It’s the news every sales rep wants to hear: After a month-long marketing campaign, a lead calls you asking to schedule an introductory conversation regarding their upcoming need for promo products.

Now, it’s critical that you prepare for the call by researching the lead and coming up with preliminary ideas for what they could use. According to a recent survey by B2B research firm SiriusDecisions, 60% of buyers said relevant information they received in the lead-nurturing phase led to a purchase from the company that provided it.

So, before you pick up the phone, turn on the laptop camera or head out on the road, follow this checklist.

1. Review your CRM. Do research on the company within your customer relationship management system. Find out who you’ll be speaking with (ideally a decision-maker), where they are within the sales pipeline, and who at your company may have spoken with them before – and ask that person where they are in the process. That will give you a framework for the conversation.

2. Research the company and your contact. Find out more information about the specific company, their industry, the person (or people) you’ll be speaking with and the needs they have coming up. Start out by finding the company and your intended audience on social media, and then continue to their website. Make sure to get a feel for their image, messaging and value proposition.

3. Establish goals. First and foremost, you want to qualify them before spending too much time on specific solutions. Start the call by finding out exactly what they’re looking for and when, and the budget they have in mind. Ask qualifying questions to make sure they’re at the point where they’re ready to buy. Don’t go too deep into product brainstorming if they’re not indicating that they’re serious about working with you. If they’re qualified, proceed into the early ideation phase with the goal of getting to the decision-maker.

60%
of buyers said relevant information they received in the lead-nurturing phase led to a purchase.

(SiriusDecisions)

4. Gather support materials. Take a few minutes to find specs on two or three products, as well as case studies from successful client projects. Also have information on the lead handy so you can refer to it as needed. Make sure it’s organized ahead of time so you can minimize shuffling. If the meeting is in person, consider handing out a clean, organized run-down of the products and services you offer.

5. Take a breath. Finally, take a few minutes to settle your mind. Calm your body and your thoughts, focus on your goals for the call and think positively. Have confidence in your skills and expertise, trusting that you know promo products and how they can help. You may also want to spend a few minutes by yourself and practice your script so you’re familiar with it before it’s go time.