Structuring A Winning Sales Call

Written by Sean McPheat | Linkedin thumb

red phone iconRather than allowing the prospect to take control of the call, we need to play a pro-active part in the sales call, so we can show the prospect what is best for their business.

Think of yourself being the pilot of a plane. You have control of all the equipment, you make the moves, you determine the result of the journey. The flight has a plan, a checklist from which we determine the journey’s route. We scan the instruments and start the engines. We request permission to take off and taxi out. Then we go through the journey stages; take-off, climb, cruise, descend, approach and land.

A properly staged sales call has a similar flow and stages that we go through. When we have agreed the agenda of the sales call with the prospect, we can plan and carry out the journey effectively.

Here are typical steps you can take to enable the flight to take place, and, with little exception, you should find agreement with most prospects:

1. Build business rapport and find out the prospect’s buying style
2. Agree and get buy-in to the meeting’s agenda
3. Ask probing questions that get to the meat of the problems and opportunities that exist
4. Deliver the powerful proposition on how you will solve the situation the prospect is in
5. Lead the prospect through any objections that may exist
6. Define and schedule the next steps

Think of it like you being the pilot flying the journey. You check out everything before you start your take off (step 1). You taxi forward and agree with the flight control what the planned journey direction will be (step 2).

Then you take off and climb through the clouds. You ask questions of the engines and they deliver to get you to your cruising altitude (step 3). Then you deliver the power as the engines do their work (step 4).

You may go through some turbulence, and you, as the pilot, have to navigate the problems this may cause (step 5). And, as the journey nears its end, you are able to approach and land successfully (step 6).

Think of structuring your sales call as a pilot would plan their plane’s journey. By doing so, you create a backdrop that will support any call you may be asked to carry out.

Happy Selling!


Sean McPheat

Sean McPheat
Managing Director

MTD Sales Training | Image courtesy of

450 sales questions free report

Originally published: 26 June, 2013

Related Articles

Arrow down

Search For More

Arrow down