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Building Business Relationships Over the Phone

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If you have been following our work at Paragon for a while, you should know that I am a big believer in the need to develop relationships within a sales process.

Let’s face it; we buy from people we like. And if we like people, we trust them. And if we trust people, then we know that any sale will always be a win/win situation.

Someone asked me recently;

“Rob, how do you look to develop a relationship with someone over the phone”

And this got me thinking….

Paragon Sales Solutions offers telemarketing and telesales solutions for businesses; and our main aim is to develop relationships quickly and effectively. Plus, for years I was a sales manager for telesales teams up and down the country; if there is anyone that knows how to set up a relationship over the phone – it should be me!

So I got thinking and wrote down my top four tips! These tips are just the tip of the iceberg, ad I could waffle on for ages on how you could effectively develop a relationship over the phone. But these four tips are short, sweet, and yet highly effective for anyone!

Use Social Media

We live in an age where we are blessed to have so much information at our fingertips, and on our desktops. A quick internet search can help us find the ins and outs of any business – no matter the size. So, before you make the dial; do a quick search. Hell, search as you are dialling if you don’t have time! Discover information that you can use to bond with the person on the other end of the phone! Want to talk to a marketing manager of a business? Find their bio on their website or check out their LinkedIn page. Find out what they look like and discover their likes and interests and find mutual things to talk about and to bond over.

Have Conversations

My issue with other sales trainers right now, and society in general to be fair, is that we have lost the ability to have a conversation. Or to have small talk. Do not be afraid to take a step back from your sales pitch for a while and have a genuine conversation with the person on the other end of the phone! How was their holiday? Has the week gone well? How was their recent awards evening?

Think of the initial conversation like foreplay! If you treat the foreplay right and spend time warming up, the rest of the sales conversation will flow ever so smoothly. Skip the foreplay however, and both yourself and your prospect are in for an uncomfortable few minutes!

Add Value

Sales is more about giving, than taking. Can you offer your prospect anything for free, or add value to their business or their day? Can you send your prospect links to your blog to help support them? Can you offer them advice or support? Can you introduce them to any of your network?


You do not want to just be a flash in the pan; nor do you want to just be a one hit wonder. Like any relationship, a business relationship needs time, it needs patience, and it needs to be worked on. Keep in touch, stay in touch with their social media and marketing channels and be willing to be there when they need you.

Overall, the number one tip I can provide to help you develop relationships over the phone is to think of it no different to any conversation you have with anyone in the world. Be yourself, allow your personality to shine, and always listen more than you talk!

Paragon Sales Solutions are Leicester’s leading sales consultants, offering:

– Sales Contracts

– Sales Training

– Social Media Management

– B2B Telesales / Telemarketing

We cater for any size business, and what makes us stand out is that we truly care. Our services can be catered for your business and our sales professionals will work tirelessly to ensure your sales targets are met. Be sure to visit our website for more details on how our sales solutions can help your business. 

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