Use the C.A.L.L. Acronym for Call Preparation


It is extremely difficult to jump in to a sales call without any previous information. It’s very beneficial to do the appropriate research before a presentation to your prospective buyer. During the actual sales call, you are supposed to be the expert in the room. Getting caught off guard with some unknown information could really force you to switch gears, which is not ideal for a smooth sales presentation.

It is crucial to have some form of before-the-call preparation. This will enable you to gather as much information as possible so you can custom tailor the presentation to suit the individual prospective buyer’s needs. One of my favorite ways that I like to prepare before the call is to take of an acronym that I made for myself appropriately called “C.A.L.L.” It’s really worked for me and helped me get in the correct mindset before a call.

The C.A.L.L acronym can be broken down to the following ideas:

C – Create Similarity

This is a good trick for sales and marketing people to take advantage of. If you are able to look at a prospective buyer and see that they have a very similar situation to one of your current clients, you can mentally bridge the gap between the two and feel more confident that you will close them. Also, you will be able to use the same method/pitch style that worked on the other client too. If you are successful with a segment of customers based off of a certain style of pitch, take advantage of that!

Another good way to create similarity is to create shared topics that you can talk about with the prospect. If you notice that your client lives in Arizona, and you are originally from there, take note of that and bring it up! It helps humanize you in the conversation and is good for rapport building.

A – Analyze the Facts

While you can create a similar pitch for a certain customer segment, there is hardly ever an instance where there is a universal “one-sized-fits-all” sales pitch that works for everyone. You have to tailor the presentation to your audience by tweaking certain elements of it until it’s perfect for them personally. This can only be done by analyzing the facts behind the prospect. What is their business type? Do they buy often? Who is their supplier now? When was the last time they were presented to? All of these questions are critical when customizing your pitch.

L – Leverage Yourself

Once you create similarity and analyze the facts, you can actually start to think of an angle that you will take. If you can identify a problem with their current situation right now, definitely use that to your advantage. Of course, you still need to do the appropriate discovery during the sales call, but if all the information they are giving you is already known to you, you will be much better prepared. Identify an angle and create leverage for yourself.

L – Leave your Judgement Outside

This one is the most difficult step to actually do. It’s human nature to judge prospects and leads based off their probability of purchasing. These “reasons” are usually superficial and based in opinion, not fact. This is detrimental to your pitch. If you have a prospect and before the call decide that they will not buy because of whatever reason, you’ve already lost. You’re heart will not be in the presentation and your prospect will not get the problem-solving attention that they deserve. Do not judge these people before calling them. Everyone is a future client.


Sure, it’s the name is cheesy, but using this simple acronym before I make my calls has really helped me stick to the process. If you use this, you might find that you are better prepared for your calls and are in a much better mindset for your prospect.



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Author: Jason Karaman

Hello! I’m a marketing, sales, and customer service author, blogger and doer. I live in the South Carolina Lowcountry with my wife. I enjoy reading, writing, hiking, kayaking, and all things beach. For media inquiries, send an email to

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