Structuring a Killer Sales Call

The sales call is one often shrouded in mysticism and best practice but in reality is normally portrayed as far more complicated than it actually is. By implementing simple structure to all your calls so long as you don’t stray from the general framework you can ensure you will get results.

A simple as hello?

In short yes, yes, it is. No need to overcomplicate any of this.

Those SDRs who try to weave some kind of miss direction or dive straight into a pitch as soon as they hear the prospect pick up are doomed for failure. Our head of delivery Callum Henderson has always said this opening line should be like you are speaking to a friend. Simply put just start with ‘Hi, its Freddie here’. Then something we learnt from Anthony Stears is the importance of following this up asking for permission to speak. If you said something like ‘Aware its early in the day have I caught you at a good time?’, the majority of the time the prospect will answer positively and this opens up the sales call for the next stage.

‘Hi, its Freddie here’

‘Reason for the call, we have developed our own SaaS Intent platform that uses AI & Machine Learning to rapidly increase the amount of opportunities each SDR is uncovering. I was pointed in your direction as the right person to speak to regarding this?’.

Making an Impact

The next line is the only part of the sales call structure that you should stick to religiously. You have permission to speak but this will only last a sentence or two so you need to capture the prospects interest engage their curiosity and open up the call.

You need to identify the one key benefit that your product can offer and will fix a pain point that your prospect incurs. Its important here not to make it to long or list a bunch of features you need to keep it just long enough to entice them in but short enough to keep them curious. ‘Reason for the call, we have developed our own SaaS Intent platform that uses AI & Machine Learning to rapidly increase the amount of opportunities each SDR is uncovering. I was pointed in your direction as the right person to speak to regarding this?’. Not only have you now got their interest but have prepositioned them with another question. Here you can qualify if they are the right person early on and if they are you can use this to go into a longer elevator-style pitch. There are a host of different ways to position this part of the call but the key is to practice and adapt.

The pitch, the easy part

At this point your call structure should have built some conversation with the prospect, you will have only been talking 50% of the time easing the prospect into a two-sided conversation.

This point of the call should feel familiar. It’s the elevator pitch. You now know that you are speaking to the right person and you should feel comfortable introducing the product in no more than 3 or 4 sentences. Give a few benefits and features as to why it will help the prospect and how it has helped similar ones. This is really all about how you want to come across, make sure your personality shines through and also make sure to personalise it to the prospect.

‘Would it be okay to come in for 45-60 minutes next week, or possibly the week after to discuss this in more detail and align it to any of your business goals’

The Close, ABC

A.B.C or Always Be Closing has got a bad rep recently as the hallmark of a pushy salesman although truthfully its all about how you position it.

The prospect at this point should know who you are and you should have named some of their pain points and positioned your product as they way to fix these. Now is the time in your call structure to position a further meeting. You don’t want to be caught on this call explaining the ins and the outs of your product. It is now that you want to diarise a time in the future to pick back up this conversation. 

The Sales Call Structure

Start as you would any other call with hello, ask for permission to speak and follow this up with an impact statement. After this qualify that they are the right person and go on to explain your product in a bit more detail, finally close for a more in-depth meeting.

In reality the call will likely carry on after the first attempt at closing however hopefully by then the prospect will be warm and will transition into a much more comfortable conversation. It is important here to make sure you are prepared with relevant case studies and further benefits of your product. If you want to find out more about how EngageIQ can lead you towards warmer conversations from the off then get in contact!

Talk to an Expert

Our SDRs are putting this call structure into practice every day. If you are an SDR yourself and want to chat about best practice or quiz them about any tips and tricks then reach out below!

5 Golden Sales Call Tips

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