Why great sales conversations start long before the first call

Great sales conversations start long before the first call because pre-call planning helps you learn more about your customer, anticipate their objections, and ultimately offer a solution, which facilitates a more informed discussion and helps increase the chance of closing the sale. 

What do Spanx and Uber have in common? They have both recorded millions in annual revenues, and their current valuations reflect this. What you may not know, according to Stacked Seller, is that their success began with a cold call. 

Cold calling, when compared to other sales techniques, ranks low, typically at 2%, for single-touch conversion rates. So why was a single phone call able to put these companies on their current trajectory? They ensured that the defining conversation conveyed the potential benefits of their products.  

You can do the same with proper pre-call preparation. It is the first step to effectively converting sales. 

Why is Preparation Important When Converting Sales?

Effective sales tactics involve personalized techniques centered around customer needs. These can improve lead conversion rates while reducing sales cycle duration.

Improving sales conversations starts with understanding a prospective client’s pain points. It provides an opportunity to highlight your product’s core benefits and how each helps solve their current issues.

What Should Pre-Call Planning Entail?

Cold calling involves reaching out to a buyer who has never interacted with your company. You only have a few seconds to demonstrate how your product can make a difference. The following steps can help ensure you’re well-prepared:

• Conduct Research: on the company and its competitors, identify the decision-makers and learn their needs
• Qualify the Prospect: ensure your product can be a solution for their challenges
• Define Call Goals: if converting sales is the goal, formulate open-ended questions for a more personalized approach and to steer the conversation 
• Develop a Value Proposition: show how they benefit from buying your product or service and have examples to back your claims

You should also think of potential objections and formulate relevant responses. It also helps to find ways to introduce yourself or the company before calling.

Techniques for Starting A Conversation Before the Call

Reaching out to prospects before calling can help make them more receptive to your proposal. Effective ways to do this include:

• Social media engagement
• Content marketing
• Email insights

Many companies are also using GTM AI as part of their lead nurturing efforts. It uses marketing and sales data to predict buyer behavior, ensuring more qualified leads and sales conversion success. 

Benefits of Pre-Call Preparation

Introducing your company, product, or service can set the right tone for a sales call, while a relevant opener helps build trust instantly. Pre-call preparation facilitates a more guided conversation where the customer feels seen, and the right questions can uncover hidden needs, leading to better outcomes.

It also increases your sales team’s confidence, saves them time by streamlining the conversation, and improves their closing rates.

An Effective Strategy That Converts Sales

Converting sales begins long before you contact a prospect. It starts with pre-call preparation that ensures you have qualified leads, can highlight your product’s benefits, and can steer the conversation toward a positive outcome.  

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