Some sales calls flow freely while others feel more like a slog. The tough ones can be difficult to get through, but each call is a chance to test different approaches and see what works. The more you practice, the more you’ll learn what resonates with your prospects and what keeps them engaged.

When it comes to great sales calls, Aurelian Mottier of memoryBlue says it comes down to both an art and a science. He explored the findings from a researcher who analyzed more than 40,000 prospecting calls to uncover what works on these calls. What’s the secret to winning sales calls? We share Mottier’s thoughts on the best techniques in this issue of PromoPro Daily.

  1. Focus on future value. Prospects want to know how you’ve helped similar businesses, but they really want to know what you can do for them specifically. That’s why it’s so important to emphasize the future benefits of using your promo solution. Mottier advises using future-focused phrases like, “You’ll see …” and “We’ll help you achieve …”

  2. Adapt your speaking speed. Speaking with a fast talker? Keep up. And if you’re talking with someone who speaks much slower, adapt your speaking to match. According to Mottier, this subtle shift helps you maintain control and engagement throughout the call.

  3. Vary your intonation. Using a dynamic pitch is a great way to keep prospects engaged, Mottier says. Monotone voices not only sound robotic but they also make people tune out. On the flip side, using a naturally expressive voice signals authenticity, excitement and involvement. He recommends using strategic pauses and vocal emphasis to capture attention.

  4. Embrace controlled positivity. This means you’re not overly polite or tentative, but you speak confidently and use optimistic language. Mottier says if you’re too polite and formal, calls can sound scripted or fake, which creates distance. Instead, use positive language to build rapport and foster genuine connection.

  5. Practice active listening. Mottier says you can do this through asking thoughtful questions and paraphrasing. Prospects open up more when they feel heard, so frequently summarize their key points to confirm your understanding. He also advises mirroring the prospect’s exact words to deepen trust and connection.

Great sales calls don’t just happen. They’re built through patience and practice. Try some of the strategies above to connect faster with your prospects and make every conversation count.

Compiled by Audrey Sellers
Source: Aurelian Mottier is the president of memoryBlue, a B2B sales development consulting firm.