Sales calls are the bread and butter of every sales-oriented business, and this includes in-person meetings between a sales representative and a prospective customer, phone meetings, or video meetings. In each of these, the ultimate objective is to sell a company’s products or services. Important objectives also include generating excitement and interest in the company’s products or services, building relationships that may lead to future sales, and securing follow-up appointments.

Effectively applying smart tips for sales calls will help achieve greater sales success:

The Fundamentals for Your Sales Calls


Selling relies on the buyer having confidence in the seller and the products or services they are promoting. And that degree of confidence is expressed by a positive attitude from the salesperson. A smile translates to the tone of voice, and it helps to support personal passion and enthusiasm that can be persuasive.


Preparation is another essential element of successful selling. Preparation includes knowing your own products and services intimately as well as the products and services of your competitors. It includes having a plan for your sales meetings. It also includes working to hone your presentation skills.

Strong Communication Skills

One of the key tips for sales calls is to build relationships with your prospective customers. That means not talking at them but rather talking with them to understand their needs, asking clarifying questions, and offering practical and targeted solutions. It also means being authentic and worthy of trust. Consistency and honesty are key attributes and tips for sales call success, and any attempt to manipulate or deceive a prospect will destroy trust and ruin the relationship.


Technology is now a great friend of the salesperson and should be used effectively in contacting and in presentations.

Expert Tips for Sales Calls

Beyond the basics are these critical tips for sales calls success:

1. Sell to the person who’s making the big decisions

Do your research on your buyer so you are able to identify and speak with the higher-up decision makers. Otherwise, there is a lot of fruitless time and effort spent “working up the ladder” to the person with authority.

2. Identify their pain points

Second, when speaking with the decision-maker, seek to identify the company’s “pain points.” That is, what their challenges and real needs are. Your solution can be the change they are looking for when you ask good curious and probing questions.

3. Build value

Build a strong sense of value in the products or services your company can bring to the problem or opportunity at hand. Stories about how your offering has helped others will add legitimacy and strength to your value proposition. Work to reinforce how your offering has competitive advantages. Explain how what you offer performs in terms of results that they will understand.

4. Use storytelling to reinforce your message

Attempt to connect with your prospect with a compelling story. Using the pain points you’ve identified, explain how your organization can partner with them and you are uniquely qualified to solve their problems.

5. Handle objections frankly and factually

Overcome potential concerns about budget, timing, or any other concerns the decision-maker may have. Walk your prospect through a logical way of thinking and reinforce the benefits and value of your proposition.

6. Set the next action step before you leave

If you can close the deal right away, do it before the call has ended once you’ve resolved any objections. If that can’t be done, leave with a plan of action and a scheduled follow-up conversation. Find out what it will take to solve any additional reluctance.

To Achieve Sales Success, Seek Outside Expertise

As a fractional VP of Sales, James Bellew works with small to medium-sized business owners to build or rebuild their sales organizations. That includes sales strategy, processes, building, establishing, and aligning sales teams and their sales tools to achieve solid sales improvement.