5 things to do on every sales call to win more deals

win deals with these 5 things to do on every sales call
Back to main blog
Veronika Belova
by Veronika Belova

2 Min. Read

You may think in-person is the way to go for landing sales, but don’t underestimate the value of a well-prepared phone or video call. Whether making a cold call or following up with a qualified lead, there are many opportunities for winning deals if you know what to do. Here are 5 things to do on every sales call that will lead to more successful results.

5 things to do on every sales call

5 things to do on every sales call

1. Preparation is key 

Alexander Graham Bell said it best: ¨Before anything else, preparation is the key to success.¨ A well-prepared call lets you center the conversation around your prospect, offering more value. Always research in advance, look into the lead’s/prospect’s background, identify pain points, and recognize if the prospect fits your Ideal Customer Profile (ICP). 


Are you planning on reaching out with a video call? Before turning on your camera, check that the audio and video settings are on. You will also want to ensure that the lighting is just right, and turn on an additional light source if necessary. Make sure your background is professional (many video conferencing tools offer custom backgrounds). Finally, hop on a test call with a colleague to ensure everything runs smoothly.


Especially when cold calling, a little plan for the conversation goes a long way. What is a cold call? These are initial conversations without prior contact, and although they can be intimidating, cold calls are an excellent way to build more leads (and later, customers). Research your target customer first so you know how to open the conversation.


Preparing may feel overwhelming, but tools are available to keep you on track. Prevent insights from slipping through the cracks by using software like Surfe to take notes on your prospects directly when viewing their LinkedIn profile and import to your CRM. Make sure to store information in a CRM platform to keep your data and activity organized. Surfe will also help keep your CRM contacts syncronized with LinkedIn and up-to-date with minimal work.


2. Put them at the center of the call

As we mentioned, preparation provides you with the answers you need upfront. Instead of asking about the prospect’s background (which you should already know), use the call to learn about their current needs, past actions that didn’t work, and hopes for the future. Each person has a unique case — actively listen so you can identify the root of their issue and follow up on each point with the right questions. Show empathy for their situation and be prepared with valuable insights, offering ways for finding solutions. Providing solutions is one of seven sales tips that can work in any economic environment.


When marketers and salespeople are unprepared, they tend to talk about themselves and their business. Shy away from taking over the conversation. Only mention your business in terms of how it can offer relevant solutions. Also, keep the conversation flowing by asking open-ended questions. Keeping your prospect at the center of the call creates opportunities to learn even more about their specific needs. Longer conversations also increase chances of closing deals.


3. Communicate in an approachable and clear way, highlighting the benefits of your product or service, not just the features

After listening to your potential customer’s unique scenario, it’s time to offer solutions. In addition to describing the different aspects of your product or service, show how it can help the prospect’s current situation. This is the time to bring up any concerns the prospect shared early in the conversation, and describe how your product or service offers the right solution. 


Here are a few simple tips that can help you communicate in a clear way during a call: 

  • Remember to stay positive, and avoid comparisons between your product or service and your competitors. 
  • Speak with a smile, whether on a video or phone call. Smiling can change the tone of your voice, and a cheerful tone can help relax the prospect too.
  • Use everyday vocabulary instead of industry-specific jargon that may cause confusion. 

4. Act confident, know your product, and be prepared with answers to all questions

Finally, feel confident in the product or service that you’re selling. After all, if you don’t believe in what you’re offering, why should your prospect buy from you? 


Be prepared with answers to any potential questions. The prospect’s may want to know about your role at the company, any experienced setbacks, and future steps moving forward. 

5. Follow up smartly

Follow up after each call, and share resources. This includes website links, social profiles, demo videos, or pitch decks with more useful and relevant information about your business or product. Personalize and target your marketing material to the prospect’s unique situation.

You may need to follow up more than once. That’s okay. Allocate a few minutes each week to checking in with prospects and gauging where they are in the sales funnel. Follow up on initial conversations with targeted questions that show you were listening, and use software tools to keep you organized. Generate sales leads using a CRM to make the most of your time while nurturing and maintaining relationships.