EP003: How to have better sales calls that convert, without ever feeling pushy
In this episode, I share twelve simple actions you can take before, during, and after your sales calls to increase conversions, save time, and keep the process feeling both professional and human (no scripts, no pressure or awkward tactics!)
Episode summary:
Sales calls get a bad reputation for a reason: they can feel awkward, draining, and inefficient, especially when you find you’re speaking to the wrong people, over-delivering free consultancy off they just don't convert as well as you'd like.
In this episode, Anna walks you through 12 practical opportunities to improve your sales call process from end to end.
You’ll learn how to reduce friction, lead the call with confidence, ask better questions, present your offer clearly, and follow up in a way that supports a decision, without ever feeling pushy.
Key takeaways (3–7 bullets)
- A booked call isn’t the goal—the goal is helping a prospective client make a clear decision.
- Many sales can be closed faster in the DMs; insisting on a call can kill momentum.
- Reduce friction: make booking easy, qualify people up front, and show up prepared.
- Lead the call: set the scene, ask better questions, listen actively, and reflect the “gap.”
- Don’t turn a sales call into free consultancy—focus on clarity and outcomes.
- Ask permission to sell and keep your offer simple and relevant.
- Follow-up isn’t chasing—it’s supporting a decision as part of a professional process.
Episode outline / timestamps
00:00 – Why sales calls can feel awkward
00:45 – What you’ll learn: 12 improvements before/during/after
01:10 – (1) Decide if a call is even needed (DMs vs calls)
04:10 – Example: how hidden pricing + extra steps lose ready buyers
07:10 – (2) Make it easy to book (Calendly)
08:10 – (3) Qualify people up front
10:10 – Bonus: 5–10 minute pre-call reset
11:10 – (4) Keep calls short and purposeful
13:20 – (5) Be the leader (set the scene)
15:10 – (6) Ask better questions + listen
17:10 – (7) Define the gap
18:30 – (8) Ask permission to sell + present the offer
20:10 – (9) Invite questions (don’t panic/discount/overpromise)
23:00 – (10) Follow up immediately
24:00 – (11) Follow up to a clear yes/no
26:00 – (12) Track your data
27:30 – Free resource: Sales Strategy Scorecard quiz: https://www.annapayne.online/quiz
Links + Resources:
- Want to see your greatest opportunities to increase sales? https://www.annapayne.online/quiz
- Join us for 30 days of free online networking? https://www.annapayne.online/networking
- Download your free leads tracker https://www.annapayne.online/tracker
- Book a free 15 minute sales game plan call with Anna https://calendly.com/annapaynecall/introduction
- Buy my best-selling book on sales here
- See a complete list of ALL the FREE and paid ways I can support you with sales https://www.annapayne.online/everything
Meet Your Host:
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship.
Website: https://www.annapayne.online/everything
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