Prepare commercial conversations

We present below generic recommendations to have good sales conversations.

In the following sections you will have the details of each task to be carried out.

The golden rate 40/60- Talking/Listening

This is the conclusion reached by a study conducted at an international level, where 25,537 sales conversations were analyzed in a B2B context through an AI monitoring system.

Bearing in mind that most conversational interactions with leads in the sales process tend to range between 65%-75% pitch and 35%-25% active listening, we can conclude that, in general, we are far from the ratio in which the highest commercial performance is mostly obtained.

But how to achieve that 40/60 without being intrusive in conversations with prospects?

one. Active emotional listening: through the prospect's responses to key questions about their pain points:

1. Understand (frustration, anger, uncertainty, etc.)
2. Reframe (looks like, sounds like, is like, etc.)
3. Listen (will usually address the point of pain in a more extensive way and with more confidence)

2.Conversational pause: 

Extending the pauses in the middle of the critical parts of the pitch will mean, most of the time, an invitation for the prospect to develop their concerns in more depth.

3.Description of the problem:

Describing, on our part, the problem of our prospects better than they would do, will significantly increase the level of confidence of this, with the consequent result of a greater interaction on their part.

4.Ask questions that make them understand that you have the answer to their problems.

The application of this point is based on a previous qualification work of the questions to be asked, not on generic questions that can only lead us to a monotonous interrogation.

The language

We base part of the content of our commercial messages on technicalities and concepts that sometimes reach pedantry.

To get away from it:

1. Write your communications as if it were a conversation, using simple and professional language

1. Introduce added value, it is the best way to build a relationship of trust

1. Blend in with the communication style of your audience and personalize communications by adapting them to each profile and each industry

1. We have to earn the right to take over the time of our interlocutor, work on the model if you want something, give something before asking 

1. Behave more like a teacher than a traditional salesperson, teach your clients more about their industry or their business, highlighting the associated problems that you solve as a professional. Show your clients results, don't criticize their current way of doing things

1. Your prospects will forget what you say, but they won't forget what it makes them feel: work on passion, enthusiasm and energy.

Smart selling:

Avoid talking about the price and the product before you learn enough about the prospect. To do this you have to help the prospect to understand the following:

1. They have a problem
2. That problem is important
3. The problem needs to be solved as soon as possible
4. You provide the solution to the problem

When all that is clear, it will be time to talk about the price.

The beginning of a conversation with a prospect

Due to the structure of our brain, a commercial has in the first 5 seconds of a conversation a large part of the answer to gain the interest of the prospect, or failing that, to keep him in the meeting on an autopilot model.

Finding an unexpected way to start business conversations undoubtedly increases their success, for example: Why did you accept this meeting?...

In parallel, when interacting with a potential client for the first time, it is essential to build a base of rapport, one of the easiest ways to do this being to appeal to their ego: ?I see that you are very good at X, you have very good clients...employees...so what is your problem?

When it comes to cold calling, don't make an intro contextualizing the divine and the human, be direct and brief.

The sales script

The key is to be prepared to have many conversations rather than just one conversation at a time, and this can be achieved by building a conversation guide:

1. Document your customer references

1. Break it down by industry, and write down the challenges they are experiencing , what your solution provides in that environment and the benefits you achieved for your clients in each sector.

1. When someone asks you "what does your company do?" Make sure you can answer the question clearly and concisely. Without hesitation or controversy. 

1. Document qualifying questions, so you never lose track of the information you're trying to get out of the conversation.

1. Finally, prepare for objections. Include the most difficult objections in your Script, and prepare your responses.

Use a methodology in your business conversations 

1. Set a goal for the call
2. Have a contingency goal ready in case something prevents you from achieving the main goal.
3. Create a plan to get to those results. What questions will you ask, what do you plan to show and how, etc?
4. At the beginning of the meeting, clearly state your intent and plan, share the value you think your proposal will have, and be sure to ask for your prospect's input. Does this make sense to you?
5. Agree on the plan or modify it slightly, depending on the feedback it gives you at the time.
6. Finally, he logically structures the conversation, developing each idea to the fullest before continuing, culminating in a deep and mutual understanding.

Sequence of key questions 

Sell ??through questions, not answers.

1. First the problem: Detection of specific inefficiencies, whether in a context related to systems, processes, implementations, etc., discovering the impact they have on you: Do not hesitate to keep asking until you really discover the needs and pains of your prospect. How do you do this now? What problems have you had? What tools have you used?
2. Second the situation: "If you had the opportunity to make some change to increase the (choose one: value / ROI / performance / productivity) of your (systems / processes / implementations) what would it be?
3. Third the desire: This point is the moment of inviting the interlocutor to open up, working the commercial conversation on their motivations and drivers of change, as well as the quantifiable impact of fixing inefficiencies. What result would you like to obtain? What is your need in the short/medium/long term?

Risk vs. reward

Before launching a concrete proposal to a prospect, you have to assess where your potential buyer fits, whether within the focus of risk or reward, and align yourself with their position.

Buyer with a predominant focus on reward:

1. If they need to increase their income

Buyer with a predominant focus on risk:

1. If they need to improve the customer experience or other critical processes, the fear of damaging the base with which they work is probably higher than the reward they can get
2. 
   

Most buyers are more concerned with risk than return, so proposals should reflect that position:

1.  Low-cost trial periods where you can test your solution first 
2. Easy cancellations, no long-term contracts, 
3. Easy settings
4. 90-day opt-out, 
5. Realizing ROI

For reward-focused buyers, create proposals that show aggressive returns, as these prospects aren't looking for slow, cautious proposals, they want results and they want them fast.

Tailor your proposals to meet both of these buyer dispositions, and you'll increase your chances of expanding your customers.

Your time is money

Before finishing a meeting, schedule the next one, your time is valuable and you should not waste it chasing your prospects to infinity.

Your ultimate goal is to get one of these 4 answers:

1. Yes 
2. No- thanks for your time and the next one happens It's
3. not me- you have to get the phone number of the right caller 
4. Not at this time (65% of business conversations end at this point) - that prospect is on standby, until a new future business contact, but the marketing conversation with him must continue, so do not stop nurturing with added value your conversations with him, this will help you to a YES in the future. Add him to a mailing list where you communicate with him at least monthly until the scheduled time of the next meeting.

Video conferencing has come to stay!

Avoid traditional calls as much as possible and try to bring your business conversations to life by visually humanizing contacts.

In a videoconference context it is more critical than in person, to capture the interest of the interlocutor, so when the time comes to enter the product or service demo, completely turn the traditional structure around, do the last thing first, start presenting the slide of greater impact and more convincing, as a cornerstone, and from there, remove the layers depending on the interest of the interlocutor.

"Let's get down to business with my introduction. This is just what I want to show you. Do you want me to tell you more?"

Closing sales

Work on closed questions:

Alex, on a scale of 1 to 4, with 4 being very likely, how likely are we to do business together this month? ,

Alex's response: 2

Alex, what has to happen for us to reach 4 on the scale?

Introduces the discussion about the price, in the penultimate section of the final meeting (in a conversation of 1 hour, we would discuss the price between the 40th and 50th minute)

About TIMELINES response

When faced with a direct question posed to a prospect or client, related to a response timeline, delivery, etc... he does so by probably indicating x time, the real precision of this time shoots up to 70%. Categorize this opportunity with high probability.

Regarding the negative aspect regarding the previous point, when the customer or prospect responds to a question related to a timeline, with a we need to find out xxx, a negative correlation is established in terms of profit rates and forecast accuracy. Categorize this opportunity with low probability.

Treat the answer -I'll buy soon, I'll call you- as a never, but keep in touch and follow up until you hear the definitive NO, sometimes there are surprises :)