Hello To High-Value Sales Conversations
If I could change one business about the sales world, I would make sure that every sales person had high-value conversations with their prospects and customers. In fact, that is the major focus of my business: conducting workshops and delivering presentations to help sales people master their sales conversations.
A high-value conversation is a discussion during which you have an open, two-way dialogue about your prospect’s situation, problems, concerns, and issues. On the surface it seems simple sufficient to do. Unfortunately a variety of factors prevent people from having this type of sales conversation.
Too many sales people still launch into a sales pitch too ahead of schedule in the conversation which puts their prospect on the defensive. The sales discussion is NOT about you! It’s about your prospect or customer. It’s about making an environment where there is a two-way exchange of information and thoughts.
But, many sellers still focus on their own agenda as a replacement for of their prospect’s which means they are more concerned with having the opportunity to talk about their product or service as a replacement for of giving their customer more airtime. Unfortunately, this type of behaviour causes your prospect to paint all other sales people with the same brush. This means they are likely going to be less receptive when a rep calls to make an appointment.
But, this also gives a right professional the opportunity to stand out from their competition. A excellent sales person will demonstrate—through their approach—that they are more experienced than their counterpart in a uncommon company.
Sometimes, a prospect makes it hard to have a meaningful conversation because they are loath to tell information about their situation or problems. In most cases, this indicates a lack of entrust. The prospect simply does not entrust you yet; usually because you haven’t agreed them a reason to. A high-value conversation means that your prospect feels comfortable responding to your questions. Most people will tell you whatever business you want to know, IF you have the courage to question and IF you question in them in a professional tone and manner. And IF you have made an environment of mutual entrust and respect.
Sounds simple doesn’t it?
It can be.
Here are a few thoughts that will help you have meaningful, high-value conversations with new prospects and unfilled customers.
Prepare. Develop a list of high-value questions you will question your prospect. Avoid weak, feeble questions like;
“Are you the choice maker?”
“If I could show you…would you…?”
“What are your needs?”
Learn to question questions that cause the other person to sit up and take notice. Questions that cause them to reckon or say, “That’s a excellent question.” And, when you hear a vague or innocuous response, take the time to give reasons for by saying, “Tell me what you mean by that.”
Adjust your focus. Forget about closing the sale. Forget about discussing your product. Forget about what YOU want to accomplish. As a replacement for focus your full attention on the other person and their agenda.
What do they want to achieve?
What challenges are they encountering?
What internal roadblocks and barriers will they have to deal with in order to implement your solution?
This means ignoring that small voice surrounded by your head that constantly wants to pipe up and talk about your solution. It means you have to listen carefully to what is said and probe with more questions until you have a complete and accurate understanding of their situation. Then, and only then, should you present a solution.
Don’t talk about your company, product or offering too ahead of schedule. I know…I mentioned this in the previous point but it’s value repeating because the vast majority of sales people feel compelled to talk about their “stuff” way too soon. And this fatal blunder causes people to tune you out and start to look for an escape route.
Maintain a conversational tone. One business I have noticed over the years is how many sales people use a uncommon tone of voice when speaking to new prospects compared to their friends or coworkers. When you talk to a prospect, you should speak in your normal tone. Don’t force friendliness. Don’t imitate a colleague. Be yourself. Be natural. And above all, relax.
Relax. When you stop focusing on your agenda or closing the sale and concentrate on relaxing, the sales conversation becomes less stressful. I have consistently found that when I make the conscious effort to relax and delight in the conversation, that my prospect opens up and shares more information with me. As a result, I learn more and am better able to position my services.
Sales and selling gets a terrible rap because too many people have poor conversations and this reflects on all in a sales role. I wish that all in sales could consistently have a high-value sales conversation with their prospects and customers. But, until that happens, I’ll keep conducting training workshops, delivering keynote presentations and writing about it!