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How to Own the Sales Process on a Conference Call

By Jamie Davidson · June 30, 2020

As spring turns into summer 2020, it looks as if many of us may be working from home a bit longer. Therefore, we thought it beneficial to revisit an oldie, but goodie post about executing sales pitches and presentations on a conference call. We have recently found that even though many remote workers and sales reps at home are using online meeting platforms to pitch potential clients and customers, that doesn’t mean they are using the video conferencing feature to meet attendees face to face. And pitching to a blank square or reading from your screen sharing presentation has the potential to poison any well-prepared pitch.

So, after weeks, if not months, of prospecting and preparation, you’ve landed the the big call. The call with the C-level execs, the department head, and the extended team. How can you best control the meeting so that your meticulous sales process isn’t derailed?

Here are our sales team’s top tips to get you from “Nice to meet you” to “Sign here” in one call.

5 Expert Sales Tip on How to Own A Pitch Call

Set an agenda! Make sure everyone is on the same page with goals, expectations and status going into the call. Especially with multiple stakeholders – they often have vastly different wants and expectations. So make sure you’re accommodating everyone on the call – otherwise, it might not get off the ground at all.”

It’s unwise to go into any sales call blindly. This is especially true on a call comprised of many stakeholders. Consider if everyone needs to be on the call. Will they all input or will some simply listen in? Who is the ultimate decision maker?

Be clear and straightforward with your contacts from the get-go about each individual’s role and the goals for the call. Ask participants to state their name before speaking and address them by name or title when directing a question or statement to them.

“Have a list of questions you’d like to ask ahead of time. Ask probing, open-ended questions will facilitate a dialogue with the buyers. Subsequently, they will often end up telling you exactly what they want and need. Or the issues they are having. Then, you can direct the conversation from that point on, addressing their key needs.”

Focus on information that will help you serve them better. What problems can you solve? What day-to-day pain points can you alleviate? The more customer-oriented you can be, the better.

No one wants to hear a one-sided sales commercial. Truly listen to their needs and adjust the conversation based on what they say and how you can help. Be careful not to interrupt or talk over folks. Without body language cues, a little more patience will go a long way to a smooth conversation over a conference call.

“Know the answers and do your homework. While there’s no way to predict all questions in advance, the less you have to tell a buyer “that’s a good question, I’ll get back to you,” the better able you’ll be to control narrative.”

That being said, if you don’t know the answer – don’t make one up. Simply promise to find out the correct information and pass it on to them quickly after the call. The more transparent you are, the more likely the buyer will sense your trustworthiness and may be more likely to buy. Don’t forget to take detailed notes. It is important that you follow through. Empty promises are a deal-killer.

“At the end of the call, suggest next steps. Sales conversations usually end with buyers letting you know where they are in the buying process. Try to have your prospect commit to timelines. Or a general idea of hen they plan on making a decision. Always inquire about what additional information you can provide to help with the process.”

Don’t let the call end without an action plan in place. Can you follow up in a few days? Do they need you to schedule another pitch with someone else on their team? Is there a certain element that’s holding up their decision that you can help manage? Does someone on the team have a specific concern? Figure out how you can get them across the finish line in a timely manner while you still have their attention on the conference call.

“Give the buyers new ideas and perspectives. Have you had clients from the same industry or with the same problem that needed solving? Show how other customers have been successful with your product and why.”

Maybe they think they don’t need your service. Or can’t picture why a certain feature could help them save time. Make sure you explain any out-of-the-box ideas, unique use cases, or special promotions you can offer in order to sweeten the deal and make it easier for them to sign on.

If you come prepared, you’ll be able to deftly manage any concerns as they arise. And when you run an organized, successful conference call, your prospects will be signing on that dotted line in no time.


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