3 Sales Conversations That Will Make or Break Your Year

There are 3 critical sales conversations for every salesperson to focus on for organizations to consistently realize growth goals.

By Bruce Wedderburn

As a sales leader, you’re there to make a difference in team performance. You’ve looked at the range of experience on your team and seen multiple opportunities for growth, so you immediately implemented the latest sales and marketing thinking to pave the way for double-digit gains over the next 12 to 24 months. It’s the kind of vision and take-charge leadership that has impressed organizational leadership.

The only problem is, the expected sales gains from your initiatives have been slow to materialize. As the months have progressed, others in the organization have begun expressing doubts about your strategy. Worse still, you’re beginning to have your own doubts.

This isn’t unusual. As organizations look for organic growth in increasingly competitive markets, leaders are searching for the latest technology, the next app, that one competitive strategy that will elevate them above their peers. But despite all of the new advances and approaches, the reality remains: Your salespeople still have to have conversations with customers.

Another sobering reality? More than any other factor, the quantity and quality of those conversations will determine whether or not your organization reaches its sales goals this year.

The 3 Critical Sales Conversations

We recently conducted a research study in partnership with the Sales Management Association, and the findings were illuminating. We learned that there’s not one but three critical sales conversations every salesperson must focus on for the organization to consistently realize its growth goals. Improving any one of these will increase your team’s productivity. Improve all three and you’re on your way to a breakout year.

Sales Conversations With Customers

Customers have more access to more information than ever before, and that’s driving increased commoditization in your industry. As a result, your customers’ perception of “value” has shifted from what you’re selling to how you’re selling. In other words, your salespeople’s interactions are where the real value is today—the value that will differentiate you from the competition. It’s in these critical conversations that salespeople can move the discussion away from only being about price and begin building the elusive “Trusted Advisor” status in the customer’s mind. Succeeding with this conversation is mostly about your salespeople’s skillset.

Conversations Salespeople Have With Themselves

These are the conversations that all of us have dozens, if not hundreds, of times each day. We each have a set of inner beliefs about who we are and the level of success we deserve to enjoy. Countless external influences over the course of our lives—parents, friends, relatives, teachers, co-workers, clients, spouses, good experiences, negative ones, highs, lows—have contributed to these beliefs and shaped who we are, our level of confidence and what we say to ourselves about ourselves. For salespeople, this inner talk affects what level of buyer they will call on, how many customer meetings they will have, how they feel about prospecting, how they respond to being coached, their vision for their career, how they handle rejection, how they handle success, whether or not they will improve, and the hundreds of experiences that make up a sales or management career. This all affects a person’s attitude and confidence. Succeeding with this conversation is mostly about the salesperson’s mindset.

Conversations Sales Coaches Have With Their Team

Coaching is a key determining factor for growth and one of the great buzzwords of our times. However, when and if sales coaching actually happens, it’s nearly always focused on how to improve the first conversation—a salesperson’s ability to interact effectively with the customer. It rarely addresses the other critical conversation, the one that both salespeople and managers are having all the time—with themselves.

What Pros Know That Can Improve Your Sales Skills

Professional athletes know that the three S’s— stamina, strength and stretching—are essential for success, and so they constantly work at training and developing all three. Those same principles apply to being successful in sales and creating better habits and improving selling skills.

All three success sales conversations can and should be constantly developed. Your salespeople’s skillset and mindset can both be improved through training programs and coaching. And when their skillset and mindset are working together, supported by effective coaching of both, your sales organization will be on the way to new levels of success and satisfaction.

Too many organizations look to external factors such as new technologies and the latest fads for the answers to growth. That’s like a professional tennis player who looks to the latest advances in racquet string technology, cloud-based ball tracking systems and energy-rebounding shoe design while overlooking the importance of improving foot-speed, confidence and fitness.

Without having the important sales conversations that are centered around mastering skills, the rest doesn’t matter.

What sales conversations are your salespeople having?



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