Your first point of content is ONLY to set up an appointment. This is not the time to be in selling mode. Everyone is busy these days and you are interrupting what they have going on. Your first call to them is like a first appointment. You are beginning the process of them getting to know you and your business.

A few simple points to remember when calling:

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  • WIIFM: This is where the relationship selling process begins. What’s In It For Me (WIIFM) needs to addressed in that first 30 seconds. Be clear that what you have to offer will improve their situation.
  • Hook: Let them know how you got their contact information whether it be a referral or if they came to you via your internet marketing.
  • Sizzle: What you have to offer them that relates to their pain and will benefit them.
  • Clear time:  When you respect their time by asking if they have  a minute to talk or if you’ve caught them at a good time they are far more likely to arrange a time to speak with you.
  • Script: If they have a few minutes have a script ready of questions to ask them to qualify them. Your time is valuable and you need to know if your solution is a fit for them and whether it’s worth your time to set up a consultation with them. A script is your guideline. You don’t need to memorize it but you do need to practice it.
  • Ask for the appointment: This seems obvious but it is often overlooked. Set the appointment up a.s.a.p.; ideally in the next couple of days. Give them choices of a couple of good days and times.
  • Attitude: Visualize scheduling the appointment. Your attitude gets projected over the phone.

It may take several contacts before you can set up an appointment. Voicemail is a common occurrence these days. Leave a brief message identifying yourself, how you got their contact information and what value you would like to offer them.

Leave your phone number but let them know that you will be calling again. Never expect someone to return your call; although it does happen.  In addition have other methods in place for making  contact with them, email and more importantly, a physical card with your picture, contact info and your message showing your desire to help them with their business. People will respond by answering the phone if there is a greeting card sitting on their counter.

Relationship selling is a process. So be consistent. Have fun. Schedule time each day to make dials.


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  1. Relationship Selling: What’s Your USP? Your Unique Selling Proposition?
  2. Relationship Selling: The Steps Of A Sale
  3. How To Retain Customers For Life With Relationship Selling
  4. Relationship Selling, Creating Customer Value and Building Lasting Relationships
  5. Selling A Business And Managing An Integration: Making Mergers Work