Evolve Resource

The Ultimate 8-Step Sales Call

8 Steps Sales Call

The Ultimate 8-Step Sales Call


This process was developed and refined using our own experiences and those of hundreds of clients. These steps have been used to successfully sell to Fortune 100 companies and across the kitchen table. Typically, sales people do a great job of presenting their product or service but a poor job at setting up and controlling the sales call as a tool itself. Our process is effective because

Set It Up

Set The Agenda

People often accept the meeting but don’t really have a plan for the time they’ll spend with you. Before encountering a potential client, be sure to create an agenda and use it as the first step in controlling the sales meeting. Some keys to note in a well-written agenda are:

Here is a sample script,

“John, thanks for your time today. I had us schedule for an hour, does that still work with your schedule today? Great. Can I outline what I see as an agenda for our time together? I’d like to spend a few minutes telling you about me, our company and some of my background. Then I’d really like to spend the most of our time together getting to know your business and understand what you might need or require. If, at the end of our discussion we both see some opportunity to work together, then I’d like to make a decision around next steps. Is it all right if we proceed like this today?”

99% of people don’t have an agenda, so accepting yours is usually a given.

Prepare Your Story

Ask The Right Questions

Understand The Pain Points

Many sales people get to a pain point and let it go. Conversations usually go like this:

“So, how has your overall experience been so far?”
“It’s not good”
“Oh, that’s too bad.”

Again, the ability to ask more questions and really understand why it’s not good is essential. You must collect three pain points or oppportunity points (places you know your product or service can perform better and solve an issue of theirs) before transitioning to next steps. Finding these pain points or opportunities for your product/service might mean asking questions for 20-30 minutes, sometimes longer. It’s your job to create a case for your product or service that’s air-tight. It takes at least three solutions or opportunities to convince a buyer.

Transition To Closing

Normally, people can’t remember what you talked about for the last 45 minutes and often quickly forget about the areas in which you can help them. Therefore, a summary to transition is key. Summarize the ways you can help and then outline two ideas for solutions. Here is a sample script of a summarization:

“Doug, during our discussion over the last 40 minutes, I’ve identified three areas where we can absolutely assist you. The first was with your poor delivery schedules. We have a delivery guarantee that will eliminate your worry about the product showing up on time — we will guarantee it. Secondly, you mentioned the ability to get good billing data. We have a very simple billing structure and both myself, and our accounting rep, Julie, are available to discuss questions and concerns. The third piece I know we can help with is with your quality control issue. You mentioned having to send back product regularly. We have a QA program that is top in the industry. We have a company role that is exclusively dedicated to quality control. Gary, in our office is solely responsible to ensure nothing ships that isn’t 100% top quality.”

You must have three areas you can help with before transitioning. Three ways you can help or improve their current situation is enough to convince a prospect of your acumen and get them to really consider your solutions.

Choose Them

Instead of waiting for the prospect to choose us and our program, we make a recommendation and we choose them. We have led the whole meeting and now is the time to keep leading the meeting in order to bring it to a closed agreement, by doing the following:

Here’s a sample script:

“John, I know our premium service package is going to work well for you and will actually save you money. I also want to say that I think you and I would really work well together. I’d like to work with you, how do you feel about working with me?”

Most will reciprocate and respond with, “Yes, I think we’d work well together.” This allows you then to move to next steps and paint the future.

Painting The Future

Now, it is time to quickly transition into breaking down your next steps:


Using the steps provided here, you will feel more prepared for all future sales meetings and they will feel more controlled and organized. Meetings will run more effectively and they will flow smoothly from discussion, to advantages, to next steps without the traditional emotional hesitation or stress.

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8 Steps Sales Call