Case Study: 598% More Calls Led to 32% More Deals (Sales Calls Aren't Dead)
TL;DR
Close tested calling ALL new trial users for 90 days. Result: 598% increase in calls made, 32% more deals closed. Turns out proactive calling works even for product-led growth companies. The key insight: speed + systematic approach = more revenue.
The Bold Experiment
Most SaaS companies rely on self-service trials and avoid "bothering" prospects with sales calls. Close decided to challenge this assumption with a straightforward test:
Hypothesis: Proactive calling improves overall sales outcomes, even for leads that don't fit ideal customer profiles.
Method: Call new trial signups quickly after registration.
Duration: 90 days of systematic testing.
Goal: Prove or disprove that calling drives results in a product-led growth model.
The Setup: How They Did It
Team Structure:
- Core sales team focused on ICP leads with strong signals
- One dedicated rep assigned to call non-ICP trial signups
- Goal: Quickly disqualify poor fits and identify hidden opportunities
Technology Used:
- Smart Views for filtered calling lists by industry
- Power Dialer for efficient call sequences
- Predictive Dialer for team calling sessions
- Custom Activity tracking for disqualification reasons
Call Approach:
- Reference their trial signup immediately
- Ask: "How's the trial going? What do you need to see to make a decision?"
- Focus on disqualification over selling
- Book discovery calls only for qualified prospects
The Results: What Actually Happened
Quantitative Results:
- 598% increase in total calls made
- 32% increase in deals closed
- July and August became best months for new MRR in over 14 months
- Higher deal values despite fewer total meetings
Qualitative Feedback:
- "I wasn't expecting a phone call. I really like that personal touch."
- "You read my mind! You caught me at the perfect time."
- Prospects appreciated the immediate, human response
Process Improvements:
- Faster lead qualification and disqualification
- Better marketing-sales alignment
- More focused discovery meetings with qualified prospects
- Reduced time waste on poor-fit leads
Key Strategy Changes
From Reactive to Proactive
- Before: Open calendars, lots of booking links, many meetings daily
- After: Blocked calling time, strategic outreach, quality over quantity
Simplified Onboarding
- Before: Comprehensive checklist potentially overwhelming trial users
- After: Focus on one key question: "What do you need to see to decide?"
Better Qualification
- Before: Lengthy discovery calls with unqualified prospects
- After: Quick disqualification calls, deep dives only with qualified leads
The Call Script That Worked
Opening:
- "Hi [Name], this is [Your name] from Close"
- "You just signed up for a trial - how's it going so far?"
- "What do you need to see from us to make a decision?"
Follow-up Focus:
- What's your current process for [their use case]?
- What's not working with your current setup?
- What's your timeline for making a decision?
Outcome-Oriented:
- Qualified: Book discovery call
- Unqualified: Helpful resources + graceful exit
- Timing issue: Follow-up sequence
Key Learnings
1. Speed Matters More Than Perfection Calling quickly beats waiting for perfect preparation.
2. Disqualification is as Valuable as Qualification
Quickly removing poor fits lets you focus on real opportunities.
3. Product-Led Growth + Proactive Sales Work Together You don't have to choose between self-service and sales-assisted approaches.
4. Team Buy-in Requires Results Showing the data got everyone excited about calling.
FAQ
Q: Won't calling annoy prospects who want self-service? A: Most prospects appreciated the personal touch when positioned as helpful support, not sales pressure.
Q: How do you balance calling with other sales activities? A: Block dedicated calling time daily. Use efficient calling tools to maximize productivity.
Q: What if our team resists making more calls? A: Share the data showing results. Make calling sessions collaborative and engaging.
Q: How quickly should we call after signup? A: As soon as possible. Speed creates a positive impression and shows responsiveness.
Q: What about prospects in different time zones? A: Use appropriate calling hours and follow up with email/SMS outside calling hours.
Zoltan Juhasz