The Worst Way to Start a Sales Call

Most traditional sales training programs teach salespeople to begin sales calls by saying,

"What I want (or would like) to do today is…”

While that may sound pleasant, it makes an awful first impression on the person sitting on the other side of the desk. Think about the perception people have of those in sales. Most would say salespeople only care about making the sale. By beginning a meeting by saying, "what I want to do…” reinforces that the salesperson’s agenda is more important than the prospect’s objectives?

Taking a step back, other than Mom, no one cares what you want. It’s sad, but true. Every time a salesperson conveys "I want,” they are one step closer to losing the deal. Too bad there isn’t a way to make it illegal for salespeople to ever utter "I want” to a prospect.

So what would be a better starter? How about something like…

"For this to be a good use of your time, what are you hoping to take away from this meeting?”

This subtle, but powerful, shift in communication style sends a very different message than the "I want” one. Not only does the prospect hear that you are primarily focused on helping her, but you’ve also differentiated yourself…putting you one step closer to winning the account. This approach doesn’t mean that salespeople shouldn’t have a call strategy. They absolutely need one, but it shouldn’t appear that their needs are superior to those of their prospects.

See you next time on the Sales Management Minute.