5 Strategies to Create a Structure for Your Sales Calls That Gets Results by Meridith Elliott Powell

Photo by Magnet.me on Unsplash

A sales call is a privilege that every sales professional needs to take seriously. The most important thing a business owner has is their time, and you need to make the most of it. Remember, a sales call is not something these leaders grant to everyone. So take it seriously, and go into the sales call with a well-structured plan. 

Whether your business owner has gifted you an hour or just fifteen minutes for the call, you want to ensure you maximize your time and, more importantly, theirs. You need a structure to squeeze as much out of the time as you can.  

Every sale call with a leader, whether it is a cold call or a follow-up call where you hope to close the deal, should be well-designed and focused on the desired result. Here’s a great plan to follow when developing your sales call structure.  

5 Strategies to Create a Structure That Gets Results 

1. First, you want to set the stage – think about how the sales call needs to look and how you want it to flow. Will it be in person or virtual? If in person, are they coming to you, are you going to them, or will you meet them for lunch or coffee? 

If virtual, you’ll want to consider which technology to use and what your video setting will look like.  

Also, start to think about who needs to be involved in the sales call from your side as well as theirs. 

2. Next, you’ll want to create the agenda – so you have a feel for how the call will flow and as a gesture of confidence to your business owner. Providing them with an agenda lets them know what to expect and that this is a good use of their time.  

When you put together the agenda, share it; let the business owner know whom they should ask to attend from their company and who will be attending (position, title, role) from your company. If in person, over lunch or coffee, share the address and parking instructions. If on video, share the technology and the expectation that their video needs to be on. 

3. Now it is time to Craft the Conversation – design how you see it flowing and the steps you will take to cover all the information you want and need to be addressed. How will you open the call and establish rapport? What background information can you present to ensure you show that you understand the industry, the executive, and the challenges?  

What questions do you need to ask to deepen the conversation and gather the information that you need? How will you close the conversation and be respectful of their time? 

Subscribe to The Sound Wisdom Blog for exclusive content and other articles from our authors. 

4. Be mindful and thoughtful of your transitions – these are key; remember your time is limited, and you most likely have a lot of ground to cover. So how will you transition from one subject to another? How will you quickly move from building rapport into the heart of the conversation? If the business owner goes off on a tangent, what will you do to bring them back on track? Thinking ahead and planning your transitions during the call will ensure you are prepared and can keep to your agenda. 

5. Last but not least, don’t be too rigid – while structure is important, this is also a sales conversation. When the business owner gives you an opening or brings up a new idea, don’t be so structured that you miss an opportunity. 

Again, a sales call is a privilege. Use your time wisely and effectively. Structuring the sales calls allows you to be prepared, confident, and secure that you can maximize the time you have to engage with the business owner and create a result that is valuable for both of you.  

Meridith Elliott Powell is a business strategist, keynote speaker, and award-winning author with expertise in business growth, sales, and leadership strategies. She was named One of the Top 15 Business Growth Experts to Watch by Currency Fair and One of the Top 20 Sales Experts To Follow by LinkedIn. Discover more critical sales strategies in her book 30 Days to Sales Success: Build More Profitable Relationships, Close More Sales, Drive More Business.

Kick Fear’s Ass by Kay Miller

Photo by Lance Grandahl on Unsplash

Full disclosure: my first sales call was a disaster.  

This happened shortly after I started my outside sales career, just after college. I was the first woman ever hired for outside sales by a company called Amerock. The product: a line of cabinet hardware (knobs, pulls, hinges, and more).  

Amerock wanted to add women to their sales force. The problem was, they were concerned that a woman would be intimidated by calling on the mostly-male hardware market. I convinced them I could do it. I was hired.  

Fast-forward to my first solo prospecting call. I set my sights on a Seattle lumberyard called Blackstock Lumber. Before the call, I’d driven by and studied the layout. I’d packed up brochures and samples. On the day of the sales call, I dressed professionally, right down to the bow tie pinned to my blouse.  

I drove to the lumberyard, and into the parking lot. That’s when things fell apart.  

A huge load of lumber had just been delivered. Men in Levis, flannel shirts and hard hats swarmed in frenetic activity. There I was, a 24-year-old sales newbie. Everyone stared - I stuck out like a sore thumb.  

I slowly pulled into the lumberyard’s parking lot. As I eased my car into a parking spot, I felt my face turn red. I sat there for a moment. Then, to my horror, I watched myself peel a sweaty hand off the steering wheel and shift the car into reverse. I backed out.  

Expletive! As I sped away from my very first sales call, I was furious with myself. I’d chickened out. I’d failed at the exact thing I’d signed up to do!  

Here’s the thing: I didn’t give up.  

After that embarrassing failure, I asked myself, “What’s the worst that can happen?”  I decided NOTHING could be worse than the sick feeling I had after running away in fear. I decided to kick fear’s ass.  

The next day, I went back to Blackstock Lumber. I made it to the door and went inside. That day was the first step in selling a new customer. It took awhile to get to  know the owner and establish a solid relationship. Once I did, I recommended a small Amerock display. Eventually, he upgraded to a larger one. He became a loyal, repeat customer.  

Here’s an Uncopyable Secret: The next time you face the risk of rejection, failure or even looking stupid, ask yourself, “What’s the worst that can happen?” As long as the answer isn’t death, force yourself to push past your fear.  And remember, the biggest opportunities (and sales!) lie outside your comfort zone.  

Famous golfer Jack Nicklaus once joked about facing critical shots during big tournaments. “I still get butterflies,” he said. “I just work hard to get them to fly in formation!”  

Want to make more sales? Decide to Kick Fear’s Ass.  

Kay Miller is an expert on Uncopyable Sales. As the first woman ever hired for outside sales by Amerock, a division of Anchor Hocking, she built her formidable sales career by emphasizing long-term relationships over one-time deals. Kay was later hired by Walker Exhaust, a division of Tenneco and the largest automotive muffler manufacturer in the world. While there, she was named Walker’s Salesperson of the Year, an accolade that earned her the nickname “Muffler Mama.” For more Uncopyable Secrets, order Kay Miller’s book Uncopyable Sales Secrets, available from Amazon, Barnes & Noble, and other fine retailers.

We Don’t Want to Be “Sold,” but We Love to Buy by Kay Miller

Photo by Adetunji Paul on Unsplash

I remember a funny story about my niece, Shawna. When Shawna was little, my mom babysat her every Wednesday. Once when Shawna was about three, my mom told Shawna to pick up her toys so they could go to the store. Shawna’s response: “I don’t like to be telled.”  

Shawna’s three-year-old grammar made us laugh—but we agreed she had a point! None of us like to be “telled.” We also don’t like to be “selled.”  

A few years ago, I bought a new kitchen range (stove and oven combination). Some people spend a lot of time researching a purchase like that. Not me. My husband, Steve, and I went straight to Sears (remember them?). 

The salesperson, Gary, greeted us and asked what we were looking for. Steve pointed at me and said, “She’s the decision-maker.” Gary started with, “Tell me what you’re looking for.” He asked what I did and didn’t like about my current range. He continued to ask more questions, which got me thinking about things I hadn’t considered. “Do you normally cook for just the two of you, or do you like to entertain? Would it be helpful to save time on cooking? How about cleaning up?”  

I told him I’d love a gas stove, but we weren’t plumbed for it. He said, “It sounds like it’s important that the burners heat up quickly.” 

None of us like to be “telled.” We also don’t like to be “selled.” 

After I answered all his questions, he responded with, “Let me show you the range I have.” He led us over to the one he owned. (That’s what he said, and I believed him.) It was electric, but he assured us, “You’ll love how quickly the burners heat up.” He added, “It has a convection oven. It doesn’t need preheating, and it cooks more quickly than the one you have. You’ll spend less time in the kitchen, and the kitchen will stay cooler during the hot summer months. (I’d mentioned that I don’t like to use the oven in the summer for that reason.) In the end, Gary added a personal touch. “I’ll throw in a bottle of this ceramic stove top cleaner. Just like you two, my wife cooks and I do the cleaning up. When I’m done, I use this special ceramic stove top cleaner, and I polish it until it shines.” He added, “That can be Steve’s job!” 

“I’ll take it!”  

I didn’t feel like I’d been sold.  Gary painted a picture of exactly what I wanted, and helped me make a great buying decision. Notice that early in this story, I said, “A few years ago, I bought a new kitchen range.” To be an Uncopyable salesperson: make the “YES” the customer’s idea.  

It’s a simple strategy that’s also an Uncopyable sales secret. The best part? By getting more of your customers to buy, you’ll make more sales.  

Kay Miller is an expert on Uncopyable Sales. As the first woman ever hired for outside sales by Amerock, a division of Anchor Hocking, she built her formidable sales career by emphasizing long-term relationships over one-time deals. Kay was later hired by Walker Exhaust, a division of Tenneco and the largest automotive muffler manufacturer in the world. While there, she was named Walker’s Salesperson of the Year, an accolade that earned her the nickname “Muffler Mama.” For more Uncopyable Secrets, order Kay Miller’s book Uncopyable Sales Secrets, available from Amazon, Barnes & Noble, and other fine retailers. 

Sell is a Four-Letter Word by Jennifer Gluckow

It means YOU GOT YOUR WAY and/or MONEY. 

“Jen, I’m not in sales.”  
Wanna bet?  

Here are 6 situations that define why everyone’s in sales: 

• Have you ever negotiated to buy a car? 

• Have you ever negotiated to buy a house? Sell a house? 

• Have you ever tried to get bargains or find things on sale? 

• Have you ever argued about the price of something? 

• Have you ever persuaded somebody to your point of view? 

• Have you ever asked for a raise? 

You, my friend, are in sales.  

You may not consider yourself a salesperson, but you’re still selling (whether you want to admit it or not!). 

Think about the things you “sell.” 

Selling your point of view, your ideas, your choice of where to eat or where to vacation, even what’s for dinner—it’s a sale. A persuasion to gain agreement to your choice, idea, point of view, or action. A sale. 

You need to sell yourself (to a college, to a company for a job, to a potential life partner). NOTE: While there is no price tag attached, you’re still having to communicate your value, build relationships, and close the deal. 

You need to sell your ideas. They may be to your boss, to internal colleagues, or to customers. But regardless of to whom you are selling, you need to communicate your value, build relationships, and close the deal. 

See the big picture? Sales isn’t just a career—it’s a way of life. 

Many people in sales want to believe they help the client. Well, here’s a secret—the best salespeople are helpers. The best salespeople care and are genuine. And the best salespeople believe in themselves, their company, and their product. They believe the customer will be better off with their solution. Sound like you? 

I’ve met a lot of entrepreneurs and small business owners all over the world who love their craft—they love what they’re creating and believe in it, but don’t know how (or want) to sell it. Here’s a clue: a company without a leader in sales is not a company. At least it won’t be for long. 

For many, sales is a dirty word—I get it. You associate it with a sleazy or pushy car salesman (or woman!), or the worst sales experience you’ve ever had. 

Here’s a lesson I learned from my early sales days: In high school I worked in a neighborhood clothing boutique. During my first day on the job, my manager said, “DON’T force anything. If something doesn’t look good on someone else, find them something that DOES look good. DON’T let anyone go home with something that doesn’t look AMAZING.” 

At first, this seemed contrary to selling—wasn’t I supposed to sell the most clothing possible (and thereby make more commission?). Isn’t that why they hired me? To sell? 

After helping a few customers and following my manager’s strict instructions, I realized why she was right. If the customer went home with something that didn’t look right and modeled it for their spouse or their friends, and their “trusted advisors” said, “Ew return it,” they would never trust me (or shop with me again). But if they got the “oooh la la” response, they would be back in a NY minute. And bring their friends. 

The lesson: Tell the truth. Make a friend. Become a trusted advisor and you win. Your job as a salesperson is to help the client. 

No one wants to feel sold. Do you? 

Everyone wants suggestions, recommendations, knowledge, and expertise. 

Customers want to feel like you’re solving their problem, not selling them.  

When you’re genuine and sincere, you build trust. That trust allows you to sell in the future. 

A personal and powerful sales experience: I worked at a company that had salespeople (let’s define them as helpers with sales quotas) and account managers (defined as helpers, without sales quotas). The account managers would sit with the customer a couple times per year to review their account, figure out what was going right, what could be improved, and how we could help. Sounds great, but it was a major problem. The salesperson often didn’t attend those meetings. So during that time, the account managers would become the trusted advisor and the salesperson would lose credibility because they only showed up when it was time to renew the account. Do you show up only when it’s time to collect a check? The account managers were able to recommend products or services based on the trust they built through HELPING.  

LESSON: Be the helper all times of the year. Look out for your customer’s concerns and problems. Check in on their account and make sure they are continuously better off with your solution. Maintain your relationship every day, not just on a sales day. 

 If you produce the best product or service or have the best offer—the best pie, bread, crepe (can you tell I’m hungry?), software, solution of any sort—you need to be able to attract buyers, help demonstrate how they win with your solution, and have the confidence to ask for the sale. 

Everyone is in sales. You’ve probably been selling since you were five years old, you just don’t call it that.  

Take a hint from Zig Ziglar: “I have always said that everyone is in sales. Maybe you don’t hold the title of salesperson, but if the business you are in requires you to deal with people, you, my friend, are in sales.” 

Admit it, you’re in sales. Now go sell something. 

The original post appeared here on Jennifer Gluckow’s website. Her book Sales in a New York Minute: 212 Pages of Real World and Easy to Implement Strategies to Make More Sales, Build Loyal Relationships, and Make More Money is available from Amazon, Barnes & Noble, and 800-CEO-READ.