Some sales reps prefer a quick preparation before sales calls. They may skim a few notes or glance at a LinkedIn profile, trusting they’ll just figure out the rest as the call goes on. That kind of approach can make conversations feel generic. They feel scattered rather than thoughtful, and as a result, the deal stalls or doesn’t move forward at all.

In a post for the Cirrus Insight blog, project manager Ryan O’Connor says that most sales calls aren’t lost on the call — they’re lost before it even starts. That’s why proper preparation matters. In this issue of PromoPro Daily, we share his 7-step checklist for starting every call with context and intention.

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  1. Research beyond the homepage. Basic prep is knowing what the company does. Advanced prep, O’Connor says, is understanding what’s changing inside that company. Look for things like leadership changes and product launches.

  2. Understand the buyer persona. This means going beyond their job title. O’Connor says selling to a CFO is different than selling to a VP of sales. Consider how the person is measured. Maybe it’s on cost reduction or efficiency. Also consider what pain points someone in that role typically faces.

  3. Review past interactions. Many reps under-prepare in this area, according to O’Conner. If your CRM is accurate, it can be a goldmine of information. Look for past notes to see what topics resonated and metrics were mentioned.

  4. Define your call objective. O’Connor says every sales call should have a single primary objective. Ask yourself, “If this call goes perfectly, what happens next?”

  5. Prepare strategic questions. Lead with questions that help uncover budget and problems. For example, you could ask, “Is there already budget allocated for this initiative?” and “How are you currently solving this?”

  6. Anticipate objections. O’Connor says that the best reps prepare rebuttals before the call begins. They know how they’ll respond to common objections on price, timing and internal resistance. He recommends rehearsing your responses mentally to boost your confidence.

  7. Plan your next step. Every call should end with a clear next step. O’Conner says it’s important to decide your ideal CTA ahead of time, whether it’s ordering samples or sending a proposal.

Don’t rush through the preparation stage. While you save time upfront, it creates more work later in the sales cycle. By following the steps above, you enter the conversation ready to ask better questions and position your merch solutions with more precision.

Compiled by Audrey Sellers
Source: Ryan O’Connor is an experienced project manager who contributes to the Cirrus Insight blog.