The structure of sales conversations and the gaps taken as proof · The Sales Blog


The trend that occurs in sales conversations usually begins with a discussion of challenges or better future results, exploring potential ways to achieve these future results, working with stakeholders, and attempts to reach a desired outcome. consensus, presentation and review. plans and investments, resolution of concerns and adjustments to proposals, negotiation around the creation and valuation of value, followed by a decision.

A trend similar to that seen in B2B and B2C sales, although there are differences between them. It's also true that while the process is now more non-linear than ever in B2B sales, parts tend to exist, even if the trend goes back and forth.

Where vendors tend to have problems, is to believe that deviations from this model and its components mean that they can succeed while skipping steps, steps, conversations and commitments.

In a dozen transactions where the seller sends an email containing prices and a proposal after a single conversation, ignoring any conversations that might allow him to create value and a preference to buy from them, he wins one of the transactions. For this seller, they have proof that e-mail pricing and a proposal are a process that works for them. The other eleven lost contracts are by no means evidence of a poor overall strategy.

A second dozen cases can begin with an interested party that wants to explore better results and finds its way to a seller in a role designed to qualify it. The seller asks questions to interested parties about the seriousness of their interests, their willingness to spend money, if they are really forced to do something now and if they can decide. On the dozen transactions, three of the interested parties are qualified for a demonstration with another seller, and one agrees to buy what the company sells.

The sales organizations that play the numbers game on the basis of acquiring one of the twelve transactions think it's a numbers game, that the leads are bad, that most prospects are old-fashioned and miss demos to engage them creates too little value. They think this is what they should expect, even if they have eleven times more reason to believe that it is not as effective as it could.

The fact that something works from time to time does not prove that it is the best way to have a sales conversation.


Get the free eBook!

Learn to sell without a sales manager. Download my free eBook!

You must make sales. You need help now. We have you covered. This eBook will help you capture your business destiny, with or without a manager.

Download now

Share this article with your network