The P.A.P.A - Sales Call Framework  

Whether you are just starting your sales career or you simply wish a refresh, The P.A.P.A Sales Call framework  can help you elevate your professional sales calls and find success!

Together, the below four pillars guide how you connect, communicate, and project yourself during a sales call — all while remaining genuine and approachable.

Hey there!

Before you jump out of the car and head into your next appointment, let’s take a quick moment to get centered. 

STOP!  It’s super important to shake off the last call and focus all your energy on this amazing client. Here’s a quick and friendly game plan to set you up for success:

1. Review Previous Notes

  • Action: Open your laptop and take a peek at the notes from your last call. This will help you hit the ground running!

2. Focus Areas:

  • Sales Figures: Refresh your memory on their current sales performance and any goals or targets you discussed. This shows you’re on top of their needs!
  • Personal Information: Remember those little personal details they shared? Whether it’s family milestones or hobbies, did you jot them down in your client profile? This information will add a personal touch that makes a big difference!

By taking a moment to review your notes, you’ll blend those personal touches with important business insights. This not only makes the call more engaging but also helps create a friendly, collaborative vibe and give you the content to refer to in your sales call. 

P = Presence & Positivity

The impression you create initially is crucial. It hinges on your body language, posture, and confidence. You usually have just 7 to 30 seconds to make that first impression with a client, so it’s important to nail it.

Start with the right energy. Vanessa Van Edwards' research shows that warmth and competence are the two key traits people assess within seconds of meeting you.

  • Be fully present: Put away distractions, make genuine eye contact, and show you're 100% focused on them
  • Lead with warmth: Smile authentically, use an upbeat (but natural) tone, and approach the conversation with genuine curiosity
  • Positive body language: Open posture, appropriate gestures, nodding to show engagement
  • Set a collaborative tone: Frame the conversation as "us figuring this out together" not "me convincing you"

Example: Start the call with a warm greeting and a positive tone.

Action: "Hi [Client's Name], I hope you're having a great day!"

The goal: Disarm them with your happiness. 

A = Ask (with genuine curiosity)

This is where Dr. Brooks' research on questions becomes critical. People who ask more questions—especially follow-up questions—are rated as more likable and trustworthy.

      • Ask open-ended questions: "What's driving this initiative?" not "Is budget your main concern?"
      • Go deeper with follow-ups: Don't just check boxes. When they answer, ask "Tell me more about that" or "What does that look like in practice?"
      • Ask about feelings, not just facts: "How does that situation feel for your team?" gets richer insight than "How many people does this affect?"
      • Quality over quantity: One thoughtful question with three follow-ups beats five surface-level questions.

      Gaining insights into their personal life can help you tailor your solutions more effectively and you can repeat them in your next sales call as this will set the Stage for your Business Discussion .

      • Before the Business Ask, add in a Personal Ask from your previous visit. This might look like this.
        • Action"Last time I was here, you mentioned your daughter just finished grade 12. Did she get into the University that she was aiming for?"
      • Business Transition: After a brief, warm discussion about their daughter, you can smoothly segue into business: 
        • Action"I hope she’s excited about this next chapter! Speaking of new beginnings, let's talk about how we can support your business goals this year."
      • Sales Focus: Transition smoothly to business.
        • Action: "I also noticed your sales have increased by 15% since our last chat; that’s fantastic! Let’s discuss how we can build on that momentum."

      This small personal question will Build Rapport, Demonstrate Active Listening and  Enhance Communication, 

      The goal: Understand their world deeply, not just qualify them.

      P = Pause & Process

      Charismatic people know when to stop talking and can have a balanced conversation which creates connection.

        • Don't fill every silence: Give them space to think and expand on their answers
        • Listen to understand, not to respond: Resist the urge to jump in with your solution the second they finish
        • Reflect back what you heard: "So if I'm understanding correctly, the main challenge is..." (shows you're processing, not just performing)
        • Notice their cues: Body language, tone shifts, energy changes—these tell you what really matters

        The goal: Make the conversation feel like a dialogue, not an interrogation or pitch.

        • Example: After the client shares their thoughts, take a moment to reflect before responding.
        • Action: "That's really insightful, thank you for sharing. Let's tackle those challenges together."

        NOTE : Never get too excited by your solution and talk over or interrupt at this stage. 

         

        A = Authentic Connection

        Both researchers emphasize that people connect with humans, not sales robots. This is where you bring it all together.

        • Share relevant stories: Brief, relatable examples that show you understand their world (Van Edwards: stories create emotional connection)
        • Be honest about fit: If something isn't right, say so. Authenticity builds trust faster than anything
        • Match their communication style: Are they formal or casual? Data-driven or big-picture? Mirror their approach
        • Show you care beyond the sale: Offer value even if there's no immediate deal—resources, introductions, insights

        The goal: Build a relationship where they trust you're genuinely trying to help, not just hit quota.

        • Example: Relate personally or share a relevant story to build rapport.
        • Action: ""I remember when I worked with a business that struggled with similar challenges. We tried a few different strategies, and one approach really turned things around for them. It was inspiring to see how they grew from it, perhaps it will also work for you. "
        • Action: "A friend of mine runs a business similar to yours, and they faced some tough challenges last year. They took a step back to reassess their strategy, which led to some surprising insights. It really made me realize how important it is to adapt. What strategies have you considered?"
        • Action: "I remember a previous client who was hesitant to try new marketing strategies. Once they took the plunge and started experimenting, they saw a significant uptick in engagement. It really showed me how taking a risk can lead to unexpected rewards. What are your thoughts on trying something new?"
        • Action: "I have a colleague who faced similar operational hurdles last year. They implemented a weekly check-in with their team, which dramatically improved communication and efficiency. It’s fascinating how small changes can have a big impact. Do you think something like that could work for your team?"

         

              Real Moment - Some clients just aren’t ready to embrace change.

              Here are a few phrases and questions that can have up your sleeve to help to ease their worries.

              1. Acknowledging Concerns:
                • "I hear you, and it’s completely understandable to feel uneasy about this change."
              1. Validating Feelings:
                • "Change can be tough, and many people feel the same way. It’s important to discuss your concerns."
              1. Encouraging Dialogue:
                • "Can you share what specific aspects of this change you find most concerning?"
              1. Reassuring Support:
                • "I’m here to support you through this process and want to ensure you feel comfortable every step of the way."
              1. Highlighting Benefits:
                • "I believe that this change could really help with [specific problem] and ultimately enhance your overall results."
              1. Promoting Collaboration:
                • "How do you think we could implement (XYZ) in a way that feels more manageable for you?"