Surefire Tips for a Successful Sales Call

Posted on June 23rd, 2009 by Keith Ferrazzi

My colleague Chris and I met with an executive at a well-known tech company in Seattle the other day.  You could call it a “warm” sales call, as I had made contact with the gentleman prior to our face-to-face meeting through mutual friends.  When I arrived, I noticed that he seemed nervous about our meeting.  Nerves can run high during an initial meeting with someone – especially when an agenda is not set.

I consider the meeting a success, but only because I took very tactical steps to comfort him and build a relationship – not complete a transaction.

Here are some tips to ease a sales call:

  1. Control the location of the meeting – You always want him or her (the buyer) to be as comfortable as possible.  Often times that means taking him out of his office to a coffee shop or a restaurant, but sometimes – as was the case in this instance – the target may be nervous, and his office is a place of solace and comfort.  In this case, follow his lead.
  2. Do something human with him – When there is uncertainty in a meeting, things can turn uncomfortable quickly.  You can cut the tension easily by interacting with the other person in a non-business, very human manner… like making tea or coffee together.
  3. Ask him about his passions – Guide his thinking away from anything transaction-oriented.  Find some common ground and discuss (i.e. kids, boating, charity).
  4. Ask for advice - This is optional.  If you genuinely have a question he can answer with his insight, it shows vulnerability on your part and puts him in a position of authority and power.  He'll feel good about the fact that you're looking to him for his wisdom, and he'll be happy to share.  This typically will lead him to a more positive and grounded place.
  5. Offer to help him – Figure out what is most important to him.  In this case, the guy had just recently moved to a new job in a new city.  What is most important to someone brand new in a company?  He’s looking to prove himself.  Maybe you can help him do that.
  6. Make sure to discuss “follow-up” items – This is your key to securing a second meeting.  It gives you permission to follow-up and schedule more time with the person in the future. If you do nothing else, make sure to discuss follow-up items before you leave the meeting.  Then actually FOLLOW-UP!

Hope these tips help – they’ve worked for me time and time again.  Do you have tips of your own?  Leave them in the comments!

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9 Responses so far | Have Your Say!

  1. Great ideas. One more:
    7. Make sure to ask the client what she wants to do next: get more info, end the discussion because she has no interest, write up the order? This is a bit more than a follow-up item--it's knowing exactly where you stand and if there is going to be the likelihood of interest on the client's part. You want to be sure you're not wasting your time. Many people don't want to tell you no, even though the answer is no. You have to make it perfectly okay for them to say no.

  2. Thanks for sharing. This is a great article.

  3. Really great advice Keith. Especially the suggestions on establishing a rapport with the potential client. I kept coming back to Michael Scott's Wikipedia negotiation research when thinking about this (and how it was the antithesis of this advice).

  4. I really like that you stress the importance of looking at the relationship from the long-term perspective. That takes pressure off the person making the call (to close or else!), and really makes the whole exchange more pleasant and relaxed for everyone. Thanks!

  5. When trying to find their passions ask open ended questions. That was very good advice..especially on the follow-up.

  6. I think this approach really puts people at ease and creates better and long-term relationships.

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