HomeGuideDuring the Sales Call Checklist: A Guide to Using the CLOSER Framework

During the Sales Call Checklist: A Guide to Using the CLOSER Framework

Once you’re on a sales call, it’s all about guiding the conversation toward the prospect’s needs and positioning your solution as the answer.

The CLOSER structure—a proven framework for structuring a successful sales conversation—can help you stay on track, qualify or disqualify the lead, and ensure a valuable interaction for both sides. Here’s a step-by-step checklist to make the most of your sales call.

Your 7-Step during a call checklist:

1. Connect with the Prospect

The opening moments of your call set the tone. Begin by building rapport and easing into the conversation with genuine interest in the prospect.

  • Personalize Your Opening: Reference something specific from their LinkedIn profile, recent news, or company website to show you’ve done your homework.
  • Set the Agenda: Briefly outline what you’ll cover during the call, including how you’ll address their unique challenges.


2. Learn More About Their Needs

Dive into uncovering your prospect’s goals and pain points. The goal is to ask the right questions to fully understand their current situation and the struggles they face.

  • Ask Open-Ended Questions: Use open-ended questions to dig deeper into their needs. For example, “Can you walk me through your current sales process and any areas where you feel improvement is needed?”
  • Focus on Pain Points: As they share challenges, take notes on each pain point they mention. Capture these details in your CRM to keep them organized for follow-ups.

3. Outline How Your Solution Fits

Now that you have a good sense of their challenges, you can demonstrate how your solution directly addresses those pain points.

  • Highlight Relevant Features: Show how specific features of your product or service can solve the exact issues they’ve described. Be concise and avoid overwhelming them with every feature—focus only on what will resonate based on their needs.
  • Share Relevant Customer Stories: Mention similar clients who faced comparable challenges and have seen success with your solution. This adds credibility and shows that your product has delivered value to others in their position.


4. Sell the Value and Benefits

Once you’ve aligned your solution with their needs, emphasize the specific value they would gain.

  • Explain Tangible Benefits: Rather than just discussing features, frame the conversation around what those features mean for them. For example, “This feature will streamline your lead generation efforts, freeing up time for your team to focus on closing deals.”
  • Quantify Impact When Possible: If you can provide numbers (such as improved conversion rates or time saved), do so—it makes the value even more compelling.


5. Engage to Address Objections

Encourage questions and handle any objections they may have transparently and positively. This is a chance to showcase your expertise and confidence in your product.

  • Address Concerns Honestly: If they raise a concern, acknowledge it and provide a clear response. For example, if they’re worried about implementation time, reassure them with an example of how you support new customers through the onboarding process.
  • Turn Objections into Opportunities: Use objections as opportunities to clarify how your product can address those specific concerns, and don’t hesitate to provide additional customer success stories where relevant.

6. Reconfirm Interest and Next Steps

End the call by confirming the prospect’s level of interest and outlining the next steps. This is a key point for qualifying or disqualifying the lead and establishing a clear path forward.

  • Ask Directly About Fit: This is the moment to qualify or disqualify them as a lead based on their feedback. Ask directly if they see this solution aligning with their needs, or if there are any deal-breakers.
  • Outline the Next Steps: Schedule a follow-up or share information they need to make a decision. Be clear about what you’ll do next and how they can move forward if they’re ready to proceed.


7. Log Notes in Your CRM

Immediately after the call, record key insights and takeaways in your CRM. Focus on:

  • Pain Points: Note down any pain points they mentioned, and how they relate to their broader business goals.
  • Lead Qualification: Mark whether they’re a qualified lead or if follow-ups are necessary to determine their fit further.
  • Action Items: Record any agreed-upon next steps, whether it’s a follow-up call, demo, or more information to send their way.

Wrapping Up: The Power of Structure and Intentionality

Using the CLOSER framework helps you create a structured, meaningful conversation that keeps the prospect’s needs front and center.

By focusing on qualifying or disqualifying leads early on, you’ll avoid wasting time and build a stronger pipeline of genuine opportunities. And don’t forget: a thorough follow-up based on your CRM notes can often be the key to turning interest into action!

Recommendations on Tools to Use

  • Videco: Perfect for creating personalized videos quickly and easily. 

Other resources to help you in your journey

To help with your outreach and video marketing.

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