Sales contact, the key to your sales success

By Nathalie Pouillard & Alicia Faure

Published: 24 June 2025

Many customer relations specialists agree that the first contact determines 80% of the chances of a successful sale and is played out in the first 20 seconds.

And as we often hear, you won't get a second chance to make a good first impression.

That's why preparation is so important for making contact, by finding out everything you can about the customer and consulting all the data in your CRM, for example.

Here we take you through all the steps involved in making contact, along with tips and mistakes to avoid.

Because, to conclude, you can't afford to miss your introduction!

See all software Customer relationship management

What is a sales call?

Making contact: definition

The initial contact, the first sales meeting between the salesperson and the potential customer, represents the start-up phase, the beginning of commercial exchanges.

It is a critical and decisive phase, as it is the first of the 7 stages of the sale.

As a result, it determines the success of the following stages, which are :

identifying needs,
argumentation
dealing with objections
negotiation,
conclusion,
and ending with the farewell.

Traditionally, this is done face-to-face or over the phone, but it can also be initiated :

by sending a personalised emailing,
on social networks
via a chatbot, which redirects to the right sales manager, etc.

The 5 objectives of making contact

Whether it's :

making contact by telephone
making contact face-to-face, at the customer's premises or at a trade fair,
or making contact by email,

its objectives are to :

break the ice and get to know each other
put the customer in the best possible frame of mind to continue the discussion and give you the opportunity to explain what is at stake in the sale;
arrange a sales meeting later, if they don't have the time straight away;
make a good first impression, which can lead to sales and even referrals;
in short, to create a climate conducive to sales and a long-term, sustainable customer relationship.

The success of making contact depends on a number of factors, including :

preparation ;
the choice of means of communication ;
the message you convey ;
the way you convey your message.

What are the different components of making contact? 3 principles to apply

Here are three principles that speak volumes about the importance of making contact and its strategic nature in sales and customer relations.

The 4 X 20 rule for making face-to-face contact

For face-to-face contact , this rule summarises the importance of :

First 20 gestures: adopt a calm, positive attitude to inspire confidence;
First 20 centimetres: make a dynamic entrance but keep your distance so as not to rush the customer;
First 20 words: polite, positive, punchy, use a simple vocabulary and a clear tone;
First 20 seconds: everything has been said, the first few seconds have the greatest impact, the customer is already beginning to form an opinion of you.

The 4 A's

Whatever the location or circumstances of the sales meeting, the 4 A's are a reminder of the 4 fundamentals of making contact:

Appearance: clean, neat and simple,
Attitude: professional and respectful, among other things,
The sales pitch: impactful but not aggressive,
The customer's agreement, a successful conclusion to the contact if all the above elements are respected.

The Halo effect

Also known as the contamination effect and the notoriety effect, the Halo effect is a concept based on the principle of the influence of the first impression we have of a person.first impression of an object or person, the quality of which influences the perception and effectiveness of subsequent exchanges.

In other words, the halo effect leads us to generalise from a single trait of character or information.

👉 For example, if on a first meeting you find someone friendly and sociable, you will tend to think that they are also intelligent and competent without having any proof of this. And the same applies if your first impression is rather negative.

This effect can therefore have major consequences when it comes to selling goods or services, as it can considerably influence buyers' decisions.

Writing an effective sales contact email

The contact email is a tool that enables you to prospect for new potential customers, with the ultimate aim of winning you new sales. In order for it to be effective, it must meet certain key criteria:

The subject line must be clear and eye-catching. According to various studies, between 70 and 80% of people will not open an e-mail without a subject line.
The message must be personalised. Even if you don't actually know the recipient, make sure you pique their interest in you by addressing them directly by name.
The message should be brief and concise, so don't beat about the bush and get straight to the point: why are you contacting them? If you don't, you risk losing the recipient's attention.
Take care with the form- grammatical and spelling mistakes are a no-no!
Don't forget to sign, giving all your contact details so that your recipient can get back to you easily.

The 6 key stages in making contact

Every sales contact follows a precise sales process, designed to capture the prospect's attention, create a reassuring atmosphere and arouse immediate interest. Here are the six key stages in making a successful first contact.

Stage 1: The introduction

Introduce yourself briefly and make sure you're talking to the right person.

This is the first point of contact, so your presentation should be clear, direct and personal. Give your name, the key word of your mission, and validate your contact by creating a quick link. First impressions are essential: be audible, professional and human.

Stage 2: Getting started

This is the controlled transition from the warm introduction to the sales meeting...

This is where you initiate the first exchange. Mention a customer need, a market context or a problem you've encountered. Show that you're really listening when you make contact.

Stage 3: The process

You explain the structure of the discussion you are planning...

Prepare a clear discussion plan. Specify the points covered, the duration and the next steps. Your aim is to reassure and establish a solid framework for your professional relationship.

Stage 4: Interest

The aim is to sum up the customer benefit in one effective sales catchphrase...

Your hook should respond to a specific need of the prospect: advantage, solution or time-saver. It's essential to adapt your sales pitch to the type of company you're dealing with.

Step 5: Timing

Announce how long the discussion will last...

Sales contact also means respecting the other person's time. Announce how long you expect the conversation to last, and show that you're in control. It's a gesture of trust, and a reassuring effect.

Step 6: The agreement

Get the green light from the customer...

Before going any further, validate a clear verbal agreement. This is the first step in establishing a lasting commercial relationship and, ultimately, concluding a suitable offer.

✅ By following this development methodically, you lay the foundations for a successful sales approach. Each starting point becomes a controlled first impression, an effective contact and, above all, time well invested for your company. In short, a strategy that transforms active listening into a relationship of trust, and customer needs into a clear objective.

How do you make a good initial contact?

There's no miracle ✨ a successful sales approach is based on :

a strategy,
tools
and a real sense of human contact.

To do this, we lay the foundations straight away: respond to the prospect's need, create a link, and above all leave nothing to chance.

Implementing a contact strategy

It cannot be said often enough: a good first contact needs to be prepared. You identify your contact, do your research to find out as much as possible, refine your objective and determine the right phase in the sales process. Initiating a relationship is not just a matter of sending a random e-mail to contact the customer or mass telephone canvassing.

You need to be able to establish a climate of trust straight away. Preparing beforehand is therefore just as important as listening to the customer's point of view, analysing weak signals and adapting your approach to the type of prospect you are dealing with in order to solve the problem identified.

Equip yourself with the tools you need to make good contact

There are a number of tools you can use to optimise, personalise and monitor the contact and sales prospecting of your prospects.

Tools, yes. But above all the right tools, used in the right way! This is the first step: a CRM platform or sales management software will enable you to :

track every contact with the prospect
manage social networks
centralise customer information,
adapt your actions.

A properly configured CRM application means that contacts are made in a clean, clear and contextualised way.

🔎 What types of tools are available?

🖥 Software category	✅ Benefits
Contact management software	manage contact while improving productivity optimise customer services complete contact management efficient management of schedules, searches and directories
CRM (Customer Relationship Management) software	centralises customer information, improve customer management + contact and prospecting never miss a sales opportunity track the sales pipeline from A to Z

4 examples of tools

monday.com CRM is a comprehensive, ultra-intuitive CRM solution that helps you manage your sales process from A to Z. Thanks to its intelligent, customisable prospecting features, you won't miss a single sales opportunity, your contact is tailored to the needs of each prospect and your customer follow-up is beyond reproach.
Kestio is an all-in-one sales support platform. Working with its team of certified experts, you can define your call pitch together, in line with your needs. The team will also help you create your contact file and make prospecting calls!
Referral Squad is an easy-to-use platform for business developers and sales managers to share informationand make direct , high-quality contacts . Thanks to a "Salescoins" system, you can generate qualified opportunities and earn rewards by making contacts. What's more? Thanks to the platform's large community, you can take advantage of sales news, best practices and expert advice!
Sellsy is a comprehensive, easy-to-use sales management software package for VSEs and SMEs. It centralises all data and interactions with your prospects and customers. As a result, you have everything you need to make qualified contacts tailored to your customers' needs. And thanks to its pipeline view, you can detect your sales opportunities at a glance and contact them at the most opportune moment!

Propose a clear and engaging message

A solid contact is also a well thought-out first line: short, direct, with a strong keyword. It gets straight to the point! Whether it's a phone call, a message on LinkedIn, a face-to-face meeting to capture non-verbal communication or even a well-constructed example email, every teaser should create interest in the prospect. However, don't talk too quickly about your product or service, introduce it gently.

Take care with the form, avoid clichéd phrases, and break the ice with personalised information, a clear benefit, or an open question to get to know the person. Every word must reinforce a human relationship, not just an attempt to sell, because technique can never replace a positive attitude.

Managing time, agreement and follow-up

Just because you're a salesperson doesn't mean you talk endlessly. In a professional approach, you respect time, you ask for a clear agreement and you plan the rest of the project. Whether it's a proposal, a meeting, the setting up of a service or just a simple exchange of ideas, you have to break down the sequences carefully, because a conversation that lasts too long loses the prospect's attention and doesn't allow you to develop an offer.

👉 Your real challenge? Getting the contact and the information right. Now you have all the cards in your hand to structure the rest of the exchange and close the sale.

From first impressions to customer relations

When it comes down to it, making professional contact is not a matter of chance. It's a combination of :

a clear strategy
a punchy first line
sincere active listening
a real ability to respond to needs.

Staying human, structured and impactful: that's how to build a customer relationship, avoid missteps and maintain a climate of trust from the very first exchanges. And if you're ever in doubt... go back over each step, each word, and remember: your speech is as powerful a tool as any CRM solution. Used properly, it can turn a simple contact into a successful first impression... and a conversation into a lasting agreement.

Mistakes not to be made

Victor Cabrera, a well-known sales techniques trainer, sums up the 3 main mistakes very well:

Here are all the ones we've identified, through various salespeople's testimonials:

❌ Not preparing your sales pitch properly beforehand, a problem that results in either too much recitation or too much improvisation.
❌ Not finding out enough about the customer you are visiting or calling, they will soon realise that your pitch contains generic blah blah blah that lacks personalisation and attention.
❌ Focus on technique rather than the right attitude, it's the human contact that comes first, you're not a robot!
❌ Skipping steps, forcing the issue out of fear of rejection: be a good listener and show respect.
❌ Being in the wrong frame of mind: if you're not confident or positive, it shows, how can the customer believe in your offer if you don't believe in it yourself?
❌ Give a monologue, talk about the rain and the fine weather or that damn Covid, in short, don't be punchy from the start: say why you're there and immediately arouse the desire to listen to you.
❌ Don't appear to be " in control ", pretending to be dropping in by chance or apologising for disturbing. Don't give your contact any reason to say no to you, be legitimate!

Practical example of making contact (BtoB)

Hi, I'm Benoît from Appvizer, Europe's leading SaaS software comparison service.
I've heard about your CRM solution, which sounds very interesting for VSEs and would be a great fit for our platform.
I'm calling to offer you a listing in our online directory, which will enable you to attract new customers .
Do you have 10 minutes so that I can explain how to do it?

Here, and this is our bonus tip, Benoît emphasises the quality of the company he works for while at the same time highlighting that of the customer.

A win/win contact strategy, what do you think?

Do you have any other tips for successful contact?