How to Close More Sales Calls – My 7-Step Process

A big audience is great. It gives you reach, credibility, and authority. But let’s be real — none of that guarantees sales. Even if leads are pouring into your inbox, that doesn’t mean money is hitting your bank account.

The truth? The sale isn’t complete when a prospect books a call. It’s complete when payment is made.

Over the years, I’ve fine-tuned my process, and now I close 80% of my sales calls. In this post, I’ll break down my seven-step framework for turning more calls into paying clients.

Let’s dive in.

1. Build Rapport

A lot of people think small talk at the beginning of a sales call is unnecessary. They just want to get straight to business. Big mistake.

People buy from those they like. And people like those they connect with. The first few minutes of a call set the tone for everything that follows.

Here’s how I start:

• Use their name: “Hey [Name], how’s your morning/evening going?”
• Acknowledge their location: “You’re in [City], right? I bet it’s [hot/cold] there now.”
• Let the conversation flow naturally: I ask simple, relevant questions to get them talking. Before we talk business, we just talk.

Once there’s a natural connection, I transition into the next phase.

2. Identify the Problem

They booked this call for a reason, and I need to uncover the real driving force behind it.

Instead of just going with the one-liner they submitted in their form, I ask open-ended questions:

• “You mentioned you’re struggling with [X]. Can you tell me more about that?”
• “What have you tried so far?”
• “What’s holding you back?”

I also encourage emotional responses:

• “That must be frustrating.”
• “It’s tough, isn’t it?”
• “I remember feeling the same way when I started.”

The goal? Make the pain of the problem front and centre in their mind before introducing the solution.

3. Paint the Solution

Now that they’ve shared their struggles, I guide them toward envisioning success.

I ask:

• “If we work together for the next 6-12 months, what would success look like for you?”
• “What kind of income would you be making?”
• “How would this impact your life?”

This shifts their focus from frustration to possibility. It also helps me gauge their expectations and ensure they’re realistic.

4. Give Value First

This is where most salespeople go wrong. They hold back, thinking they need to save the good stuff for paying clients.

I do the opposite.

I tell them:

“This is a sales call, but I want you to walk away with something useful. I’ll treat this call like you already paid for it. Can I share some actionable tips?”

They always say yes.

Then, I provide real, valuable insights. If they’re struggling with LinkedIn, for example, I review their profile on the spot and give them a few key improvements.

By the end of this step, they know I know my stuff. And that’s powerful.

Read More: Value-First Marketing: Why Giving Comes Before Gaining

5. Present the Offer

At this point, they’re feeling the pain of their problem, they’re excited about the solution, and they’ve received a taste of what working with me is like.

Now, I ask:

“Would you like me to walk you through what it looks like to work together?”

This keeps the conversation natural. They feel in control, not pressured.

Then, I outline my offer without overwhelming them:

• I present one offer, not multiple. Too many choices create indecision. A single offer keeps it simple: yes or no.
• I focus on the outcome. What will they achieve by working with me? That’s what they’re paying for.
• I state the price and then stop talking. Silence lets them process. If they’re interested, they’ll ask the next question.

6. Send a Follow-Up Email Right Away

Immediately after the call, I send an email summarizing everything:

• A link to client testimonials
• A simple breakdown of the offer
• A payment link

I make sure this email is personalized, referencing something from our call. Timing is key—the sooner they get it, the higher the chance they’ll take action.

7. Follow Up (and Don’t Be Afraid to Do It More Than Once)

Even when someone is interested, life gets in the way. That’s why follow-ups are crucial.

I use short, simple messages spaced 3-4 days apart:

• “Just checking in—where are you at with this?”
• “Touching base — let me know if you’re still interested.”

On the fifth follow-up, I send a final message:

“Last follow-up — I’ll stop bothering you now! Hopefully, we can work together in the future.”

Surprisingly, a lot of people respond to this one with, “Sorry! I got busy. I do want to move forward.”

The Bottom Line

If you want to close more sales calls, you need a structured approach. Here’s a quick recap:

1. Build Rapport – Start with a friendly, genuine conversation.
2. Identify the Problem – Dig deep into their struggles.
3. Paint the Solution – Get them to visualize success.
4. Give Value First – Show them what working with you is like.
5. Present the Offer – Keep it simple and focused on outcomes.
6. Send a Follow-Up Email to reinforce the excitement.
7. Follow Up Consistently – Persistence pays off.

This process works. It’s how I convert 80% of my sales calls. Try it out, tweak it to fit your style, and watch your conversions climb.