 In the 1980s and 1990s, small talk was considered a fundamental part of selling. Sales trainers taught that rapport-building was everything—the idea was to warm up prospects with friendly conversation before transitioning into the actual sales discussion. Back then, this approach worked because the sales landscape was completely different. People answered their phones. They weren’t bombarded with cold calls, emails, and online ads every day. A salesperson was often the primary source of information about a product or service, and a little small talk helped ease them into the conversation. But that was then. Today, prospects are overwhelmed with sales outreach. They’ve heard every sales script, they can spot a pitch coming from a mile away, and they simply don’t have time for small talk. If you’re still trying to “warm up” your prospects the way salespeople did in the 90s, you’re likely pushing them away instead of drawing them in. Here’s why small talk is now a liability—and what happens when you rely on it in modern sales. 1. Small Talk Feels Like a Sales Tactic Prospects have learned to recognise the patterns of a typical sales call. The moment they hear “How’s your day going?” or “How was your weekend?”, their guard goes up. It doesn’t feel like a natural conversation—it feels like a setup for a pitch. They know that after the small talk comes the transition: “Well, the reason for my call is…” And at that point, many of them have already checked out. Instead of putting them at ease, small talk triggers resistance because it signals that you’re following a script rather than getting to the point. 2. It Wastes Their Time and Loses Their Attention In the 80s and 90s, a well-placed “How’s the family?” might have kept a conversation going. But today’s prospects are busy and impatient. They don’t want to chat with a stranger. They want to know—immediately—why you’re calling and what’s in it for them. If they don’t see value in the first few seconds of the call, they start looking for the fastest way to end the conversation. This is why modern sales calls need to get to the point quickly. The longer you take to establish relevance, the harder it becomes to hold their attention. 3. Small Talk Lowers Your Status In the old days, salespeople were seen as gatekeepers of information. They were the ones with the knowledge, the solutions, and the deals. Now, prospects have more power than ever. They can research anything they want before even speaking to you. If they pick up the phone, it’s because they expect value, not idle conversation. Opening a call with small talk sends the wrong message—it makes you look like you’re trying to win their approval rather than leading the conversation. High-status professionals don’t waste time. They take control of the discussion and get straight to what matters. If you open with small talk, you risk lowering your perceived status, and the prospect may feel they can brush you off, take control of the call, or dismiss you before you even get to your point. 4. It Gives the Prospect an Easy Escape When sales calls were less common, small talk helped to establish trust and keep the conversation flowing. But today, it gives the prospect an easy way to shut you down. Once you open with, “How’s your day going?”, you’re giving them a chance to reply with a one-word answer, which signals they’re not interested. Worse, small talk opens the door for them to end the conversation entirely:
Small talk gives them an exit before you’ve even had a chance to establish why they should listen. 5. Real Rapport Comes from Relevance, Not Chit-Chat In the past, rapport was built through personal connection—finding common interests, asking about family, making small talk before the pitch. But modern rapport isn’t about being friendly. It’s about being relevant. Prospects don’t buy because they like you. They buy because they believe you understand their needs. If your conversation doesn’t quickly establish that you understand their situation, their challenges, and what matters to them, no amount of small talk will make a difference. In today’s world, real rapport is built by being direct, relevant, and valuable from the very first second of the call. Why Some Salespeople Still Use Outdated Techniques If small talk is so ineffective, why do so many salespeople still use it? The answer comes down to habit, outdated training, and fear of directness. They Were Trained That Way Many salespeople were taught by mentors or sales trainers who came up in the 80s and 90s, when small talk was a standard rapport-building tool. These techniques were passed down and never re-evaluated for today’s market. They Think It’s Polite Some salespeople fear being too direct because they worry it will come across as rude. They assume small talk is a way to soften the conversation, but in reality, prospects don’t see it as politeness—they see it as a waste of time. They Feel Awkward Without It Small talk acts as a crutch. It gives the salesperson a sense of control and comfort, allowing them to ease into the conversation instead of getting straight to the point. Unfortunately that comfort comes at the expense of the prospect’s patience. They Haven’t Noticed It’s Hurting Them Some salespeople struggle with high rejection rates but never connect the dots between small talk and lost opportunities. They assume prospects just aren’t interested, when in reality, they’re losing them in the first few seconds of the call. They’re Afraid to Lead the Conversation Taking control of a call requires confidence. Many salespeople, especially newer ones, feel safer letting the prospect dictate the conversation. But when you do that, you lose status, and the call goes nowhere. The Sales World Has Moved On—Have You? What worked back then doesn’t work today. Small talk, once a key part of sales strategy, now wastes time, lowers your status, and makes it easier for prospects to shut you down. If you want better results, skip the small talk. Frame the call with authority, establish value immediately, and take control of the conversation. Your prospects will respect you more. And your sales will improve.
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 Following up is one of the most critical parts of the sales process—yet most people get it completely wrong.
They either give up too soon, sound like every other salesperson, or fail to create a reason for the prospect to engage. And the worst part is, they don’t even realise their follow-up is hurting them. If you’ve ever felt like you’re chasing leads who never respond, it’s probably because your follow-up is missing key elements. Let’s break down why most follow-up strategies fail—and what actually works. 1. No Open Communication Loops One of the biggest mistakes in follow-up is failing to open a communication loop—a reason for the prospect to respond or engage. Most follow-up messages are closed-ended:
These messages don’t create curiosity, urgency, or a reason for the prospect to reply. They make it easy for the prospect to ignore you. Why It Fails: The conversation feels complete, so the prospect sees no reason to continue it. What Works: Keep the communication loop open by asking specific, thought-provoking questions that invite a response. 2. No Value in the Follow-Up Most follow-up messages repeat the same message instead of adding new value. If your follow-up is just a reworded version of your last message, you’re wasting your prospect’s time. Example of a weak follow-up: “Just circling back to see if you’ve had a chance to review my proposal.” This does nothing for the prospect. If they weren’t interested before, why would they be now? Why It Fails: Prospects generally don’t respond to reminders. They respond to new information that helps them make a decision. What Works: Each follow-up should introduce something fresh--a new insight, a case study, an example, or even a clarifying question. Instead of nagging them, show them something they haven’t considered yet. 3. No Process = Inconsistent Results Most people don’t have a structured follow-up system. They follow up when they remember or when they feel like it, which leads to inconsistent and ineffective outreach. Why It Fails: Without a system, you either follow up too little (leaving money on the table) or too much (annoying the prospect). What Works: Follow a structured process:
By following a process, you eliminate randomness and stay in control. 4. Not Knowing What to Say A lot of people don’t follow up simply because they don’t know what to say. They hesitate, overthink, and end up doing nothing. Why It Fails: Hesitation leads to inaction. If you’re unsure what to say, you’ll procrastinate or send weak, generic follow-ups. What Works: Have a clear script or framework for each stage of the follow-up process. Instead of wondering what to say, you’ll have a tested approach that gets results. The Bottom Line: Follow-Up Is a System, Not an Afterthought Most follow-up strategies fail because they are random, passive, and add no value. To fix this: ✅ Keep communication loops open ✅ Add new value in every message ✅ Follow a structured process ✅ Know what to say so you don’t hesitate When you follow up with purpose and structure, your responses will increase, your close rate will improve, and you’ll stop feeling like you’re chasing people who don’t care. Want to refine your follow-up strategy? Let’s talk.  When it comes to delivering exceptional customer experiences while maximising conversions, inbound call handling plays a crucial role. While you may already excel in this area, implementing a few best practices can further enhance your staff's skills and take your inbound call interactions to the next level. In this article, we will explore key practices that can improve your inbound call experiences and increase the conversion rate of your inquiries. Qualifying Prospects: One vital practice is qualifying prospects before diving into product discussions and pricing. Train your staff to ask strategic questions that help assess a caller's suitability for your offerings. This qualification process ensures that your team spends their time and energy on genuinely interested prospects with a higher potential to convert into satisfied customers. Active Listening and Identifying Needs: Encourage your staff to actively listen to callers, seeking to understand their needs and pain points. By identifying their specific requirements, your team can tailor their responses and provide effective personalized solutions that address those needs. Empathy and Professionalism: Foster a culture of empathy and professionalism within your team. Encourage your staff to put themselves in the caller's shoes, showing understanding, patience, and genuine care. By maintaining professionalism, your staff can build trust and leave a positive impression on each caller. Effective Communication: Clear and concise communication is key to successful inbound call experiences. Remind your staff to communicate in a manner that is easy to understand, avoiding unnecessary technical jargon or complicated terminology. Encourage them to use positive and reassuring language, ensuring callers feel heard and valued. Product and Service Knowledge: Equip your staff with in-depth knowledge of your products and services. By being well-versed in the features, benefits, and unique selling points, your staff can confidently discuss your offerings and accurately address caller inquiries. This knowledge instills confidence in the minds of callers and increases the likelihood of conversions. Problem-Solving Skills: Train your staff in effective problem-solving techniques to handle diverse customer scenarios. Encourage them to analyze situations, provide viable options, and follow through with appropriate actions. By showcasing their problem-solving skills, your staff can resolve issues promptly and leave a positive lasting impression. Ongoing Training and Feedback: Training should be an ongoing process. Continuously provide feedback, coaching, and additional training opportunities to help your staff refine their skills and stay mindful of best practices. This investment in their development will reflect positively on your bottom line. Conclusion: Implementing these best practices can significantly improve your inbound call experiences and boost the conversion rate of your inquiries. By qualifying prospects, actively listening, demonstrating empathy, communicating effectively, leveraging product knowledge, honing problem-solving skills, and providing ongoing training and feedback, your staff can deliver exceptional customer experiences that result in increased conversions. Mastering inbound call handling is a worthwhile investment that will enhance your business's reputation and drive growth. We would love to hear your thoughts on these practices and how they align with your own experiences. Feel free to share your feedback and insights in the comments. Warm regards, Patrick Actual Impact Consulting Image from freepik.com
 Today, I want to tackle a question that often arises when seeking to increase profits: Is it more important to focus on paid ads or content creation? While there's no one-size-fits-all answer, striking the right balance between paid ads and content creation can be the key to unlocking substantial profit growth. Let's explore the unique benefits of each and how they can work in harmony to fuel your success.  Paid Ads: Rapid Reach and Targeted Conversion Paid advertising offers unparalleled speed and precision when reaching your target audience and driving conversions. Investing in targeted ads can rapidly increase your brand visibility, capture attention, and generate leads. Paid ads provide the advantage of laser-targeted reach, enabling you to connect with the specific individuals who are most likely to convert. This focus ensures your message reaches those with the highest potential, optimising your return on investment. Additionally, paid ads deliver faster results than organic content creation, making them ideal for time-sensitive promotions or quick market share gains. With scalability and control, you can expand your reach and refine campaigns for maximum impact.  Content Creation: Nurturing Engagement and Long-Term Value. Content creation is pivotal in establishing brand authority, nurturing engagement, and fostering long-term relationships with your audience. Valuable content positions you as an industry expert, builds trust, and creates a loyal customer base. Through engaging articles, informative videos, and insightful podcasts, you establish yourself as a trusted authority, attract organic search engine visibility, and foster a community of loyal supporters. Striking the Balance: Leveraging the Best of Both Worlds. The key to maximising profit growth is striking the right balance between paid ads and content creation. While paid ads deliver immediate results, content creation establishes a foundation for long-term success. By integrating the two, you can leverage the strengths of each to drive profits. Invest in targeted ads to quickly reach your desired audience, generate leads, and boost conversions. Pair paid ads with valuable content that nurtures engagement, builds brand loyalty, and fosters ongoing relationships. Continually optimise your paid ad campaigns and content strategy based on data-driven insights to refine and amplify your results. Conclusion: Finding the perfect balance between paid ads and content creation is crucial for sustainable profit growth. By evaluating your business objectives, industry dynamics, and target audience, you can fine-tune your approach. At Actual Impact Consulting, we understand the importance of this balance and are here to support you in achieving remarkable success. If you have any questions or need tailored guidance, please don't hesitate to reach out. We're dedicated to helping you navigate the ever-changing landscape of digital marketing and drive your profit growth. Author: Patrick Loke E: [email protected] |
AuthorPatrick Loke is the founder of Actual Impact Consulting and Portrait Photography Profits. He has over 20 years experience owning and running both online and traditional businesses. He has performed as a sales and marketing consultant to small and medium sized enterprises since 2012. 
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