How to Structure Sales Calls for Maximum Impact

What's going on guys? In this video, we're going to be going over how to structure your sales call so you can have maximum impact every single time you hop on the phone. I'm really excited for this one because closing deals is just infinitely easier when you have the right structure. There's going to be less variance. You should feel confident going into every single call. So stick with me to see what that looks like. If you're new here, my name is Dan Crowley. I'm one of the co-founders at Client Ascension List Kit. We're pulling over a million dollars per month. I've taken thousands of sales calls myself, built at least sales teams that are closing over 40% with cold traffic in the mix right now and help clients go from unpredictable sales processes to closing high ticket deals very consistently with the exact framework that I'm about to show you. So like I said in this video we're going to be going over how to structure calls like what each part of the call should look like in what order so that you can lead the conversation build trust because honestly your sales process is the first impression that this person is getting of your company most of the time and i can't tell you how many times where i'm not selling sales consulting but people are like wow you have a really good sales process so i figure you're just going to be competent in whatever else you're doing and then lastly like i said the big thing here that this is going to lead to is just more consistency in your process so let's jump into it i'll start through the introduction phase and the introduction phase isn't going to make or break the sale usually but it is a nice help to build some momentum early in the call and get off to the right foot we've all had those conversations where it just starts off super awkward uh main way to avoid that is just don't overthink it don't be weird set the expectation for a productive conversation jump into it so when it comes to opening and the rapport here how's the weather blah blah blah all that bullshit don't worry about it just be human it's just conversation see if we can help this person it should look and feel like that don't try to become best friends with this person don't try to suck up with them people don't want to work with somebody that's inferior to them this isn't a charity game uh just shoot shit for under a minute or don't if you're not a person that's capable of that be respectful of their time and cool man can we jump into things awesome now after you do that you're going to set the agenda and this is where you start leading if you don't set the expectations early what's going to happen is they're going to steer the call they're going to ask random questions they're going to wander when they wander you lose frame you don't want that so just use an agenda that feels like this hey just so you know what to expect this call is going to be a casual conversation to understand your current situation what's working what's not what you're looking to accomplish if it seems like we can help out cool i'll walk you through what working together would look like so you decide if you want to get started today if not it's completely fine too we can shake hands part ways as friends either way just looking to point in the right direction. Sound good? Nobody's going to say no there. But basically, you just want to establish three things. Obviously, you can tailor a little bit more to your offer, but it's not going to be a high pressure call, which nobody likes. You're here to help. Awesome. If all goes well and they think this is a solution that can get them to their goals, we'll get started here today. They now know what's going to happen and humans like certainty, right? So it's just going to build trust and it's also going to give you permission to get into the part where you're asking them a bunch of questions. Now, I also like to check on time just to make sure that somebody's not rushing off the call at the half hour or the hour whenever the meeting is scheduled to end. So all I do is just say, hey, call shouldn't take too long, by the way, but just make sure we have time to go over everything do you have a hard stop at five o'clock if it's like a 4 30 to five o'clock because if you know closes typically take an hour for your offer but they have a hard stop at 30 minutes you now know that you have a different objective right like you don't want to try to speed run everything and just force the close super quickly on that first call because you're usually just going to have a pretty poorly run call and even if you do get the follow-up it's usually not going to go that well so in this case i'd want to do a thorough discovery i want to have a high level pitch and go over the parts of the offer that are most important to them based on what i gathered in discovery then set a follow-up call same day if possible if not next day but as soon as possible where we can go over the pricing and the specific package is going to make the most sense for them specifically now the reason why this matters um is because like i said if you have a process where you typically run over on time and you have call slots for 30 minutes because 30 minutes is less intimidating to a prospect and they don't have a hard stop at the 30 minute mark you basically have an hour almost every single time right you'll notice that people don't really book on like the 10 or 15 minutes there's this whole show entourage where the guy's like oh i landed a 250 meeting and he's like 250 meeting like that's a jerk off meeting what is he gonna do clear his throat till three um that's kind of actually how it works right so if you're good to go good for time management anyways really quick one here if you're an agency owner doing less than 30k a month and you want to scale your business listen up client ascension's ai assisted agency program has helped tons of b2b business owners doing founder-led sales scale with this exact call structure i'm talking about here today help clients like amen scale from 2k a month to 132k a month with this exact structure click the link below to learn more about ai assisted agency okay back structuring your sales call in the right way so now we're in discovery and this is one of the most important and usually the most overlooked part of the call choose your own 15 minutes of a 30-minute call and this is where you qualify them like do they actually have a problem that you can solve get the information you need to close them hey what's working what has it what are they looking into how's this decision going to be made and then create urgency which is super super important a lot of people just don't get that urgency and opportunity cost before leaving discovery and they're wondering why this person does not want to close today on the call right so ask questions like how long they've been struggling to figure this out why now all of a sudden are they ready for a change super super important most people think the pitch is where the magic happens but truth is if you don't handle discovery properly best pitch in the world is not going to save you at least half of all the training that i do with my team is on discovery the rest is pitch objection handling everything else that goes on off the call so start with the motivation just figure out why they're really here begin super simple just be like hey man i'm sure you've seen a couple videos or however they came in i know we chatted back and forth via email but i am curious like what motivated you to actually book in this 30-minute call and you'll see what we're all about a lot of times if you ask this question you're gonna get half the information they need to close this person what do they really care about whereas if you just start getting into like hey tell me what you do and what your business is all about um the call can go off the rails pretty quickly people love to talk about their business so sometimes especially just depending on the person they could go on a 10 15 minute rant if you start off with a question like that and prospects can lose patience like if you ever really cared about one thing when you're on the other side of this so you're buying something but the sales rep is just talking about everything else you're kind of back your head like dude i just have like these few critical questions like just shut up and let me ask about that now when you ask this question first that kind of avoids that feeling because they're telling you what they really care about which is great because that's their main buying criteria so after we understand why they're on the call in the first place what they're looking to accomplish we're going to move in the business background and this is super important because we want the full picture if you've already done some research that's fine but hearing it directly from them matters now ask how their position your offer who their ideal client is what their pricing structure looks like what their lifetime value is of a client what their monthly recurring revenue is whatever is like important for you to actually understand where this person's at are they qualified what information do i need to actually be able to tailor my pitch and you know obviously gain leverage to be able to close them so it really does three things just helps you qualify and understand their business make sure that they understand uh that you understand because that's super important and gather information that you can use to tell your pitch and close like i mentioned reason why this part number two is important make sure that they understand that you understand is because nobody likes unsolicited advice not from a friend and definitely not from a sales rep right if everyone talks your friend about a problem they're like oh yeah i get it and blah blah blah you're dealing this i know i know how to fix it he's like dude you don't even know what's going on how can you possibly know how to fix it right and that's important so it's not just enough that you know they also have to know that you know right and the rest of the information that you gather to tailor the pitch like their client lifetime value is 3k we can plug that into an roi calculator all that stuff is crucial as well however we don't want to spend too much time here this shouldn't really take more than five minutes and see a lot of reps struggle with this part and spend 10 15 minutes just talking about the background of their business if it does take too much time right just review your calls and ask yourself is this helping you qualify the prospect is this getting you information that you can use to better pitch and close and if not just cut it get some more important stuff the next thing is just going to be quantifying or understanding what their current efforts are so you're going to dig into their current efforts ask what they're doing to fix the issue that you solve what's working what isn't what they've tried before what they're considering now if they tell you that they're not doing anything they should also realize that's an issue and all you really need to do this here is just have like a confused perplexed tonality like you guys aren't doing any outreach right now just by asking a question like that to double confirm they're gonna be like oh yeah this probably is an issue now if they've been burned by somebody else in the past you definitely want to dive deeper into that specifically because you need to understand what went wrong so you can let them know exactly how this would be different right somebody's like oh i've been burned in the past that sucks man sorry to hear that but i want to make sure you're not going down the wrong road twice um can you tell me more about what you mean by burned exactly uh you know we worked this agency okay what happened like get real specific on this stuff and sometimes it's not even other service providers fault that they got quote unquote burned so try to remain impartial here it could have just been the wrong time for the business and obviously we want to just check in to see if this would be a better time for something like this if you're doing virtually the same service so after we understand what their current efforts are now we want to get into the part where we quantify their current efforts and all that means is we're just figuring out what their current efforts are resulting in so get specific numbers on calls closes whatever metric is relevant to what you're selling and always be wary of ranges just don't accept vague answers because a lot of times you'll find out that the guy who's getting 10 to 15 calls a month if you are selling lead generation for example and you ask them how many calls they got specifically in the past 30 days they actually got eight calls eric oh yeah but this was, you know, November was a slow month, whatever. It's, it's very important that you get the real results because like I said, oftentimes they're lower than they'd like to admit, but getting them to verbalize that is what they need. Like pretending the situation is better than it is does not serve them at all. And it also makes it a bit easier for us to sell because if they're down here, as opposed to up here, great. Then if we can get them to up here, you know, that's already ROI positive. Now, after we understand what the current efforts are, we quantify those want to clarify what their goals is. So we understand what point a is now we want to define point B. So take everything that they have, that they've told you so far, because sometimes it can be super vague with their goals too, and just make sure that they have a clear direction. So ask where they want to be in the next three, six months, really whatever your time to value or contract length is, whatever's longer. And if they're vague, guide them. Like more clients, more views isn't a goal. A real goal is something that's measurable, that tells you what success actually looks like. So if they give me some BS answer, like, oh yeah, I just want to grow or want to make more money. I'm going to say something like, I mean, more clients is definitely our goal too but just so we can define success here so i know what to shoot for it won't make you look back in six months and make you say yeah this was absolutely worth it now they can give you something tangible the reason why locking in a specific number or target is important because we already have point a now we have point b now the game is as simple as making our offer seem like the straightest line from point a to point b now after we understand all that i want to dive back into the paint a little bit want them to really understand what not fixing this problem has been costing them so i want to ask how long they've been struggling with this whether it's lead generation, not being able to close deals outside of inbound or referrals, not having a social media presence. And after that, we want to even dig deeper if they just seem content or indifferent. Hey, so if things have been generally working as is, why aren't you looking at the service now, right? Like let them come into the frame. You're not being pushy. You're just trying to figure out if this is actually a priority for them or not. If it's not and we don't need to help them, cool. Just let them off the phone. That's perfectly fine. But literal rule in sales, they wouldn't have booked a call if it wasn't a priority, if it wasn't a problem. But sometimes they just need a little bit of extra assistance we'll call it to get there now after we understand and they kind of understand like what this is actually costing them now we want to kind of get into like okay are they actually ready for something like this like do they actually feel the impact of the opportunity cost here and usually i just like to ask them how likely they are to hit their goals without addressing issues that they've talked about and if they act like they'll hit the goal anyways ask what the plan is and ask why they haven't done it already right if they are aware that they're not likely to hit their goals though without doing something to address this i'll say something like okay cool uh sounds like this is a priority then so whether working with us or not on lead generation it sounds like you guys are you know wanting and ready to address this now yes whether you're working with us or not you're looking to ramp up your legion cool because if i can get them into that mindset and i love just throwing out that hey whether you're working with us or not because i know that if they are ready to act now great we've already beaten our number one competitor which is not the next agency or the other coaching program or the other guy down the street it's just an action right that's the number one competitor that we all face in sales it's just them sitting on their thumb doing nothing at all staying in their current situation which is also the worst thing for that business and this is why this is all about helping people right but as long as we got that and we understand okay why they're here what they're doing what that's resulting in what their goals are dig into the opportunity costs and get them into a position where there's some urgency and they're ready to act to address this now because that's what they need in order to have a chance to hit their goals we're going to be able to transition the pitch but before i do i'm just going to recap their situation and like a clean simple summary once again this goes a long way to making them feel like you understand uh their business before pitching them obviously confirm that i've got it right ask if there's anything important that i haven't asked about that i should and when they say no great that's permission to pitch that's your green light there now roll on to pitch this is the fun part but pitch honestly the easy part when the discovery is done right so long as you have a good structured repeatable pitch that we can tailor whenever needed this section usually takes about 10 minutes and the goal here is pretty simple show them exactly how you can help create clarity and guide them toward making a decision here um start with an expert perspective i love to do this it's somewhat of a pre-pitch if you guys are familiar with that but you're essentially saying uh before i get into the offer as in the permission to share the thoughts so right after the recap i'm like okay cool dude you might if i show some thoughts yeah and just to explain where these thoughts are coming from and then i'm kind of going into spiel that basically prefaces the fact that we've helped tons of businesses or study patterns across our industry like you know what you're talking about here then i'm walking through why most businesses struggle to address the issue that they're looking to address uh this is where you're going to call out common pitfalls limiting beliefs common mistakes you're essentially just establishing that you understand the problem at an implementation level like you are an expert and you understand how to fix this they're not alone right you're kind of prefacing that hey here's why most businesses struggle with this thing and that you're the guy to help obviously and then you just finish this part by asking if they're aligned with how you're seeing things if they are thinking about the problem the same way that you do then naturally your solution to the problem is going to make a lot of sense when they're in your frame like this when they think about things the same way that you do the pitch should never feel like it's missing the mark it should be relatively straightforward after that so obviously after we have them aligned with how we think about the problem now we want to introduce our solution to it and once we give them a quick overview we're diving deeper into the proven delivery system and this is typically when you're using a visual to show them how to how you get your clients results exactly and when you screen share your visual whether that's diagram in your vsl a slide deck or even examples of your work the point is to make the system easy to understand and get them engaged like get them to really like this why i like visuals because i feel like number one everybody's a visual learner and if they see something in front of them they're just more likely to kind of lean forward ask questions about that uh or at least that's what i found a good visual is going to do two things for you it's going to explain what you do for clients and why it works and that's also going to break down uh how much work you're taking off their plate that they know that they should be doing for their business you're basically just presenting all the logistical intensity that goes into getting the results that they want and you're removing all of that for them right that's one of the best parts about selling a done for you service and this is like i said usually where you're going to see a three pillar pitch i feel like the reason why everybody uses a three pillar or like a you know three keys to success or whatever it's gonna be is just you know three's an easy number to remember but three four or five doesn't really matter uh but it's gonna be as simple as like here's your unique mechanism first pillar deliverables benefit so what are you doing for the client why does it matter second pillar deliverables benefit third pillar deliverables benefit and you should pause between each one check in obviously if you only have three pillars you have a ton of stuff going on like you should make each one meaningful uh but don't only ask questions like do you have any questions i actually challenge our reps to never say that during the call because saying do you have more questions especially giving them permission to take the wheel and drive the sales call from there we want to be driving things so we don't want that instead you should just be asking questions about do they understand how this works because confused prospects don't buy and do they see how this would lead them closer to their desired situation these are just called trial closes right so i go over this part of the process and i say okay we have like a targeted list building for them for whatever service i'm doing hey do you see how just like narrowing in on your icp and getting a list of tens of a thousand of these people that you can work with would get you guys in a situation where if we can attack that list you guys are good to go cool do you have any questions about how we do the list building process specifically no okay cool like i'm just making sure that they're seeing like the little steps that lead to the ultimate success that they want uh reason why trial clothes are important because you want to build momentum throughout the pitch by the time you ask for the sale you shouldn't be totally in the dark not knowing if they're at all interested or not so next thing after i present my three pillars which is just like boom boom boom the proven delivery system i'm going to get into the roadmap and the quick wins that come along with it because prospects don't buy massive transformations. They buy clear pass forward. So these massive transformations tend to work pretty well in marketing, but not so well in sales. What I mean by that is if I'm selling a fitness offer and I'm teaching people how to go from 300 pounds to 200 pounds, like that's a pretty massive transformation. I can't just be like, Hey, yeah. So we're going to get you in this workout plan, this diet plan. You're going to boom, lose a hundred pounds. It's not going to be believable, right? They're going to be like, dude, this is something I've been struggling with my whole life. How can that be that simple? No. So you want to basically show them like, Hey, you know, day one, we're going to do a scan of your body fat percentage and you know day two we're going to start tracking your calories and day three we're going to ray out this whole fitness plan and the day four we're going to roll out a whole diet plan like that thing just like the logical breakdown and the quick wins along the way to get them to their desired situation it's going to build trust and it's going to make them actually believe that this could work for them so walk them through each stage clearly the onboarding process set up and launch the initial roi or like the initial wins and then what ultimately leads them to getting to their desired situation that they want because this is going to start to help them visualize what success looks like for them specifically which is important because they need to be convinced that this can not only work for someone or other people's but this will work for them specifically and if you made your service seem as simple as an overnight solution to fix a problem they've been dealing with for months years they probably wouldn't believe you anyways right so you do that pretty simply with like a timeline roadmap whatever you want to use but it should just show what you know week one week two month one month two whatever the time the value looks like for your process after all that you just want to confirm that they understand the process okay so before moving into the closing phase check see if they have any questions about the process and if they're confident in it and this is typically where i want to allow space for dumb questions because once again confused prospects do not buy uh what i mean by dumb questions is let's say i sell cold email services and somebody's like hey why do we need to buy different domains to run cold email that may seem like a dumb question for me because i've been doing it for so long but little questions like that are super important for them to just get outside of the back of their head because if you don't allow any space for that that may just sit in the back of their head and it may manifest at the end of the call as okay i need to think about objection because they genuinely do have a lot of questions so let them get that out of the way here make sure that they fully understand what your process looks like because once they're clear on how you solve the problem what work goes into it on your end and there's basically what scope of work is and they don't have any questions about the ins and outs and how this actually all breaks down now we can get into the closing one more pause into action you need to grab my full guide on how to close 40 of your cold traffic leads if you're leaving money on the table because cold leads aren't converting this guide fixes that it'll walk you through the exact frameworks that we use to run a bulletproof discovery deliver a convincing pitch and then simply close with roi-based logic not using high pressure emotional tactics and this is the roadmap that we use across all of our businesses so we don't have to solely rely on closing warm traffic and referrals and it's completely for free just hit the link below and check it out now we're into the closing phase and this is the final stretch of the call it's the fun part of the call right here you've done the discovery you fixed the system they understand the process now it's time to tie it all together and it's pretty simple from here now if they actually believe this will get them from point a to point b they should close if not figure out why handle the objection but how we can easily get into that every single call is just by one showcasing the roi right so make the investment make sense and this is where you pull up your roi calculator quantifiable client results whatever you can use to walk them through what type of results they should be seeing i just think the roi calculator is a really easy one then you're going to walk them through the calculator using their numbers don't over promise here like this is a good opportunity to kill two birds in one stone one by setting good expectations for you on the film side or whoever actually does the film it for your company uh but two build trust and show them that even if it's not best best best case scenario even if it's not case study type results there can still be clear roi there then just ask them if these results here whatever you're projecting align with what they'd be looking for now if it does if they've seen the numbers we're just going to ask them the question that really matters and when you're selling b2b people are only going to buy because they think this will make them more money so that's what the question is going to be centered on whether that's via more leads time savings massive downside protection whatever it may be if they truly believe this will make them more money in some way shape or form they'll do it if not we'll call it out we'll handle it if we can't get them over that bridge we're going to to lose a deal but we're going to ask for the sale and die trying so simple question to ask is hey based on everything you're seeing here do you see any reason you want to be able to get to the desired result or the projected result that we're seeing here usually i like to use whatever is more conservative so let's say i'm you know looking at uh 10 leads per month on this package just looking hey you know based on everything you're seeing here you see a reason you want to be able to also get the average of 10 leads per month cool then we can talk about how that can obviously lead to their desired situation but if their goals are a bit lofty so long as they see a clear positive roi and they can see how this could eventually lead to that desired situation you're golden now if they genuinely don't see a reason why this wouldn't succeed they're like yeah no that all makes sense then i think that sounds good it's very natural to just transition into the investment and closing and sometimes i'll watch call reviews and like people want to talk about anything else because they're a little bit nervous to close but don't be just don't over complicate it there's literally nothing else to discuss so at this point if they're all good they think that makes sense they don't see any reason why they wouldn't be able to get to their goals with the system that you just presented in the roi makes sense now it's just about presenting the investment so present them the package that's going to best align with their goals if you have three or four options don't show them all three or four just pitch them the one that's gonna line with their goals best obviously if you need a down sell or upsell or whatever afterwards you sell that space but don't give them analysis paralysis just show them one thing uh you can screen share a pricing tree sheet if you have one especially if your structure has multiple layers or deliverables or it's complicated but just let them know what goes and offer and present the investment clearly and then pause all right so hey for this gold package you're looking for it'd be ten thousand dollars now a little bit of silence is fine and you should be comfortable in it but if it's feeling like it's a lot it's getting pretty uncomfortable on the call don't be too comfortable in the silence like don't sit there long enough to the point where they don't know what to say and they're like okay great can you just send me an email and they just ask off the call because that'll happen too if you wait too long i don't i don't like the closers who like to say the price and just go and everything else and not let the person think about it or sit on it or you know remark on the pricing itself but i also don't like the people who just shut up and they're just like i'm not going to talk until this person says anything i think it's a pretty dumb way uh just kind of once again establishes the frame of like a weird high pressure call so if there is too much knowledge just calmly ask like sweet just align with what you're looking to invest to get to 10 clients per month or whatever the goal is right um but just a calm confident tonality is all you need here less is more meaning like don't over talk we want to be the simpler slower party at this point in the call we don't want them to speed us up because they're probably going to be frigid and you know a little bit hectic just because we ask them for money we don't want to be that way right don't over complicate it don't start talking about random shit just because they want to move in a different direction now if they're like okay cool makes sense yeah sounds good whatever it is we're just going to outline the next steps and then ask for the sale so the reason why we lay out the next steps in the first place is just to remove the fear of the unknown right some people may want to say yes because this sounds like a good deal and it all makes sense but if they don't understand what the next step is going to look like they may be like i don't know what this looks like so let me just think about it a little bit more so just explain what happens after they process the investment so the path forward feels very straightforward which usually is going to be processing the payment with you on the call sign the agreement which would get them the onboarding link in the onboarding form then they'll book their first onboarding call and you can talk about whatever triggers on the back end and the upfront work that you're doing that seems valuable to them right in the onboarding process all makes sense yeah it does okay so once everything is clear then you ask for the sale and there is no magic closing line it's just as simple as awesome ready to get started and your tone should be as calm and confident as mine just was because you want to give off the vibe that you're expecting a yes because if everything makes sense like they've been telling you Obviously, if there's a chance to handle uncertainty or if it doesn't seem like they're actually going to see an ROI or if they don't resonate with your pitch or whatever, something's going wrong up here, you can obviously call that out and get to objection handling earlier. But if everything is moving according to plan and everything makes sense, then you should just give off the energy that like, yeah, you should get started now because that's just what prospects do. But between you and me, you can't be thrown off when they say no, because this is where we make our money in the sales, right? Right after that first no, that's a lot of time when the actual work on the call starts. And this is usually the moment when objections show up. So just handle them and close. Don't just let them off. Now, that's it for this video. This is all great, but even with a perfectly structured sales call, most prospects won't say yes on the first ask. That's perfectly fine. Just end the conversation by objection handling and keep asking because more asks equals more sales, especially when a prospect hits you with the, I need to think about it. If you freeze here, get weird, don't know how to handle it, this is where the deal is gonna die. So if you've ever experienced or struggled in that moment where somebody hits you with, I think I need to think about it and you just don't know what to do, when you need to watch my next video, it shows you exactly how to respond when a prospect says they need to think about it and how to keep the conversation alive. so you can keep closing a high percentage of your calls links on the screen now let's keep crushing

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00:00 – Introduction
00:51 – Understanding The Sales Introduction Phase
03:51 – Breaking Down The Discovery Phase
11:24 – Inside The High Converting Pitch
17:27 – Navigating The Full Closing Phase
21:08 – Outlining The Essential Next Steps


Struggling to run sales calls that actually convert? In this video, the exact sales call structure used to build elite teams, consistently close cold leads, and turn booked meetings into six-figure deals is broken down step by step. You’ll see how to lead the conversation from the first minute, keep full control of the frame, and set yourself up for a confident, no-pressure close.

As co-founder and head of sales at Client Ascension and ListKit, thousands of calls have been taken and teams have closed over 40% of their cold traffic. This breakdown shows the full framework: how to run an effective sales discovery process, ask the right questions, uncover urgency, deliver a pitch that actually lands, and close using simple ROI logic instead of high-pressure tactics.

If predictable results are the goal, this video "How to Structure Sales Calls for Maximum Impact" unlocks momentum, builds trust fast, and consistently converts qualified prospects into high-ticket clients.

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