"I'm not even sure what you guys do."
I sat there thinking — why did they take an hour out of their day to get on a call with a total stranger, with no clue why they're here? And this wasn't the first time.
A disengaged, unqualified, or clueless prospect doesn't just waste your time — it kills your close rate.
Why Do So Many Prospects Show Up Unprepared?
Here's the hard truth: it's not always the prospect's fault.
By not preparing the prospect, you run into a multitude of roadblocks:
- Lack of Brand Awareness — They barely know who you are.
- Lack of Awareness of Your Service — If they know you, they don't know what you actually do (the "free consult" trap)
- Lack of Awareness of Their Own Problems — They haven't fully realized their pain points yet.
- No Perceived Authority — They see you as just another vendor, not a trusted expert.
If they don't see you as valuable before the call, they won't see your offer as valuable during the call.
Step 1: Use a "Best Interest" Frame
Most companies try to establish authority by bragging about themselves. But real authority isn't claimed — it's earned through relevance.
The prospect doesn't care about your accolades. They care if you understand them.
Before the call, prospects need to believe one thing: "These people have my best interest at heart."
How do you create this belief? By positioning yourself as an expert who is there to help, not just sell. Share case studies and testimonials — but keep the focus on client results, not on you.
Also emphasize that although the people you work with have similar challenges, each person is unique. This will be an opportunity to explore their unique situation and reverse-engineer a roadmap for their success.
Step 2: Create a Resource-Rich Warm-Up Sequence
Sending one confirmation email isn't enough. You need to pre-sell them before they show up.
The mistake many make here: they attempt to sell their product in the warm-up. That's wrong — the product gets sold on the call.
The sale that must be made in the warm-up is that your vehicle is the best choice.
- If you're a personal trainer: First sale — personal training is the best way to get results. Second sale — you're the best trainer.
- If you're selling a trading course: First sale — day trading is the best vehicle for sustainable online income. Second sale — your course is the best way to learn it.
A strong warm-up sequence can include:
- A short, high-impact video introducing who you are, what you do, and what they'll gain from the call.
- A value-packed PDF highlighting your brand or the field at large.
- A quick-win resource (framework or checklist) that educates them before they show up.
- A pre-call survey that gets them invested in the process.
This sequence does two things: filters out bad leads (who won't take the time to engage) and warms up good leads (who show up primed to buy).
Step 3: Use a Text Check-In for Pre-Call Engagement
Most sales teams only follow up after the call. But high-performing teams follow up before the call.
And don't be afraid to do this manually. Everything seems automated these days, but you'd be surprised what the human touch can do.
When I hopped on calls for a company for a week to test their systems, their show rate was between 25-45%. But simply sending a manual text to every person that booked? All but one of my appointments showed up.
Simple Pre-Call Text Check-In:
"Hey [Name], saw you booked in to talk about getting help with XYZ. I just sent an email with a video I want you to go through before our call — did you get that?"
Why does this work?
- It reminds them of the call (reducing no-shows).
- It gets them to engage with the pre-call material (warming them up).
- It creates commitment — once they reply, they're mentally committed to showing up.
What NOT to Do
- No Pre-Call Resources — If you don't educate them before the call, you'll waste time doing it on the call.
- Too Many or Too Few Touchpoints — Overloading them with emails feels spammy. One weak confirmation email isn't enough. Test and optimize.
- Skipping Pre-Call Check-Ins — A simple text can double your show-up rate. It takes less than 30 seconds.
Are You Priming Your Calls?
If you're tired of hearing "I'm not sure what you guys do" on sales calls, you don't have a lead problem — you have a pre-call priming problem.
Be proactive. Craft a compelling pre-call video. Build out resources you wish you had when you were starting. If you're a closer without these set up — take initiative and build them yourself.
The message here: the sale starts long before the call does.