Sales Call Planning Guide

If you're looking for a proven method to improve your phone prospecting, want to understand how to organise and conduct your calls to persuade your prospects to make a decision, then the following lines will surely interest you.

In this article, we will detail the importance of the call plan in your sales approach and how to design it by applying the CROC method. We will also share examples of call plans specific to various fields of activity to inspire you.

How to Write Your Sales Call Plan?

Writing a sales call plan is certainly not the easiest part of the sales prospecting. However, it is a crucial step to increase your chances of success. This plan must be clear, structured, customizable, and perfectly align with your objectives.

Here are sales call plan steps.

1. Prepare Before the Sales Pitch

Start by conducting thorough research on the prospect you will contact. It is essential to know details such as their name, position in the company, the company's field of activity, their specific needs and problems, and their competitors.

This approach will allow you to refine your pitch and demonstrate a sincere interest in your prospect's situation.

2. Define Your Objectives

Clearly define your objective for the call. What do you hope to accomplish during this conversation? What result do you want to achieve?

Whether it is to secure an appointment, present a product, or submit a proposal, your goal should meet the SMART criteria: Specific, Measurable, Achievable, Realistic, and Timely.

3. Create The Structure of the Call Plan

Structure your call plan by adopting a simple but effective approach, such as the CROC method (Contact, Reason for calling, Objective, Conclusion). This method helps you organise your call into four distinct parts, representing the different stages of your dialogue.

4. Don't Overlook Objections

Also, prepare to respond to potential objections from your prospect. These, far from being mere obstacles, often indicate interest but also a need for reassurance from your prospect.

Faced with these objections, it is crucial to act with tact and professionalism.

With these tips in hand, you are now ready to develop your sales call plan. Put it into practice and confidently embark on your prospecting efforts!

Sales Call Planning: Definition

A sales call plan is a strategic tool that defines the objectives, key points, and phases of your first interaction with a prospect. It guides the conversation towards the desired objective, whether it's securing an appointment, conducting a demonstration, or closing a sale. This prospecting plan helps you avoid mistakes, omissions, and unforeseen events that could harm your sales approach.

This guide also allows you to tailor your message according to the profile and needs of your prospect.

The rest of this article will present how to create your sales call plan using a clear and effective method: the CROC method. It will help you structure your call around four key phases: Contact, Reason, Objective, and Conclusion. We will also provide tips to anticipate and respond to your prospects' objections and examples of call plans adapted to different products or services.

Ready to energise your phone prospecting? Let's go!

Sales Call Plan: Why Is It So Important?

A phone prospecting plan is essential as it serves as a precise guide for your first contact with a potential client.

This strategic document helps you establish objectives, crucial aspects, and steps to follow, thus facilitating the conduct of the conversation towards the desired goal, whether it involves securing an appointment, a product demonstration, or closing a sale. It plays a key role in preventing errors, omissions, and unforeseen events that could undermine the effectiveness of your approach.

Moreover, it is crucial for adapting your sales pitch according to the profile and specific requirements of your interlocutor.

So, why is writing a phone call plan crucial? Here are some compelling reasons:

• It optimises your time and efficiency. With a solid structure in place, you avoid wasting precious moments searching for your words, repeating information, or deviating from the main subject. The goal is reached more directly, thus maximising your persuasion opportunities.
• It enhances your confidence and credibility. Preparing your call demonstrates your professionalism and seriousness, attesting to your expertise and know-how. This professionalism boosts your credibility and strengthens your personal brand.
• It improves your flexibility and adaptability. By anticipating potential situations, you are equipped to respond to objections, questions, and requests from your prospects. You can thus adjust your approach according to their reaction, in line with their needs and motivations.
• It is evident that the phone call plan is an indispensable tool for the success of your phone prospecting initiatives. Now, how to write it effectively? What method should you follow?

We will address these questions in the following section.

Improve Your Performance Now

Optimise your sales call planning with the help of Cadence by Ringover, a sales prospecting tool which makes outreach easier and more effective.

Discover Cadence

The CROC Method

The CROC method is an effective action plan during prospecting phone calls. Based on an acronym that defines its four main steps - Contact, Reason for the call, Objective, and Conclusion - it guides the flow of the conversation. This framework helps to create a trustful relationship with the interlocutor, present the offer, and motivate them to act.

Here is a guide to implementing the CROC method in your calls:

1. Contact: This is the initiation of the dialogue with the prospect. A clear presentation, verification of the interlocutor's identity, and confirmation that it is the right time to talk are crucial. Establishing a climate of trust and friendliness from the first words, through warm and professional communication, is essential.
2. Reason for the call: This step involves clarifying the reason for your call, highlighting the benefits of your offer to capture the prospect's interest. The goal here is to be precise, direct, and engaging, piquing the recipient's curiosity.
3. Objective: Clearly define the objective of your call - whether it's to set up an appointment, present a product, or make an offer - and get the prospect's commitment. Ensure that your objectives are clear, measurable, and, above all, realistic for the prospect.
4. Conclusion: End the call by summarising the main points discussed, confirming the prospect's interest or commitment, and thanking them for their time. Inform them of the next steps to follow and send a confirmation or reminder email, thus consolidating the commitment made.

As the core of successful phone prospecting, the CROC method provides a solid framework for interaction, capturing the prospect's interest and encouraging them to take the desired step.

Adaptable to different contexts, offers, and prospect profiles, it represents a versatile and dynamic basic strategy.

How to Anticipate Objections in Your Sales Call Planning?

An objection is a reaction expressed by a prospect in response to the presentation of a product or service. It raises doubts about the value or relevance of what is offered. Far from being purely negative, these objections often indicate interest from the prospect who seeks assurance, information, or persuasion. It is therefore crucial to anticipate them and know how to respond effectively.

Starting by identifying common objections is an essential first step. These can vary: immediate rejection, mention of competition, procrastination, budget issues, relevance questions, simple curiosity, or authorization questions.

Prepare appropriate responses, using various techniques such as reformulation, open-ended questions, testimonials, and avoid pitfalls such as direct confrontation, excessive justification, or avoidance.

Here is a concrete example:

Objection: "I don't have time to talk to you, call me back later."

Response: "I understand perfectly, Mr./Ms. [Name]. I know your time is valuable. May I ask you one quick question: if our solution could save you time or improve your team's productivity by allowing them to [benefit with quantified proof (e.g., handle X% more requests / save x hours per day)], wouldn't that be interesting for you?"

By anticipating objections during the call preparation phase, the salesperson strengthens their confidence and credibility, turning challenges into real opportunities. This allows them to effectively guide the prospect to the next stage of the sales cycle, significantly increasing their chances of success.

Examples of Prospecting Call Plans

We will present examples of call plans for phone prospecting adapted to logistics, SaaS, and software solution integration.

Use these examples as inspiration to develop your own call plan, tailored to your product, service, and target market.

Sales Call Plan Example for a Logistics Company

If you offer logistics services, such as transportation, storage, and distribution, here is a plan to approach prospects looking to improve their supply chain:

Introduction:

Salesperson: Hello [prospect's name], my name is [your name] and I represent [your company's name], a company specialising in logistics solutions. How are you today?

Prospect: Good, thank you.

Salesperson: I'm calling because we have helped several companies similar to yours optimise their supply chain, allowing them to achieve significant savings and improve their efficiency. I would like to know if we could briefly discuss your current logistics needs. Is this a good time for you?

Discovery:

Salesperson: I saw that you recently increased your storage space by investing in new warehouses. Could you tell me a bit about your current logistics system? What are the main challenges you face in terms of transportation, storage, or distribution?

Prospect: Well, we have problems with...

Salesperson: Yes, I see exactly what you mean. And what would be your main priorities for improving these aspects?

Solution:

Salesperson: Thank you for this information. At [your company's name], we offer transportation, storage, and distribution services that could meet your needs. For example, we helped [name of a client company] reduce their transportation costs by 20% and improve their delivery times by 30%. Here's how we could help you...

Handle Objections:

Prospect: That sounds interesting, but I'm concerned about the costs.

Salesperson: I understand your concern. Our solutions are designed to offer excellent returns on investment. For example, one of our clients was able to amortise initial costs in just six months through realised savings and increased efficiency. Additionally, we offer flexible options tailored to your budget.

Conclusion and Next Steps:

Salesperson: Thank you for this insightful discussion, [prospect's name]. To take things further, I would like to propose a demonstration of our system so you can see for yourself the benefits we offer. What day would be best for you?

Prospect: Next Tuesday at 2 p.m.

Salesperson: Perfect, I'll mark that in our calendar and send you confirmation by email. Thank you again for your time, and I look forward to discussing how we can help you improve your supply chain.

Sales Call Plan Example for a SaaS Salesperson

Introduction:

Salesperson: Hello [prospect's name], my name is [your name] and I represent [your company's name], specialising in SaaS solutions for [prospect's industry]. How are you today?

Prospect: Good, thank you.

Salesperson: I'm calling because we have helped several companies like yours optimise their processes with our SaaS solution, which allowed them to [mention a specific benefit, e.g., "reduce their costs by 15%"]. I would like to know if we could briefly discuss your current needs. Is this a good time for you?

Discovery:

Salesperson: Could you tell me a bit about your current processes and the challenges you face with your current solution? What are your main short- and medium-term objectives?

Prospect: We have difficulties with...

Salesperson: I understand. And what aspects of your process would you like to improve as a priority?

Solution:

Salesperson: Thank you for this information. At [your company's name], our SaaS solution allows [mention key features relevant to the prospect]. For example, we helped [name of a client company] [mention a significant result, e.g., "improve their productivity by 25%"]. Here's how we could help you...

Handle Objections:

Prospect: That sounds interesting, but I'm concerned about the cost.

Salesperson: I understand your concern. Our solutions are designed to offer excellent returns on investment. For example, one of our clients was able to amortise initial costs in just three months through realised savings and increased efficiency. Additionally, we offer flexible pricing options tailored to your budget.

Conclusion and Next Steps:

Salesperson: Thank you for this insightful discussion, [prospect's name]. To take things further, I would like to propose a demonstration of our solution so you can see for yourself the benefits we offer. What day would be best for you?

Prospect: Next Wednesday at 3 p.m.

Salesperson: Perfect, I'll mark that in our calendar and send you confirmation by email. Thank you again for your time, and I look forward to discussing how our SaaS solution can meet your needs.

Example of a Sales Call Plan for a Software Solutions Provider

Introduction:

(Confident and friendly tone)

Salesperson: “Hello [prospect's name], this is [your name] from [your company's name]. I hope I'm not disturbing you. Is this a good time to talk quickly?”

If yes, continue. If no, ask when you can call back.

Salesperson: “Fantastic, this will only take a few minutes. I'm calling because we help companies like yours [solve a specific problem, such as increasing productivity, reducing costs, improving data security, etc.] with our integrated software solution.”

Discovery:

(Show that you have done your research and target the needs.)

Salesperson: “I see that you have been in the [prospect's industry] sector for [number of years], and I'm impressed by [a specific achievement or relevant challenge].

I wanted to know, how do you currently manage [insert the need that your software addresses, such as project management, customer tracking, etc.]?”

Listen actively to the prospect's response and validate their feelings.

Salesperson: “I completely understand, and this is exactly what we focus on. Our solution [product name] helps companies like yours with features such as [mention two to three key features relevant to the prospect]. One of our recent clients, [cite a similar use case], saw [quantifiable results] since using our platform.”

Handle Objections:

(Be ready to listen and resolve concerns.)

If the prospect expresses objections, respond calmly and positively.

Salesperson: “I understand your concerns, [prospect's name]. Other clients had the same reservations before seeing for themselves how [product name] could [solve the mentioned problem] while being [easy to use, cost-effective, etc.]. Why not schedule a demo so you can see the benefits for yourself?”

Conclusion and Call to Action:(Be direct but not pushy)

Salesperson: “How about scheduling a 20-minute demonstration this week to explore how [product name] could specifically help your company [insert specific benefit]? This would give you a better idea of the value we can provide.”

If the prospect agrees, arrange the details of the meeting/demo.

Salesperson: “Great, could you tell me what day and time would work best for you?”

Note the information and confirm the appointment.

Salesperson: “Thank you, [prospect's name]. I will send you a confirmation email with all the details, and I look forward to showing you what [product name] can do for [prospect's company's name]. Do you have any questions before our demo?”

(Wait and address concerns, if the prospect has no other questions, end the call.)

Salesperson: “Perfect, thank you for your time today, and I look forward to our meeting. Have a great day!”

Conclusion

You now have the essential elements to create an effective phone call script, optimising your prospecting approach. You understand the nature and importance of such a plan, how to build it according to the CROC method, anticipate your prospects' objections, with practical illustrations adapted to various business areas.

It's time to take action by applying these valuable tips. Develop your personalised call plan, aligning it with the specifics of your offer and audience.

You will notice a significant improvement in the efficiency, speed, and performance of your call campaigns, contributing to an increase in your conversion rate and a significant boost in your sales.