Sellers do a lot of talking, and the ability to have interesting sales conversations increases the value of their words. But it can be difficult to ensure every dialogue is valuable to everyone involved. 

But as Ring.io’s Elizabeth Bordiuh explains, any seller can improve their conversational skills. 

This, she writes, is key to “building trustful relationships with clients and closing more deals.”

Why Interesting Sales Conversations Matter

Being able to converse with others is a vital soft skill for reps. And just exchanging words isn’t enough. Conversations need to have substance, delivering value to both the seller and the buyer.

“Real conversations serve a critical function in selling,” writes SalesFuel’s Tim Londergan.

“The art of conversation can sharpen your selling skills and provide insight to your prospect’s needs, wants and pains.” 

Additionally, these exchanges encourage and nurture rapport. They can add a personal element to the professional relationship. This naturally inspires trust and can boost a seller’s likeability. 

Tips for Improving Your Conversations

When talking with prospects, no matter the topic, keep the focus on the buyer. This even goes for casual conversations that aren’t about business. 

Doing so shows that you’re interested in hearing what they have to say. This subtle approach can have a big impact. The prospect will feel like you genuinely care about them and not just a sale.

SalesFuel’s Voice of the B2B Buyer revealed just how important this can be. “Caring about me and my business” is a top seller attribute for nearly 50% of buyers.

Focusing on and prioritizing what the buyer says will show they aren’t just a deal to close. It will lend authenticity and credibility to how you’re perceived. This makes it more likely for them to trust you with their business. 

And remember, this should go for nonbusiness conversations as well. Showing interest in who they are as a person helps build the relationship. 

“Trust is built on common interests and values, which is the foundation of long-​term market relations,” Bordiuh explains.

Ask Open-​Ended Questions

Another key to driving interesting sales conversations is utilizing open-​ended questions. Why? They invite engagement and deliver insights by requesting a response beyond “yes" and “no.”

To clarify which questions are open-​ended, according to Richardson Sales Performance, ask yourself: 

• Does the customer have to think and reflect before giving their response?
• Does their response involve ideas or opinions rather than facts?
• Does the dialogue between you feel like a conversation or an interrogation?

Consider these examples of open-​ended questions to get the prospect to open up and engage. 

Offer Value

Even the most casual conversations can deliver value beyond relationship-​building. There are many opportunities to have interesting sales conversations that educate the buyer. 

Consider sharing insights into a topic that impacts their business. Highlight a recent headline or new story. Or share a case study about a similar client who had success with your solution. You can educate and inform the buyer without pitching. 

Sprinkle these “value-​added insights” into conversations for the benefit of both you and the buyer. You get to demonstrate your knowledge, credibility and dedication to their business. And the buyer benefits from the education and awareness you’re bringing. 

You can even add more interest to valuable conversations by engaging in storytelling. This tactic, as LinkedIn notes, can “make your sales conversations more engaging, lively, and persuasive.

Consider these tips to increase the value, and enjoyment, of your exchanges with buyers. Knowing how to conduct interesting sales conversations is a skill that sets you apart from competitors. You clearly demonstrate you aren’t just looking to sell but also engage.

And for more sales conversation tips, take a look at this professional guidance for effective communication.

Photo by The Coach Space