5 Things to do on Every Sales Call to Close More Deals In this article, we cover five strategies to help you have more effective and successful sales calls with potential customers.

I was on my 50th call of the day at my corporate inside sales job. I took a deep breath before dialing the next call, and as I exhaled, I made a decision. I was going to switch things up on my next call. I made a decision right then and there that my next call would be great, and can I tell you the truth? I didn't land the deal on my next call, but the mindset shift made the call better than my first few. Before we get into the strategies, let me tell you a universal truth: In order to excel at sales, you will need to be positive — prepared and positive!

Before launching my speaking coaching company, I worked as an inside sales representative. I made about 100 cold calls a day, and it was one of the best jobs I have ever had. It taught me so much about sales. Now, I don't make cold calls. I sell corporate speaking packages to corporations. At this point in my career, they know I am calling because they booked the call with me or a member of my team. The dynamics are very different, but there are still some fundamental things that you should do on each and every sales call to close more deals.

1. Use a sales script

I have literally completed thousands of sales calls, and I still use a script. It's like a road map of where the call should go. Now, let me be clear, using a sales script should not mean you sound robotic or fail to connect with your potential client. It should keep you organized and instill confidence in your potential client that you have a plan for the time they're investing with you.

Related: 4 Simple Ways to Communicate Better With Your Customers

2. Listen more than you take notes

I prefer to record my sales calls and host them via Zoom, so I can see my potential client and not feel pressured to take copious notes. The number one thing you need to do on your sales call is to listen. Want to know something? Looking in the eye of your potential client and/or making sounds in agreement helps them to feel heard. You do not need to transcribe your meeting. And, if you are going to take notes, let them know. Say something like "I am going to take a few notes, so if I look away or pause, that's why." If you can, write your notes by hand instead of typing them. Studies show that you retain information that you write better than information typed.

3. Ask open-ended fact-finding questions that relate to your solution

The product or service that you are selling should have features and benefits that can help your potential client. You need to ask questions that uncover the pain points that your product or service can solve. You should have a purpose for each and every question that you ask your potential client. Each question should help you determine whether your offer is perfect for your client.

Related: How to Meet Customers At Their Pain Points

4. Parrot their language on the call

Now, don't be a creep, but if your client uses a particular term or phrase to describe their issue, you should be using similar terms or phrases to describe your solution. For instance, I sell performance, communication and sales training nationwide. If a potential client notes that many of its employees struggle with staying motivated, especially during the pandemic, when I offer our programs, I am going to focus on the aspects of my program that help with increasing motivation. And, I will be sharing stories of other clients who faced the same issue that we helped! You can only do this if you listen to what your potential clients are saying.

5. Schedule your follow-up meeting while on the call

So many speakers and entrepreneurs that I train leave the next steps to chance. At the end of your call, both parties will likely have action items they need to complete in order to move the deal forward. Before you get off the call, schedule a follow-up call and send the invite during your meeting or soon after. Time is of the essence, and it is your job to move the sales conversation forward.

Related: 4 Insane Truths About Failing to Follow-up - Sales

Sales is a contact sport, but above all else, don't forget to be human and connect with your potential customers. The old adage holds true, "Treat others the way you want to be treated." In this context, that means, respecting people's time, preparing and connecting. Here's one final tip: People remember stories. Try to weave in stories during your sales call that help build rapport!