industry.
An Easy 7-Step Framework to Implement on Sales Calls
In the world of business, problem-solving is the name of the game.
Sales is about showing that you can solve those problems for someone else.
If you want your sales to be more than a one-time success, you need to have the right frameworks in place.
These frameworks can make you more efficient and supercharge your sales process.
So, let’s dive into a proven 7-step process that will guide you through your sales calls effectively.
1. Build Rapport
Before you even think about diving into your sales mode, you have to build rapport.
It’s your opportunity to show the customer that you’re not some automated voice trying to make a quick sale.
You need to establish a genuine connection to earn their trust and, ultimately, their business.
The solution is simple: show that you care.
Connect with your prospect on a personal level. Remember, customers buy from representatives they like and trust.
So, be friendly, show genuine interest, and build a connection that leaves your customers feeling good about doing business with you.
2. Frame the Call
Instead of jumping straight into your pitch, take a moment to frame the call.
Briefly outline what you want to achieve on the call and what topics you plan to cover. This helps keep the conversation on track and ensures you address the important points.
You can do this in a casual and friendly manner.
You don’t have to be rigid about it—you just have to make sure they’re on board with the process.
This is great for providing some anticipation, which can go a long way in making your pitch more effective.
3. Gather Important Information
This step is what separates the amateurs from the pros.
You must understand your customer’s needs, goals, and pain points. Don’t shy away from asking probing questions that get to the root of their issues.
This is where you gather the valuable information that will shape your pitch.
You can use our “Problem First Flow” and “Goal First Flow.”
The Problem First Flow involves identifying the customer’s pain points and challenges right from the start.
The Goal First Flow, on the other hand, focuses on understanding the customer’s goals and aspirations first.
There’s no wrong approach—go with the flow that feels right for the customer. You can also ask questions that help you understand both the problem and the goal.
For example, “What’s the biggest challenge you’re currently facing in your business?” or “What would success look like for you?”
The more you know about their needs and goals, the easier it becomes to position your product or service as the perfect solution.
When addressing any doubts or concerns your customer may have, it’s essential to prioritize trust and show genuine interest in their needs.
One way to do this is by giving the client control and asking them where they want the conversation to go. This demonstrates that you care about what they want.
Keep the conversation centered on their needs, not just your own goals. Always resist the urge to rush into your pitch.
Take a moment to ensure that your customer is on the same page as you and that you fully understand their concerns.
They won’t be ready to buy until they believe your product meets their needs. So, do your best to figure out as much as you can about those needs.
If you want to be better at that, steal my script here:
Now, onto the pitch. But before we dive in, remember that the pitch is all about the customer’s needs.
It’s not about showing off your product or service.
It’s about showing the customer how your product can bridge the gap between where they are and where they want to go.
So, start by making a high-level promise tailored to their desires. Make them feel like you’re speaking directly to them and addressing their pain points.
Then, create a paradigm shift. Convince the customer that their problem can be solved in the first place.
The next step is called “future pacing.” Help the customer visualize how their life will improve once their problem is solved and how your product can lead them there.
Eliminate their fear of failure by addressing concerns and reassuring them that you’ll be there to support them along the way.
Remember, the pitch isn’t a one-size-fits-all approach—you should personalize it to each customer’s unique needs and circumstances.
Get creative and make the pitch personal.
6. Committing Phase
People want to be sure they’re making the right decision before they part with their hard-earned money.
When you describe the benefits and outcomes the customer can expect, you build certainty and excitement around the purchase.
Don’t hold back. Put power into your words. Nothing’s worse than a salesperson who seems unsure about their own product.
Before you reveal the price, describe the outcomes that the customer can expect. This will make the price seem like a small investment in the bigger picture of their improved life.
7. Objection Handling
Objections are a natural part of the sales process—even with a perfect pitch. They show that the customer is engaged and interested in the conversation.
To handle objections like a pro, stay calm and don’t take them personally.
Remember, objections aren’t a reflection of you or your product.
They’re concerns or doubts the customer has based on pre-existing conditions.
Acknowledge and empathize with the customer’s concern.
Repeat their objection to ensure you fully understand it, then address it directly. Provide evidence or examples to alleviate their concerns.
If the objection is about the price, reframe the conversation to focus on the value your product or service provides.
Show the customer how it can save them time or money in the long run. If you can’t overcome the objection, it’s okay to ask for more information or offer to follow up later.
The key is to always be respectful and keep the conversation going.
Close Your Sales Calls With Our 7-Step Framework
These seven steps form a robust framework for successful sales calls.
They provide the opportunity to connect with potential customers, understand their needs, and present solutions to improve their lives. It’s about solving problems and building relationships.
We understand that mastering the art of sales calls takes practice, guidance, and continuous learning.
It can be a pain to do this all by yourself. And in today’s fast-paced world, you want to make sure that you’re keeping up.
If this sounds like you, you can register on our 4-step process to get into the remote closing industry.
It’s your opportunity to dive even deeper into the world of sales, learn from experts, and gain the skills needed to close deals effectively, even in remote settings.
Aaron Martinez is a remote closing expert, content creator, and the face of The Remote Closing Academy. Since 2013, he’s started and grown YouTube channels to hundreds of thousands of subscribers, ran a digital marketing agency, and had a ton of success as a remote closer. Now, his focus is teaching you how to master sales so you can increase your earning potential and do more fulfilling work.