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Glossary

Phone sales and customer service glossary

Short definitions of the terms you will hear in sales calls, sales meetings and service teams, each with a line you could actually say on the phone. Every term has its own link, so you can share the exact definition.

A

Active listening #
Fully concentrating on what the other person says, then confirming it by paraphrasing or asking a clarifying question instead of preparing your next sentence.
On the call: So if I heard you right, the problem isn't the price. It's that nobody on your side has time to set it up. Is that fair?
Go deeper: Active listening on sales calls
After-call work #
Tasks done right after a call ends, such as writing notes, updating the customer record and scheduling the agreed next step.
On the call: Let me note that down while we're still on the line, so nothing gets lost before I send the summary.
Go deeper: Post-call notes checklist
Average handle time #
The average duration of one customer interaction, including talk time and after-call work. It is a workload measure and should be read together with quality measures.
On the call: I'd rather take two more minutes and fix this now than have you call us again tomorrow.
Go deeper: Call centre KPIs and training

B

BANT #
A qualification checklist: Budget, Authority, Need and Timeline. It helps you decide whether a lead is worth more time, as long as you ask about the need before the budget.
On the call: Who else would be involved in signing this off, and is there money set aside for it this year?
Full explanation: BANTGo deeper: Qualify a lead on a call with BANT
Buying signal #
A remark or question that suggests the customer is moving toward a decision, for example asking about delivery, terms or the next step.
On the call: You asked how fast we could start. Shall I walk you through what the first week would look like?
Go deeper: How to ask for the next step

C

Call coaching #
A manager or coach reviews a real or practice call with the seller, picks one moment to improve and agrees what the seller will try on the next call.
On the call: Let's replay the moment the price came up. What did you want to say there, and what did you actually say?
Go deeper: Weekly call coaching for managers
Call script #
A prepared outline of what to say and ask during a call. A good script is a guide for structure and key points, not a text to read aloud word for word.
On the call: I'm calling because you downloaded our onboarding checklist last week. Can I ask what made you look for one?
Go deeper: Free call script generator
Call to action #
A clear, specific request that tells the other person what to do next, such as confirming a meeting time or reviewing a document.
On the call: Can we put Thursday at ten in both our calendars? I'll send the invite while we're talking.
Go deeper: Book a meeting on a cold call
Callback #
A call made at a time agreed with the customer, either because they could not talk when first reached or because they asked to be called.
On the call: You're about to go into a meeting, so let's not rush this. Is tomorrow at nine better, or after lunch?
Go deeper: Answering "call me back later"
Champion #
A person inside the customer's organisation who wants your solution to succeed and helps you understand and move their internal decision process.
On the call: If you think this would help your team, could you walk me through how your director usually decides on something like this?
Full explanation: ChampionGo deeper: Reaching more people in one account
Churn #
The loss of customers or subscribers over a period, for example when they cancel or do not renew.
On the call: You mentioned you're thinking of cancelling. Before anything else, what changed for you in the last few months?
Go deeper: Cancellation save call script
Closed question #
A question that can be answered with yes, no or a single fact. Useful for confirming details, less useful for learning the customer's reasons.
On the call: Just to confirm: the contract renews in March, right?
Go deeper: Discovery questions library
Closing #
The part of a sales conversation in which you ask for a decision or agree on a concrete commitment. It works best when it follows from needs already discussed.
On the call: Based on what you've told me, the starter package covers it. Shall I send the agreement so you can sign it this week?
Go deeper: Ending a call with a clear commitment
Cold call #
An outbound call to a person who has had no previous contact with you or your company. Local rules on consent and contact lists apply.
On the call: Hi Anna, this is Tom from Brightline. We haven't spoken before. Can I take thirty seconds to tell you why I'm calling, and you decide if it's worth continuing?
Full explanation: Cold callGo deeper: Cold call openers library
Consent to record #
Permission from the people on a call to have it recorded. What is required depends on the country and the purpose, so follow your company's policy and local law.
On the call: Before we start: this call is recorded for training. Are you okay with that?
Conversion rate #
The share of contacts that take a defined next step, such as booking a meeting or buying. The step being measured must be defined before the rate means anything.
On the call: This week we only count calls that ended with a booked meeting, not the ones where they said it sounds interesting.
Go deeper: When calls rarely turn into meetings
CRM #
Customer relationship management: software or a practice for storing contacts, conversations and follow-ups so the whole team sees the history.
On the call: I'm adding a note now that you prefer email, so nobody on my team rings you out of the blue.
Go deeper: What to log after every call
Cross-sell #
Offering a related product or service alongside what the customer already has or is buying, only where it genuinely fits their situation.
On the call: Since you're moving the whole office, do you also need the phone lines moved, or is that already sorted?
Go deeper: A needs-first cross-sell script
CSAT #
Customer satisfaction score: a short survey result showing how satisfied a customer was with a specific interaction or product.
On the call: Before you go: did today's call sort out what you rang about?
Go deeper: Service metrics and call training

D

De-escalation #
Calming a tense conversation by staying composed, acknowledging the person's feelings, and moving the focus to what can be done.
On the call: You've been passed around three times today, and I'd be annoyed too. I'm staying on this until it's fixed.
Go deeper: De-escalation phrases for phone calls
Decision maker #
The person who has the authority to approve a purchase or agreement. In many cases several people influence the decision.
On the call: Apart from you, who else needs to say yes before this can go ahead?
Go deeper: Finding everyone who decides
Discovery call #
An early conversation whose main purpose is to understand the customer's situation, needs and constraints, not to present a solution.
On the call: Before I tell you anything about us, can you walk me through how you handle this today?
Full explanation: Discovery callGo deeper: How to prepare for a discovery call
Do-not-call list #
A register of people who have said they do not want marketing calls. Rules about who must be excluded differ by country.
On the call: Understood. I'll take your number off our call list today, and you won't hear from us again.

E

Elevator pitch #
A short, clear summary of who you are and what you offer, short enough to say in the time of a brief lift ride.
On the call: We help small clinics fill cancelled appointments by calling their waiting list the same day.
Go deeper: A thirty-second phone pitch
Empathy statement #
A sentence that shows you understand how the customer feels, for example "I can see why that is frustrating", before moving to the solution.
On the call: That sounds like a rough week, especially with the delivery landing on your busiest day.
Go deeper: How to handle an angry caller
Escalation #
Passing a case to a more senior colleague or another team when it exceeds your authority or expertise, with the history handed over so the customer need not repeat it.
On the call: This needs someone who can approve a refund. I'll brief my supervisor now so you don't have to repeat anything.
Go deeper: Handling complaints on the phone

F

Filler words #
Words such as "um" or "like" used to fill pauses. A few are natural; frequent ones can make a speaker sound unsure.
On the call: Good question. Give me a second to check.
Go deeper: Cut filler words on sales calls
First call resolution #
Solving the customer's issue during the first contact, so no repeat call or follow-up is needed.
On the call: I can change the address and resend the invoice while we're on the phone, so you won't need to call back.
Go deeper: Customer service phone training
Follow-up #
Any contact after the first conversation that keeps a promise or moves things on, such as sending the agreed information or calling back.
On the call: As promised on Tuesday, I'm calling with the two delivery options. Do you have five minutes?
Go deeper: Follow-up templates

G

Gatekeeper #
A person, often a receptionist or assistant, who controls access to the decision maker. Treating them with respect and honesty usually works best.
On the call: You probably know her calendar better than anyone. When is the best time to catch her for five minutes?
Full explanation: GatekeeperGo deeper: How to get past the gatekeeper

I

Inbound call #
A call initiated by the customer, for example to ask a question, place an order or report a problem.
On the call: Thanks for calling. So I can help properly, what made you pick up the phone today?
Go deeper: Inbound sales call script
IVR #
Interactive voice response: an automated phone menu that lets callers choose options by keypad or speech before reaching a person.
On the call: I know the menu sent you to the wrong team. You're with the right person now.

L

Lead #
A person or company that might become a customer, usually recorded with some contact details and the source of the contact.
On the call: You filled in our form yesterday about team training. Is now a good moment for a couple of questions?
Go deeper: First call with an inbound lead

M

MEDDIC #
A qualification framework for complex B2B deals: Metrics, Economic buyer, Decision criteria, Decision process, Identify pain and Champion. It shows which parts of a deal you still do not understand.
On the call: When you say this would save time, how would you measure that, and who signs off a purchase like this?
Full explanation: MEDDICGo deeper: MEDDIC discovery call questions

N

Next step #
A concrete, agreed action with an owner and a time, such as "I will send the summary tomorrow". It keeps a conversation from ending vaguely.
On the call: So the next step: I send the proposal by Thursday noon, and you go through it with Petra on Friday. Does that work?
Go deeper: How to ask for the next step
NPS #
Net Promoter Score: a survey measure based on how likely customers say they are to recommend a company to others.
On the call: On a scale from zero to ten, how likely are you to recommend us to a colleague? And what's the main reason for that score?
Go deeper: NPS follow-up call script

O

Objection #
A concern or reason a customer gives for hesitating, such as price, timing or trust. Often it signals a need for more information, not a final no.
On the call: That's fair. What would a new supplier have to do better for it to be worth a conversation?
Go deeper: Objection catalogue
Objection handling #
Responding to a concern by acknowledging it, asking what lies behind it and answering honestly, without pressure or evasion.
On the call: I hear you on price. Is it the total amount, or how it fits this quarter's budget?
Full explanation: Objection handlingGo deeper: How to practise objection handling
Open question #
A question that invites a fuller answer in the customer's own words, usually starting with what, how or why.
On the call: How does your team decide which leads to call first?
Go deeper: Questions that get customers talking
Opener #
The first sentences of a call: who you are, why you are calling and a reason for the other person to continue listening.
On the call: Hi, it's Marek from Solva. I'm calling because you're hiring three new sales reps, and that usually means a lot of onboarding. Is that on your desk?
Go deeper: The first seconds of a sales call
Outbound call #
A call started by the company or agent toward a customer or prospect.
On the call: I'm the one calling you, so I'll keep it short: one question, then you decide.
Go deeper: How many cold calls per day

P

Pain point #
A specific problem or frustration the customer experiences, which a product or service might help with.
On the call: You said reports eat your Friday afternoons. How many calls does that cost you each week?
Go deeper: Questions that uncover the real problem
Pipeline #
The set of opportunities a seller is working on, organised by stage from first contact to a decision.
On the call: Walk me through the three deals most likely to move this month, and the next step on each one.
Go deeper: Re-engage prospects who went quiet
Prospect #
A lead who has been checked and appears to be a reasonable fit for what you offer.
On the call: From what you've said, you're the kind of team we work with. Can I ask two more questions to be sure?
Go deeper: A short pre-call research routine

Q

Qualification #
Checking whether a lead has a real need, the means and the authority to buy, and a reasonable timeframe, so effort goes where it can help.
On the call: Is fixing this a priority for this quarter, or is it more of a next-year topic?
Go deeper: Qualifying a lead on the phone
Quota #
The sales target a seller or team is expected to reach in a period, measured in revenue, closed deals or booked meetings.
On the call: You're at half your monthly target with two weeks left. Let's look at which calls are getting you meetings.
Go deeper: Setting a realistic daily call target

R

Ramp time #
How long a new seller takes to reach the expected level of results. Practising calls before talking to real customers is one way teams try to shorten it.
On the call: In your first month I'm not expecting deals. I'm expecting you to run a full discovery call on your own.
Full explanation: Ramp timeGo deeper: When new reps take too long to ramp
Rapport #
A relationship of mutual ease and trust between speaker and listener, built through courtesy, attention and a natural tone.
On the call: You said you're calling from the warehouse. Sounds busy. Want me to keep this under five minutes?
Go deeper: Sound friendly on phone calls
Retention #
Keeping existing customers over time through good service, useful contact and solving their problems.
On the call: You've been with us two years. Before your renewal comes up, I'd like to hear what we could do better.
Go deeper: Renewal call role-play
Role-play #
Practising a call with one person playing the customer and another the seller, so you can try phrases and recover from mistakes without a real deal at stake.
On the call: I'll play the buyer who says 'just send me an email'. You get one try to keep the call going. Ready?
Go deeper: Sales role-play scenarios

S

Sales cycle #
The full path from first contact to a closed deal. Its length varies widely by product and customer.
On the call: For a purchase like this, how long does it usually take on your side from first conversation to signed order?
Go deeper: Setting the agenda for a second call
Service level #
A target for how quickly a contact centre answers, for example answering a set share of calls within a set time.
On the call: Three callers are waiting, so let's keep wrap-up short and pick up the next calls.
Go deeper: Call centre KPIs and training
SPIN selling #
A questioning method built on four question types: Situation, Problem, Implication and Need-payoff. It moves the customer from describing their setup to saying why a change matters to them.
On the call: What happens to your team when a new hire spends three months learning the product before they can sell it?
Full explanation: SPIN sellingGo deeper: SPIN selling question examples

T

Talk-listen ratio #
The balance between how long you speak and how long the customer speaks. Strong discovery calls usually leave much of the time to the customer.
On the call: That's enough from me. How does that compare with the way you do it now?
Full explanation: Talk-listen ratioGo deeper: Pacing your talk-to-listen ratio
Tone of voice #
How something is said: pitch, pace, warmth and volume. On the phone it carries much of the message because the other person cannot see you.
On the call: No problem at all. Let's sort it out together.
Go deeper: Sound confident on sales calls
Trial close #
A low-pressure question that checks how the customer feels so far, such as "Does this sound like it would help?"
On the call: Does this sound like it would work with how your team schedules calls?
Go deeper: Recap and confirm on sales calls

U

Upsell #
Suggesting a more extensive version of what the customer is already considering, only when it fits their needs.
On the call: You mentioned two people are joining next month. The team plan would cover them without a second contract. Shall I compare both for you?
Go deeper: Renewal and upsell call practice

V

Value proposition #
A clear statement of the benefit a customer gets and why it matters to them compared with the alternatives.
On the call: You'd stop losing Friday afternoons to reports, and your reps would be on the phone instead.
Go deeper: Say your value in thirty seconds
Voicemail message #
A short recorded message left when nobody answers. It states who you are, why you called and how to reach you.
On the call: Hi Jana, it's Petr from Solva, about your job ad for sales reps. I'll try you again Thursday morning, or you can reach me on this number.
Go deeper: Cold call voicemail scripts

W

Warm call #
An outbound call to someone who already knows you or has shown interest, for example after a form, a referral or an earlier conversation.
On the call: Hi Martin, Klara suggested I give you a call. She said you're looking at new booking software.
Go deeper: Opening a call with a warm lead
Warm transfer #
Handing a call to a colleague after introducing the customer and the issue, so the customer does not have to explain everything again.
On the call: I'm putting you through to Lucy in billing. Lucy, Mr Novak was charged twice in October and needs one payment refunded.
Go deeper: Warm transfer call script
Wrap-up summary #
A brief recap at the end of a call of what was discussed and agreed, which prevents misunderstandings.
On the call: Let me recap: you check the budget with finance, I send two options by Wednesday, and we speak again on Friday.
Go deeper: Recap and confirm on sales calls

General educational definitions. Companies and countries use some terms slightly differently, and rules on calling, consent and recording vary, so follow your own company's policy and local law.

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