Imagine you’re on a call with a promising prospect, and everything seems to be going well. They’re nodding along, engaged, even intrigued. But as you wrap up, you realize something’s missing—there’s no firm next step. I’ve been there, and I can tell you, relying on a vague, “I’ll follow up next week,” too often leads to crickets on the other end.
Over time, I learned that the real key to preventing this is setting the expectation for a next step right at the beginning of the call. I’m talking about subtly framing the conversation so that, by the end, taking action feels like the natural thing to do for both you and the prospect.
Why Setting the Expectation Early Matters
The value of setting expectations early in a call is simple: it keeps the conversation from becoming just a pleasant exchange. When you position the call with a next step in mind, you’re subtly guiding both you and your prospect towards a clear, productive outcome. Without this framing, the conversation can quickly turn into an aimless discussion where they’re interested, but neither of you knows where things are headed.
I’ve found that when I start by mentioning my goal of finding a mutually beneficial next step, I’m better able to steer the conversation toward solutions rather than just explanations. The prospect can feel the momentum, too, and by the time we’re wrapping up, they’re usually prepared to commit to the next step.
How to Introduce the Expectation for a Next Step
Now, this doesn’t mean we should jump in by saying, “Let’s agree on a next step now.” Setting expectations is more about tone and timing. Here’s how I approach it naturally, without sounding forced or pushy:
When I kick off the call, I’ll say something like, “Today, I want to understand how we might be able to support your goals, and if we’re a fit, talk about what the next step could look like.” It’s a simple line, but it does wonders. In one sentence, I’ve planted the idea that if things go well, there’s a logical action to take at the end of our chat. This helps set a productive rhythm for the call, where both of us know we’re working towards something.
Setting the Stage for Engagement
One of the best things about setting the expectation early is how it helps your prospect feel more engaged. When you give them a clear direction, they’re more likely to take an active role in the conversation because they can see that you’re not just looking to sell—you’re looking to partner.
For example, if I’m speaking with a prospect who’s expressed initial interest but is on the fence, I’ll say something like, “My goal today is to see if there’s a real fit between what we offer and what you’re looking for. If there is, we can talk about a next step, but if not, we’ll know that, too.” This way, they feel invited to be candid, knowing the purpose isn’t just to get a yes but to make sure we’re both on the same page.
When Setting Expectations Backfires—and How to Recover
There’s a flip side to everything. Sometimes, a prospect might react to the idea of next steps by pulling back, maybe even signaling they’re not sure if they want to continue. I used to feel a pang of disappointment when this happened, but now, I see it as an opportunity.
When I sense hesitation, I don’t push. Instead, I’ll say something like, “It sounds like this might not be the right fit, and that’s completely fine. If there’s anything specific holding you back, I’d love to hear it, but only if that’s helpful for you.” This nonchalant approach often helps prospects feel at ease, and surprisingly, it opens the door for a more honest conversation about their concerns.
And here’s the thing—sometimes that hesitation is about timing or budget, things that can be worked out later. But if it’s a deeper issue, I’ve learned it’s better to find out now than to spend weeks chasing a deal that’s never going to close.
Confirming the Next Step with Confidence
Let’s say you’ve navigated the conversation well, and the interest is there. Now it’s time to confirm that next step without leaving things vague. Instead of a generic “let’s touch base soon,” I go straight for the calendar.
For example, I’ll say, “I know your schedule fills up quickly. How about we put a time down for a follow-up? We can always adjust if something comes up.” This shows that I respect their time, and it emphasizes the value I place on keeping the conversation moving forward. Most of the time, this approach works because it’s not pushy; it’s practical.
Wrapping Up with Clear Intent
To close a call without ambiguity, I’ve found it’s worth spending an extra moment to leave a clear impression. Even if we’ve set a follow-up, I make sure to summarize our conversation and reiterate the next step.
Something I’ll often say is, “Thank you for a great conversation today—I’m really looking forward to our next meeting on [date and time]. I’ll also follow up with an email summary to keep us both on the same page.” This last-minute recap not only reinforces the commitment but gives both of us clarity on what’s next.
Guiding the Process with Subtlety
Setting the expectation for a next step from the beginning is like building a road map. It’s a way to keep the conversation focused, help the prospect feel at ease, and ensure that everyone’s moving toward something concrete. By framing the call with a next step in mind, you’re transforming the conversation from a simple chat into a pathway to action.
So, the next time you’re on a call, try it out. Set the expectation early, and see how it changes the flow. Over time, you’ll find that more of those conversations end with a solid plan—and fewer leads slip through the cracks.
