How to close your sales calls

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There’s an endless list of tips and tricks for starting your sales calls on the right note. But experienced sellers know that how you finish is just as important.

Need an easy-to-remember framework to ensure your next meeting maintains momentum? It all comes down to having a plan.

Steven Bryerton, SVP of sales at ZoomInfo, says sellers can ensure they’re set up for success with a tool known as the P.L.A.N. framework. The concept, drawn from the book Triangle Selling, is built around the keywords Pivot, Logistics, Agenda, and Next Steps. It’s designed to align the seller and buyer on future tasks with better communication and expectations.

Here’s how the P.L.A.N. works and how to apply it in your sales conversations, as covered in Bryerton’s recent conversation with the sales experts at 30 Minutes to President’s Club.

SALES

How to End a Sales Call the Right Way: The PLAN Framework

There’s a lot of advice on how to start a sales call — but not nearly enough on how to end one. And yet, the way you wrap up a call can make or break the next step in your deal cycle. An awkward or vague ending leads to confusion, delays, or worse — ghosting. A clean, confident close sets expectations, maintains momentum, and positions you as a true professional. That’s where the PLAN Framework comes in. It’s a simple structure for ending every call with clarity and purpose.

P: Preview what you’ve covered

Start your wrap-up by briefly summarizing the key points discussed during the call. You don’t need to rehash every detail — just highlight the most important takeaways. For example: “Just to recap, we walked through your current workflow, identified a couple bottlenecks in lead routing, and showed how our tool could automate that process in real time.” People forget 70% of what they hear within an hour. A short summary reinforces understanding, keeps both sides aligned, and shows that you were listening.

L: Lock in the action items

Now it's time to clarify next steps. Who’s doing what — and by when? Be specific: “I’ll send over a product one-pager by end of day.” “You’ll loop in your head of operations before our next meeting.” “We’ll review the proposal together next Tuesday.” Action items create accountability. Without them, your deal will drift. With them, it gains traction.

A: Align on the Follow-Up Plan

Don't end the call without scheduling the next touchpoint. This might be a demo, a proposal review, or a call with additional stakeholders. Get it on the calendar now — before your prospect’s attention moves elsewhere. For example: “Let’s lock in 30 minutes next Wednesday to review the proposal together — does 10 a.m. your time work?” When you set the next meeting before hanging up, you eliminate friction. You also avoid the endless “just checking in” follow-up emails that go nowhere.

N: Nurture the Relationship

Finally, close the call on a human note. Thank them for their time, show appreciation, and leave the door open for future conversations — regardless of the outcome. Try: “Thanks again for taking the time today — I really appreciate how open you were about your challenges. I’ll follow up with those resources, and I’m looking forward to our next chat.” People don’t buy from robots. They buy from humans they trust. Ending with warmth and gratitude helps you stand out.

The Bottom Line
Great salespeople don’t just run great meetings — they end them with purpose. The PLAN framework gives you a repeatable way to wrap up every call with clarity, momentum, and professionalism: Preview what was covered. Lock in action items. Align on next steps. Nurture the relationship. Use it, and you’ll never leave a prospect wondering, “What happens next?”

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