Control the Conversation - A Critical Skill in the Sales Process
In every conversation, whether you realize it or not, there is always one person that is controlling the conversation.
If you watch others in conversation, you can easily pick out who is in control at a given moment.
In casual conversation this control will frequently switch back and forth between participants.
In professional settings, there is typically one individual that has control.
In the world of sales, business, and consulting, it is critical to pay attention to this aspect of conversation.
If you lose track of who is in control, it will most likely not be you.
When in control, you can steer the ship towards a new client.
When not in control, your prospects will get all their questions answered without making any commitments.
With enough practice, you can control the conversation and lead your clients into whatever direction you desire.
The goal is not manipulation, but understanding the psychology of conversation.
A problem most amateur sales and business professionals have, is allowing their clients to drill them with questions.
You may show them something that creates curiosity.
They will they unknowingly try to wrestle the control of the conversation away from you by asking you questions about it.
If you fall into this trap and start answering the questions, you will not make the sale or earn their business.
No joke, it is really that simple.
In order to achieve all that needs to be achieved in the sales process, you need to be the one asking the questions, and then listening intently to their response.
Do not take this the wrong way.
Your clients are obviously going to have questions for you.
If not, they are not thinking about purchasing your product or service, but only being courteous by listening.
Prospects asking questions is wonderful, because it shows they are considering owning your product or service and want to know more.
The important thing to consider is the way you answer and respond to their questions.
You must do more that just provide an answer.
This will only encourage them to ask more questions and control the conversation.
Instead, when you do provide them an answer, answer with a question.
Another important practice is to have your clients tell you what they want instead of telling them what they want.
This can be done by asking the right questions.
For example, if you were talking to a client about website design, you might phrase your question like this: "Many of our clients want a website that gives their company a professional image and provides them all the information they need.
Other clients may want more of an online store where they can sell products online.
What type of website are you looking for?" In need not be fancy poetry or scripted, but prefacing your questions like this will accomplish a lot.
Essentially you pave the direction of their response.
If instead, all you did was ask what type of website they were looking for, they could give you a myriad of responses, or even turn the conversation around by asking you what you mean.
On the other hand, if they have your help, they will provide you a specific answer, and tell you exactly what they want, and will be one step closer to becoming your client.
If you watch others in conversation, you can easily pick out who is in control at a given moment.
In casual conversation this control will frequently switch back and forth between participants.
In professional settings, there is typically one individual that has control.
In the world of sales, business, and consulting, it is critical to pay attention to this aspect of conversation.
If you lose track of who is in control, it will most likely not be you.
When in control, you can steer the ship towards a new client.
When not in control, your prospects will get all their questions answered without making any commitments.
With enough practice, you can control the conversation and lead your clients into whatever direction you desire.
The goal is not manipulation, but understanding the psychology of conversation.
A problem most amateur sales and business professionals have, is allowing their clients to drill them with questions.
You may show them something that creates curiosity.
They will they unknowingly try to wrestle the control of the conversation away from you by asking you questions about it.
If you fall into this trap and start answering the questions, you will not make the sale or earn their business.
No joke, it is really that simple.
In order to achieve all that needs to be achieved in the sales process, you need to be the one asking the questions, and then listening intently to their response.
Do not take this the wrong way.
Your clients are obviously going to have questions for you.
If not, they are not thinking about purchasing your product or service, but only being courteous by listening.
Prospects asking questions is wonderful, because it shows they are considering owning your product or service and want to know more.
The important thing to consider is the way you answer and respond to their questions.
You must do more that just provide an answer.
This will only encourage them to ask more questions and control the conversation.
Instead, when you do provide them an answer, answer with a question.
Another important practice is to have your clients tell you what they want instead of telling them what they want.
This can be done by asking the right questions.
For example, if you were talking to a client about website design, you might phrase your question like this: "Many of our clients want a website that gives their company a professional image and provides them all the information they need.
Other clients may want more of an online store where they can sell products online.
What type of website are you looking for?" In need not be fancy poetry or scripted, but prefacing your questions like this will accomplish a lot.
Essentially you pave the direction of their response.
If instead, all you did was ask what type of website they were looking for, they could give you a myriad of responses, or even turn the conversation around by asking you what you mean.
On the other hand, if they have your help, they will provide you a specific answer, and tell you exactly what they want, and will be one step closer to becoming your client.
