Week 9: EFFECTIVE SALES CONVERSATIONS Orientation After completing this lesson, you will be 75% through the program. Finish strong!

This week’s subject has a recurring theme in that it is important but, like anything else, you have to practice this in order

to master it. Learning about it and reading about it are not enough: you must do it. It’s all about taking action.

You must practice your ability to carry on a diagnostic conversation. It’s similar to being a doctor and asking the patient

questions that help you discover symptoms to treat the underlying problem, and having the responsibility to understand

what the real issue is before treating it.

Remember: The reason people buy is because you’ve convinced them you can help them with something. You can help

them reduce or eliminate a problem or the pain associated with a particular problem, or you can help them gain a

certain advantage or pleasure. People buy for two fundamental purposes: to gain pleasure or reduce pain. In business,

most sales have to do with solving problems (pain relief), so it’s about having comfortable conversations with people

during which they share with you what their issues and challenges are.

Anatomy of a Sales Conversation The sales conversation must be purposeful. Think of yourself as a clinician who is truly trying to understand. Your non-

verbal communication, your way of speaking, and your words are all purposeful. It’s not just a chat among friends or

acquaintances.

The sales conversation is not rushed. It is not an inquisition. It is not impersonal.

Five Parts of a Sales Conversation (An example from coaching)

1. Connection

2. Motivation

3. Presentation

4. Information

5. Decision

Connection

Get a quick sketch of who the prospect is

Get the prospect talking

Establish rapport

Motivation

What are the top challenges you are facing?

What are the top opportunities?

What are you passionate about pursuing?

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What are you eager to leave behind?

Give the person a chance to briefly share what the sources of pain might be while you listen very carefully.

Presentation

What would a great coach look like for you?

Let me give you an example of someone with whom I worked who was in similar circumstances. (Maintain

confidentiality, of course.)

What kind of coaching are you more interested in: a drill sergeant task master or more of a cheerleader or

someone who can switch back and forth?

Information

How often do we meet?

What is the structure of the call?

How long are the engagements?

The parameters and logistics of the engagement

Decision

What other questions do you have?

How would you like to proceed?

Objective The objective of the sales conversation is to help people:

Gain an understanding of who you are

Gain a clearer picture of what their needs and goals are

Take Action This week, it’s all about role playing to comfortably perform a diagnostic sales conversation. Work with your

Accountability Partner(s) to get the most from the exercise.

Also, don’t forget to keep going on the work you’ve set in place already.

There are several actions you need to be maintaining and revisiting while still

adding in new success exercises. You’re well on your way, so don’t stop now!

MOVE OUT!

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Action Plan This week, you’ll work with your Accountability Partner(s) to practice role-playing effective sales conversations.

1. Watch the video with the worksheet.

2. Reflect on the work you did last week regarding qualifying prospects and how you will continue to get better at

doing so.

3. Hold (at least) two meetings with your Accountability Partner(s) to set your intention at the start of the week

and to check in and report how you’ve done at the end of the week.

4. Schedule time with your Accountability Partner(s) to perform the role playing exercises. Be fully present in the

exercise and observe both yourself and your partner. Practice the exercises repeatedly.

5. To really improve, continue to perform these exercises on a regular basis. You can also create new scenarios to

practice based on what you discover from real experiences with clients.

6. BONUS: Identify the pin Ed is wearing on his lapel in the video and grab an extra treat in the chow line.

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Practicing a Sales Conversation: Role Playing With your Accountability Partner(s), choose roles: one is the seller and one the prospect. Use your own creativity and

acting ability.

Role One: The Prospect In this role, you have two responsibilities.

1. Develop a true issue. Write down the scenario, but don’t tell your partner. (Create a few scenarios.) See if your

partner can discover it by asking questions. Don’t hide the information, but don’t just offer it up without

questions.

2. Take notes during the role-playing discussion to be able to provide constructive feedback to the person

practicing the sales conversation with you (the seller).

If in a triad or group partnership, the observer(s) can take notes freeing the seller to fully play the role.

Consider forming a triad for this exercise to really be able to focus on the role while the third person takes notes for

feedback. You could have a 60-90 minute call where each person plays each role twice (switch who plays the prospect

for the seller the second time around if you are in a triad).

Role 2: The Seller Remember to be purposeful and not rushed. Be directional and diagnostic. Use your S.P.I.N. selling questions. Be

attentive and show your listening skills. Confirm your understanding. Be patient in the sense that you wait until the

conversation gets to the point where it’s time for you to present your solution: not until you properly understand what

the issue or challenge is.

The beginning of your solution’s presentation should briefly paraphrase your understanding of the problem. This tells

the prospective customer, “I’ve heard you. I’ve understood you. I care. I want to help.” It also stops you from presenting

too soon if your understanding is at all off; it gives the prospect the chance to further clarify the problem before you

present your solution. When your understanding is right and the prospect agrees it is, then you can present your

solution and the prospect is more likely to listen and also see how it addresses the need.

Then you are not afraid, if the feeling is right, to ask for the order. (e.g., “How would you like to proceed?”)

Practice, Practice, Practice Practice having the sales diagnostics conversation.

Role play with your partner. Use open-ended questions.

You can also practice this by yourself while driving, etc. Doing so will also help immensely – playing out different

scenarios in your mind. Practice to yourself out loud for even greater benefit.

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