Master the art of creating compelling calls to action that drive executive decisions and turn presentations into real business results.
This is Lesson 11 of The English Farm's Professional English Courses presentation series. Learn how to create compelling calls to action that drive executive decisions through our specialized professional English training.
A call to action is a clear, direct statement at the end of your presentation that tells your audience exactly what you want them to do next. It moves your presentation from informing to influencing.
- What might a call to action look like in business presentations?
- Why do you think we should include a call to action in business presentations?
Good calls to action often give specific timelines, clearly defined action points, and imply momentum or urgency. Look at the following calls to action. Why do you think these work?
- “We’ve already designed a pilot for three main markets. If you approve today, we can launch in Q1 and start seeing results before your busiest season. Next step is confirming sponsorship and timeline so we can begin vendor talks this week.”
- “The data shows a 25% drop in quality issues and $2.1M in savings. We’ve set up a low-risk, 90-day pilot. If approved today, the team can start Monday, and we can confirm the kickoff with Operations this afternoon.”
- “Our model shows 33% faster scheduling and 20% fewer no-shows. The vendor is ready to start onboarding this month. With your approval today, we’ll prepare the launch announcement and staff training plan by end of week.”
Use the following language to create your own calls to action. Bonus points if you can combine them!
These professional English techniques help you sound confident and decisive when asking for executive commitment.
| CTA Type | Example Language | Fill-in Template | Use This When... |
|---|---|---|---|
| Conditional CTA | “If we act this month, we’ll stay ahead of the regulatory change.” | If we act [now / this quarter, etc.], we will [achieve outcome / avoid risk, etc.]. | You want to show urgency and a benefit of quick action. |
| Ready-to-Launch | “We’re ready to begin onboarding as early as Monday.” | We’re ready to begin as early as [specific day/week/month]. | You’ve done prep work and are ready to move immediately. |
| Low Barrier to Action | “All we need is your go-ahead on the vendor selection.” | All we need is your go-ahead on [budget / scope / decision, etc.]. | You want to show that very little stands in the way of progress. |
| Next Steps Preview | “Here’s what happens next: align stakeholders, finalize scope, and kick off within 2 weeks.” | Here’s what happens next: [Step 1], [Step 2], [Step 3]. | You want to outline a clear, simple plan of action. |
| Confirmation Question | “Shall we confirm the pilot launch now?” | Shall we confirm the [pilot / meeting / decision, etc.] now? | You want to directly encourage decision or alignment in the moment. |
Look at the following scenarios. Decide how to apply the language above and create a good call to action.
Scenario 1: Internal knowledge platform
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Client: A global professional services firm
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Problem: Teams in different regions keep information separate, which slows down projects.
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Solution: A company-wide platform where staff can share knowledge, search by topic, and find experts.
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Goal: Convince the CIO and Operations team to test it with a 3-month pilot.
Scenario 2: Customer feedback automation
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Client: A mid-size e-commerce company
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Problem: Customer feedback is collected manually and takes too long to review.
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Solution: An automated system that shows real-time feedback from customers.
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Goal: Get the VP of Customer Experience to approve rollout in Q3.
In the presentation you've been working on, your team is recommending a phased digital expansion, starting with a customer-facing portal upgrade and a pilot in two regions.
You’ve shown the benefits:
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Customer satisfaction rose from 68% to 89% in pilot groups
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Task completion time dropped from 45 min to 30 min
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You’ve scoped costs, resources, and risks—everything is ready to go
Craft and deliver a Call to Action at the end of your presentation. Feel free to make up data or information that is not given here.
Apply these professional English skills to create a closing that drives immediate action from your audience.
Reflect on what makes a strong call to action for you. Now think about your intended audience.
You can now create calls to action that move executives from listening to acting. These professional English skills will transform your presentations from informative talks into decision-driving business tools.