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Sales calls are made by a salesperson to prospective customers. These calls generate sales of a good or service, or set up a collaboration between businesses.

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Prospecting, pitching, talking points, closing—sales conversations can feel overwhelming, especially when you have to do them over the phone. These calls are an essential part of the sales process, and there are many ways to use them to your advantage. Read on for tips and tricks to help make your next sales call a success.

What Is a Sales Call?

A sales call is an unsolicited phone call that a salesperson makes to a prospective customer to generate business. Sales calls allow sales reps to convey important information about a good or service that they hope will hook the customer and result in a sale. They can be B2C (business-to-customer), which is when the salesperson calls individuals to sell them a good or service, or B2B (business-to-business), in which the salesperson calls a person in a decision-making role for another business to pitch a collaboration.

Types of Sales Calls

There are two main types of sales calls:

  • A cold call: A cold call is when a salesperson calls a potential customer with whom they have no relationship to solicit business. Since the sales rep hasn’t had a chance to build rapport before cold-calling, they need to have an especially convincing sales pitch that hooks the potential customer early on in the call or the other party may express disinterest and end the call.
  • A scheduled call: A scheduled call is the call that occurs after a salesperson establishes a relationship with a potential customer. The sales rep will call the potential client at a previously agreed-upon time to pitch their business venture and capture a sale. While salespeople making a scheduled call don’t need a convincing pitch early in the call, they need to be knowledgeable about the goods or services they are selling to make the sale.
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What Is the Purpose of a Sales Call?

The most common purposes of a sales call are to:

  • Sell your product or service. Sales calls are a tool that sales reps use to educate potential customers in the hopes of making a sale at the end of the call. The goal of the call is to convince the new customer of a product or service’s utility and inspire a purchase.
  • Drum up excitement about your product or service. To make a sale, you need to get your potential customer excited about what you’re selling. Even if they don’t have a direct need for the good or service, they may be able to refer you to someone who needs it. A good cold call can also help you establish a relationship with a potential customer for their future business needs.
  • Secure a follow-up call. Sometimes, a phone call (especially a cold call) doesn’t allow enough time or isn’t the right venue to sell your product or service. This is especially true in B2B calls, where the other party may need more technical information before making a sale. In these cases, the goal is to schedule a follow-up meeting, whether in person or over a video call, so that the sales rep can seal the deal.