How to Use the Phone to Your Advantage in Sales

Let’s talk about something that’s easy to overlook but makes a world of difference in sales: how and when you use your phone. Today, we all carry cell phones and can be reached just about any time of the day or night. In the old days of landlines, you were typically at your desk—better prepared to answer a call—or the other party had to leave a message. That all changed when mobile phones became a part of our everyday lives. Unfortunately, few business owners noticed the shift, and many were caught flat-footed when an important call came in. This is especially true in sales, where timing and preparation are key.

Back in the day, I used to include my office phone number in my email signature. Then, as mobile phones became more common, many of us simply swapped out our office numbers for our cell phones or added them to our email signatures—thinking it was just a minor change. It seemed like a good idea because I wanted to appear accessible. But what actually happened was I’d get calls at the worst possible times: when I was driving, in the middle of a meeting, or just mentally unprepared to talk business. The caller was ready, but I wasn’t. And in sales, the prepared person always has the upper hand.

These days, I don’t give out my cell phone number so freely. Instead, I encourage people to schedule a call—phone or video—so I can be ready. Not only does this help me to be more in control, but it also ensures that I bring my best self to the conversation. And in sales, that’s everything.

Why It Pays to Be the Caller

Here’s the thing: when you’re the one making the call, you have every advantage. You get to choose the time. You’re in your zone. You’ve had time to review your notes, brush up on your prospect, rehearse your pitch, and maybe even play a little pump-up music. You’re ready.

Compare that to picking up an unexpected call. You’re caught off guard, possibly flustered, without your notes or a clear headspace. I’ve lost several great opportunities this way. I was so excited that the other person called me back that I tried to speak to the other party off the cuff. Every time after the call was over and things calmed down, I ended up kicking myself for forgetting to bring up a key point or simply feeling like I came off like a bubbling idiot. Being unprepared for the call can lead to missed opportunities, awkward fumbling, and ultimately, a lost sale.

When you’re the caller:

You control the timing.
You can sit at your desk with your laptop open to do real-time research.
You can take detailed notes during the conversation.
You set the tone and agenda for the call.
You bring a confident, prepared voice to the table.

It’s like showing up to a job interview in a tailored suit versus sweatpants. Same person, totally different perception.

The Disadvantage of Being the One Getting the Call

If you tell a prospect, “Just give me a call at your convenience,” you leave your fate in their hands. What happens when that call comes through while you’re knee-deep in something else? You’re now playing catch-up.

Let’s say a prospect that you have been pursuing calls, and you’re in a busy restaurant, or just not mentally in sales mode. That disadvantage can shape the tone of the entire conversation—and not in your favor.

What Do You Do When You Get Caught off Guard

I’ve used a few tactics over the years that buy me time without sounding dismissive:

“I’m just heading into a meeting—can we set a time to talk tomorrow?”
“My phone battery is about to die. I’d love to call you back in a bit when I can give you my full attention.”
“I’m heading into a dead zone, so I may lose you. I’d love to call you back in a bit.”
“I’m wrapping up another call—what’s a good time for me to reach you?”

These lines give you the space to regroup and, more importantly, shift the conversation to your terms.

A Sneaky (But Effective) Trick

Here’s a more unorthodox move I’ve pulled when I absolutely wasn’t ready to talk but didn’t want to brush the person off right away.

When the other person calls, say, “Thanks for calling back—what I wanted to talk about was…” and then halfway through your sentence, hang up. They’ll assume the call dropped or your phone died. Nine times out of ten, they’ll call you back immediately. Just don’t answer. Later, when you are ready, you call them back and say, “Sorry, we got disconnected earlier—is now a good time?”

Is it a little sneaky? Sure. But it’s not about playing games—it’s about playing smart. The caller has the advantage, and in sales, advantages matter.

How to Make the Most of Scheduled Calls

Once you’ve secured a scheduled time, make the most of it. Here are a few prep tips I swear by:

Review your CRM notes. Know your prospect’s pain points, background, and any prior conversations.
Have a goal for the call. Are you trying to book a demo? Close a deal? Get a referral? Be clear on your objective.
Prepare questions. Great salespeople ask great questions. Don’t just talk—listen.
Limit distractions. Close your email tab, put your phone on do-not-disturb, and give the call your full attention.
Take notes in real-time. Use a note-taking tool or pen and paper so you can follow up accurately and quickly.

And when the call is done, be the first to send a follow-up email summarizing what was discussed and any agreed-upon next steps. This reinforces your professionalism and keeps everyone on the same page. The point here is simple: preparation beats spontaneity almost every time.

Train Prospects to Respect Your Time

Some people might worry this approach feels rigid or unfriendly, but I’ve found the opposite. When you politely ask to schedule a call, you’re showing the other person that you value their time—and your own. When a time is scheduled, both you and the other party come into the conversation prepared, making it more productive and focused. It sets a professional tone and sends a subtle message: This conversation is important, and I want to give it the attention it deserves.

And if someone refuses to schedule a time and insists on calling whenever it suits them, that might be a red flag about how they’ll treat your time in the future.

On the flip side, some salespeople intentionally try to keep the other party at a disadvantage. Instead of finding a mutually convenient time when both sides are prepared, they choose to call when it’s convenient for them—often catching the other person off guard. This tactic can give the caller a distinct edge, especially if they’re well-prepared and the other party is not.

In the post “Tips to Make Successful Sales Calls,” I share several strategies to improve your odds of closing deals over the phone. One key takeaway is the importance of timing your calls when decision-makers are most likely to answer and being well-prepared with a script or checklist. Treating each sales call like a planned presentation—rather than a casual chat—helps maintain control of the conversation and ensures you stay on message.

Conclusion

In today’s hyper-connected world, it’s easy to think that being always available is a good thing. But in sales, it’s not about being available—it’s about being ready.

Being the caller gives you: