Opening a sales call starts with a clear reason for the conversation. Choose an approach that fits what you already know about the customer:
- Open Probes
- Purpose Statements
- General Benefit Statements
Open Probes
An open question invites the customer to describe their situation. Explain why you are asking, then give them time to answer. See sales probing questions for more examples. For example:
- “When we spoke on the phone, you mentioned that you were thinking of a Preventive Maintenance program. What exactly are you looking for?”
- “The last time we met, you mentioned there were some quality issues. What seems to be the problem?”
- “Last week, I had a chance to talk to Joe Smith. He tells me that you want to make some changes. What did you have in mind?”
Purpose Statements
When you have spoken before, refer to the earlier conversation and explain what you hope to accomplish today. Ask whether that purpose fits what the customer wants to discuss. For example:
- “The last time we got together you agreed that…What I’d like to do today is talk further about your organization to see how else we might be able to help you.”
- “When we spoke on the phone, you mentioned you were having problems with… What I’d like to do today is learn more about those problems and determine how we can help you.”
- “The last time I was here, I met with Jane Smith. She was interested in…and asked me to speak with you. What I’d like to do today is learn more about your company to see if we might be of service.”
After stating your purpose, pause. Listen to the customer’s response and clarify what they want to discuss before continuing.
General Benefit Statements
When a customer is unfamiliar with your work, describe a relevant benefit your team can support. Use it as an invitation to learn more, not proof that you already know their needs. Sample statements to adapt:
- “If reviewing past service work is a priority, having clear visit records may help your team. What information would be useful to keep together?”
- “If you are reviewing maintenance options, a record of observed roof conditions can help frame that discussion. Which questions would you want an inspection report to answer?”
After a benefit statement, pause for the customer’s response. If it is relevant, agree on a purpose for the rest of the conversation. In addition to its use at the beginning of a sales call, the general benefit statement can be effective in several different situations. For example:
- On the telephone to gain a customer’s interest and make an appointment.
- In an email, presentation, or proposal to describe your product or company in a general context.
- At any time during a sales call to change the subject or to determine a customer’s attitude toward a benefit.