Hard conversations are never fun but almost always necessary. Sellers may think it’s best to avoid a difficult topic to ensure everyone’s comfort. But avoidance doesn’t help anyone. Doing so undermines progress, trust, and it just isn’t sustainable.

“Avoiding tough conversations will hurt your relationships, lower trust and create negative outcomes,” writes Joel Garfinkle.

“But reframing your perspective can make all the difference.”

How should sellers conduct hard conversations?

Ensuring you're prepared is the best way to successfully approach these discussions. And when you’re at your best, the chances are high that everyone involved will benefit.

Garfinkle first recommends adjusting your mindset to one of curiosity. In sales, curiosity is an important attribute. And this scenario is a perfect example of when it’s needed.

Often, difficult issues trigger big emotions, which can cloud a conversation, preventing it from being productive. Instead of being led by those emotions, replace them with curiosity, Garfinkle advises.

“Shift your mindset to approach the conversation with curiosity about the other person’s perspective and a commitment to mutual respect.”

He suggests asking yourself the following before the conversation:

What can I learn about their view?

How can we work toward a shared understanding?

Make it your focus to understand the customer's attitudes, needs and problems, rather than proving a point. This approach values the customer by allowing them to be themselves.

It also forces you to focus on uncovering, rather than giving, answers. You position yourself to be a better listener and collaborator. To ensure you’re actively listening, employ these best practices.

Be direct and clear

When having tough conversations, it’s important to be as clear and direct as possible. It may feel more comfortable to be subtle or drop hints. But that’s not what the situation requires in order to be resolved. Plus, it just wastes time.

Be direct in your conversation and avoid misleading, dancing around a topic or exaggerating.

“Clarity is crucial,” Garfinkle points out.

“Get to the point quickly and respectfully. State the issue clearly, using concrete examples to illustrate your concerns or observations.”

Be thoughtful, too, about your word use. Just as SalesFuel advises for typical sales conversations, “Speak in plain terms and avoid obscurity, ambiguity and unfamiliar jargon.”

Take a look at these tips to ensure you’re leveraging the best language for these discussion.

Finally, keep the emphasis on facts rather than feelings. This helps keep emotions from clouding the conversation.

Be optimistic about the outcome

Mindset matters in sales. If you go into the conversation expecting a miserable time, that’s probably what you’ll get.

“If you go in anticipating disaster, it will likely affect your tone, body language and ability to stay composed,” Garfinkle writes.

“Instead, visualize a constructive discussion and the positive impact it can have.”

You’ll carry that mindset into the conversation, helping influence its tone and direction. And likely, that positive attitude and dedication to a solution will be contagious.

End things on a collaborative note

When the conversation reaches its end, it’s best to confirm that everyone involved is on the same page. Go over main points, decisions and next steps. Even if you didn’t determine a final solution on a topic, ensure everyone walks away with a shared understanding. 

Keep communication going

Following a hard conversation, emphasize communication. Follow up with the others involved. Express gratitude for the meeting and emphasize your appreciation of their collaboration.

Remember, these are necessary for growth, but they require the right approach. By staying curious, being direct and maintaining a positive mindset, you ensure better outcomes for all parties involved.

Photo by Kaboompics​.com