Are Sales Calls Still Relevant? Your Answer For 2018 (And Beyond)


While it may seem old-fashioned now, there was a time when people were on the phone all day making calls—including sales calls.

These phone calls allowed salespeople to reach customers that were long distances away way before the invention of the internet…

It seems these days the art of the sales call is a lost art.

Sales calls were once a major focus, but now the focus has shifted to email, texting and other platforms that allow for text-based communications.

There are some things that get lost with text, though—particularly the human touch.

There’s something about actually speaking with someone that allows for a deeper and more effective communication…

This is why every marketer that deals with one-on-one communications or small group conversations should learn the art of the sales call.

What Are Sales Calls?


For those out there that aren’t familiar with sales calls, they are essentially just phone calls or voice calls through online platforms that allow salespeople and potential customers to communicate needs, costs, benefits and more.

These calls are intended to elicit some sort of direct response—whether it be to purchase a product, set up another call or take any other form of action that leads the marketer closer to a sale.

Why Sales Calls Are SO POWERFUL


So, with all of the different ways to communicate with potential customers, why sales calls? What makes them such a powerful option?

There are a few different reasons why sales calls are so important, and so powerful…

Warm Contact

Even if a salesperson is cold calling, they are still able to make warm contact with a sales call. This is because so much more emotion can be communicated over a phone call.

Just as important, tone can be properly communicated over a call.

Many people (not just salespeople) find that communicating tone through text can be extremely difficult. Even with emojis, it can be easy to come off as sarcastic or rude. This can be absolutely detrimental to a sale—especially during a cold call.

Sales calls allow the salesperson and the potential customer or client to properly express their emotions and tone, leaving a lot less room for interpretation.

This, of course, means more effective communication.

Get to Know the Client

With text-based communications, it can be a lot easier to stay closed off and avoid small talk.

While it may seem like small talk clogs up the works, this is actually the opposite of the truth!

Through small talk, a salesperson can better get to know the potential client or customer, and can then use this information to better customize their sales pitch.

Small talk also allows for deeper connections.

Relating with a salesperson about having kids or a specific sports team can endear a client to the salesperson—which builds trust. This trust can make the sale that much easier.


Did you know that about 60% of buyers want to discuss price within the first sales call?

While it’s not wise to jump right into numbers on a sales call, it’s still important to remember the reason for the call—to make a sale. Because of this, from early on in the call, the product or service needs to be pre-sold.

The communication between the salesperson and the potential customer or client should come back to the product or service throughout the sales call, and by the time the pitch comes, the customer should already be reaching for their wallet.

If the product is pre-sold properly through a well-crafted sales call, the price will seem like an afterthought.

Pre-selling can be difficult—as can any aspect of the sales process. If you are new to sales, or if you simply want to learn some new tricks from one of the greatest salesmen of all time, you’ll want to check out this FREE course.

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Prepare for the Call


One of the biggest mistakes that salespeople make on sales calls is a lack of preparation.

Some of this lack of preparation is due to the salesperson not properly understanding how to conduct a proper sales call. In other cases, it’s pure laziness…

No matter how many people have said, “Yes,” or, “No,” a salesperson can never get lazy and should never underestimate the power of preparation.

So, how can a salesperson be more prepared?

First, it’s important to do as much research as possible. This means some of the more big picture bits of information (why specifically the potential client would want the product or service…) and the smaller details (whether the salesperson and the potential client went to the same college, etc.…).

The more research, the better!

Second, a salesperson should always take notes throughout the call. Not only can this help them to prepare to circle back around later in the call, but it can also help with future calls.

I always make sure to write down anything that may be of the remotest importance so I can use that information later to close the sale.

Make Relationship Building a Priority


Any good salesperson knows that sales is all about building relationships.

Often, customers don’t actually buy the product—they buy the salesperson.

Many times products are similar, or even the same. The right salesperson, though, can build a relationship with their customers or clients that makes them see the real value in the product or service and the value of buying from that specific salesperson.

People also like to buy from people and brands that they like. This really should come as no surprise…

Imagine someone calling and doing nothing but rattling off facts about their product or service. Most people would want to be off the call as soon as possible…

Now, imagine someone calling and asking about your business and why you started that business. Then, they ask about what school you went to and (surprise), you went to the same school!

The two of you are making deeper connections as they start to slowly relate the product or service to you and how it can help your life or your business. Before you know it, you’ve bought the product!

By building relationships with customers, the sale actually becomes organic. Instead of forcing the sale, it simply comes naturally.

With the right knowledge about pre-selling, preparation and relationship-building, anyone can start making sales time and time again!

Are Sales Calls Still Relevant?



While there are plenty of great modern tools to communicate with your leads and customers, there is little that can replace the human interaction that you get when you have someone on the phone.

Again, if you want to learn more about how you make calls that actually convert, check out our free course on pitching product in The Pitch Formula.

In this FREE course, Kevin Harrington (original shark on Shark Tank and pioneer of “As Seen On TV”) shows you how to pitch with confidence, get past objections and create an offer that any customer would be crazy to refuse!

Make sure to check out that course and use what you learn to improve your ability to make first-rate sales calls!