How To Create A Structure To Your Sales Calls

Welcome to Sales Skills For Founders, a weekly newsletter with one actionable skill for sellers who are tired of tips, tricks, and scripts. AI isn’t going to close deals for you so let’s master sales, one skill at a time.

Today’s Skill: Call Structure

Last week, we explored nonverbal communication and how small changes can help you make a lasting first impression while building the groundwork for long-term relationships.

This week, we’re diving into the foundation of a successful client call: structure.

Think of your last few sales calls. Can you accurately say that you had an agenda set for that call and a clear outcome goal in mind? You wouldn’t be alone if the answer was no.

Too often, I see Founders approach calls with excitement (especially when those opportunities are rare), only to let nerves take over. Instead of driving the conversation toward an outcome goal, they talk too much about themselves, ask only surface-level questions, and leave the call without clear next steps.

Here’s the truth: “Winging it” is not a strategy. Structure provides the guideposts that keep your calls on track, even when the unexpected happens.

A structured approach gives you confidence and direction, helping you stay focused.

This isn't about ticking boxes, either. It's about staying in control so the conversation can flow naturally.

Here’s 5 Steps to a well structured sales call.

Step 1: Agenda

The agenda is your “North Star” for the call. It keeps you on track. It ensures you and the potential client align on the conversation's purpose. Whether you actually show a visual agenda or simply state it, it shows you are prepared.

• First Call: You may only have general details from lead forms or emails. That's fine. Create a "go-to" agenda template for these scenarios. It will help you guide the discussion confidently.

  • What questions must you ask to qualify?

  • What would be an ideal outcome?

• Follow-Up Calls: Always come prepared with a tailored agenda based on previous conversations. It helps guide the call from the beginning and make sure you hit the key points to drive it forward. After you share it, ask something simple like, “Is there anything you would like to add or remove?” This small step creates buy-in and ensures a clear course of action.

With an agenda in place, there’s no more stumbling or guessing.

Step 2: Introductions

Understanding who is on the call and their roles helps you to tailor your approach. It also works the other way. If your team has more than one person, make sure the roles and experiences are identified.

If this is a discovery call, you may only have information on one person while others may show up unknowingly. Clearing this all up early on ensures we know who is involved and why.

• Do your research: If you know the name(s) of people attending, look them up on LinkedIn, their company website, or even YouTube if applicable. It helps you start with a personal question, like, "I noticed you’re wrapping up your first year as VP of Sales, how's it been?"

  Never skip this step. Surface level questions like, “So what is your role” waste time and erode trust. Start deeper.

• If there are many people: If you already know their titles and some background you’re ahead of the game. But, you may not know this all the time so start by asking everyone to introduce themselves. A simple “Can we go around and share names, roles, and one thing you hope to get out of today’s meeting?” works wonders. It helps you understand the dynamics and reveals key points to address or add to the agenda.

It seems simple but I see so many people jump into calls without doing this and they lose the potential to build rapport and engage in a specific way.

Step 3: Time Check

More than likely, you scheduled this call for 30 minutes or an hour. At the start of the call, confirm the time you both agreed to and ask if anything has changed.

“Tom, I know we scheduled 30 minutes for today’s call. Do you still have the full-time available, or should we adjust?”

This quick check shows professionalism and that you respect their time. Additionally, it can reveal their commitment level. If they say, “I’ve only got 15 minutes, show me what you got” that’s a potential red flag you’ll need to navigate.

I’ve had plenty of times where prospects have said, “Brian, today’s been crazy, I’ve got like 20 minutes…”. In a scenario like this, that’s fine, maybe you can only cover 1 or 2 items on the agenda. You can always schedule more time. No need to rush just to fit it all in. But, at least you know instead of getting caught off guard at the 20-minute mark.

Pro Tip: Do another time check about 10 minutes before the call ends. This helps you end discussions and stay on track or start to wrap up and set next steps: “Tom, I know we've been deep into X. Any questions before we shift to Y?”

Step 4: Periodic Check-Ins

As the call progresses, don’t be afraid to check in on the agenda and adjust as needed. It’s a nice “break” in the conversation to test the waters.

"I know we planned to cover Y and Z. But, we are still unpacking X. Should we continue with X and schedule another call for the rest?"

This approach shows you are attentive and is also a great way to maintain control while adapting to the flow of the conversation.

The thing with sales calls is that they are unpredictable. There are tangents, new concerns that pop up or items that need more attention. Periodic check-ins allow for you to stop and assess and move in the direction that is most necessary.

If you’re not taking control, you might end up wasting time on unnecessary items that take you away from the purpose of the call.

Step 5: Next Steps

Never end a call without clear next steps. As you approach the end, summarize the key points discussed and confirm alignment.

“Tom, it seems like we’ve tackled your main questions, but I know pricing is still a big topic to dive into. Let’s schedule a time next week to focus on that in detail. Would Wednesday or Thursday work for you?”

Your client is juggling many priorities. They may not know how to proceed. Be their guide. Wrap up loose ends and lead them toward the next step with confidence.

Pro Tip: Always schedule the follow-up before ending the call. If you don’t, the momentum could fizzle.

This is how the top sales professionals run calls.

They have a structure that they can repeat over and over again that becomes second-nature to allow the natural conversation to flow.

By following these five steps, you’ll be more confident driving your calls forward and get to the outcome goal more often, without missing key steps along the way.

Your Action Item:

For your next call, let’s take a minute to create a clear agenda. Consider the call's purpose and the goals you've set with your client.

A simple agenda with one slide and a few bullet points is all you need. Even a verbal outline at the start of the call will do. The key is to share it upfront, so you and your client are on the same page from the start.

An agenda sets the tone, keeps the conversation focused, and helps you work toward agreed-upon goals.

Give it a try - you (and your clients) will appreciate it later!

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