Get my best-performing B2B Cold Call Script for FREE       /  see your Improvements in less than 7 Cold Calls    ➡️ 

  • Home
  • >
  • Best Tips To Build Authority in a Sales Call

Best Tips To Build Authority in a Sales Call

Go through this training to learn how to build authority in a sales call and get master-level authority to confidently close more high-ticket deals and never feel needy and insecure again, even when negotiating at enterprise level.

Written By Matthias Kaufhold  |  updated February 20, 2024   |   minutes remaining  |  Cold Calling, Lead Generation, Sales Presentation  |  0 Comments  

Today you will learn best tips to build authority in a Sales Call. Get here everything you need, Tips, Tricks, and Exercises to perform successfully and impressively with a powerful Voice and clever Tonality. Full B2B Sales Cycle! You will love it. We all know those situations in a sales call when our Voice in the Sales Conversation does not convey the Conviction needed to convince the Top Managers, even though we had prepared well for it. Stop these Nightmares.

Welcome my ambitious sales friend!

If you are in B2B SaaS sales, selling software, online services, or consulting as a sales executive, coach, sales team leader, or as responsible entrepreneur, - this is your place to be.

Today it’s mainly about best tips to build authority in a Sales Call. But as always, we do not only cover the superficial stuff everybody is talking about and then call themselves an expert, but instead, we will also dive into 2 other connected topics namely the ‘Mindset’ and the ‘Voice’, just because they are both so unlooked but have such a huge impact on your authority building and on your performance in general.

Even if I called it our training session for today, of course, the idea is not to go through it and then leave it, but better to come back for training repetitions in your Sales Boss Gym (mi casa es tu casa) and to focus on specific modules within this training blog post. In this way, you personalize it completely to your needs as you do it with your workout in the gym.

B2B sales is complex. If you know me already, you heard me tell, you that I love to use the analogy of a gym where you train your muscles if you want better performance. Similar to fitness, B2B SaaS sales is also all about performance and self-improvement. We meet in the gym, just because we don’t like to be average, just because we are competitive in general and we want to reach our full potential. In my opinion, this is something natural. Growth is necessary to reach our goals and to enjoy success. This is what drove me to open the Sales Boss Gym, to provide a space where like-minded and ambitious go-getters can meet, train their sales muscles, and can support each other. We are just starting. More to come, soon. If you like the idea and want to be a part of this movement, be brave and sign up. It’s free. Let’s connect and get to know each other.

Now it’s time for some action. Let’s get out of our comfort zone and let’s start our training session for today.

1. How To Get A Winning Mindset?

As always, before you even begin your sales call, it's important to get yourself in the right mindset. This means taking the time to mentally prepare and visualize success.

Do not rush from one sales call to another one, just because you feel under pressure. Pressure is under normal conditions, not a good adviser. There are some exceptions when pressure pushes you to peak performance. But I prefer to call this positive energy 'motivation' rather than 'being under pressure'. Hey, these are just my thoughts. But maybe this resonates with you.

In my opinion, and also based on my experience I want to share with you, my ambitious sales friend, how we all will not only help more clients (which already comes closer to my philosophy than ‘closing more deals’) but also, how we all will FEEL better.

Try it out and ask yourself.

Best Tips To Build Authority in a Sales Call Exercising


Think about the goals you want to achieve and the dreams you want to come true. It doesn’t matter if it’s a physical product or an experience.

Write down your Top 5 Goals or Desires. Then think about WHY you want it. Then take a look at your answer and ask yourself again. WHY do I want this? This leads you to another, a little more detailed explanation. If not already at this stage, if you are going on and breaking it down just repeating the same questions related to the next upcoming answer, you can’t help but realize that in the end, it is always because you want to FEEL better, to feel as good as possible.

Now we are connecting the dots. If ‘feeling great’ is so important to any human being, why not use this exceptionally powerful force for our sales success?
“What Do you mean by that?” Okay, got it.
Make it your main daily goal. To feel great. Even when it’s so clear to us, we do not make it consciously to our main goal on a daily basis. Ask yourself, ask any of your colleagues, friends, or family members about their top 5 goals of the day. Good luck with collecting any answer mentioning ‘feeling good’.

OMG, I can talk about this stuff endlessly. No worries, I will save this for another separate blog post where I will share with you all my most valuable exercises and knowledge from my past 20 years. For now, I will keep it short and simple, but still very beneficial.
As mentioned, we want to connect it with our mindset preparation to ensure that we get (more) authority in our sales, and automatically at the same time, in our personal lives as well. 

Start by setting clear goals for what you want to achieve during the call, think about them, and how to achieve them from a place of love. Clear your mind of ALL negativity. Just think about the goals you want to achieve, the insights you want to collect, the relevant value you want to share, and how you can package it all (even) more positively. Your intention will affect the outcome dramatically. No fluff, no voodoo. Are you looking to make a sale? Establish a relationship with a potential client. Whatever your goal may be, focus on it and envision a successful outcome.

1.1 Before The Call

Before you start your call or enter the (online) meeting, during your preparation time, in your mind, you are going through the whole call or meeting. Imagine the best possible outcome in every detail as vividly as possible based on the information you have researched so far (the contact of the prospected company, their LinkedIn profile, company website, social media profile, products, services, challenges, etc.).

Do visualize everything from a positive point of view. From a point of love. You must concentrate on this until you start feeling the warm sensation of peace and confidence. You MUST feel good. If another annoying thought of doubt or a limiting belief wants to destroy your positive mindset, do not lose your positive focus, do not give any power to the negativity, just find the next strong contra-argument and neutralize the negative thought instead of spending a lot of attention and waste your valuable energy to fight it. Stay calm and enjoy your dominating positive mindset. Control your thoughts.

Another effective way to build confidence is by practicing positive affirmations before your sales call. These can be simple phrases such as "I am confident" or "I am capable." Repeat them aloud several times until they become ingrained in your mind. Believe it or not, it works. If you are new to using the power of your subconscious mind, then just have an open mind and try it out for one week in a row.

Lastly, don't forget about self-care when preparing for your sales calls. Getting enough rest, exercise, and nutrition will give you the energy and focus needed for success. Of course, not everything depends on your powerful mind, but also on a powerful and healthy body in order to reach top performance in B2B sales. By following our tips and techniques in the Sales Boss Gym consistently over time, you'll develop a winning mindset that sets you apart from other salespeople in your industry.

1.2 During the Call

Another key aspect of developing a winning mindset is staying positive and confident throughout the entire sales call and sales process. Remember that rejection is an inevitable part of sales, but it doesn't have to derail your confidence or motivation. Instead, view every setback as an opportunity to learn and grow. It’s all about consistent improvement. Just 1% better than the day before. Calculate how much improvement you have made after 100 days.

“Most people overestimate what they can achieve in a single year, but underestimate what they can achieve over a few decades”

- Tony Robbins -

Yes, I know, keeping a positive mindset during the whole meeting can be very challenging, when you have to deal with a contact (or even with multiple participants) who is in a bad mood or fires one rejection after another, right into your face. I do not sugarcoat it. This is not a nice feeling at all. To be fully transparent with you, even after years, after 10.000+ cold calls, it affects me. Boom! But now, after going through all the cold calls and complete and complex sales cycles on the international level, now, the impact of a not-so-nice behavior has an impact, it still has, BUT this impact is soooo little, for such a short time. Because I have trained my subconscious mind and have built up my confidence up to a level, where I can handle AND control it, WITHOUT hurting my performance.

I share my little secret with you about what I have figured out and also learned from other top performers and world-class coaches. Never let negativity or undesired answers or reactions affect your positive mindset and professional behavior. This does not mean at all, that you have to smile if you feel treated badly. Not at all. I am a fan of showing limits and I also want to be treated with respect. And you deserve it, too. Be the Boss and draw the line. I just want to mention it. This can happen. But these are exceptional cases. If you show up with a positive mindset and respect, it will hardly happen that you experience such negative situations. I can’t even remember when I had the last time really negative call at all. But because it can happen, we should integrate it here.

So, if your contact is in a bad mood or in the case you get an unexpected answer which stays in the way to move successfully, just focus on the factual level and don't let yourself be dragged down to the emotional level. Show them that you have a strong mind and that you know how to handle conversations on any level and that you keep focusing on the solution and not on sideshows. This will bring the highest level of authority. The foundation of trust.

2. How To Get a Powerful Voice?

Your voice is a powerful tool when it comes to building authority in sales calls. A strong and confident voice can convey trustworthiness, expertise, and professionalism, which are all key qualities that clients look for when considering working with a business. But a weak voice can destroy your success as well, very quickly. In business and social life.

To get a more powerful voice, there are several techniques you can use. First, focus on your breathing. Taking deep breaths from your diaphragm can help you speak more clearly and project your voice better. Consider practicing some breathing exercises before making important sales calls. We will talk more about the breathing techniques below.

Another technique is to practice speaking slowly and deliberately. This can help you sound more confident and in control of the conversation. Avoid speaking too fast or rushing through your words as this may make you sound nervous or unsure about what you're saying. Speaking fast can be misunderstood as being nervous and insecure. Both are impressions we should avoid.

Finally, pay attention to the tone of your voice. Use a tone that conveys enthusiasm about your product or service without sounding pushy or overly aggressive. Practice variations in pitch and volume to create interest and keep the client engaged throughout the call.

Best Tips To Build Authority in a Sales Call Powerful Voice

Remember that building authority during sales calls is about creating trust between yourself and the client by presenting yourself as an expert who truly understands their needs. Show them that you care about their business. By improving your tonality and overall delivery during these conversations, you'll be well on your way to becoming a successful salesman who consistently closes deals like a Sales Boss!

2.1 Effective Breathing Techniques For A Powerful Voice

Effective breathing techniques can make a significant impact on your voice and, in turn, your authority during sales calls. One technique you can use is diaphragmatic breathing, which involves taking deep breaths from the diaphragm rather than shallow breaths from the chest. This method helps to relax your body and allows for more control over your voice.

Another technique is to practice speaking from your abdomen instead of your throat or chest by engaging the lower abdominal muscles while speaking. This helps project a stronger, clearer tone that conveys confidence and authority.

Additionally, maintaining good posture during sales calls also plays a role in improving breathing and voice quality. Sitting up straight and keeping shoulders relaxed opens up the lung capacity for deeper breaths. If possible, when you do not need the data on your screen, for example, while you are thinking together about anything that needs the creative part of your brain, stand up and walk with the phone. Look out of the window, if you have a nice view.

This helps...

  • to get more air into your lungs which improves your tonality
  • it improves thinking out of the box.

By incorporating these breathing techniques into your daily routine, you can improve not only your vocal strength but also your overall confidence in yourself as an authority figure during B2B sales meetings. Remember that tonality is everything when it comes to building trust with potential clients - so take the time to work on perfecting it!

2.2 Train Your Voice To Become More Confident

Another technique is to practice speaking slower and with purpose so that each word carries weight in the conversation. Avoid rushing or stuttering as this can make you appear nervous or unsure of yourself. Instead, take pauses between sentences or phrases for emphasis.

Remember, building authority on a sales call requires confidence not just in what you're selling but also in how you present yourself. By practicing breathing techniques and taking intentional steps towards improving the tone of your voice, you'll be well on your way to becoming an effective salesperson who commands attention and respect from clients. Your whole body gets more oxygen which equals more energy. You will feel more energized because you are. Your contact will notice your high energy level and this will have an overall positive impact on building your authority and on the whole relationship you are both working to establish or strengthen.

In the world of sales, building authority is essential to closing deals and making meaningful connections with potential clients. It’s no secret that prospects are more likely to do business with individuals or companies they perceive as experts in their field. But how exactly can you establish yourself as an authority during a sales call without coming across as pushy or arrogant?

The key is finding the right balance between confidence and humility, showcasing your expertise while also demonstrating a genuine interest in your prospect's needs and concerns. In this article, we’ll provide you with practical tips on how to build authority in a sales call so that you can close more deals and build long-lasting relationships with your clients.

3. Establish Credibility

Establishing credibility is critical when it comes to building authority in a sales call. To do this effectively, you need to start by having a clear introduction that clearly states your name, your company, and the reason for the call. This assures prospects that you are not just another telemarketer or salesperson trying to sell them something they don't need.

It's equally essential to know your product or service inside out and understand how it can help solve your client's problems. Clients want to work with someone who knows what they're talking about and whom they can trust as an advisor.

Using data to back up any claims also adds credibility and helps build trust with prospects. For example, sharing statistics on how other businesses have benefited from working with you will show potential customers that you have experience providing solutions similar to their needs. What helped me a lot was studying not only the challenges of the prospect’s market and industry but also the trends and new opportunities. In this way, I can position myself more easily as their trustworthy adviser which is just another facet of authority.

Lastly, using positive body language conveys confidence and builds credibility by portraying yourself as knowledgeable in your field. Remember that tone of voice is everything. It's not always what you say but how you say it, which means paying attention to tonality during calls could make all the difference in establishing mastery level authority in B2B sales calls. Following these tips will help establish credibility quickly while simultaneously building rapport with clients so that they see you as a trustworthy advice-giver rather than just another salesman trying to push their products onto them. And credibility is also just another element of authority.

3.1 Have A Clear Introduction

Having a clear introduction is vital for establishing authority in a sales call. Your introduction should be concise, but it should also immediately give the prospect an idea of who you are and what you can offer them. You want to start by introducing yourself and your company, and then briefly explain the purpose of your call. Using confident tonality can make all the difference in how you come across to the prospect. If they hear hesitation or uncertainty in your voice, they may not take you seriously as a trusted advisor.

Consider using some of these keywords and buzzwords when crafting your introduction and researching more relevant insights and trends in your prospect’s industry before contacting them for the first time. Speaking the language of your prospect’s market helps a lot to establish authority, which leads to trust.

By starting off with a clear and confident introduction that sets the tone for the rest of the conversation, you're more likely to establish yourself as someone worth listening to. Remember that building trust takes time and effort - don't rush through this part of the conversation just because it feels uncomfortable or awkward. Building trust and working on a relationship must be your absolutely honest desire. Again, everything we teach and you can train in your Sales Boss Gym comes from a point of love, of positivity which is embedded in the deep desire to improve thousands of like-minded and ambitious B2B salespeople, coaches, consultants, and entrepreneurs. Again, everything you want to achieve must come from a deep desire to help and serve other people’s businesses. Everything I teach and what you apply is very powerful. Using it for a negative purpose, for making just a quick deal, will fall back on you negatively and will hurt or even destroy your reputation and business or career. Think long-term. Be patient. Practicing what you learn here and improvement and success are inevitable.

Think about your own experiences as a consumer or client - chances are that when someone starts talking at length without first introducing themselves or their company clearly, it's easy to tune out or lose interest. Make sure that doesn't happen on your sales calls by having a strong opening statement that engages prospects right from the start.

Having a clear introduction is vital for establishing authority in a sales call but also having a clear mindset based on positivity. And last but not least, do respect the time of your contact and your own time, too. In the case you feel, or getting even noticed, that this is probably not the right or best time for a short call, then be confident enough and ask if your contact has a short moment (do I have a clear time, for example, 3 minutes, 6 minutes). This helps to build instant trust and authority. If it's not the right moment, offer your contact 2 alternative options to follow up with this call. This also shapes the idea, that you probably have valuable and important information because you care to get their full attention.

Icon Important


In case the prospect tells you that it’s not the best time AND that HE will call you back, this is a clear sign that you were not able to build enough attention and interest. If this happens to me (sorry, I’m not perfect, but I'm close) I kindly explain to the prospect that currently I’m very busy with clients because of XYZ (a well-known and believable reason for huge demand). Therefore, I want to avoid him calling me back with the high chance that he will be unable to reach me, which would be not fair play on my side. This should tell him that you are successful and create a certain level of FOMO (fear of missing out) on their side. Perfect for establishing authority.

3.2 Know Your Product or Service

Of course, knowing your products is very basic information foy you. Hold on. But knowing all the relevant details of all the products and services of your company’s SaaS portfolio, plus how they perform in comparison to the competition, hmmmm, ah ah, yeah, this is exactly my point.

In order to build authority and become a successful salesman, it is essential to know your product or service inside and out. Before even picking up the phone for a sales call, take the time to research the most probable needs of your prospect and how they will benefit from what you can offer. This will not only allow you to confidently answer any questions or concerns that may arise during the call, but it will also show your potential client that you are prepared, knowledgeable, and trustworthy.

As mentioned already above, when researching your product or service, focus on its unique qualities and how it can benefit your potential client's business specifically. This will help you tailor your pitch to their needs and make them feel heard and understood. Don't be afraid to use specific data points or industry trends to back up your claims about the value of your offering.

Being well-versed in your product or service not only builds credibility with potential clients but also helps you sound more confident when speaking about it. Remember that tone of voice is everything in sales calls - if you believe in what you're selling, others will be more likely to believe in it too. When you are confident, you sound relaxed and not stressed and this will increase your talk time which means higher quality conversations that lead to more sales.

In addition, being knowledgeable about what you're selling allows for a smoother flow of conversation during the call as well as anticipating objections through effective handling of information dissemination. And you know, in case you're a sales rep and are followed by KPIs, talk time lets you shine when it's not only about quality but also about quantity. Under normal conditions, the more talk time you are able to get with any prospect, the more likely it is that he will agree to move on in the process.

So, invest ample time into educating yourself extensively before making those B2B sales calls - this could very well make all the difference between closing deals like boss-level salesmen versus struggling hard while trying not to sound like one! But as already discussed, it takes time and a lot of practice.

3.3 Understand Your Client's Business

Understanding your client's business is crucial in building authority during a B2B sales call. It shows that you have taken the time to research and understand their industry, which can make all the difference in establishing trust and credibility. To truly understand your client's business, do some background research before the call. Look into their company history, products or services they offer, as well as any recent news or developments within their industry. During the call, ask relevant questions about their business goals and pain points. This not only shows that you are invested in helping them find solutions but also allows for more personalized recommendations tailored to their specific needs.

It's important to remember not to solely focus on selling your product or service but to position yourself more as a consultant and trustworthy advisor who understands their unique situation. By demonstrating this level of understanding towards your client’s business needs you will be able to build rapport with clients which will increase conversion rates.

Using language specific to your client’s industry can also help show that you truly understand what they do and how it relates back to what you’re offering them. Put simply "you need to speak as they work," it helps bridge the gap between an unknown seller trying to sell something versus someone who actually knows how things work at that particular company.

Do not only research their current situation but also check, for example, if they recently acquired a company, expanded their business into other countries, or launched a new impressive product or service. This gives you great insights into their future challenges and needs. Think about how you not only can support them in their current situation but also in the near future. This is senior-level stuff. This separates you directly from 95% of the other competitors which do not invest that level of their time and energy in the research.

As you guessed already, I am not a big fan of doing or demanding cold calls based on quantity, but instead based on quality. I assume that you are interested in long-term pipeline building and not looking for the next quick sale. This is B2B SaaS sales and in most cases by default also high-ticket sales.

In summary- Understanding a client’s business is vital when building authority on B2B sales calls because it creates trustworthiness through thorough research and targeted questioning during calls - there must be genuine interest shown in solving problems rather than just pushing products/services forward without much thought behind why those particular items would help improve said issues). Down the sales cycle, you may think at one point, that you are almost working within your prospect’s business. That’s good you will know it. And guess what? Your prospect will feel it too when you do it right. Closing the sale will be almost inevitable.

3.4 Use Data To Back Up Your Claims

You are still with me in this training session? This is awesome! It looks like you're taking it seriously. I like that!

Attention. Here comes another good one. Using data to back up your claims is crucial in any sales call. You need to be able to provide evidence and statistics that demonstrate the value of your product or service. You know the saying `numbers don`t lie`. This can help build credibility and trust with potential clients, as they will see that you have done your research and are knowledgeable about your industry. Researched statistics and figures from a well-known source in your market will do wonders when it cements your claims. No doubts, no discussions about it. But double-check your data and the source, before you proudly present it to the prospect.

Best Tips To Build Authority in a Sales Call Sales Mind

When presenting data, use clear and concise language that is easy for your audience to understand. Avoid using technical jargon or complex terms that may confuse them. Stick to the most important facts and figures, highlighting those that are most relevant to their business needs. I remember when I once presented my master plan to the country manager of the company I worked for, I literally said, ‘I kept the presentation simple without spending a lot of time on the design because I want to present my strategy and not my PowerPoint skills’. Wow, I still remember it. I didn’t have any clue how on earth I was that confident to tell him this in my first meeting with him. I call it pure intuition paired with a high level of confidence. Because I DID my research and prepared all the data so accurately, nobody could be able to prove that I was wrong.

And I was right. And later he told me, in front of the other C-level managers, that he liked my approach. Okay, I was also lucky, that he was not the type of manager who fell so much in love with the design. That could easily be distracting. Don’t get me wrong. I also love design in marketing, sales, and almost everywhere else, but the design must support the content and not be otherwise around. Yeah, that’s my inner voice from my past when I graduated in Germany officially as an architect.

One way to make an impact with data is by telling a story around it. For example, if you sell digital marketing services, you could share a success story of how one of your clients increased their website traffic by 54% (always use your right unrounded figures to make it more trustworthy, instead of 40% or 50% which mostly like guessing or half-baked and less credible) after implementing your strategy. This humanizes the numbers and makes it easier for the listener to connect with the information. Unrounded figures are also more attention-grabbing.

Remember, using data is not just about throwing numbers at someone; it's about showing how those numbers relate specifically to their situation and needs. Do not forget to provide the source. The more known the source, the more they trust, and the less likely it is that they interrupt you with uncomfortable questions asking for proof. By doing this effectively, you will build authority in their eyes and become a trusted advisor for their business decisions.

4. Lead The Conversation

No time for a rest. Just a little bit of water to get hydrated and we move on with our training. Here comes a big one again. Stay with me, we are making great progress.

Leading a conversation in a sales call is crucial to building authority and establishing trust with your potential client. Sorry my ambitious sales friend, but without being able to lead the conversation or meeting, you will not be able to lead your prospect through the whole sales cycle successfully. He would lose his trust long before, stepping out, and will be gone without any previous notifications. How do I know it? Guess what, by my own experience. Yes, that’s not a funny moment.

Sales Cycle

I learned a lot by studying well-known sales experts. But the real stuff about mastering the complete B2B SaaS sales cycle, I got from a coach and from putting his advice into practice. Trial and error. You heard me saying it quite a few times. To become one of the 5% top achievers in B2B sales, to reach Sales Boss level status, you must be willing to get your hands dirty, sweat, and do it. No one can do the push-ups for you.

One of the best ways to lead the conversation is by asking insightful questions that allow you to understand your client's needs and pain points. By doing this, you can tailor your pitch to their specific situation and offer solutions that will address their concerns. In order to gain this valuable insight, again, just must ask valuable questions. The better your questions the better the answers you collect.

Another important aspect of leading the conversation is listening carefully to what the client has to say. This not only shows them that you are interested in their business but also helps you gather valuable information about their needs and preferences. Where and when do they get emotional? Where and when do they struggle or are not quite sure; maybe this is something you can focus on more to take them by the hand and give them more guidance. And take notes. Take a lot of them. And if you are on a video call, don’t hide it. Show them, that you are busy taking notes when you want them to talk more about this specific topic. People love it, when somebody is listening and find it valuable what they are sharing.

Most coaches and sales experts teach, in order to come across as confident and authoritative, to make sure to speak clearly and avoid filler words such as "um" or "like." I do not agree with this per se. If you follow this advice, you will end up as a robot and you will sound more like a typical salesperson, running from one call to the next one. What I did and still do is exactly the opposite! Yes, you are right, when you think that I DO USE those filler words like “um, “eh”, and “like” on purpose, but of course not the whole time. This will hurt your standing.

HOWEVER, when I felt, that I shared some kind of insights and wanted to be seen more like a human, more as a trusted business friend and really thinking about a tailored solution just for them or about the next step just for them, than my friend is the time when I drop some filler words intentionally. I started acting AS IF this idea was not well prepared (as it actually was) for the call or meeting but came into my mind just right now because I’m so deeply interested in their business AND that I’m able to discover the best solutions WITH them and not only FOR them. Just imagine how different, how proud and respected they will feel.

Additionally, using positive body language such as maintaining eye contact, sitting up straight, and gesturing naturally can help convey confidence.

Remember that while it's important to establish yourself as an expert in your field, it's equally important to approach the conversation with humility and focus on building a relationship based on trust and mutual respect.

By following these tips for leading a sales call effectively, you'll be well on your way toward mastering the art of selling like a boss, like a Sales Boss!

4.1 Ask Questions

As we already touched on this aspect today, asking questions is a powerful technique to build authority in a sales call. But it’s worth digging into it a little bit deeper here. When you ask open-ended questions, you show that you are interested in your client's businesses and their needs. This creates trust and helps the client feel listened to and understood, and as discussed before, it is your most valuable asset to get valuable company insights nobody can find elsewhere. Use questions to gather information about their business goals, pain points, current solutions, and decision-making process. This will help you tailor your solutions to their specific needs.

However, it's important not to overwhelm the client with too many questions or make them feel like they're being interrogated. It should still have the character of a nice conversation and not of an interrogation of one of the 3-letter agencies.

Be strategic with your questioning by asking relevant follow-up questions based on their answers. It's also essential to actively listen to what they're saying so that you can respond appropriately. Do have an eye on the time and ensure that you will find yourself in a hurry, asking the last questions while the prospect has to leave your meeting to go on with his daily duties. Time IS limited. For you apply the same, by the way. This was for quite a while one of my biggest challenges of big sales meetings and presentations.

One way to demonstrate your listening skills is by summarizing their answers or restating the question before answering it yourself. This shows that you were paying attention and understanding what they needed. On top of it, this is a great technique to ensure that you understand their message and that you are both on the same page.

Asking insightful questions also positions you as an expert in your field. The more knowledge and information you have about your industry, product/service, or competitors - the better prepared you are for any objections or concerns raised by the client during the sales call. Knowledge makes you confident. Your prospect will notice your level of confidence and this makes them more confident to trust and follow you.

Remember that asking intelligent and thoughtful questions takes practice but can ultimately lead to building trust, establishing rapport with clients, and identifying pain points earlier on during a conversation while sounding less like a salesman and more of an advisor whose target is helping businesses succeed through offering valuable services/products tailored specifically for them. This alone will save you and your prospective client a lot of precious time.

4.2 Listen Carefully

One of the most critical skills in building authority on a B2B sales call is active listening. It’s not just about hearing what your client is saying; it’s about truly understanding their needs and concerns. By doing so, you'll be able to tailor your pitch to address their specific pain points and provide relevant solutions.

To listen effectively, focus on the conversation at hand and avoid distractions. Be patient and allow your prospects to express themselves fully before jumping in with a response. As you listen, take notes to help you remember important details later in the call.

Notebook, listen carefully

Additionally, mirror language that they use throughout the conversation, emphasizing key points back to them using similar verbiage. This technique shows that you are actively engaging with what they're saying and helps establish rapport by showing that you understand their perspective.

Remember also to pay attention not only to what is said but how it's said - tone of voice can convey a lot of information beyond just words spoken. Be attentive to changes in tonality or inflection as these may indicate shifts in mood or attitude toward certain topics.

Mirroring Techniques

Mirroring manifests in mimicking and matching the person's physical actions or words.

Pace of Speech 

If your potential client speaks fast, speed up your pace a little bit your normal speech pace, if he speaks slowly, slow yours down a little bit.


Drop some of the industry keywords of the expert vocabulary they have used. Use this technique wisely and very accurately so it is not obvious.

Level of Energy

Match their level of energy in a way, that yours is always a little bit higher to keep them motivated. But there should be never a big gap. 

By demonstrating active listening skills throughout your sales call, clients will feel heard and understood leading them more likely to trust your expertise and guidance as an advisor for their business needs.

4.3 Speak Confidently

Speaking confidently is crucial to building authority in a sales call. The tone of your voice, as well as the words you use, can convey how much faith you have in what you are offering. It's easy to fall into the trap of speaking too fast or too softly when trying to sell something, but that will only make it harder for the client to believe in what you are saying. Take a deep breath and slow down your pace when speaking. This will help give more emphasis on your words and show that you are calm and collected.

Additionally, changing up the pitch of your voice can add variation and keep the client engaged. Use inflection strategically by placing emphasis on critical points of your pitch or proposal, especially when explaining how your solution solves their problem or need.

Remember that body language also plays an essential role in conveying confidence during a sales call. Sit up straight with both feet planted firmly on the ground while keeping open gestures such as nodding and smiling throughout the conversation.

Finally, be mindful not to sound over-confident which could come across as arrogant; instead, aim for a balanced level of confidence rooted in knowledge about what you're selling and belief in its value proposition for your client’s business goals.

4.4 Use Positive Body Language

What I have learned is, that using positive body language is an essential tool to build authority in sales calls. It's not just about what you say, but how you say it. Your nonverbal cues can completely change the tone of the conversation and affect how people perceive you. So, make sure that your gestures are confident and assertive.

Start by sitting up straight, maintaining eye contact must take care of your camera position for the video calls. Normally we focus on the eye contact on our screen, which normally is NOT the contact with our participant because we are NOT looking into our webcam.

Are you sick of being sick?

You seriously need more Sales for you or your Sales Team? Sales Training is great but you need a Transformation, asap? Don’t worry, don’t wait any longer. Hit the Button and let’s make it happen. Together.

When it comes to remote selling act with the person on the other end of the phone or across from you at a meeting table. Avoid crossing your arms or fidgeting as it may give off an impression that you're defensive or nervous. Instead, use open palms and lean slightly forward to appear more engaged. As discussed mirroring body language can also be useful in building rapport with prospects during a B2B sales call. If they nod their head or smile, try doing the same to match their energy level and make them feel comfortable.

Lastly, pay attention to your facial expressions as well- a smile can go a long way in making someone feel at ease and reinforcing a positive relationship.

Remember that every aspect of communication counts when building authority on a sales call- tonality includes everything from word choice to vocal inflection, but don't forget that body language is equally important for successful communication!

Your natural and friendly smile is not only an opener to being more likable but also a sign of confidence and being trustworthy.

5. Present Solutions

Presenting your solution, here I’m not referring in particular to your final offer to close the deal. Instead, you can understand it as your opportunity, once you come to the moment when you have realized that you can help your potential client AND how and what kind of tailored solution your products or services will help your prospect to solve their problem, to overcome their challenges or to reach their desired situation you previously have discussed and analyzed.

5.1 Showcase Your Expertise

When it comes to showcasing your expertise, it's important to not only talk the talk but also walk the walk. This means being able to provide evidence of your knowledge and experience in a way that is clear and concise. We talked already about the positive impact of backing up your expertise and insights with some relevant and up-to-date data from well-known sources, you’re presenting to your prospects. But I have another better piece of advice from my Sales Boss's toolbox. One effective technique is to use case studies or success stories where you have helped other businesses overcome similar challenges.

Another important aspect of showcasing your expertise is understanding what sets you apart from other salespeople and their businesses. Identify what unique skills or experiences you bring to the table and emphasize them in a way that demonstrates how they can add value for your client. What is your USP (unique selling proposition)? Attention: this could be literally a question from your prospect for you. Why should they work with you over your competitors?

It's also crucial to stay up-to-date with industry trends and news so you can speak intelligently on relevant topics. This shows that you are committed to staying informed and continuously improving your skills.

Remember, building authority takes time and effort, but by consistently demonstrating your expertise in a confident manner, clients will trust in your ability to deliver results. And this is what’s all about, my ambitious sales friend. Delivering results. By far the best recipe to become highly successful and the B2B sales expert and go-to authority in your niche.

5.2 Explain How Your Solution Can Help

One of the most important parts of any sales call is explaining how your solution can help the potential client. This is where you get to showcase your expertise and explain the benefits they will experience if they choose to work with you. Now it’s time where well-crafted case studies to come in handy, something valuable and nicely designed you can share easily as a digital info product from your company. It's important to be specific and give concrete examples, as this will make it easier for them to understand exactly how your solution can address their pain points. Use powerful language that conveys confidence in your product or service. For instance, instead of saying "Our product might be able to help," say "Our product WILL solve this problem for you."

Now is another critical moment to tie in any data or testimonials that support your claims. This helps build credibility and trust with the client. Additionally, it's essential that you listen carefully to their needs throughout the conversation so that when it comes time to present solutions, you know exactly what will resonate with them most effectively. Having these case studies is good, but combined with some video testimonials from your clients is worth 10x. If you can share some beneficial insights and reasons to work with you is one thing. But if you can convince some of your clients to make a video testimonial for you, telling your prospects how great it will be to work with you, this is completely another thing.

Another strategy is acknowledging potential objections or concerns before they even come up. By anticipating these issues, you'll be better prepared to address them proactively rather than being caught off guard during the call.

Learn More: How To Cold Call – Best B2B Sales Cold Calling Tips And Script

Finally, remember that building authority isn't just about demonstrating knowledge—it's also about building a relationship based on trust and understanding between yourself and the prospect/client. Use confident body language and maintain a calm tone, even if things get tense during negotiations.

Through careful planning and honing key skills like tonality and presenting solutions effectively, anyone can become a successful salesman who builds master-level authority during every sales call!

5.3 Suggest Alternatives To Your Solution

When presenting solutions to a potential client, remember that not every solution will fit their needs perfectly. Suggesting alternatives to your solution can demonstrate your expertise and show that you have carefully considered their unique situation.

This approach allows the client to feel heard and understood, which is important in building trust and rapport. Of course, be sure to explain why each alternative may or may not work for their specific needs so they can make an informed decision. 

It's also essential to anticipate objections and concerns before suggesting alternatives so you can address them proactively in a confident manner. Remember, providing alternatives shows that you are a problem-solver who is invested in the success of your clients.

5.4 Anticipate Objections and Concerns

Anticipating objections and concerns is an important step in building sales authority. It shows that you understand your client's needs, and also helps you prepare for any potential hurdles that may arise during the conversation. This can be particularly useful when discussing complex or expensive products or services. One way to anticipate objections is to think about common questions or concerns that clients have brought up in the past, even if they haven't come up yet in this specific call.

But it's not just about predicting what might go wrong - it's also about being prepared with thoughtful responses that address those concerns head-on. By doing so, you demonstrate your expertise and build trust with your client.

Another approach to anticipating objections is to frame them as opportunities rather than challenges. Use statements like "I understand your concern" or "That's a great question" before addressing their objection or concern in a positive light. This can help turn a potentially negative interaction into a more productive one.

Remember, objections are often just requests for more information, so take the time to listen carefully and provide thoughtful explanations of how your product or service can help meet their needs. And my ambitious sales friend, always be ready with examples from previous successful experiences – this will definitely add credibility to what you are selling while making sure that all of their doubts are addressed properly by someone who knows what they're talking about!

Get More Unique Sales Tips for FREE In Your Inbox

I plan to make a training session just about objections and objection handling. It is the most challenging topic for everybody in the B2B sales business. No worries, we will go through it together. But not now.

6. Explain Their Options

People love to have options. To have options means to have a choice. To have a choice equals being in control.

When it comes to selling, understanding your client's needs and explaining their options is essential. To achieve this, you need to showcase the benefits of each option in a clear and concise manner. A successful salesman should be able to summarize the benefits of each solution as well as anticipate any objections or concerns that may arise. By doing so, you can help your clients make an informed decision that works best for them.

One effective way to explain their options is by presenting a side-by-side comparison of the available solutions. This helps your clients compare the different features and benefits on offer and makes it easier for them to choose what fits best with their business objectives.

Another approach is to highlight how each solution addresses specific pain points or improves efficiency for the client's business. Having data-backed insights can also make a significant difference when explaining solutions.

Beyond just presenting options, you should always ask for feedback from your clients after outlining each one. Encouraging them to share their thoughts allows you both to work together in choosing an optimal solution. Remember that building authority during sales calls means being a trustworthy advisor who listens attentively and provides tailored recommendations based on individual needs rather than pushing one-size-fits-all products or services onto customers.

In conclusion, by explaining all available options clearly while remaining open-minded about feedback from clients, salespeople will build trust and establish themselves as authorities within B2B sales meetings with ease. It's important not only to understand what might be best suited for potential customers but also how they perceive information differently depending on tone-of-voice strategies used throughout these conversations - mastering all aspects of tonality takes time but pays off handsomely once accomplished through consistent practice here in your Sales BOSS Gym!

6.1 Summarize The Benefits

After presenting your solutions and explaining how your product or service can benefit the client's business, it's time to summarize the benefits. This is crucial because it helps reinforce why you are the right choice for their needs. Make sure to highlight how your solution can help them save time, and money or increase revenue. Use phrases such as "With our solution, you will be able to..." or "Our platform has been proven to increase productivity by X%". By restating the benefits in a clear and concise way, you can make sure that your client understands exactly what they stand to gain by working with you.

It's important not to oversell yourself at this point because it may come off as pushy. Instead, focus on summarizing the key takeaways from your conversation and remind them of why they would be making a wise investment by choosing your solution over others.

Remember that building authority in a sales call isn't just about showcasing your expertise; It's also about being genuine and trustworthy. By summarizing the benefits of your offering in an honest and organized way, you can show that you genuinely care about helping them succeed rather than just trying to close a deal.

6.2 Ask For The Sale

Asking for the sale is one of the most crucial steps in a successful sales call. Do not panic! If you have applied the lessons and tips you can find in the Sales Boss Gym, you are well prepared. So far, you should have established your credibility, led the conversation, and presented your solutions; now it's time to close the deal. Make sure you summarize the benefits of your solution before asking for their business. This will reinforce why they need your product or service and remind them of its value.

When asking for the sale, be confident and direct with your language. Keep it simple, For both, your prospect and also for yourself. Use phrases like "I believe this is the best option for you" or "I'm confident that this solution will meet all of your needs." By doing so, you are positioning yourself as a trustworthy advisor rather than just another salesman trying to make a quick buck.


It's important to also explain what comes next once they agree to move forward with your proposal. Let them know what steps are involved in completing the purchase or implementing your solution. This helps build trust and sets clear expectations from both parties.

Remember that closing a deal is not always an immediate response; objections can arise, concerns may need addressing or time might be needed for decision-making that has nothing to do with how great YOUR product or service is. Be patient but persistent when asking for their business agreement and signature.

6.3 Explain The Next Steps

After presenting your solution, it's important to explain the next steps. This helps to set expectations and keep the conversation moving forward and must be an absolutely smooth and easy-to-follow process. On top of it, they are already imagining how it will be on the other side when starting to do real business with you.

First, make sure that you have clarified any questions or concerns that your client may have. Then, explain what they can expect in terms of implementation or delivery timelines. Ensuring that all questions are answered and that there or no doubts left is your responsibility and this is exactly the area where most experienced sales executives are failing. This does not mean that they will lose the deal, but it has the potential and it will provoke unnecessary waste of time and energy and will interrupt the fluent sales process. Take care before ending the call or meeting and moving to the next step or sales stage.

Next, discuss any necessary documentation or legal requirements. It's essential to be transparent about these details so that there are no surprises down the road. Going through product or legal documents takes a lot of time on your prospect’s agenda. Therefore, hand it out as soon as he has shown strong interest or even given you a verbal commitment.

Finally, after getting their commitment and confirming the next steps it’s time to schedule the final meeting and send all final follow-up materials.

Remember to always remain professional and courteous throughout this process. By doing so, you're building a level of trust with your client which will help create long-lasting business relationships

7. Conclusion

In summary, building authority in a sales call takes practice and effort. By following the tips outlined in this blog post and training session, you can improve your tonality and communication skills to become a successful salesperson.

Remember that establishing credibility needs backing up your knowledge with well-known and reliable resources that prove your claim and presented numbers are right and accurate is fundamental for building trust and authority.

The last tip to build authority is providing information in a consultive approach which not only brings value and actionable steps to improve the current situation of your prospect’s business but also in the future under different conditions you have investigated as well.

Your Roadmap To Build Authority in Sales Call:
Step 1

Show up prepared to know the prospective business’s current situation and future scenarios.

Step 2

Ask respectfully the right thought-provoking questions at the right time in the right order.

Step 3

Share 3rd party sources to prove you have accurate data they can rely on.

Step 4

Back up your customized solution using relevant success stories from clients in similar situations and desired outcomes.

Step 5

Show and convince your prospect that thanks to your products and services you can lead them from the current situation to their desired situation.

Leading the conversation, presenting solutions, explaining options, and concluding with clear next steps are all crucial elements of a successful sales call and sales cycle in general.
Additionally, having a winning mindset and powerful voice will help you build trust with clients and establish yourself as an expert advisor.
Use breathing techniques to control your voice for better confidence and always anticipate objections or concerns from your client.

With these techniques in mind, you can sell like a B2B Sales Boss in your sales calls and close more deals than ever before. So go ahead, prepare yourself for your well-deserved future success, and sign up for the Sales BOSS Gym to get additional and beneficial sales techniques and insights you will not find anywhere else in such a well-crafted style just for ambitious B2B SaaS sales pros like you.

8. Time For Action

You have successfully completed your sales training for today. Congratulations! I'm just imagining what it would be like if you were standing next to me. Through our work together today, I feel connected in some way. I hope you feel something similar. In addition to the sales training, that was the most important goal, at least for me. Please let me know if I was able to achieve it. That would mean the world to me. You'll definitely get a 'high-five' from me for your successful training today. Well done, my ambitious sales friend!

You have invested your time going through this training with me. Now it’s time to practice, test, improve, and repeat your newly acquired knowledge to get real-world results. This is what the Sales Boss Gym is all about. Giving you all the insight and supporting you during all the steps while you are taking action.

As I say always. And you know it. You cannot get muscles and any performance without execution, without exercising. You cannot grow muscles without sweating and without feeling a little pain. The same applies to your sales gym. You cannot experience sales growth and the sweet taste of getting big deals closed if you are not investing your time and energy to execute. This is exactly where most even ambitious salespeople fail. But NOT you. I even break it down into tiny little action steps that make it impossible to fail for you!

Your 7 Action Steps
step 1
Study Your Notes

Go through your notes and if necessary, repeat certain parts of the training session above.

step 2
TOP 5 Key Takeaways

Write down your TOP 5 takeaways you will implement in your next sales calls, meetings, or preparation for them.

step 3
Desires Results

Write it down, yes, write it down my ambitious business friend, do not only think about it, write down WHAT kind of measurable results you want to see.

step 4
Put It Into Practice

Apply and practice your selected techniques until you see improvement and feel comfortable and it becomes natural to you.

step 5
Analyze Your Results

Be honest with yourself and analyze your performance. What did you improve? Where is there still potential to grow?

step 6
Time For Improvements

Make improvements and adjustments regarding your previous step.

step 7

Repeat the process. This is the way to thrive and reach Boss status in any area of life, and so in B2B Sales. It’s a feedback loop.

You made it until the end. Great job, my ambitious sales friend! I enjoyed training with you. Have a lot of fun and success practicing the tips and tricks to improve your skills, close more deals, and live the lifestyle you desire and deserve. Please let me know, how you could benefit from this training. 

Maybe while taking a virtual cup of coffee?

Last but not least, if you enjoyed this training today, but feel a little bit overwhelmed or you just do not have the time to develop a tailored roadmap and implement it in your business on your own, then do not miss this opportunity. I invite you to meet virtually to discover the best available support for your amazing sales team to make them even more successful.

At the end of the non-binding conversation, regardless of how you want to proceed, you will get your customized roadmap on how you can achieve your business goal in the shortest possible time without having to invest money to hire additional salespeople. You see, either way, you can only win.

Click below now and choose your best time to schedule a Free Coffee & Business Call with me. I pay for your coffee.

Coffee & Business with Matthias

Limited Spots and Coffee Available

Thank you for becoming a part of our new community of ambitious B2B Sales bosses. It means the world to me if you share this blog post with 1 or 2 of your best and like-minded friends or buddies.

previous Training: How to Cold Call

Learn more about how to cold call like a boss, and the tips and senior techniques to get meetings with the CEOs, without feeling needy or under pressure, even as a beginner.

Click on the button below and take the training session now.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

About the Author

Matthias Kaufhold is a B2B SaaS sales expert and trainer and the Founder of Sales Boss Gym, where you can train and improve your sales muscles and get sales coaching for you or your sales team.

In addition to his 20+ years in sales and his expertise as a team leader and high-ticket closer, he also is a certified NLP and Confidence coach, transforming the lives of ambitious Salespeople and busy CEOs and Entrepreneurs, becoming more successful while unleashing their true selves and potential without spending months and months on boring self-help resources, even when as a beginner.

Follow Me:

Keep Up With The Latest free training

Seraphinite AcceleratorOptimized by Seraphinite Accelerator
Turns on site high speed to be attractive for people and search engines.