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Tuesday, 24 April 2018

15-Seconds to 10x More Successful Sales Conversations

When making a sales conversation whether on call or in person it is important to make an upfront contract. If you're not familiar with this term, an up-front contract is an agreement, made ahead of time, about what will take place during a meeting or discussion. Its an informal agreement that clarifies what each person's role in the conversation will be. If this is in a conversation this agreement can unfold in seconds.

Understand that the up-front contract is essential, and remember only one person can lead the discussion: The buyer or the seller.  You should always work towards being the one that is leading the conversation, and the up-front contract allows you to do just that.

To use this technique successfully, follow the following simple steps:

1) Set a Time Limit and Show Appreciation

Thank the person you are talking to for his / her time and mention how long you expect this conversation to take. It's easy for buyers to become irritated if they expect a five-minute discussion, only to realize it's going to take far longer.

It's similar to the situation you were in previously, agreeing to participate in a survey that would only require a few minutes of your time only to realize it would take much longer abandoning it at #50.

When having an outreach to this person, tell him / her how much time is needed before the first decision. It's essential that you tell them how much time you will need before you tell them about the offer.

When you clarify the length of time, it will take them, then move on to the next steps below. The goal here is simple: Make the caller feel comfortable with you.

Your introduction doesn't need to be complicated, you can say:

Thanks for meeting up with me / take this call today, [name]. This should take around 20 minutes.

2) Provide an Agenda

Explain in a sentence or two what this conversation will go over and what your roles will be.

An example could be:

We're going to discuss your current distribution and methods for increasing your per drop value.

3) Describe the Potential Outcomes

Engaging in the up-front contract gives your prospect the chance of either continuing the conversation or to decide against it. Make sure you tell the buyer if she doesn't like what he / she hears, it's perfectly okay to tell you "no". You'll accept the answer and not pursue this any further.

Giving your prospect the option of ending the conversation may be the most important part of the up-front contract. You have to accept this responsibility explicitly, in clear, easy-to-understand terms. If not this strategy would not work, because the seller isn't in control of the conversation.

By giving the buyer "control" over whether or not to hang up you will be surprised that you've indirectly gained their confidence, trust, and respect. You'll also get the opportunity to define the rules that will drive the conversation moving forward.

An example:

By the end of this meeting, if you don't feel our services could help you to increase your per drop value, I'll end this conversation and stop right away. But if you feel like they could potentially help, are you open to scheduling another meeting?


  • Appreciation and Time: [Name], thanks for agreeing to meet today. Can I take 3 minutes ..
  • Agenda: ... to give you some recommendations on improving [x] at [Company Name]? If you have no further interest ...
  • Outcomes: ... you can hang up, but if you do have interest, let's have another meeting.

You'll notice how concise everything is. It's important to understand that you do not have time for long monologues at the beginning of the conversation. An up-front contract allows you to win half the battle within the first few seconds of the conversation and you are sure to gain an increase in successful sales conversations.

Get in touch with the proper tools to help you with more effective communications and conversations here with EVERWORKS.

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