How To Lead A Sales Conversation To Achieve Your Goals | Clarity Stack

Posted on 3 Sep 2020

4 minutes

How To Lead A Sales Conversation To Achieve Your Goals

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A sales conversation should be led and directed by the salesperson, not the client. Sounds simple enough, right? But sometimes controlling a sales conversation can be tricky, especially if you’re dealing with a particularly complex client. It can become even more challenging when the client deviates away from the script you may have prepared beforehand.

The key to leading a successful sales conversation is preparation as, without this, you run the risk of finding yourself losing sight of the direction of the call and therefore not leading it successfully. In this blog post we will share with you our top tips that will ensure you remain in control of your next sales conversation.

1. Prepare a sales script

First and foremost, it’s essential that you have prepared yourself a sales script. Your sales script should be based on the goal that you have for that call – are you trying to upgrade a client’s current subscription? Or are you trying to win a partnership? Whatever your goal may be, every bit of information that you prepare to deliver to your prospect should be focussed on achieving that goal. If you are prepared for almost every instance, you will remain on track and you won’t hesitate – meaning that you come across as an authoritative figure and stay in control of the conversation.

If any objections come flying your way, you will be ready to combat them with your script and continue leading the conversation. The most important thing to remember is to ensure that you don’t sound as though you’re reading lines from a script – your client will be able to detect this from the get-go and it may tarnish the success of the call.

2. Don’t forget about the importance of first impressions

“First impressions count.” Despite this being probably one of the most common sayings you’ll ever hear, its significance still stands. If you can create a welcoming and friendly environment at the beginning of the call, your client will be more likely to open up and talk more, providing you with the information you need to close the deal. This is also an important time to demonstrate your listening skills. Interrupting your client or talking louder than them is not going to win you control of the conversation – it’s going to lose you a deal. Take the time to let your client talk you through their current situation and any objections they may have and provide responses that directly address those points. Listen rather than talk for a larger percentage of the call.

3. Allow the client to talk about themselves

Following on from the point above, you should allow your client time to talk about themselves – talk about how their day is going so far, for example. But this time must be limited. Don’t let the conversation deviate too far away from your sales script. Always bring it back to the main purpose of the call. You don’t want to waste their time or your time exchanging your current Netflix series suggestions.

4. Ask questions

So, you know that you need to ask questions, but when exactly should you be doing this? You’ll most likely ask questions periodically throughout the phone call based on the client’s responses, so there’s no way of knowing exactly when they’ll pop up, however there are some key moments to note when asking questions may help turn a situation around:

  • When identifying pain points – Finding out what your client’s biggest pain points are will help you to provide the most accurate and relevant information. You’ll really be able to address their needs and offer the right solution to their problem/s. This will avoid you as the salesperson offering the wrong information which may turn the client away. Instead, you will come across as knowledgable, allowing your confidence to shine through.

  • When the client queries about the price – Sometimes, responding to a question with a question is the best way to get an answer. If a client is asking about the price of your various packages, for example, it is best to ask what their needs are and what solution they are looking for exactly. You will then be informed enough to advise on an appropriate package or offer.

  • When the client brings up an objection – Asking questions gives you another chance to secure the sale. If your prospect is becoming indecisive about committing to signing up or purchasing from you, finding out exactly what they’re unsure about allows you to reassure them that your solution can fix those pain points that they mentioned earlier. This gives you an opportunity to reinstate the value of your product or service to the client or prospect.

We hope you have found these quick tips helpful. Not everyone is a natural at sales initially – for some it can take training and confidence-building over a period of time, however that doesn’t mean you are any less capable of controlling a sales conversation to achieve your goals!

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