6 Simple Steps To Run A Sales Intro Call

A successful intro call is key to building relationships with potential customers and closing a sale.

Also commonly known as a discovery call, the call intro is a potential customer’s first impression of you and your company. It sets the pace and tone for the entire sales process.

But many sales reps fail to realize how the first call can make or break the deal.

Often, new sales reps will schedule a call with a prospect, pitch their product or service then hope they will buy. Unfortunately, this doesn’t work.

Instead, a call intro follows a prescriptive process that follows a step-by-step framework. You can increase your win rate and close more deals with the proper call process.

This blog post will cover what a call intro is, how to follow a proven structure, key questions to ask, and tips for success.

What is an intro call?

An intro call is the sales first meeting with a potential customer to uncover their business needs, introduce your product and determine whether your solution can help. Intro calls are typically 15-30 minutes and are used by sales reps to diagnose a prospect’s business pain points through a series of questions.

When connecting with a potential customer, scheduling an intro call before pitching your product is helpful.

Typically, you won’t spend much time pitching your product on an intro call. I know. It sounds like the opposite of what you’re supposed to do. Instead, most of the call should be used to ask your prospect questions to diagnose their business pain.

6 Steps on how to run an intro call

If you’re like most people, the thought of an intro call can be a bit daunting.

After all, you’re being asked to uncover a lot of information in a short amount of time. However, there are some things you can do to prepare for your intro call and make sure it goes smoothly.

1. Rapport building

The call intro will set the tone for your prospect’s relationship through the sales process, so it’s essential to establish strong rapport during the first call.

Asking about the weather or which city your prospect lives in is surface-level rapport. Instead, rapport building means researching your prospect and finding common ground to help make the conversation comfortable.

Make the conversation about the prospect and not you.

Look through their LinkedIn profile and find something interesting about their role, company, or recent updates. Mention their recent funding round and show your excitement for them. It demonstrates that you’ve researched, know about their business, and are prepared.

Tonality in sales also influences rapport since it’s less about what you say but how you say it. A warm and friendly tone can help you establish trust and rapport much easier.

2. Set an agenda

You and your prospect may have different agendas for the intro call.

Setting expectations at the beginning of the call is essential to ensure everyone has their main points addressed. Additionally, it helps you control the sales process and ensure no surprises pop up during the call.

Use an upfront contract to explain exactly what will happen during the call intro. It’ll help you set the agenda while allowing your prospect to have their goals or questions addressed.

Here’s a simple ANOT framework on how to use an upfront contract

• Appreciate you taking the time for today’s call. We have 30 minutes for our meeting today. Does that still work for you?
• Naturally, you will have questions for me about [Prospect’s Agenda].  Was there anything specific you wanted to make sure we covered today?
• Obviously, I have questions for you about your [Priorities].
• Typically, this call will end with us determining the next steps in your evaluation. If you realize this will not be a good fit at any point, will you please interrupt me to let me know?

You’ll notice that you’re also asking the prospect for their agenda, which gives them a sense of control.

The overall goal of the intro call should be to determine if there’s a mutual fit. Meaning your solution can solve your prospect’s pain points.

If the call intro goes well, it will set the stage for a more in-depth conversation (or demo) down the road. Therefore, it’s essential to be prepared before getting on the call. Know what you want to achieve and have a few good questions ready.

With some preparation, you can ensure that your intro calls are productive and helpful in closing deals.

3. Discovery

The intro call is an excellent opportunity to learn more about your prospect’s needs.

Its purpose is to introduce the potential customer to your product or service and determine whether it fits. This is done by asking questions about the customer’s current state, needs, and pain points.

According to Gong.io, sales reps have the best shot of nailing an intro call when they ask between 11-14 targeted questions.

You can better understand their business and what they’re looking for in a solution by asking questions. Moreover, you can use this information to tailor your pitch and improve your chances of closing the deal.

Qualification questions

First, start with situational questions to show that you’ve done your research. It also helps you determine if they qualify as potential customers.

You can use a sales qualification process like MEDDIC to plan your questions.

• How do you currently do [insert process]?
• Why does your company take this approach?
• Are there any areas of opportunity for improvement with your [insetr process]?
• How important to your organization is [insert process]?
• What tools do you use to support [insert process]?
• What resources are allocated to this [insert process]?

Avoid spending too much time asking qualification questions because it’ll sound redundant to your prospect.

Pain questions

Then progress towards asking pain questions.

Avoid overused questions such as “what keeps you at night?” Instead, you want to get past the surface-level answers. Using a framework such as the pain funnel can help to understand their technical business and personal pains.

As you progress, your questions should identify a pain point:

• Why do you suppose this is happening?
• How long has that been a problem?
• What have you tried to do about that?
• Has anything you’ve tried worked?

Lastly, ask questions about the impact of the pain once it’s identified:

• How much do you think this has cost you?
• How do you feel about how much this has cost you?
• What kind of trouble does that cause you?
• Have you given up trying to deal with this problem?

If the prospect is unaware they have a problem, you can start your questions by phrasing how you’ve helped similar customers.

For example:

“Often when we work with sales leaders, they tell me that they’re dealing with [Paint Point 1], [Pain Point 2], and [Pain Point 3]. I’m not in your shoes, but does any of that resonate with what you’re doing?”

Of course, it’s essential to strike the right balance – you don’t want to come across as interrogating the prospect, but you want to ask enough questions to get a good sense of their needs.

With a sales call planner you can write out the questions you should ask beforehand.

Additionally, spread your questions throughout the intro call instead of bulking them in the beginning. It should be a conversation as opposed to an interrogation.

4. Product pitch

Once you’ve uncovered your prospect’s pain points, clarify how your product or service can address each pain point that needs to be solved.

Don’t jump into a full product demo just yet. Walk through specific features in your product and demonstrate how it solves your prospect’s pain.

For example, if the prospect mentioned they could not track the ROI of their initiative, then walk through the reporting or analytics feature on your product.

Social proof can improve your product pitch as well.

Reference how other similar customers have used your product to address their needs. Show which features they’ve used and the outcomes after using your product.

5. Summarize the call

As you near the end of the call, start to summarize the important points you and your prospect discussed.

Summarize their pain points and your product solution. If they are qualified and you can solve their pain points, suggest the next step.

Always try to schedule the next step before the intro call ends. If not, you’ll risk losing the deal or the prospect ghosting you.

For example, “from what you told me, I recommend our next step should be [Next Step].” Then send the calendar invite live on the call.

If everything goes according to plan, your next step should be a more in-depth product demo or solution walkthrough. The next call is an excellent opportunity to highlight fully how your product can solve what you uncovered during the intro call.

6. Next steps

After you’ve completed the call intro, it’s essential to follow up with the prospect. This shows that you’re responsive and helps keep your name in mind.

First, send a thank-you email within 24 hours of your intro call. Summarize your intro call, mention specific details you discussed, and reiterate the business pain points you’re looking to solve.

Include supporting resources or assets that can help your prospect’s evaluation process. This can include case studies, white papers, or product walkthroughs.

Next, stay in touch with your prospect by connecting on LinkedIn.

Finally, thank the prospect for their time and express your interest in working with them shortly. You can include an initial agenda if you have a follow-up meeting on the calendar.

How do you introduce yourself in a sales call?

To introduce yourself during a call intro, be friendly and professional.

Start by telling the prospect your name and the name of your company. Then, give a brief overview of what you do and how you can help the customer.

When introducing yourself, reference how you’ve helped similar customers and not just a product pitch.

Here is a script you can follow:

“Hi, my name is ____,_ and I work for ______. Typically, we help customers like ______(reference similar customers) solve ______(brief overview of the pain points your solution solves)______ with our solution ______ (Brief overview of your solution) and I think we could be a great fit for your needs.”

Tips for preparing for a great call intro

By following these simple tips, you’ll be well on your way to mastering the art of the intro call and closing more sales.

Come prepared

Take some time to familiarize yourself with the person you’ll speak with. Look up their website, social media profiles, and anything else. The more you know about them, the easier it will be to connect with them on the call.

Review their company website and available information to understand what their priorities are.

Write down a few questions that you want to ask them. This will help keep the conversation flowing and prevent any awkward pauses.

Actively listen

Some of the best salespeople are great listeners. Active listening is one of the most important skills when trying to sell something.

When actively listening, you’re not just hearing what your prospect is saying; you’re also taking in the nonverbal cues and trying to understand the overall context. This allows you to ask more thoughtful and relevant follow-up questions. It also shows your prospect that you care about what they’re saying.

For example, you can summarize what they said and reiterate it to them to see if you have heard everything correctly. Additionally, this technique will get your prospect to share more information.

Active listening is essential when understanding your prospect’s pain points. By really paying attention, you can contextualize your product or service in a way that addresses their specific needs.

Speak confidently

Whether you’re a seasoned sales rep or just starting, it’s important to remember the importance of confidence when speaking to prospects during an intro call. After all, if you don’t believe in your product or service, why should the prospect?

Confidence comes from competence.

One way to increase your competence is by preparing for the call and roleplaying intro call scenarios with a sales manager or coach. By pre-planning different situations on a call, you’ll feel more confident knowing you’ve already had practice.

Aside from building trust with the prospect, confidence can also help improve communication. When you come across as confident, the prospect will feel like they’re in good hands and that you know what you’re talking about. They’ll be likelier to listen to your pitch and take your advice.

Final thoughts

Intro calls are an essential part of the sales process. They allow you to build rapport with your prospect, uncover their pain points and assess whether a potential sale is worth pursuing.

Following a prescriptive intro call framework, you can come prepared and better understand your prospect’s needs. Ensure you actively listen and speak with confidence to close the deal. By asking the right questions, you’ll be able to increase your win rate and close more deals.

Are you ready to put these tips into practice?

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