Do’s and Don’ts of Making a Sales Call

Even in the modern age of email and text messages, the cold call remains a prominent sales tactic. While salespeople rely on it to get in front of prospects, buyers are not rushing to answer the phone. It turns out that there are more than a few reasons salespeople can’t seem to make a connection. We did the research and discovered why potential B2B customers are hanging up. The infographic below is meant to help you understand the do’s and don’ts of making a sales call.


So what are the do’s and don’ts of reaching out to new B2B prospects? Here’s what our research found:

1. DON’T call before you’ve done your research. DO take the time to get to know your prospect before you call them up.

Twenty-nine percent of buyers said failing to do basic company research was their biggest pet peeve when speaking to salespeople on the phone. When buyers are inundated with calls (as many as 32 cold calls a week in the UK!), the last thing they want is a salesperson who hasn’t done their homework.

2. DON’T be aggressive. DO find out your prospect’s challenges so you can offer them a solution.

Forget what you learned from high school cheerleaders (Be aggressive! B-E aggressive!). It’s just not a sound approach when speaking to a prospect. Eighty percent of buyers claim aggressive salespeople not only turn them off but have caused them to not make a purchase.

3. DON’T sell to the wrong buyers. DO use data and analytics to learn about your audience, find the best prospects, and target more effectively.

You probably don’t think you’re selling to the wrong audience when you’re nailing your pitch, but it turns out a lot of salespeople are wasting their time. Our research discovered that 57 percent of salespeople say it’s a challenge understanding exactly who their target audience is, even given that the average caller conducts two hours of research per customer.

4. DON’T skimp on the extras. DO work closely with marketing to help create content that can fuel more sales.

This may be a blow to your ego, but buyers admit to relying on a lot more than a salesperson when making purchasing decisions. We found that 22 percent of buyers consult external recommendations, and 13 percent read content to help formulate a solid evaluation when making a purchase.

5. DO take this advice to heart.

If you want to up your sales game and help close more business deals, you’ll need to get on the same page as your buyers. For help accelerating sales, targeting prospects more effectively, and closing more deals, sign up for a free trial of D&B Hoovers today.

Note: The statistics above were derived from the 2017 Dun & Bradstreet study “The State of Sales Acceleration.”

Featured photo credit:, Twenty20