Setting the Stage for a Successful Sales Call

Have you ever been interrupted at home by an unexpected salesperson ringing your doorbell? You know the type—the kind who shows up unannounced and launches into a pitch before you’ve had a chance to blink. If you’re like most people, it’s not your favorite experience. So, here’s the real question: Why do salespeople do this to their business customers?

Imagine this scenario: Salesperson: “Hi Pat. I was in the area and thought I’d pop in. Do you have a few minutes to talk? I’d love to tell you about…blah, blah, blah.”

We’ve all been on the receiving end of this approach, and often, we nod along, not because we’re interested but because we don’t want to seem rude. Here’s the harsh truth for the salesperson: the prospect isn’t listening. Instead, they’re wondering why they didn’t say they were too busy—and counting the minutes until the conversation ends.

The key to a successful sales call lies in setting the stage. You want to be in front of people who genuinely want to see you, who believe you might help them or their business. This requires more than just showing up—it demands thoughtful preparation and a bit of psychology.

1. Start with Courtesy: Schedule the Call

Common courtesy goes a long way. Instead of showing up unannounced, reach out by phone to schedule a meeting. This approach is not only respectful but also allows you to share a bit about why you want to meet and learn about any specific needs they might have.

Example:
“Hi Pat, it’s Jim. I was wondering if we could find a time to connect. I’d love to hear how things are going and share some insights I think you’ll find valuable.”

Making this initial contact sets the stage. It gives your client time to think about you, your company, and your offerings. It also increases the chances of a productive meeting because both parties come prepared.

2. Follow Up Immediately: Prime Your Prospect

After scheduling the meeting, follow up with an email. Thank them for their time, confirm the date and time, and share relevant information to review beforehand. Here’s where you can tap into a powerful psychological principle: Consistency. When you ask if they’ll review the material and they say “yes,” the chances they will actually do it go up significantly.

Try this:
“Thanks for setting aside time to meet next Tuesday at 2:30 p.m. To get the most out of our conversation, would you take a few minutes to look at the link below?”

Consistency is key because people feel both internal and external pressure to align their actions with their words. When they say they’ll do something, they are more likely to follow through.

3. Prime Them Before the Meeting

The idea of priming (a.k.a. pre-suasion) involves exposing someone to information beforehand to influence how they think and behave later. By sharing information ahead of time, you guide your client’s mindset before you even step into the room.

On the day of the meeting, resend your original email as a gentle reminder. If they haven’t looked at the information yet, this nudge can be just enough to prompt them to do so.

4. Kick Off the Meeting with Empathy

When the meeting begins, thank them again for their time. Before jumping into your presentation, ask what’s on their mind. This not only shows respect but also gives you valuable insight into their needs and concerns.

5. Close the Loop: Send a Follow-Up Email

After the meeting, send a follow-up email. Summarize key points, confirm any agreed-upon actions, and provide clarity if there was any miscommunication. This step not only reinforces your professionalism but also ensures everyone is on the same page moving forward.

Give It a Try—Your Clients Will Thank You

I challenge you to give this approach a shot. Your clients (and potential clients) will appreciate your respect for their time. You’ll also benefit from a more productive meeting, as your prospect will have had multiple opportunities to think about your offer.

Sales isn’t about pushing your product or service—it’s about creating an environment where people want to say “yes.” A little preparation and psychology can go a long way in turning your next sales call into a winning conversation.

Revised and edited with ChatGPT 3/8/25