Want to Win in Sales? Pick Up the Phone!
For New Salespeople, it all starts with a phone call.
introductory phone calls in their efforts to contact new accounts. After many one-on-one sessions with these new sellers, I have concluded that sending emails and/or LinkedIn messages to potential new customers feels less daunting, less intrusive, and overall, less stressful than picking up the phone and making a real-live telephone call. Sadly, the plan rarely, if ever, works.
To better understand why this is the case, allow me to share a brief, but typical story. During the 30 minutes I devoted to outlining this article, I received over 39 emails, not counting those that were automatically diverted to the spam folder. Most of the messages were from people I do not know. Messages that had even the slightest sniff of sales were sent spiraling downward to the electronic version email hades. The email settings of busy plant managers, engineers, maintenance managers, and operations leaders probably resemble my own.
Phone calls allow for direct engagement, demonstrating your dedication and professionalism. They quickly inform potential customers that your first call won't resemble a Billy Mays-style sales pitch.
In The New Sales Guy Project, I outline a plan for requesting a brief non-sales interview with the customer. We ask the customer for just 15 minutes of their time and state, “I suspect my company might be able to bring value to you, but before we proceed, I would like to learn more about your company to make sure. If I go into a sales pitch, you can ask me to leave, and I will promptly be on my way.”
The whole point of this phone call is to set an appointment. An appointment where we ask well-thought-out questions about the customer’s organization, processes, and current situations. These questions demonstrate our commitment to a long-term relationship. Our goal is a relationship built on customer needs, not on product selling. The plan starts with a call and follows with an email after inevitably finding yourself in the prospect’s voicemail. This approach shows initiative, builds trust, and increases your chances of securing a meeting.
Recapping our goals with new customers
As a new salesperson, it is important to differentiate yourself from the hundreds of others potentially jockeying for the customer’s time. Here are some bullet points on the topic:
• Our methods for reaching out are both professional and persistent. There is no expectation that after one or two calls, we will move on to another potential customer. This signals that we honestly believe the customer will benefit from our time and effort.
• The process is professional. We leave a voicemail after each unanswered phone call. The message implies that both our time and the customer’s time are valuable.
• We guarantee that our first interaction with the customer will be time-limited and not involve a disguised sales pitch.
• Differentiation is a critical component of the first in-person visit. Our efforts don’t match those of the typical drive by a salesperson who is just itching to pull some wonderous gizmos out of a sample bag and wave them in front of the customer.
• The questions raised during our time with the customer are well thought out and imply that we have already researched the customer and their industry.
• We take notes and repeat some important points made by the customer. Note-taking drives active listening and customers recognize the effort.
• We end the call on time and only overstay our initial appointment time if the customer asks us to do so.
• In every situation, we lay the groundwork for another call to further explore some points the customer made during the interview.
Conclusion: Success Starts with the Call
For new salespeople, a phone call is the key to building trust and standing out. Unlike emails that get lost in the noise, a call demonstrates professionalism and commitment to understanding the customer’s needs.
By being prepared, listening actively, and following up thoughtfully, you create the foundation for lasting partnerships.
Success begins when you pick up the phone.
**Curious about The New Sales Guy Project by Frank Hurtte?
the fundamentals, accelerating success, and avoiding costly mistakes in your sales journey. It is jam-packed with real-world insights, practical strategies, and industry wisdom, and equips new salespeople (and experienced veterans) with the tools they need to build strong relationships, close deals, and thrive in a competitive market.
If you're ready to hit the ground running in sales or help your sales team do it—this book is the perfect answer. Get your copy today and start selling smarter!
Frank Hurtte, Founding Partner of River Heights Consulting, shares his personal experiences with 30
years of "in the trenches" training and 19 years as a consultant. He serves as a personal coach to industry leaders across many lines of distribution. He has authored 6 books (with another in the works) and has written hundreds of articles for national trade magazines, including Industrial Supply Magazine.
Frank is also a sought-after copywriter of marketing materials for technology companies. His charismatic, yet laid-back, easy-to-follow manner makes him a favorite among public speakers.
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