The 123s & ABCs of a Sales Call

How Top Sales Professionals Make Every Customer Call Count

After spending 30 years as a top-performing sales professional, leader and observing the best of the best in the field and during award trips, I have identified the key behaviors that set premier salespeople apart. Great sales professionals have a strategy, they approach every customer interaction with a structured, thoughtful process that maximizes impact to drive results.

Here’s what they do every time:

1.      Pre-Call Preparation: Set the Stage for Success

A)      Analyze: Review sales data, competitor trends, and customer insights. What are the customers’ business needs? What’s happening in their office? What opportunities exist?

B)      Blueprint: Define your objective for the call. What’s the outcome you want? Your opening statement is critical, it sets the tone and establishes your direction. Plan it carefully.

C)     Connect to the Last Call: Review your notes from previous interactions. Did you follow up on what you promised? Every call should build on the last, creating a seamless customer journey.

2.      During the Call: Create Engagement and Momentum

A)      Activate: The first words you say matter. How will you grab the customer’s interest and set the right tone?

B)      Build Depth: Ask meaningful questions to uncover customer needs and position your product as the solution. Use marketing materials (people remember what they see and hear).

C)     Close with Purpose: End every call with a clear next step that provides a tangible benefit (WiiFM—What’s in it for me?) for the customer.

3.      Post-Call: Ensure Continuous Improvement

A)      Assess: Reflect on your performance. What worked? What could be improved? Grade yourself honestly.

B)      Build Continuity: Identify follow-up actions based on the conversation. What commitments did you make?

C)     Construct the Next Call’s Blueprint: Use what you learned to shape your next conversation to ensure ongoing progress.

The Mindset of Sales Excellence

Great sales professionals, like elite performers in any field, don’t leave success to chance. They prepare, execute, and refine their approach relentlessly. They focus on truly understanding their customers and positioning their products in a way that delivers real value. They also ensure their Attitude is always in check (note: ‘life is 10% what happens to me 90% how I respond…you are in charge of your attitude’).

Take this framework and make it your own. Go deeper. Ask top salespeople what their non-negotiables are. The best in the business don’t just sell, they create meaningful, results-driven interactions that evolve into substantial long-term relationships.

Now, how will you make your next customer call your best one yet?

By: Joe Renda