Sales calls still play an essential role in 2024. Everyone is receiving so much communication, on all different channels, that it may feel like sales calls are less important. However, both qualitative and quantitative data consistently shows that customers want to talk to a real person - especially when they perceive that purchase to be important or expensive. And if you're not providing sales coaching to improve the quality of those calls, and their outcomes, you may be missing out on key opportunities.
So how can you improve the outcomes of those conversations? This blog will help.
First, let’s take a little time to understand the landscape of call outcomes.
Sales calls can lead to a variety of outcomes, depending on the stage of the sales process, the needs of the prospect, and how the conversation unfolds. Here are some potential outcomes of a sales call:
Here are a few sample positive outcomes of a sales call:
Keep in mind that not all of these will apply to every company, and some important options may be missing from this list.
The following outcomes are neutral. They can occur because the sales person wasn’t prepared enough, the prospect wasn’t warm enough, or that factors have changed since the call was originally booked.
Again, you may define neutral outcomes differently depending on your business. That said, if you see a high proportion of neutral outcomes, that can indicate that your qualification and preparation process has room for improvement.
The following are a few potential negative outcomes of a sales call.
Again, there may be different negative outcomes based on your business model. There may be opportunities to turn a negative outcome to a positive one, but generally, these are the types of outcomes we work to avoid.
To improve the likelihood that a negative outcome can become positive, always respect the prospect’s decision but seek feedback to understand their objections. Use this information to improve your approach. Keep the door open for future opportunities.
In all outcomes, follow-up is essential. If any follow-up tasks are identified, such as sending additional materials, conducting further research, or connecting with other team members, it’s imperative for the salesperson to shepherd the prospect through the process.
Make sure to document all outcomes, feedback and tasks in your CRM. Use the information to refine your sales strategy and follow up promptly on any actionable items.
Next, we’ll share a few tactical tips for navigating sales calls more effectively, and maximizing your chances of achieving positive sales call outcomes. Want even more guidance? Here's a free sales coaching plan.
So now that you’ve spent some time thinking about potential call outcomes, here are a few tips to help improve sales outcomes.
Every successful sales call includes a few key elements. Some may include a few more elements, but every good sales call will have the following:
You don't necessarily have to prepare separately for each call, but you do need to have a plan. In other words, you need an objective and a clear set of actions you take during the call to ensure success.
Maybe your plan includes deep preparation before the call so you’re able to have a detailed conversation about the account, goals, and opportunities. Your plan might include a call script that provides great guardrails for the conversation. Your plan is just that - yours. The important thing is that you have one.
The first impression is so important. We’ve listened to thousands of sales calls, and you would be shocked by just how many start with a low-energy introduction.
The truth is, that first interaction sets the stage for the rest of the conversation - and your entire relationship. The best way to start is to say hello as though you’re smiling, because you really can hear the smile through the phone.
It’s important to clearly state your name and your company name. If possible, it’s also helpful to provide a short “elevator pitch” about the business. This can ensure that your conversation starts on the right foot.
An engaged and upbeat initial conversation sets the best stage for an ongoing relationship.
Usually when people hear the phrase “listen actively,” it just sounds like “pay attention.” But the truth is, listening actively means staying engaged in the conversation. It means asking smarter questions, and understanding what the real driving force behind the sales opportunity might be.
Former FBI hostage negotiator Christopher Voss outlines a few negotiation tips that can help in a sales environment. Here are a few to consider:
It’s important to help your prospect feel a sense of confidence in you and your company by demonstrating your expertise and knowledge throughout the conversation. (That’s why setting expectations at the beginning and end of the call are so important.
It’s not really about giving someone the “warm fuzzies” - it’s about giving them the feeling that you can do the job for them.
Some sales coaches call this “taking control of the call.” The best salespeople will make prospects feel calm and like they’re in the right place. The conversation feels clear, guided, and seamless. And that does come from the sales representative leading the way.
There are a whole host of common objections that may arise during a sales call. It’s important to learn how to handle those objections effectively.
In general, it’s helpful to ask follow-up questions when you hear objections. For example, if a prospect says that they need to speak with someone else - be that a spouse or a colleague - you can ask questions like:
Pricing is a sensitive area where blockers typically arise. Don’t be afraid of pricing questions. Yes, it may surface volume, inventory, or budget questions, but you will need to answer those to actually get to the sale.
Here’s a blog that will help you deal with specific sales objections.
As the call concludes, it’s important to ask for and confirm the next step. In many cases, that might be asking for the prospect to set up a follow-up person (in-person or virtually). Depending on your sales process, it might be something more like booking a proposal walk-through. Whatever the case may be, it’s imperative to set clear expectations and timelines for follow-up.
Even if you don’t get that firm commitment, don’t give up. Ongoing follow-up is critical.
Keep the prospect engaged with regular check-ins and valuable content. In automotive specifically, it’s important to always push for the in-person appointment - even if there’s a conversation about price on the phone. After all, you may not always attain the step that you want, but ongoing follow-up is critical for surfacing alternate opportunities.
Calldrip’s AI sales assistant exists to help make that follow-up much easier. This AI tool enables automated, on-brand follow-ups without your sales team having to lift a finger. Learn more.
It’s essential that you finish every conversation on a strong, confident, positive note. You can always affirm the shopper’s decision to explore with your business, and then provide next steps. This could be directions to your dealership’s physical location, articulate brand value or perk (like free oil changes), or even to establish a follow-up call.
All good sales people understand the importance of sales coaching. It’s important to get into the habit of coaching regularly to improve performance.
In many cases, self-coaching is a powerful tool for growth-focused, scrappy sales teams. And technology does make this easier.
Calldrip’s AI-powered call monitoring and sales coaching includes custom scorecards for each and every sales call to pinpoint opportunities for improvement. It also provides actionable “teaching moments” - short, concise callouts that help sales representatives improve in every element of a sales call.
Improving call outcomes requires a combination of tactical skills, strategic planning, sales coaching and leveraging the right technology.
Implementing these tips and leveraging tools like Calldrip will position you for success in even the most challenging sales environments.
Ready to take your call outcomes to the next level? Explore the powerful features of Calldrip today and see how it can transform your sales process.