Let’s talk about roles in sales calls. When a rep walks into a sales call with a manager or an executive, who’s leading the conversation? Who’s answering questions? Who’s closing the deal? If you haven’t clearly defined roles, the call can quickly become chaotic, leaving clients confused and your team scrambling.
In successful sales calls, everyone on the team has a clear role, knows when to step in, and knows when to let someone else lead. This isn’t just about who’s talking and when—it’s about building trust with the client, empowering your reps, and ensuring the conversation stays focused and professional.
Here’s a quick guide on why defining roles is so important and how to do it in a way that leads to stronger, more successful sales calls.
Why Roles Matter in Sales Calls
When roles aren’t clear, sales calls can feel messy. You’ve probably seen it before: the rep starts pitching, the manager steps in with a different angle, and suddenly the call loses its direction. The client might feel overwhelmed or unsure of who’s really leading the conversation. Worse, the rep may feel undermined, and the manager ends up taking over.
Clear roles fix all of this. They create structure, keep everyone on the same page, and let each team member focus on what they do best. Plus, a clear plan shows the client that you’re organized and professional, which goes a long way in building trust.
The Main Roles in a Sales Call
There are typically three main roles in a sales call, especially when a manager or executive joins. Let’s break them down:
- The Lead Rep (The Driver)
The lead rep is the main point of contact with the client. They’re the one who has built the relationship, knows the client’s needs, and drives the conversation. They introduce the team, set the agenda, and guide the discussion. This role is critical because the rep knows the client best, and they have the strongest rapport. The client trusts them, so they should be the main voice throughout the call. - The Sales Manager (The Supporter)
The sales manager’s role is to back up the rep and add depth to the conversation. They can provide additional insights, answer tough questions, or jump in to clarify points when needed. But here’s the key: they’re not there to take over. The manager’s job is to support the rep, not to lead. Think of them as a co-pilot—they’re ready to help, but they let the rep take the lead. - The Executive (The Closer or Credibility Builder)
If there’s an executive on the call, their role is usually to reinforce credibility and close the deal. Their presence adds weight and authority, showing the client that this partnership matters to the company. They might step in at the end to seal the deal, express commitment, or answer high-level questions. However, they should only speak when it’s their turn and should avoid overshadowing the rep.
Pre-Call Planning: Setting Roles Before You Go In
The most important step in defining roles happens before the call. A quick pre-call meeting with your team can make all the difference. Here’s a simple pre-call plan:
- Define the Objective
What’s the main goal of this call? Is it to close the deal, overcome specific objections, or provide a product demo? Knowing the objective will help you assign roles more clearly. For example, if the main goal is to close, then the executive might play a bigger role in wrapping things up. - Assign Speaking Roles and Order
Decide who will start, who will handle specific parts, and who will close. Make sure the rep knows they’re leading and will introduce everyone. The manager can step in for detailed questions, and the executive can handle closing remarks. This sequence helps the conversation flow and makes the client feel guided, not overwhelmed. - Discuss Potential Objections
Go over any objections that might come up and decide who will handle each one. For instance, if the client is worried about pricing, the manager might step in to address it. If they have high-level questions about the partnership, the executive can chime in. Preparing responses ahead of time makes the team look coordinated and confident. - Plan the Follow-Up
Decide who will follow up with the client and what the next steps are. The lead rep usually handles this, but the manager might send a summary or answer any additional questions. A clear plan for follow-up shows the client that you’re organized and ready to keep the process moving.
During the Call: Staying in Your Lane
Now that you’ve set the roles, it’s important to stick to them. Here’s how to keep everyone aligned during the call:
- Let the Rep Lead: The rep should kick things off by introducing everyone, setting the agenda, and framing the conversation. This shows the client that they’re the primary contact and reinforces the relationship they’ve built.
- Stay Focused on Your Part: If you’re the manager, resist the urge to jump in at every turn. Let the rep handle as much as possible, stepping in only when absolutely necessary. If you’re the executive, wait until the end or until you’re directly asked a question.
- Use Non-Verbal Cues: It’s okay to signal each other if you need support. A simple nod or a glance can help transition the conversation without interrupting. This keeps the flow natural and smooth.
- Transition Smoothly: When it’s time for the manager or executive to speak, the rep can hand it over smoothly by saying something like, “I’d like to invite my manager, Jane, to add some insights here.” This keeps the rep in control while allowing others to contribute naturally.
After the Call: Debrief and Adjust
Once the call is over, take a few minutes to debrief with the team. Ask:
- What worked well?
Did everyone stick to their roles? Did the client respond positively to the structure? This will help you see what you did right and what you can repeat in future calls. - What could be improved?
Was there any moment where the roles felt unclear or where someone accidentally took over? Learning from these moments will make future calls smoother and more effective. - What are the next steps?
Confirm who will follow up with the client and what they’ll be sending. This ensures nothing slips through the cracks and keeps the process moving forward.
Wrapping Up: Clear Roles for Clear Success
In sales calls, clarity is everything. When each team member knows their role, the conversation flows naturally, clients feel confident, and your team looks professional. It also empowers your reps to take charge, with the knowledge that you’re there to back them up—not take over.
So, before your next big sales call, take the time to define roles clearly. Set expectations, plan who says what, and commit to the structure. With everyone staying in their lane, your sales calls will be smoother, more effective, and lead to better outcomes for everyone involved.
