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Conversations That Sell
Collaborate with Buyers and Make Every Conversation Count
- Read in 16 minutes
- Contains 10 key ideas
Conversations That Sell (2013) reveals the changing nature of sales as its focus shifts away from waxing lyrical about a product to demonstrating a commitment to the needs of the buyer. From preparation to problem solving, these blinks guide you to a winning sales conversation and a strong sales career.
Key idea 1 of 10
The most important thing in selling is you, so show your strengths.
Remember what salespeople were like when you were a kid? Pushy and slick?
Things are dramatically different today. For one, the stakes are higher.
Most products or services in today’s businesses look fairly similar, and are priced similarly too. Because of this, the one-to-one pitching approach won’t cut it anymore. Buyers aren’t looking for someone to just talk about a product and its features. They’re looking for someone that can make positive and lasting changes to their company, and above all someone who understands their concerns and ideas. Companies don’t need salespeople. They need differentiators.
So what makes a good differentiator? Three things: preparation, transparency and self-confidence.
Prepare yourself by ensuring you fully understand your client’s situation. Collect as much information as possible not just beforehand, but throughout the process, too. The main thing is that you focus on them.
Don’t see yourself as a salesperson trying to make a pitch, but a salesperson who guides the process, helps their client to overcome obstacles and outlines opportunities – so be open and trustworthy!
This in turn will allow you to build a valuable relationship with your client, which is vital for a successful sales process. To further strengthen this relationship, let your personality and its strengths shine through.
When she was new to selling, the author had a mentor who recommended focusing sales conversations on the product. But after a few early failures she realized that when she put her own personality and creativity on show, companies trusted her more, making her more likely to close the sale.