Is preparation for the first phone call important?

Recently I spoke with a dealer of a premium brand, who considered speed less important than good preparation for the phone conversation.

The answer is simple: of course, good preparation for your first phone call after a potential customer has contacted you is always a good idea. But what constitutes good preparation, and can it come at the expense of speed?

What are we talking about?

This dealer uses Calldrip to follow up on leads quickly. A lead comes in, the phone rings at the salesperson who accepts the call, and then Calldrip directly calls the customer. All within a minute. Time to prepare yourself, for example by reading up on the lead, simply isn’t there. But is that actually necessary?

The problem with lead follow-up isn’t that we have bad conversations. Sure: it could be much better, much more commercial, more decisive. But in 2025 it’s already difficult to get the customer on the line. Speed is therefore decisive. Looking at the chart below, you see that in 70% of cases a conversation takes place when you call within two minutes. After ten minutes that’s less than 40%.

Why speed is of the utmost importance!

Furthermore, we know, and every mystery research confirms this, that follow-up is often poor. Most leads are only contacted by phone once, and sometimes an email follows. So you have the best chance if you call the customer directly, prepared or not.

Why then that focus on preparation?

If you as a salesperson feel calm from good preparation and if that gives you more confidence, fine. If you want to immediately mention the delivery time of that Audi with more than 1000 different configurations, also fine.

But what is the goal of the first conversation?

Do you want to give all information immediately? You don’t do that anyway. With a trade-in request, more than 90% of salespeople don’t give a price in the first conversation. No, the first conversation is about thanking the customer for their interest, presenting yourself as a professional, and selling your company: what are the advantages for the customer to make an appointment with you?

To do that well you certainly need preparation, but that mainly lies in practicing a good script. Not in wanting to find out every detail in advance, only to end up on voicemail and then never call again….

Let’s be honest: if the customer calls you with the same questions, you’re not prepared either, are you? And yet you’re not at a loss for words then either.