(Tips on) How to have a successful structured sales conversation (closing the sale!)
There are lots of theories and scripts that claim to give you the perfect sales call and the perfect close, if it was so easy, everyone would achieve a 100% success rate!
There are however, two things that are absolutely key to your success, having a structure and YOU! Following a clearly defined structure helps ensures you include everything you need for success, adding your unique personality, authenticity and genuine empathy elevates the connection from a sales call to a meaningful conversation to reach clarity on needs establish win wins and add value!
Let’s start with the structure-
Its really important to know what you want to achieve, by following a prepared path you will not only do this but get all the information you need and enable you to:
- Discover the real needs that will drive the client’s decision
- Keep your conversation on topic
- Establish credibility with the client
- Establish trust with the client
- Minimise objections
- Display confidence as you are in control of the call
- Keep your conversation on time (many people lose the sale if the conversation goes on too long)
The truth is it takes time and practise but if you truly listen and follow a structure you will succeed!
These should always be relevant and not sound like a machine gun, just asking or the sake of it. Have a set of questions, both open and closed, that you are comfortable with but will add value to the call.
Some things to think about and prepare:
- What your ideal outcome is
- The key information you need to gain
- What objections you might need to overcome
- What will put the customer at ease
- Be honest if you need them to explain something (we are not experts at everything)
- Ask for the sale
- LISTEN to them
There are a lot of scripts and questions to use to help you make the best use of what works for you! Research, use them and put them into your own words – this is key
Now the important bit YOU-
You and your unique personality elevate the quality and value of the call, not the questions. Some key thigs to consider that will encourage the client to listen and really engage with you:
- Tone/ Pitch – naturally friendly and interested
- Control the call – ask your questions, let them answer and make sure you note down what is said
- Keep to the flow – don’t jump ahead with questions you need to make sure you get the information you need in order
- Use their words in objections – you said…. Based on the information you gave me…… from what you told me….. etc this is powerful, so they see the benefit
- Relate back to them, how will not doing this affect them
- Ask for the sale- you said…. This means to you….. after what you told me we need to set this up because……. How soon can we get you up and running…….?
Of course this takes practice, if you’re able to record and review your calls this will really help sharpen and perfect your technique, in fact I find reviewing calls that failed to achieve the results you were aiming for, much more beneficial than successful ones from a learning prospective.
Of course, this subject has so much more depth, hopefully this snapshot provides some helpful tips to structure and close your sales.