Tips for Effective Sales Conversation

What is effective sales conversation?

Effective sales conversations identify problems in the marketplace and engage their clients with these problems. The customer needs to open up about issues they may be perceiving so the seller can present the solution effectively

Tip #1 - Build Rapport

· Before you ask questions to get the buyer to open up or talk about how you can help, you have to build rapport. All else being equal, people buy from people they like. Be likable and focus on relationship building, and you'll find your sales conversations will go much more smoothly.

Tip #2 - Listening

· Any sales training manual is going to trumpet the virtues of listening during a sales conversation—but are there actual techniques to optimize one’s listening skills? Fortunately, the answer is yes! In fact, moderating how you demonstrate that you’re listening to your client is just as important as modulating your speech behaviors.

• Attentiveness- use short, affirmative words and phrases to show you are listening

• Perceptiveness- Continually attempt to understand what your client is saying throughout the course of the sales conversation, such as by paraphrasing their statements and asking clarifying questions.

• Responsiveness- Show your client you care about what they’re saying by responding to them using complete sentences.

Tip #3 - Show Expertise

· The first tip on how to start a sales conversation is all about showing the prospect that you know what’s going on in the marketplace. When prospects think, a salesperson is going to provide some valuable information, they’re immediately going to listen. Salespeople should start off the conversation by saying something like, “Right now I’m seeing a lot going on in your sector that looks like the following…” to show prospects their value as an expert who sees what’s going on in the industry. This approach to how to start a sales conversation will have prospects sitting up and paying attention to see what they can learn.

Tip #4 - List common challenges

· Once a salesperson has the prospect’s attention, it’s time to list three common challenges seen in the marketplace. The key is to make sure these are challenges that the salesperson can solve. For example, as a sales expert, I’ll say something like, “I see a lot of companies right now that are losing sales to low-cost competitors, frustrated with old-school sales approaches that simply aren’t working on savvy prospects, or just finding it more difficult than ever to set really good quality sales meetings.” All I’ve done is listed off three very simple challenges that are likely relevant to my prospect. What are those challenges that your prospects are facing that your company can help solve? Think about those, write them out, and start to incorporate them into your opening as you consider how to start a sales conversation with your next prospect.

Tip #5 - Engage with a question

· In order to know how to start a sales conversation that actually leads to sales, salespeople first have to get the prospect talking. A question is a great tool for engaging prospects. Simply tie off your opener with a bow by asking something like, “Do any of these issues ring true to you?” By listing off three challenges and asking a question like this, you’ll find that the prospect will say something like, “Yeah, actually, we are dealing with one of those challenges”—and just like that, you’re ready to dig into their challenge and your sales conversation is off to the races.

• Open- ended questions

• Follow up questions

• Closed questions

Tip #6 - Practice Empathy

· Empathy goes hand in hand with adaptability. By making your client feel understood, and their opinions, qualms, and needs are all valid, you’re going to both build the groundwork for a trusting relationship and also help the client be more open and receptive to your solutions.

Here are few techniques for employing an empathetic approach to a sales conversation:

• Pay attention on non-verbal cues- If customers hint at something, even without saying it (such as frowning, taking an anxious pause, etc.) consider that as you progress with the conversation

• Mirror behavior- Simple and effective way to demonstrate your empathy is to observe your customers behavior and mirror it back to them.

• Focus on “solidarity” actions- Empathetic acts like laughing at customers joke, acknowledging and affirming a customer’s response, calling customers by name, and showing approval of a customer’s choice all assist in developing a friendly bond.

This are simple approach on how to start an effective sales conversation that will accomplish a few key things at once. First, your prospect will see you as an expert who knows what’s going on. Second, you’ll engage the prospect in a two-way conversation. Finally, you’ll continue down a powerful sales conversation path based on challenges that your customers are facing that you can help them solve. Follow these sales conversation tips in your next prospect interaction to set yourself up for success.