The Bottom Line

Read time: 3.5 minutes.

SPECIAL NOTICE!

BLACK FRIDAY SUCKS!
J/K go buy stuff to your heart's content.

I may regret this, but let's give it a go....
For 6 years, I hosted The Art Of Lead Generation Implementation Intensive worldwide, where participants paid up to $10,000 each for a seat.

We sold the recordings for a very short time a couple of years ago for $3997.

This is the best system for you if you generate leads before selling something (or offering a sales call). It's responsible for hundreds of millions collectively.

Anyway, I thought I'd try something for Black Friday in the spirit of giving.
For this week only, you get to Pay What You Can and name your price for this $4000 program.
No order bump, no upsell, no funnel, no shenanigans.

This is the first and last time I'll be doing this for this program, and then it goes back into the vault, so if you're remotely interested, this is your chance.

Get it HERE --> https://shop.nicholaskusmich.com/products/the-art-of-lead-generation

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Hey Reader,

Let me guess—your sales calls sometimes feel like a trip down a rabbit hole. You start with good intentions, and then, out of nowhere, your prospect hits you with that question: “So, how does this all work?”

Cue internal groan.

Before you know it, you're explaining your process for the umpteenth time while watching precious minutes tick away. But here’s the thing: this shouldn’t be happening. A well-structured sales call doesn’t just happen—it’s led. And the one doing the leading should be you.

Let’s talk about how to take charge of your sales calls so that they’re productive, efficient, and (most importantly) lead to conversions.

Why the Question Even Comes Up

If a prospect is asking, “How does this all work?”—you’ve already missed a step. That question is a sign that they haven’t been adequately prepped before the call.

Now, let’s be honest. People are busy, and some prospects will show up to your call without doing their homework. But that doesn’t mean you have to cater to their lack of preparation. This is your process, not theirs.

The Pre-Call Framework

Here’s the golden rule: Your sales call should not be the first time they’re hearing about your process.

A pre-call framework solves that problem. Before they even hop on the call, they should:

Watch a pre-call video: A short video (15-20 minutes) that explains your program, shares success stories, and addresses basic questions—including pricing ranges. No sticker shock, no ambiguity.
Consume a resource guide: A PDF or web page that gives them additional insights—testimonials, teaching points, or a deeper dive into your unique methodology.

Now, here’s the kicker: Make this pre-call work mandatory. If they don’t watch the video or read the guide, politely reschedule. This isn’t about being difficult; it’s about maintaining the integrity of your process and respecting everyone’s time.

Setting the Stage at the Start

Let’s assume they’ve done their homework. When the call begins, you must establish yourself as the leader. Leadership isn’t about being pushy or aggressive; it’s about confidently guiding the conversation.

Try this opening:

“Hey [Name], I’m really glad we’re talking today. Here’s how this call will go: I’ll ask you a few questions to better understand your situation and goals. Then I’ll tell you about the program and how it might fit. After that, we’ll discuss if this is the right step for you and go over any final questions you might have. If it makes sense, I will extend an opportunity for you to join, and except a response one way or another. Sound good?”

Boom. You’ve set the tone, eliminated confusion, and taken control of the agenda—all in less than 30 seconds.

Permission to Coach

Here’s another powerful way to frame the call: ask for permission to coach them.

“I know you’re not my client yet, but for this call, can I treat you like one? This way, I can coach you through a few things to help you get clarity and better results. Does that sound okay?”

This simple request does two things:

It positions you as the authority.
It builds trust by showing you’re focused on their success, not just making a sale.

Now you have permission to hold their feet to the fire. If they dodge questions or try to steer the conversation into a spiral of doubts, you can remind them that you’re here to help them make progress—not to feed their analysis paralysis.

Navigating the “What’s This All About?” Question

Let’s circle back to that dreaded question: “So, how does this all work?”

First of all, this question should rarely, if ever, come up. If it does, it means one of two things:

They skipped the pre-call homework.
You didn’t properly set expectations at the beginning of the call.

If it does slip through, resist the urge to jump into a long-winded explanation. Instead, redirect with authority:

“Great question! That’s exactly what the pre-call video was designed to explain. Did you have a chance to watch it?”

If the answer is no, you have two options:

Reschedule the call: “No problem! Let’s find a time for after you’ve gone through the material. This will help us make the best use of our time together.”
Give a high-level metaphor overview: What I do is ask a question like, “Would you ever sell a McLaren, like it’s a Mercedes to a Mazda buyer? Of course not, and that’s what this process solves.”...

Notice how both options keep you in control? You’re leading the call—not being led by it.

The Energy Shift

Here’s a pro tip: The energy you bring to the call determines the energy of the conversation.

If you act like a salesperson hoping for a “yes,” your prospect will sense it. And guess what? They’ll start acting like they have the upper hand.

But if you show up as a confident leader conducting an interview to see if they qualify for your program, everything changes. Suddenly, they’re working to prove they’re a good fit—not the other way around.

For example, let them know:

“This isn’t a program for everyone. My job on this call is to assess if we’re a good fit to work together and if you qualify. Sound fair?”

This simple shift flips the script. Now they’re not just thinking, “Do I want this?”—they’re also thinking, “Will they pick me?”

A Smooth Close

At the end of the call, when it’s time to discuss next steps, resist the temptation to push. Instead, ask:

“How would you like to proceed?”

This puts the ball in their court. If they’re ready, great! If not, you can explore their hesitation without coming across as pushy.

And if they’re on the fence? Gently remind them:

“Remember, my role here is to help you make a decision that’s best for you. If this feels like the right fit, let’s move forward. If not, that’s okay too.”

When they say yes (because you’ve set them up for success), they’ll do so with confidence—not buyer’s remorse.

The Takeaway

A great sales call isn’t about delivering a perfect pitch. It’s about creating an environment where your prospect feels confident and clear about their decision.

To recap:

Pre-call prep is non-negotiable.
Establish leadership from the start.
Ask for permission to coach and guide the call.
Redirect unhelpful questions with authority.
Close by empowering the prospect to decide.

With these steps, your sales calls won’t just convert more—they’ll feel effortless. And isn’t that what we’re all after?

Deploy and Enjoy!

Nic “leading the sale” Kusmich

PS. View my latest Youtube Video here, 'Creating Win-Win Solutions with Flexible Offer Strategies'

P.P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

Nicholas Kusmich

How To Avoid Over-Telling On Sales Calls For Higher Conversions