Jan Gunash

Okay! I gave a little teaser about this topic on LinkedIn, so let’s break down the basics of a sales call, the questions to ask, and the information you should collect.

You worked hard to get this lead into a call, and now you’re face to face. So, what’s next?

The first sales call with a potential client can be divided into three main sections: discovery, pitch, and next steps or close.

1. Discovery

This section of the call to understand the customer and to understand what the customer understands about your product. Understood?

Discovery consists of a few key questions:

Who are they? Introductions are a great way to learn more about the customer and their position in the decision-making hierarchy of their company. It’s valuable to engage with the person using the technology, as they will be a key player if the call escalates to a team lead or procurement manager.

How much do they know about the product and/or company? Tailor your call based on whether they are new to your product or already have some prior knowledge.

Why did they take the call? Understand what intrigued them about your product. This insight will help you focus on their interests and needs.

Which problem(s) does your technology solve for them? Identify the problems they face and understand the urgency of finding a solution.

2. The Pitch

Transition into the pitch when the conversation becomes technical and you’re ready to present your slide deck or run your demo. Referencing your visuals or walk-through can be very effective here. For example, you might say:

“Great question! I have some visuals and specs in my deck that can answer that. Do you mind if I share my screen?”

Once you start the pitch, be mindful to integrate what you discussed during the discovery phase. For instance:

“Remember that problem (be specific) you mentioned? This slide highlights how our technology can address that issue, specific to your needs.”

Pay close attention to the questions asked and make note of recurring themes, especially if they are for clarification. If a question comes up multiple times, consider adjusting your pitch to include the answer. Product-market fit is constantly changing, so be sure to adapt your approach with updated information about your customer’s needs.

3. Next Steps or Close

Time to wrap up the conversation.

You can transition out of your pitch with these questions:

1. Did you have any questions about the technology or the presentation?
2. What are your thoughts on utilizing it?

Discuss pricing at this point that feels natural—some include it in their slide deck, while others address it at the end. After presenting the pricing, a simple follow-up question is:

“What do you think?”

Queue the eternal pause.

You’ll encounter three potential responses:

Positive Signal: “I think it’s a fair price” or “Are you able to offer a discount?” — These are good indicators that the sale could close as it shows interest and not too much friction on price.

Neutral/Need More Information: “I don’t think this is a fit for us right now” or “I need to take this back to our team.” — This may require follow-up, either to address concerns or to provide additional information. This is the time to dig into the why. Is it price? Is it the product’s technical specifications? Does your technology do what it needs to do for them? There’s some REALLY valuable information here, make sure you dig a little to find out. If you end up losing the deal, you’ll know why. It’s much more difficult to get this information once you’re out of the call.

Further Evaluation: “It looks great, but I’ll need to involve more team members.” — In this case, schedule a follow-up call while you’re still on the call. “Awesome, I’m happy to chat with your team, how’s next week at the same time?”.

If you’re just starting sales, the cheap short term solution is to record your calls. There are some great technologies out there that can break down and summarize many of these key elements, however they’re generally pricey and show more value once you have a team.

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