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“Ask not what your customer can do for you, but what you can do for your customers.” — Me, and probably a lot of other successful sales leaders. 

The modern day sales call sounds a lot different. Gone are the days of cold calling without doing your research. These are the days of personalization and a buyer-centric approach, because, as it turns out, the buyer has much more of the power. Thanks, internet. 

How Has The B2B Sales Call Changed?

It should come as no surprise to hear that B2B sales have changed. With the internet, smart phones, and review site upon review site, buyers no longer require a sales rep to reach out. They’ve got the research aspect covered. In fact, only 29% of buyers surveyed want to talk to a salesperson to learn more about a product. 

Consumers have taken control of the sales process, and salespeople are now dealing with more educated, discerning buyers than ever before — and it’s time to adapt. 

If you’re a salesperson, you’re probably asking yourself how you’re supposed to meet your quota, and possibly questioning your whole career choice. Don’t. Selling is not impossible, it’s simply a new game that you need to learn the rules to. Luckily, we’ve got you covered. 

Sales Call Tips: A Buyer-Centric Approach

When it comes to making sales calls, it should be all about the potential buyer. Just like they’ve done their homework on you and your product, you have to do yours on them. Where do they work, how long have they worked there, what’s their job title, how many people do they work with, etc. They put in the work — so should you. 

More than anything, though, the call should be all about the buyer and showing them what sets you apart from everybody else. 

Without further ado, here are our tips for what to include in your next sales call to ensure that your prospects feel valued, supported, and in a better position to make a buying decision because of your help and expertise. 

1. Emphasize A Focus On Outcomes

As we said in the beginning of this post, you should constantly be asking yourself what you can do for you (potential) customers. This includes during your sales calls. When you ensure seamless service after the sale is made, you ensure your customer that you don’t just care about making money. Rather, you care about their success and how your product helped them achieve it. 

2. Ensure A Customer-Company Partnership

Prospects don’t want to be sold to. Afterall, they’ve already done a lot of research and know what they like and don’t like. So they don’t need you to explain that to them. However what they do want to hear is that when they become customers, they become partners. That is, their feedback is valued, and your support will be offered throughout their company’s journey. 

3. Establish Yourself As A Trusted Advisor

Throughout your sales calls you should reaffirm the sentiment that when they become a customer, they gain a trusted advisor in your company. Assuring them of regular check-ins and frequent status updates will send the message that you aren’t only interested in selling to them, but working with them as well. 

When you can anticipate the behaviors of each customer, you can engage with the right person at the right time, and when you have a proactive process in place, you can spend less time putting out fires, and more time building a relationship.  

4. Share Your Content Library With Them

Information is easier than ever to find. But finding the right information can be more challenging. That’s where you (a salesperson) comes in. You can create a content library or leverage an existing one that includes all assets that can answer common questions at various stages of the buyer journey. 

While potential buyers may not want to hear your sales pitch yet, this content can be incredibly helpful in terms of education and empowering them to be in a better position to make a buying decision. 

Support, Don’t Sell, For Sales Call Success

In this ever changing B2B landscape, the buyer has more power than ever, so your sales call technique should involve keeping them at the center of everything. The sales call is by no means obsolete. Even the cold call can be effective when done properly. It’s not the thing that’s outdated, it’s simply the approach. 

When you make a point to partner with your prospects and customers, and show a genuine interest in helping them with your product or service, you can close more deals all while creating long-lasting relationships. 

Learn about sales prospecting

About the author

Reyna LaRiccia

Reyna LaRiccia is a Content Marketing Specialist at ZoomInfo, the leading B2B contact database and sales intelligence solution.

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B2B marketing, growth, sales and more.


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