Conversations to Avoid on the Initial Sales Call

In the early seventies, we learned a few things we shouldn’t do—like tugging on Superman’s cape, spitting into the wind, pulling the mask off the old Lone Ranger, or, by all means, messing around with Jim. If you’re familiar with Jim Croce, you’ll remember that song. But let’s take that lesson and apply it to today’s Sales Brew, focusing on the things you shouldn’t do during an initial sales call.

First and foremost, don’t start by talking about yourself, your products, or your services. Your prospect doesn’t care about that—if they did, they’d do their own research. What they care about is finding someone who can help solve the challenges they’re facing while growing their business. During the initial sales call, your job is to focus on them and their needs, not on you.

Another mistake to avoid on an initial sales call is asking the question, “Tell me about your business.” This question might make the prospect think you’re lazy. With so much information available about their company, it shows a lack of preparation. Instead, a better approach would be, “I did some research and learned that you started your business seven years ago. What was your vision at the time, and how has it evolved since then?” This demonstrates that you’ve done your homework and are genuinely interested in their story.

Another pitfall during an initial sales call is becoming the “robo salesperson.” You know the type—scanning the office, commenting on diplomas, trophies, or that big fish mounted on the wall. While it’s not wrong to mention those things, it shouldn’t be your primary focus, especially on the first call. Instead, demonstrate business acumen by showing you understand the challenges they face in their industry. That’s how you set yourself apart.

Before your next initial sales call, take time to research the industry and the specific company you’re targeting. Identify the challenges they are likely dealing with and use that knowledge to steer the conversation. If you can articulate their situation and show that you understand their problems before they even tell you, you’ll build credibility and rapport. One sales expert puts it this way: your superpower lies in being able to describe their status quo better than they can.

So, as you prepare for your next initial sales call, focus on the prospect, understand their needs, and demonstrate your knowledge of their industry. Relationships are built one conversation at a time, and starting with empathy and insight will help you build that connection. Good luck and good selling!