A few years back, I analysed my closed deals over a 12-month period. 47 total wins. I went back through my notes and call recordings to see where each deal actually moved forward.
The pattern was clear. The first call established contact. The second call created momentum.
Nearly every deal that closed had a second call where something shifted. The prospect opened up more. We got to the real problem. They started talking about implementation instead of exploration.
Why Second Calls Are Different
On a first prospecting call, you're working against several disadvantages:
- They don't know you
- They didn't ask for this interruption
- Their guard is up
- They're looking for a reason to get off the phone
On a second call, the dynamic has shifted:
- They chose to speak with you again
- They have context for who you are
- The guard is lower
- They have expectations for what this call is about
Different game. Different approach. The first call is about earning permission to continue. The second call is about building on permission you've already earned.
The Mistake Most Reps Make
The typical second call sounds like this:
"Hi Sarah, it's Mike from ABC Corp, just following up on our conversation last week. Wanted to see if you had any questions or if there was anything else I could help with."
This is passive. It puts all the burden on them to direct the conversation. Worse, it suggests you don't have an agenda, which means you're wasting their time.
The prospect thinks: "If he had something valuable to share, he would have led with it."
What To Do Instead
Open with a specific reference
Don't just say "following up on our call." Reference something specific they said.
"Sarah, last time we spoke you mentioned the challenge with getting new reps productive before your Q3 push. I've been thinking about that."
This shows you listened. You cared enough to remember details. That's rare.
Bring something new
The second call needs to add value beyond the first one. Some options:
- A case study relevant to their situation
- An insight or data point they might find useful
- Answers to questions they raised
- A specific proposal or next step
If you're just calling to "check in," you're wasting both your time.
Be direct about purpose
"I wanted to share a quick thought on what we discussed, and then see if it makes sense to set up a more detailed conversation with your team."
Clarity is respect. Tell them why you're calling and where you want to take things.
The Questions That Work Better Second Time
On the first call, you're asking broad discovery questions. On the second call, you can go deeper.
First call: "What are your biggest challenges with your sales team right now?"
Second call: "You mentioned new rep ramp time is a problem. Walk me through what happens from day one with a new hire. Where do things typically slow down?"
The depth is different. You've earned the right to ask more specific questions because you've already established relevance.
Good discovery involves layering questions to get to real insight, not just surface-level information gathering. See discovery questions that reveal pain for more on this.
Handling the Stalled Second Call
Sometimes you get someone on the second call and they're clearly less engaged than the first time. Common reasons:
- Something changed in their priorities
- They spoke to someone internally who pushed back
- They're politely trying to end things
Don't pretend this isn't happening. Address it.
"Sarah, last time we spoke you seemed interested in exploring this. I'm sensing that might have shifted. What's changed?"
This direct approach either surfaces the real objection or resets the conversation. Either outcome is better than dancing around it.
The Transition to Third Call
By the end of your second conversation, you should know:
- Is there a real problem they want to solve?
- Is there budget or could there be?
- Who else needs to be involved?
- What's the realistic timing?
If you don't know these things, you haven't done enough discovery. If you do know them, your third call should involve other stakeholders or focus on a specific solution.
The first call opens the door. The second call determines whether to walk through it. Don't treat it as a box to check.