In my world a conversation is an exchange of ideas between two people. The thing most salespeople take for granted is they believe they’re entitled to having a conversation…. because they showed up.
Showed up by:
- dialing the phone
- arriving at the appointment
- participating in a networking event
This is NOT the case!
You have to EARN the right to a conversation. Plus it’s the salesperson’s job – role – responsibility to make it easy on the prospect to join in.
Let’s face it… joining in is what makes it a conversation!
Tip 1
STOP asking throw away questions! Throw away questions = any question that does NOT promote an exchange BUT stops the flow. Here are the two I despise the most:
- Have you ever heard of us?
- Are you the decision maker?
Why do I hate them so much? Well I’m glad you asked!
Let’s start with “Have you ever heard of us?”
- Why does it matter?
- Will their answer actually change your ability to talk with them?
- If they have heard of you, isn’t it likely they will tell you at some point?
- If they haven’t…. does it help to hear NO?
And the dreaded “Are you the decision maker?”
- Will their answer actually tell you what you want to know?
- PLUS it’s the wrong question! Today there really isn’t ONE decision maker.
Tip 2
Because it is a piece of information you (or your boss) want doesn’t mean that is how you ask the prospect.
This is the next logical piece to talk about since I threw out “Are you the decision maker?” and some people are now saying….BUT I need to know that!
As you are gathering your book of information about a prospect – decision making is certainly a main chapter! What I’m saying is that it is the WRONG QUESTION TO ASK! Instead engaging in conversation (again = an exchange of ideas between two people) and find out how decision making works.
Instead how about asking:
- When my customers are looking at XYZ there is typically a process they go through – but none are the same – what does yours look like?
- Who is on the team that will be figuring out your best options?
Gathering all the pieces together to get the answer you are actually trying to uncover!
Tip 3
There is no excuse for not knowing SOMETHING about them.
In this day & age prospects expect you to have; glanced at their website, checked Google news, or looked at their LinkedIn profile.
I’m not proposing you spend HOURS & HOURS researching (although that may be warranted depending on what you sell). Over time you will accumulate that level of research on your top prospects.
Safety Tip: the internet is a great tool, but it is easy to get lost and miss your exit off the information super-highway.
Give yourself a time limit! Say 3 minutes to find something about the person.
Tip 4
Language IS important, don’t take it for granted.
I’m not talking about foul language – I’m talking about listening for words and phrases your prospect uses.
THEN pick similar language – or their exact words – when you’re speaking.
Sound weird? Think of all the way’s people talk about money:
- Bucks
- Budget
- Grand
- Moolah
- Beans
- Capital
- Expense
Your prospects will feel more comfortable if you use their nomenclature….
Did “nomenclature” make you uncomfortable? That is EXACTLY what I’m talking about! Use the words your prospect uses to create a language bond.
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