How To Have Better Sales Conversations

BY Jessica Helinski
Featured image for “How To Have Better Sales Conversations”

Sales conversations help build the foundation of relationships with prospects, clients and colleagues. And the better those conversations are, the stronger your relationships will be. And the stronger your relationships, the more they will ultimately lead to improved sales. 

Even if you feel that engaging in dialogue isn’t a strength currently, it is a soft skill you can grow. And as Samantha Busa writes, these efforts will always pay off.

Approaching conversation as a skill that you can improve is the best ROI for your personal and professional life.”

Steps for better sales conversations

If this is an area in which you struggle, don’t feel bad. In an article for Harvard Business Review, Charles Duhigg points out that no one is born knowing how to effectively communicate. It is something that’s learned.

And it requires updating. Like any skill, practice and continuous improvement is necessary. Following best practices ensures you’re using dialogue to build those solid relationships.

First, the most effective conversationalists prepare. It’s true, you won’t always be able to prepare for every time you speak with another person. But for those conversations you know will take place, do your homework. 

Think of topics that you will likely talk about, or that you want to intentionally bring up. 

By anticipating what you’ll discuss, you’re more likely to feel confident and prepared to have an interesting exchange.”

Then, come up with specific points that you’d like to make. Conduct relevant research beforehand if needed. This will help you make the most of your sales conversations, Duhigg explains. He also points out that preparation can cut down on the following:

  • Awkward pauses
  • Disengagement
  • Anxiety
  • Missed opportunities
  • Weak connection

Prioritize deep questions

To maximize sales conversations, sellers must use questions to drive the dialogue, uncover information and nurture rapport. 

As SaleFuel notes, impactful questions have the power to unlock valuable insights. You gain a deeper understanding of vital details, like the buyer’s pain points, motivations, customers, and goals.

Asking questions also demonstrates your interest in the other person. You’re putting the focus on them and trying to learn more. This helps build rapport, trust and respect. And, as Leverly points out, it encourages the other person to engage.

When a client feels heard and understood, they are more likely to engage in conversation and consider the proposed solution.”

For specific tips on how to ask questions that go deep, take a look at these tips shared by SalesFuel

Be present

Another vital aspect of having excellent sales conversations is being present. This is often overlooked as an important step but it packs a big punch. If you come across as disinterested or disengaged, you simply won’t build a strong connection. 

 Richardson Sales Performance also emphasizes this skill’s importance. 

Presence is the skill of projecting interest, conviction, energy, professional appearance and confidence.”

And you may not even realize that you are coming across as not fully present. But letting your eyes wander, checking your phone, and not offering relevant responses can give the impression you’re not engaged.

Improve your sales conversations by practicing active listening. This involves offering visible cues to the other person to show you are interested and listening. From body language to asking follow-​up questions, you have lots of opportunities to do so. 

Follow these suggestions for making sure your active listening is on full display. 

Keep your improvement efforts going

These are only a few best practices to help you have better sales conversations. Adopting these, and other tactics can help you establish genuine, valuable connections with others. You’ll find that your relationships are stronger and your sales improving, as your engagements establish a strong foundation for all your sales efforts.

Photo by LinkedIn Sales Solutions