How to Make a Successful Sales Call: 10 Effective Ways to Start

How you start a sales call significantly impacts how it ends. By implementing effective sales call opening techniques, you are more likely to see increased engagement, improved prospect receptivity, and higher sales success rates.

In this post, we’ll cover several techniques and best practices for opening a sales call. We’ll also explain how an all-in-one communications tool like Podium can help you turn more customer calls into revenue. Keep reading to learn how.

What Is a Sales Call?

A sales call is a conversation between a salesperson and a prospect in which the salesperson tries to persuade the latter to purchase a product or service. If it is a potential customer, the salesperson will be trying to persuade them to purchase a product or service from the company for the first time. If it is an existing customer, the salesperson will be trying to cross-sell or upsell them to purchase additional products or services. 

This type of sales prospecting is a crucial component of the sales process in both business-to-business (B2B) and business-to-consumer (B2C) contexts.

During a sales call, the salesperson will typically complete the following steps:

• ask the prospect questions to understand their needs
• present the benefits of the product or service
• address any concerns or objections the prospect may have
• ultimately try to close the sale

Sales calls can take place in various formats, including phone calls, video conferences, or online chat or messaging platforms.

Why Are Sales Calls Important?

A sales call opening is the initial part of a sales call where the salesperson introduces themselves and the company, sets the tone for the conversation, and starts building rapport with the prospect. It’s a crucial moment because it can influence the prospect’s perception of the salesperson and decision to move forward in the sales process. 

Since a strong opening can capture the prospect’s attention and make them more receptive to the sales pitch, let’s cover the basics of an effective sales call opening. 

The Basics of Opening a Sales Call

Get an overview of the fundamental elements of a successful sales call opening below. 

1. Warm and Genuine Greeting

The primary goal is to try to establish a connection with the prospect, so start with a warm and genuine greeting. Make sure to use their first name. You might also make a reference to something you both have in common, like a shared interest or experience. This can be an effective way to share a bit about yourself to create a more balanced and relatable conversation, without dominating it.

For example, maybe you saw on their LinkedIn that you both went to the same college. You might start by addressing them as a fellow alum. 

2. Introduction and Purpose

Briefly introduce yourself and your company and explain why you’re calling. Let the prospect know that you’re interested in understanding their needs and seeing if your product or service might be a good fit. At this point, you can also outline the main points you’d like to cover during the call.

3. Engaging Opener

Your opener is important in ensuring the prospect stays on the call. To keep them engaged, you might begin by mentioning that you’re impressed with a recent initiative at the prospect’s company, or that you’ve been following the work the prospect has been doing in a specific area and want to explore how you could potentially collaborate to achieve a mutual benefit or goal.

We’ll look at more examples below. 

How to Start a Sales Call 

A sales call opening is your first chance to make an impression on a prospect. Below are ten ways to make a good one.

1. Personalize the Introduction

Each sales call opening should start with a personalized introduction. Using their first name and asking about their day is a simple way to make it feel more like a call between friends than a sales call. It also immediately establishes that you’re interested in what they have to say — and not in doing all the talking. 

Template: “Hi [Prospect’s Name], this is [Your Name] from [Your Company]. How are you today?”

2. Offer a Compliment or Acknowledgment

After introducing yourself, you may offer the prospect a compliment or acknowledgment of a recent achievement to build rapport and demonstrate you’ve prepared for this call. For example, you may acknowledge that they just announced investor funding, a product launch, or won an award that reflects their leadership in the industry. 

Template: “I wanted to start by congratulating you on [recent achievement or announcement]. I’ve been following your company’s success in [specific area] for a while, and I’m impressed with what you continue to achieve.”

3. Mention a Shared Connection or Referral

Mentioning a shared connection or referral can help you establish trust and credibility right away. In addition to helping establish common ground, mentioning a mutual connection or referral sets you apart from competitors who may not have the same level of endorsement. 

Template: “I was speaking with [Common Contact’s Name] recently, and they mentioned you might be interested in [specific solution].”

4. Open with a Startling Statistic

Opening a sales call with a statistic offers multiple benefits. It helps position you as an expert in the field, capture the prospect’s attention, and highlight a pain point or challenge that your product or service can address. It will also clearly show that you did your research ahead of the call, and be more likely to stick in the prospect’s mind after they hang up. 

Template: “Did you know that businesses in your industry have reported a [quantitative outcome like a 25% increase in risk events] in the past 12 months?”

5. Share a Relevant Success Story

Another memorable sales call opening is to share a success story of a similar customer. For example, if you sell compliance automation software, you might mention that a startup in a similar industry estimated they got compliant in half the time they would have without your software. This type of social proof is more likely to resonate with the prospect than a generic sales pitch. 

Template: “We recently developed a [new product/service] that’s been making waves in [industry/field]. Our customers are reporting [a significant outcome]. I thought it might be worth discussing how it could benefit your [specific aspect of the prospect’s company].”

6. Mention Recent Industry News or an Event

To encourage dialogue, you may begin by asking for their input on recent industry news or a current event. This approach prompts the prospect to participate and show off their expertise, leading to a more interactive and engaging conversation. This is more likely to be effective than a one-sided pitch. It also demonstrates that you understand their industry, which helps you establish credibility and expertise. 

Template: “Did you catch the recent [relevant industry news/event]? It’s been dominating headlines, and I think it might have implications for [prospect’s business or industry].”

7. Identify Common Ground

Before the call, consider looking on the prospect’s company website, and social media profiles for information on their background, interests, activities, professional achievements, and any shared affiliations, like alma maters or industry associations. This can be a good way to identify common ground before the call. 

Template: “I noticed you’re a fan of [shared interest or hobby]. That’s something we have in common!”

8. Ask an Open-Ended Question

Asking an open-ended question at the beginning of the call can encourage the prospect to share more about themselves and their needs. This can not only help build rapport — it can also help you tailor your sales pitch to their unique needs and goals. For example, you might ask them to tell you more about their role. This will also help you confirm that you’re talking to the best point of contact. If you’re not talking to a decision-maker, then you can invite them on the next call. 

Template: “What do you enjoy most about working in [prospect’s industry]?”

9. Identify a Pain Point or Challenge

Highlighting a pain point or challenge the prospect is facing at the very beginning can make them more receptive to hearing how your product or service can address it. It is also one of the best ways to prove that you’ve spent time preparing for and personalizing this presentation. 

Template: “I’ve been working with similar businesses in [industry/field], and many of them have been facing challenges with [specific issue]. I’m curious if that’s something you’re dealing with as well.”

10. Lead with your solution and the benefits it offers

Instead of opening with the prospect’s industry or pain points, focus on your solution and what benefits it can help them achieve. Then ask if they want to hear more. This benefits-first approach can make the prospect more receptive to learning more.  

Template: “I have something I think you’ll find interesting. It could potentially [achieve specific benefits]. Would you be open to hearing more?”

Best Practices for Opening a Sales Call

We’ve compiled a list of best practices and tips that sales professionals should follow when starting a sales call. 

1. Prepare and research thoroughly.

You must be prepared to have a successful sales call. The key is to be able to demonstrate an understanding of their needs and how your product or service can meet them. So before the call, make sure you understand their industry and pain points. It is also a good idea to read up on any recent news or market developments that might be useful when opening the call.

2. Be positive and confident.  

When opening the sales call, using a positive and enthusiastic tone can help immediately establish an optimistic atmosphere. It’s also important to sound confident to establish credibility and expertise. Keep this tone throughout the sales call, even as you address objections, to maintain that level of trust. 

For example, you might say something like “Good [Morning/Afternoon/Evening], [Prospect’s Name]. It’s a pleasure to speak with you today. I’m eager to learn more about your [industry/challenges/goals] and explore how we can assist you.”

3. Respect the prospect’s time.

It’s courteous to ask if it’s a convenient time for the prospect to talk. This shows respect for their time and increases the likelihood of a productive conversation. Try starting with an engaging opener first, and then asking permission to continue. For example, try: “Good morning, [Prospect’s Name]. This is [Your Name] from [Your Company].  I’m excited to discuss how our [product/service] can [solve a specific problem or add value]. Before we dive in, may I ask if now is a convenient time for you?”

If the prospect says yes but seems disengaged, you can offer to reschedule. For example, if you’re on a video conference and notice they’re typing, then you may say something like, “I understand your time is valuable. If now isn’t the best time, we can reschedule at your convenience.”

4. Set an agenda. 

One way to improve your chances of having a productive, engaged conversation is to set an agenda. This doesn’t have to be formal. During the opening, after you establish the pain point you’re looking to solve or try another hook, simply outline the main points you’re looking to cover. You can even establish a timeline to help set expectations. Make sure to ask if your agenda aligns with their expectations, or if they have anything to add. 

For example, you might say, “In the next 15 minutes, I’m going to ask a few questions to understand your needs more, explain the benefits that our customers have experienced from using our product or service, and address any questions you might have. Does that sound good?”

5. Listen actively and empathize. 

To build and maintain rapport, make sure you pay close attention to the prospect’s responses and avoid interrupting. This demonstrates that you value their input and are focused on their needs. You may want to take notes so you can ask questions or bring up relevant points once they’re done speaking.

To further demonstrate empathy, acknowledge a concern or challenge that the prospect shares, thank them for sharing it, and let them know you understand their situation. For example, you might say, “I understand how important it is to [solve the specific issue]. It sounds like you’re looking for a solution that [meets their needs]. I have a customer in mind who was looking to solve this exact issue. Would you be interested in hearing their story?”

6. Avoid information overload.

One of your main purposes on a sales call is to communicate the value of your product or service, but you want to avoid overwhelming the prospect with too much information, especially at the beginning of your call.

To avoid this and to engage the prospect, try asking questions before jumping into your usual pitch. This will ensure you don’t dominate the conversation and help you identify and focus on the most relevant and important points that directly addresses the prospect’s needs. 

It’s also a good idea to periodically ask the prospect if they’re following along and if there’s anything they’d like you to clarify or elaborate on. This can help prevent information overload and convey empathy. If the prospect seems to be struggling with a particular point, offer to follow up with supporting materials, like a whitepaper or case study, after the call. 

Take Your Calls to the Next Level With Podium

Podium is a powerful conversion, communication, and prospecting tool that can help you enhance your sales call openings and overall communication.

With this all-in-one communications tool, you can route all calls to the same inbox as texts, social media messages, and other channels so you never miss a call again. This will also ensure you have a clear view of every customer message, text, Webchat, and phone call in a centralized location, which you can view on your desktop or mobile device. You can also automate the creation of call transcriptions and integrate your phone and other business systems. 

Learn more about how Podium Phones can help you connect with leads faster.

FAQs

Q: What makes a good phone call?

A: A good phone call between a salesperson and a prospect is characterized by effective communication skills, product knowledge, and an understanding of the prospect’s needs and pain points. 

Q: How do you start a sales call? (Example)

A: “Hello [Prospect’s Name], this is [Your Name] from [Your Company]. Did you know that businesses in your industry have reported a [percentage] increase in [specific metric] after implementing our [product/service]? I was eager to share this success story with you and explore how we might be able to achieve similar results for your [specific goal or area]. Would you be open to discussing this further?”

Q: How do you succeed in a sales call?

A: To succeed in a sales call, you must build rapport; tailor your pitch to the prospect’s unique needs, challenges, and goals; address any concerns, questions, or objections they may have, and get the prospect to commit to making the purchase. This may require you to establish common ground, ask open-ended questions, and discuss pricing and terms.

Q: What do you say at the beginning of a sales call?

A: Here are some options you can say at the beginning of a sales call:

• “Hi, [Prospect’s Name]. I know you’re likely busy, so I’ll be brief. I’m [Your Name] from [Your Company], and I’m excited to discuss [relevant topic].”
• “Thank you for taking a moment to speak with me, [Prospect’s Name]. I’m [Your Name], and I’m excited to discuss [relevant topic] with you.”
• “Hi, [Prospect’s Name]. May I have a few minutes of your time to discuss how [Your Solution] can benefit your [specific area of interest]?”
• “Hello, [Prospect’s Name]. [Shared Connection’s Name] suggested that we connect. I’m [Your Name], and I’m excited to explore how we can assist you.”