Lead the Conversation

You know how to lead a conversation, but do you do it on a sales call? Most people don’t. They come to the meeting concentrating on what they want to say and how to say it. What they should be concentrating on is the prospect’s situation, their pain their budget and other steps in the sales process. So, for example, they should “lead” the conversation to a discussion of the prospect’s pain. If we know that pain is typically found in the shipping department, then they should lead the conversation there. You lead the conversation by asking questions. You can get the prospect moving in the right direction by answering their questions in a way that inserts another topic into the conversation. We have all done it. So we all have the skill. However, all too often, salespeople forget to use this skill. They focus instead on themselves and their product or service. So, use the skill you already have. When you do, the prospect will more easily accept what you eventually have to say, and they will never feel like they were sold to, because it felt to them like they were in control the whole time.

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