5 Great Ways to Start a Sales Call That Wins More Clients

5 Great Ways to Start a Sales Call That Wins More Clients

Below are five proven ways to start a sales call, along with what not to say. Additionally, you’ll find a case study from a professional services client who implemented these strategies to turn more conversations into paying projects.

1. The first of the 5 Great Ways to Start a Sales Call That Wins More Clients is to begin with Clarity and Purpose

Buyers relax when they know what the call is about and how it will help them. A clear, confident opening builds trust right from the start.

Effective approach
“Thanks for taking the time today. The purpose of our call is to understand what challenges you want to solve and explore whether I can help. How does that sound?”

Don’t say
“Hi, I just wanted to have a quick chat and see how things are going.”
This feels vague and directionless.

2. Show genuine interest in their world

People are much more inclined to share when they feel understood. Demonstrating emotional intelligence at the beginning of a call indicates collaboration rather than pressure.

Effective approach
“I’ve looked at your recent projects and can see the team has been managing a heavy workload. I’d like to understand the impact this is having on results and where you want support.”

Don’t say
“Could you please tell me about your business?”
This sounds generic and unprepared.

3. Begin with a compelling opening question.

A powerful question engages the client quickly and uncovers their priorities. It also establishes you as an attentive listener.

Effective approach
“Before we begin, what would make this conversation valuable for you today?”

Don’t say
“What budget are you working with?”
Too soon and too transactional.

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4. Demonstrate relevant insight

Providing insights early demonstrates your understanding of their industry and challenges. This approach elevates the conversation and positions you as a trusted advisor.

Effective approach
“Many firms in your sector are finding that client expectations have shifted this year. Many companies in your industry are noticing a shift in client expectations. Are you seeing something similar?”

Don’t say
“Our product is the best on the market, and I’d love to walk you through the features.”
This approach is more forceful than engaging.

5. The last of the 5 Great Ways to Start a Sales Call That Wins More Clients is Setting a Collaborative Tone

The most effective sales calls are like collaborative problem-solving conversations. This approach reduces pressure and encourages openness.

Effective approach
“Let’s explore your goals and see if there is a good fit. If it makes sense to continue afterwards, great. If not, no problem.”

Don’t say
“I’ll explain what we do, and then you can decide.”
This positions the buyer as passive and disengaged.

Case Study: How These Openings Helped a Professional Services Client

A professional services client of mine was facing challenges with sales calls that came across as stiff and overly formal. As a result, prospects often fell silent, and follow-up conversations rarely materialised. We rebuilt the first three minutes of his calls using the approaches in 5 Great Ways to Start a Sales Call That Wins More Clients, and the difference was immediate.

He began his conversations with clarity and purpose, which helped prospects feel comfortable. By researching each individual beforehand, he opened calls with emotionally intelligent observations that made people feel understood. He introduced relevant industry insights early in the discussion, establishing himself as a strategic thinker rather than just a service provider. Most importantly, he set a collaborative tone that encouraged open and honest conversation.

Within six weeks, he secured three new retainer clients, doubled his follow-up conversion rates, and said that sales calls finally felt natural, enjoyable, and aligned with his values of selling with integrity.

Final Words

These five approaches transform the start of any sales call by building trust, clarity and genuine connection from the first moment. When you start well, the rest of the conversation becomes easier and far more productive.

If you or your team want to strengthen your sales skills and win more ideal clients with confidence, you may find it helpful to explore how I support teams through bespoke sales training programmes.

I deliver In-Person Sales Training across Surrey, Sussex, Kent, and Essex, as well as live online training nationally and internationally.