Two kinds of mistakes derail sales conversations.
The first class of mistakes is some version of winging it. It’s walking into a conversation and not having a clear idea of how you’re going to lead it. You generally let the other side do a lot of talking (good) and they tend to go all over the place, until the meeting is over and you feel another opportunity was lost. (bad)
The second class of mistakes is at the other extreme: overscripting. Here, you enter armed with scripts. You know exactly what they want to say – and you’re on the lookout for the opportunity to stick the script into the converation. Often this takes the form of a very structured presentation and you make sure to get through it, whatever the reactions of the other side.
Neither work very well.
There’s a third option, which I call The Elegant Sales Conversation. This is where you walk in with a structure for leading the conversation. Meaning, you recognize that your prospect needs to have a series of questions answered in order to make their decision. You lead the conversation in a way that both goes with the flow, yet has a beginning, middle and an end.
Elegance is where you both go with the flow – and direct it. Structured, yet flexible.
It’s you leading with a soft touch.
When you’re skilled at the elegant sales conversation, you think on your feet, in the moment.
You read the person you’re talking to and understand not just what they say, but also what they leave unsaid.
You’re not afraid to ask questions that would make your competitors blanche. But these same questions get you vital insight they’ll never have. And it makes your prospect feel a special connection and confidence in you.
It means you’re prepared with scripts that help you articulate important ideas, but you only use a script when it’s the absolutely best thing to say.
I will soon be releasing a brand new training program called “How to Master the Elegant Sales Conversation” which will be about just this.
My approach here will be like everything else I do: Strike at the root where everyone else is hacking at the leaves. Unearth and teach the critical 10% that makes you look brilliant 90% of the time because you don’t need to know everything – you need to know the right things.
So help me understand what YOU need in order to master the sales conversation.
Fill in this private survey – it’s not a public blog because I want honest, open answers so I’ll be able to help you afterwards.
Dozens of people have already filled this in. If you’re one of them, thank you. Your answers are helping me shape the program because I’m seeing exactly what to include.
If you haven’t answered these five simple questions yet, please answer them right now.
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Dov Gordon
