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03/18/2026
The Non-Salesy Sales Call
Source: Bill Farquharson, March 16, 2026
If you’re new to sales and wondering what to say when a prospect answers the phone, don’t follow your instincts.
Most new reps think “This is where I impress them” or “This is where I sell something.”
Wrong.
This is where you get curious.
Here are two tips for new sales reps (although it applies to all of us):
- Don’t perform.
- Diagnose.
Remember this, no one cares what you do. They care what they do.
If you start a B2B sales call with “My name is Bill and I sell printing, signage, promotional products…”, you’ve already lost that critical first 8 seconds where you need to grab attention.
And in a first-time sales call, the first 8 seconds determine whether the conversation continues.
Instead, try this proven opener, “Hi Allison, I’ve been doing a little research on your company and I might be off base, but can I run something by you?”
That’s it.
That’s how to start a sales conversation without sounding salesy.
- Lower the pressure.
- Invite the conversation.
- Calm your tone.
The Sales Vault, created by Bill Farquharson, is a subscription-based resource and sales community featuring a calendar packed with live workshops, on-demand sales courses, peer-to-peer discussion groups, and 35+ years of sales training content all searchable by sales challenge. Think of it as a sales conference where the seminars and workshops, full of instantly applicable ideas, are ongoing and more programs are added constantly.
The Sales Vault is available on a monthly subscription basis, normally at a no-brainer monthly price of $45/participant, but… GMA members can take advantage of an exclusive offer: FREE membership for 30 days followed by a discounted monthly subscription price of just $40/participant.
Bill has been a friend of GMA for many years and is, no doubt, known to our members as a top sales trainer and content creator for the graphic arts.
Other Vault resources:
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