The 20-Minute Sales Call Structure That Took My Win Rate to 30%

Honesty is always the best policy.

Like many who are new to sales, I used to oversell a lot. 

I thought the best way to win deals was to make big promises, and then scramble to deliver on said promises.

But then I realized something – overselling leads to churn.

Customers sign up because the world was promised to them, only to churn when reality didn’t match the pitch.

So I switched to full honesty with no exaggeration, no empty guarantees. Just a clear upfront conversation of what we can and can’t do.

And guess what? My win rate jumped to 30%.

Now my sales calls are short, structured, and to the point. Here’s a breakdown of what my typical sales call looks like:

• Intro = 1 minute
• Qualification = 5 minutes
• Demo = 5 minutes
• Discussion = 8 minutes
• Next steps = 1 minute
• Total time = 20 minutes (sometimes 30)

This approach keeps the conversation focused, respectful of the prospect’s time, and builds trust.

Here’s a closer look at what I do during each stage of a sales call.

TLDR

• The goal: Improve win rates
• The tactic: Switch from overselling to full honesty
• The result: Close more sales

Step #1: Introduction

This step is pretty quick and to the point.

I introduce myself with a simple Hi, I’m Yuriy, CEO and co-founder of AiSDR. 

From there, I thank them for joining as a little gratitude goes a long way in making the conversation feel more natural.

Then I set the agenda for the call where I quickly outline what we’ll cover, such as I’ll ask you a few questions to understand your needs, and then we’ll go through the demo and discuss next steps.

This lets them know what to expect.

And that’s it. No fluff. No small talk that drags on. No beating around the bush.

The faster I cut to the chase, the more time we have for real conversation, which is where the real value happens.

Step #2: Qualification

This is where I figure out if AiSDR is the right fit for them.

My first question is What are you doing in outbound right now, and what results are you seeing?

Their answer tells me a lot. Based on what they share, I explain exactly where AiSDR can help and – just as importantly – where AiSDR will fall short.

Here’s the hard part.

I don’t sugarcoat things. I tell them upfront if I don’t think AiSDR is a good fit

I might say:

• “You don’t seem to have product-market fit yet, so it’s too early for you to start using AiSDR.”
• “If all of your meetings are coming from cold calls and you’ve never done outbound email before, I don’t know if it’s the right channel for you.”
• “If your market is very niche and limited to a specific location, we may not have enough data to provide meaningful help.”

Being honest saves both of us time. It also means that if they revisit us in the future after they’ve figure out their product-market fit, they’re more likely to trust my advice. 

Step #3: Run the demo

Now it’s demo time.

This is where I show exactly how AiSDR fits into their process.

I don’t run the same sales demo for everyone though. I adapt it to their current workflow so they can see how AiSDR would work for them.

I also highlight three core values that make AiSDR stand out from competitors:

• Great quality emails that sound human and engaging
• Emails land in inboxes thanks to high deliverability scores
• AI responds to leads in < 10 minutes while they’re still paying attention to their inbox

I repeat these core values throughout the demo – at the beginning, in the middle, and at the end – so that they stick.

What I don’t do is overpromise. I never say, “AiSDR will book 2-3 meetings per week for you on autopilot.”

The truth is, AI SDR technology is still new, and no tool on the market can deliver predictable results for every user.

So I focus on what AiSDR can do, not on unrealistic claims.

Step #4: Discussion

This part is simple. I just answer any questions the person asks.

No long-winded explanations. No overselling. No secrets. Just clear, honest answers.

If they have a doubt, I address it directly. If something isn’t a fit, I say so.

My goal isn’t to convince them. It’s to make sure they have all the information they need to decide for themselves if they want AiSDR.

Keeping answers brief and to the point builds trust. And when prospects trust you, they’re more willing to move forward.

Step #5: Outline next steps

At the end of the call, I make sure we’re clear on what happens next.

First, I ask about their decision-making timeline, i.e. how long they need to decide and who else is involved in making the decision.

Then we agree on the next step, whether it’s another call, a trial, or an action on their side. 

I try not to leave things open-ended. Having a clear next step keeps the momentum going.

And lastly, I send a follow-up email within 5-10 minutes. It just quickly summarizes our discussion and the next steps we agreed on, so everything is fresh in their mind.

This simple process helps move deals forward without confusion or delays.

And as necessary, I send a follow-up or two every few days.

Result

When I first started in sales, I was eager to close deals and maximize revenue. And like many beginners, I made the mistake of overselling and promising more than I should, just to win a customer. 

But I learned that if customers sign up based on unrealistic expectations, customers churn within a month anyway.

So I shifted my approach. I focused on being honest and direct, making sure prospects knew exactly what to expect. 

The result?

• My win rate increased to 30%.
• New customers had a clearer understanding of the product.
• Churn rates went down because customers get what they signed up for.

Sometimes, prospects tell me that my competitors promise more. But instead of matching those promises, I explain why I don’t make the same claims, even if I could. Ironically, this honesty often convinces them to choose us.

Because in my experience, people buy from people. 

And this makes honesty always the best policy.