Episode 316: How to Win Every Sales Call (Even When You Get a NO)

Release Date: June 25, 2025
Host: Art Sobczak, Cold Calling and Sales Trainer
Podcast: The Art of Sales with Art Sobczak

Introduction

In Episode 316 of The Art of Sales with Art Sobczak, titled "How to Win Every Sales Call (Even When You Get a NO)," Art delves deep into transforming the conventional approach to sales calls. He challenges listeners to redefine what constitutes a "win" in every interaction, ensuring consistent progress and reduced fear of rejection.

Redefining Success in Sales Calls

[00:24]

Art begins by addressing a common frustration among sales professionals: ending calls with a sense of rejection. He shares a personal anecdote from his early career at AT&T, where making numerous prospecting calls without immediate success left him disheartened. His manager's pivotal question—"What else did you accomplish on those calls?"—shifted his perspective, highlighting the overlooked victories beyond mere approvals.

Notable Quote:
"What if the problem isn't the result of the call? It's how you're defining success in the first place." [00:24]

The Pitfalls of a Narrow Success Definition

Art identifies a prevalent issue in the sales mindset: measuring success solely by securing a sale or appointment. This limited perspective fosters a cycle of disappointment and avoidance, leading salespeople to shy away from high-stakes calls and, consequently, shrink their pipelines.

Key Points:

• Win or Lose Mentality: Viewing each call as a binary outcome—success or rejection.
• Avoidance Behavior: Steering clear of challenging prospects to minimize perceived rejection.
• Pipeline Shrinkage: Reduced call volume and risk-taking result in fewer opportunities.

Embracing Multiple Avenues to Success: Secondary Objectives

[03:10]

Art introduces the concept of secondary objectives as a strategic shift to redefine success. Instead of fixating on a single outcome, sales professionals are encouraged to identify various achievable goals within each call. This approach ensures that every interaction yields value, irrespective of the primary outcome.

Notable Quote:
"Real sales pros don't go into calls hoping for one outcome. They come prepared with multiple ways to win." [03:10]

Examples of Secondary Objectives:

• Learning about the prospect's decision-making process.
• Identifying another contact or influencer within the organization.
• Gaining insights into the prospect's current solutions or challenges.
• Building rapport and trust for future interactions.
• Testing new messaging or qualifying questions.
• Securing a referral to another potential decision-maker.
• Confirming if the prospect is not a fit, thereby refining the CRM.

Case Study:
Art recounts a success story of Jill, a client who, despite not securing a meeting initially, uncovered valuable information about the prospect's expansion plans and current vendor struggles. This intelligence eventually led to closing a $200,000 deal six months later.

The Three Call Challenge: Implementing Secondary Objectives

[10:45]

To facilitate the adoption of this mindset, Art proposes the Three Call Challenge:

1. Primary Objective: Define your main goal for the call (e.g., securing a meeting or sale).
2. Secondary Objectives: List three additional goals that add value or advance the conversation (e.g., gathering information, building rapport).
3. Post-Call Review: Assess which objectives were met and reflect on what was learned.

Actionable Steps:

• Preparation: Clearly outline your primary and secondary objectives before each call.
• Execution: Engage in the call with the intent to achieve multiple outcomes.
• Evaluation: After each call, review the accomplishments to recognize wins beyond the primary goal.

Outcome:
Adopting this strategy transforms callers into "rejection-proof" sales professionals, fostering continuous progress and reducing the fear associated with phone calls.

Transformational Training: Ultimate Sales Professional Program

[18:30]

Art highlights that the secondary objective strategy is part of his comprehensive Ultimate Sales Professional (USP) course. Previously exclusive to his private coaching group, the program is now being made available to the public.

Program Highlights:

• Mindset Rewiring: Shifting perceptions to embrace multiple success pathways.
• Behavioral Changes: Enhancing preparation, presence, and confidence in sales interactions.
• Long-Term Success: Building habits that lead to consistent and fearless sales performance.

Call to Action:
Listeners are encouraged to visit ultimatesalespro.com to join the early priority notification list and gain access to exclusive bonuses upon the program's public release.

Conclusion and Inspirational Quote

[23:15]

Art wraps up the episode with a motivational quote to reinforce the day's lessons.

Quote of the Day:
"The only real mistake is the one from which we learn nothing." – Henry Ford

Final Thoughts:
Art emphasizes that redefining success through secondary objectives empowers sales professionals to make meaningful progress in every call, ultimately leading to greater achievements and a more resilient approach to sales.

Key Takeaways

• Shift Your Mindset: Broaden the definition of success to include multiple objectives per call.
• Implement Secondary Objectives: Identify and pursue additional goals beyond the primary sales target.
• Consistent Evaluation: Regularly review call outcomes to recognize and build upon various wins.
• Embrace the Challenge: Engage in the Three Call Challenge to instill this strategy into your sales routine.
• Invest in Growth: Consider enrolling in the Ultimate Sales Professional program to further enhance your sales skills and mindset.

By adopting these strategies, sales professionals can transform their approach, reduce the fear of rejection, and consistently achieve progress in every sales interaction.