A perfect telephone sales call: a complete guide

Conducting an effective telephone sales call is an art that every sales professional must master. In this guide, you'll learn how to conduct a successful b2b sales call, whether you're calling or being called yourself. We cover the structure of a sales call, the importance of a good elevator pitch and how to respond to the prospect's needs. By the end of this article you will have all the tools you need to take your sales technique to the next level.

By René Bekink

The difference between outbound and inbound calls

Something that has a decisive influence on the content of a telephone sales call is who takes the initiative. We therefore talk about outbound and inbound when it comes to b2b telemarketing / telesales. In outbound, the conversation of the sales professional goes fromWith inbound we talk about inupcoming conversations. Because both forms of sales calls have their own dynamics, they require different approaches and strategies. Outbound calls require a quick and valuable opening to grab attention. Inbound conversations, on the other hand, give you the opportunity to go deeper into the needs of an already interested prospect. By adapting your approach to the type of call, you increase your chances of success. Here we dive deeper into the differences and specific points of interest for both types of conversations.

Outbound sales calls

In an outbound telephone sales call, you will be the one who handles the prospect call. This means that you have control, but also the challenge of getting their attention and offering value right away. In an outbound call, you must quickly clarify what you can do for the prospect, what value you bring. Here are some tips for successful outbound calls:

• Preparation: Do thorough research on the prospect and their company. Know who you are calling and what their potential pain points are.
• Powerful opening: Start with a strong introduction that grabs attention. Avoid standard sales pitches and be specific about how you can help.
• Value proposition: Offer immediate value by offering something relevant to the prospect, such as news, an interesting statistic, a success story or a solution to a common problem.
• Listen and ask questions: Although you are the one calling, the conversation should not be one-sided. Ask questions and listen actively to better address the prospect's needs.
• Next steps: Conclude with a clear call-to-action. This could be a follow-up appointment, a demo or sending additional information.

Inbound sales calls

Inbound telephone sales calls begin when the prospect calls you. This means there is already some level of interest. You have more room to deepen the conversation and explore the prospect's specific needs. You need those, too, because you have no information about the prospect. Here are some tips for getting the most out of an inbound telephone sales call:

• Friendly reception: Start with a warm and friendly greeting. Thank the prospect for their interest and show enthusiasm.
• Needs Analysis: Take the time to understand what the prospect needs. Ask pointed questions so he can clarify his situation and challenges.
• Detailed information: Since the prospect has already expressed interest, you can go into more detail about your product or service. Emphasize how your solution specifically meets his needs.
• Showing expertise: Use the opportunity to demonstrate your expertise. Share relevant insights, case studies or examples that the prospect recognizes.
• Next steps: At the end of the conversation, don't let the prospect "float," but initiate a clear next step. This can range from scheduling a demo or sending additional information or a proposal. Make sure the prospect knows exactly what to expect.

The structure of a 4-stage telephone sales call

An effective telephone sales call, whether outbound or inbound, consists of four crucial phases: the opening phase, the qualification phase, the presentation phase and the closing phase. Each phase has its own goals and techniques to make the call run smoothly and increase the likelihood of success.

1. Opening phase

Outbound:

In an outbound sales call, the opening phase is crucial to getting the prospect's attention and getting the conversation started. Here are some tips:

• Introductions: Begin with a short and clear introduction. For example, "Good morning/afternoon, my name is [Your Name] from [Your Company].
• Explain purpose: Briefly explain why you are calling and the value to the prospect. For example, "I would like to discuss how we can help you with [specific problem/solution].
• Attract attention: Use a thought-provoking opening sentence that gets the prospect curious and keeps them interested.

Inbound:

In an inbound telephone sales call, the prospect already shows interest by contacting you himself. As a result, the opening phase is less about attracting attention and more about creating a warm reception. This also applies when the prospect makes an email inquiry, for example, and you call him back about it. 

• Thank you: Begin by thanking the prospect for their interest and time. For example, "Thank you for your interest in [product/service]. Let's see what I can do for you.'
• Explore goal: Ask what prompted them to contact you and what they hope to accomplish. This helps to gauge needs directly.

2. Qualification Phase

Outbound:

In this phase, you ask questions to identify the prospect's needs, challenges and goals. This is essential for fine-tuning your pitch later in the conversation.

• Ask questions: Use open-ended questions to obtain information, for example, "Can you tell me a little more about the current challenges you are facing?
• Active listening: Listen carefully to the answers and show understanding. This helps build a relationship of trust. Use the LSD technique: listen, summarize, follow through.

Inbound:

In an inbound sales call, you can extend the qualification phase because the prospect is already interested and may already have specific questions or needs.

• Go deeper: Ask targeted questions to get a full picture of their situation. For example, "What are the main issues you want to improve with a new solution?
• Relevant information: Use the information you obtain to show directly how your solution is relevant.

3. Presentation phase

Outbound:

Now that you know the prospect's needs, you can tailor your pitch to specifically address their challenges.

• Targeted pitch: Adapt your pitch based on the information obtained, e.g., "Based on what you have told me, I think our solution X may be particularly useful in addressing your problem Y.
• Communicate value: Explain the benefits and unique aspects of your product or service that directly address the prospect's needs.

Inbound:

In inbound conversations, you can go deeper into the specific benefits and details because the prospect is already interested.

• Detailed information: Provide more detailed information about how your solution works and why it is appropriate for their particular situation.
• Answer questions: Be prepared to answer detailed questions and address any doubts or concerns the prospect may have.

4. Closing phase

Outbound:

The closing phase is designed to give the conversation a clear direction and plan a next step.

• Call-to-action: Suggest a concrete next step, such as a follow-up appointment, a demo or sending additional information. For example, "Shall we schedule a follow-up appointment to discuss this further?
• Confirm: Make sure both parties clearly understand what the next step is by confirming it immediately by email.

Inbound:

In an inbound telephone sales call, the prospect is already engaged, so the closing phase can focus more on consolidating interest:

• Next steps: Discuss next steps, such as a trial period, a quote or a face-to-face meeting. For example, "How about a demo to see how our solution works in your situation?
• Clarity: Make sure the prospect knows what to expect and when.

The role of the elevator pitch in a telephone sales call

A elevator pitch is a short, powerful summary of your offer, designed to convey its value within 30 seconds to a minute. In a telephone sales call, especially in outbound calls, an elevator pitch is essential to quickly capture the prospect's attention and pique their interest.

An effective elevator pitch consists of a few core components:

• Introduction: Briefly introduce yourself and your company.
• Problem statement: Name a common problem or challenge your prospect may be experiencing.
• Solution: Explain how your product or service solves this problem.
• Unique value: Highlight what makes your solution unique from other options.
• Call-to-action: End with an invitation to talk further or to take the next step.

For example, "Hello, my name is [Name] from [Company]. We help companies like yours solve [specific problem] through [solution]. What makes us unique is [unique value]. Would you like to know more about how we can do this for your company?'

By using a well-prepared elevator pitch, you can pique the prospect's interest and pave the way for a more in-depth conversation. Make sure your pitch matches the prospect's specific needs for maximum impact.

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Focus on the prospect's needs

The purpose of a telephone sales call is not to sell your product or service, but to help the prospect. This customer-centric approach is crucial to successful sales calls, especially telephone sales. By focusing on the prospect's needs, you gain their trust, build a valuable relationship and increase the likelihood of a successful deal.

A customer-centric approach

When you actively listen to the prospect's challenges and needs, you show empathy and understanding. This helps build a bond of trust, which is essential in sales conversations. As a result, a customer-centric approach lays the foundation for a long-term relationship. Prospects appreciate it when you put their interests first, which leads to repeat business and loyalty.

Moreover, by addressing the prospect's specific needs, you can position your product or service as a relevant solution. This makes the offer more attractive and increases the likelihood of acceptance.

While direct sales may not always be the result, helping a prospect without an immediate sale leaves a positive impression. In the future, this will often lead to new opportunities and recommendations.

Asking the prospect open-ended questions

You understand that an empathetic approach works, but how do you do it in the practice of a telephone sales call? A good start is to ask the prospect open-ended questions. That way, you learn to better understand his situation. For example, a good question is, "Can you tell me more about the challenges you currently face in your business processes? Listen carefully to the answers and note important points. Show understanding by paraphrasing and asking clarification questions to make sure you understand the prospect well.

It helps tremendously when you show that you see your interviewer not only as a potential customer, but also as a human being. Some "small talk" can help with this; it takes the pressure off the conversation. Also ask about what he personally expects to get out of any purchase. Perhaps he will enjoy his work more, his bonus will increase or a promotion will be in sight.

Impact on the prospect

When you put the prospect's needs first, the prospect feels heard and understood. This reinforces their trust in you as an advisor and not just a salesperson. They see you as someone who adds value and can solve their specific problems. This not only increases the likelihood of a positive outcome of the conversation, but also of a long-term and productive relationship. This approach makes the sales process less transactional and more relational, leading to lasting benefits for both parties.

Responding to current developments

People often put off decisions until action is truly necessary. By discussing current developments, you can use this urgency to approach a prospect and motivate them to take action. Show that you are aware of the latest trends and changes in their industry, such as economic trends, legal changes or specific industry developments. This not only shows your expertise, but also piques the prospect's interest because no one wants to miss out on important information.

For example, by starting with: "I have read that there are new tax rules that could offer significant benefits to your industry," you immediately pique their interest and emphasize the relevance of your conversation. By sharing this knowledge, you come across as a knowledgeable and engaged interlocutor, which helps build trust and reduces the likelihood of procrastination. Thus, highlighting current developments can be a powerful way to motivate the prospect to take action now and show how your solution can help.

Pros and cons of telephone sales calls

The telephone sales call, of course, is just one of many methods of communicating with prospects and customers. Telephone sales calls are faster and more cost-effective than face-to-face calls. They eliminate the need for travel time and expenses, allowing you to reach more prospects in a day. In addition, phone calls can be scheduled flexibly, making them ideal for busy schedules. You can easily make multiple contacts and expand your network quickly without physical limitations.

One disadvantage of telephone sales calls is that they are less personal. The lack of face-to-face contact makes it harder to establish a strong personal connection. Moreover, you miss important nonverbal cues such as body language and facial expressions, which are often crucial to understanding the prospect's full context and emotions. This can lead to miscommunication and less effective conversations. 

How to benefit from the advantages of the telephone sales call and mitigate the disadvantages

To take full advantage of the benefits of telephone sales calls, it is important to be well prepared and follow a clear structure. Make sure you have all the necessary information at hand and that you know what you want to accomplish with each call. Use scripts for common situations, but be flexible enough to respond to the prospect's specific needs and reactions.

To make the cons less objectionable, there are several strategies you can employ. Focus on creating a personal connection by adopting a friendly and warm tone. Ask pointed questions and actively listen to the prospect's answers to better understand their needs and challenges. It is also helpful to show empathy and respond to the emotions you hear in their voice, even without visual cues.

Use technology to compensate for nonverbal cues. Video conferences help add a visual component to the conversation. As a result, you can better interpret nonverbal cues. If a video call is not possible, a detailed follow-up e-mail with summaries and next steps can help avoid misunderstandings and strengthen the relationship.

Creating atmosphere and building trust

In the short time you have in a telephone sales call, it is important to create a good atmosphere and build trust. This can make the difference between a successful call and a rejection.

Use of tutoring

Using tutoring can help create an informal and approachable atmosphere. However, it is important to carefully consider when this is appropriate. The company culture and the prospect's level as a person play a big role in this. In some industries, tutoring is common and is seen as a way to break down barriers and create a more personal connection. In other sectors, it may be perceived as too informal or even disrespectful. The age of the interlocutors can also have an influence. Younger professionals tend to be more open to an informal approach, while older generations may value more formal forms of address. Start the conversation formally and sense how the prospect responds before switching to an informal tone.

Actively listening to prospects

Active listening in a telephone sales call is crucial to building trust. Show genuine interest in what the prospect has to say and don't interrupt unnecessarily. Regularly summarize what the prospect is saying and ask questions that expand on their points. This shows that you are really listening and understand their needs. This helps to connect and make the prospect feel that their issues are being taken seriously.

Empathy

Showing empathy means showing that you understand the prospect's situation and are willing to help think of solutions. This can be accomplished by responding to the prospect's emotions and empathizing with their position. For example, if the prospect shares a specific problem, you can respond with something like, "I understand how frustrating that can be. We've seen similar situations with other customers and have been able to help them with [specific solutions].' This not only shows your understanding, but also that you have experience solving similar problems.

Do not use a script

Resist the temptation to write out your entire sales pitch and read out that script. The prospect hears this. There is no more convincing way to show that you have no empathy with the prospect. Moreover, you give the impression that you are not skilled enough to conduct a conversation from memory. Afraid of forgetting something? Then make a keyword or topic list. Possibly keep a script at your fingertips, but don't read it out loud. Never.

Completion upon successful sale or appointment made

A careful conclusion to a sales call ensures that agreements are kept and expectations are clear. A good conclusion provides clarity, builds trust and sets the tone for future contacts. It confirms your professionalism as a salesperson and gives the prospect certainty about the next steps.

Confirmation and aftercare

After reaching an agreement or making an appointment, it is essential to clearly confirm the agreements made. Send a confirmation e-mail that summarizes all the points discussed, including what was agreed upon, how it will be implemented and when. This e-mail serves as a written reminder for both you and the prospect and helps avoid misunderstandings. For example, "Dear [Name], thank you for the nice conversation today. As discussed, we will deliver [service/product] on [date] under the following conditions: [details of appointment]. We look forward to a successful collaboration.'

You confirm an appointment for a face-to-face meeting or a Teams meeting with an Outlook invitation. This includes the date and time of the appointment and the location or a Teams link.

Follow up

Immediately schedule a follow-up moment in your calendar to keep the appointments made and make sure you don't forget. This could be a phone call to check if the customer is satisfied with the service or product provided or an email to ask if there are any further questions or needs. By being proactive in following up, you show that you value the relationship. Thus, you are involved in the customer's success. For example, "I have put an appointment in my calendar to contact you next week to see how everything is going. If you have any questions in the meantime, don't hesitate to contact me.'

Also, contact the customer again well after delivery. Ask if he is satisfied with what has been delivered. Such a follow-up conversation offers opportunities for cross- and upselling.

A carefully handled closing strengthens the relationship with the prospect and increases the likelihood of repeat purchases and positive word of mouth. It makes the prospect feel valued and supported, contributing to a positive experience and a long-term customer relationship.

What to do if the goal is not achieved

When a sales call does not lead directly to a sale or appointment, it does not mean the opportunity is lost. It is important to have a strategy to keep the relationship with the prospect warm and create future opportunities.

Nurturen

Keep the contact warm by regularly sharing useful information relevant to the prospect. This can range from industry-related news, articles and surveys to updates on your products or services that may be of interest to them. Sharing valuable content keeps you top-of-mind and demonstrates your commitment and expertise. For example, "I recently came across an article that may be of interest to you given our previous conversations on [topic]. Here's the link, I'd love to hear what you think.'

Stay informed about the prospect's future needs or developments by asking about them regularly. This helps you understand their changing situation and can lead to new sales opportunities. Ask questions such as, "Are there any projects or changes we can help you with in the near future?" or "How do you expect your needs to develop in the near future?

LinkedIn connection

Add the prospect on LinkedIn to stay in touch and stay on top of their professional updates. This platform allows you to expand your network and keep yourself visible to the prospect. You can also share relevant content and respond to their updates. This helps to strengthen the relationship. A personal invitation can look like this: 'Dear [Name], it was nice to speak with you. I would like to stay connected via LinkedIn and keep up to date with your professional updates.'

Next contact

Schedule another point of contact to further build the relationship. This could be a phone call, an e-mail or even a face-to-face appointment, depending on what is most appropriate for the situation. Make sure you have a specific reason for the next contact, such as sharing new information or discussing possible collaborations. An example: 'I would like to contact you again in a month to discuss how we might be able to work together on your new project. Let's schedule a date in advance.'

By using these strategies, you can lay a solid foundation for future interactions and sales opportunities. The goal is to keep the relationship warm and position yourself as a reliable and valuable partner, even if the first attempt did not lead to the desired result. This increases the likelihood of success in future contacts and contributes to a lasting and fruitful partnership.

Conclusion

A successful telephone sales call is about more than just selling a product or service. It's about building a relationship, understanding the prospect's needs and showing genuine interest. With the right preparation and strategy, you can turn every phone call into a valuable opportunity. Apply the tips in this guide and experience how to take sales calls to the next level, gain more trust and ultimately achieve your sales goals.

Read more

22 essential tips for successful telephone acquisition.

The importance of empathy in sales: the personal touch.

No gain without pain: the importance of a painlist in b2b sales.

7 tips to make a telephone sales call successful - Multicopy.

How do you sell over the phone? - SIG.

Telephone sales training

Is or will telephone sales be an essential part of your company's sales activities? Provite is a leader in B2B telemarketing and telephone sales. And we also provide training in these! We can develop a training course specifically for your company and industry, with practical guidance. Read more about our training courses, contact contact or call us at +31 70 313 44 44.

(Top photo: Mikhail Nilov)